In UX design, “黑暗的图案” are deceptive strategies used by designers to trick users into doing potentially harmful things that support their organization’s goals. For example, sites that automatically add extra items into users’ shopping carts are using a dark pattern to increase their sales.

The two design patterns discussed in this article fall into a similar (if slightly less immoral) category, which we call “有贫困的模式。” These are design patterns aimed at grabbing users’ attention. They’re driven by goals like increasing email-newsletter signups or page views, but they slow users down or degrade their overall experience.

There are many patterns that could fall into this needy category. In this article we focus on two needy patterns that have recently become popular and thatinterfere with browser-tab usage

涉及使用多个浏览器选项卡有两种主要类型的行为:

  • Parallel browsing, where a user alternates between tasks, generally using one tab per task
  • 页面停车,其中用户将多个页面打开到不同的选项卡,以支持一个大型任务(例如比较要购买的项目或研究主题)

Millennials in particular tend to rely on page parking作为一种信息策略。我们讨论的两个需要的模式伤害了使用多个标签的人,无论是并行浏览还是页面停车。我们指定了这些贫困模式:

  • The please-don’t-go popup
  • 返回给我浏览器选项卡

The-don't-go popup

此模式有时被称为“退出意图弹出窗口”,“退出弹出窗口”或“退出模式”(试图使用Revired Word“Popup”将此模式分解,由作为#1污染最讨厌的广告技术). These popups lurk unseen until the user starts to move the mouse towards the top of the page. Panicking that the user is about to bounce, the exit popup triggers a desperate, final attempt to keep the user’s interest. These popups often contain content such as, “Before you go…!” or “Don’t miss…!” Sometimes they offer discounts, advertise an email newsletter, or suggest related content.

ExitPopup TNW新闻
来自TNW新闻的退出弹出窗口推动组织的电子邮件通讯。

The exact functionality of each exit popup differs. Sometimes the popup will appear as soon as the user starts moving towards the top of the page; in other cases, it will show up after a specific amount of time (5 seconds, 10 seconds, etc.). Sometimes the popup is combined with animation — for example, creating a shaking effect. Sometimes it works alongside cookies, so a user who sees an exit popup and stays on the site won’t see it again.

ExitPopup WP初学者
WPBEGINNER.com上的此Exit弹出窗口使用摇动动画,这具有使弹出窗口更加烦人的效果。

目标是在他们放弃网站之前抓住用户,向他们展示他们可能错过的东西,或者为捕捉他们的注意力提供一终吸引力。并且,根据退出弹出逻辑的说法,谁关心这份上诉不起作用和用户是annoyed? There’s nothing to lose, because they’re leaving anyway, right?

错误。当用户参与页面停车时,它们系统地在打开的选项卡之间移动,保存其位置以后返回。退出弹出窗口后面的代码不知道用户是否正在将鼠标移动到:

  • 关闭标签,
  • 暂时移动到另一个标签,或
  • 打开一个新标签。

出口弹出窗口无法讲述差异。想象一下,用户正在参与页面停车,以帮助她研究一个话题。她从Google查询开始,然后将多个结果迅速开放到新标签中。用户开始浏览每个选项卡,关闭一些无关紧要的选项卡,但稍后节省一些返回它们。然后,在这个过程的中间,出现一个出口弹出窗口突然出现,迫使她签出一些不同的内容或注册电子邮件通讯。用户思考,“哇,冷静下来!我要在两分钟后回来!“

ExitPopup救命
在Lifehack.org上的此退出弹出窗口假定用户正在离开,因为它们完成了当前的内容,并持续显示相关主题的最后一刻尝试。不幸的是,如果用户尚未阅读当前的内容,弹出窗口会刺激。

除非它符合最佳兴趣(防止某人关闭文件而不保存它),我们从未建议故意中断或讨厌用户。

返回给我浏览器选项卡

下一个模式与您在网站上的情况下与发生的事情无关,但它与您离开时会发生的事情。当用户访问另一个浏览器选项卡时,当用户通过访问其他浏览器选项卡时,该站点将使用注意事项消息交换原始页面标题。

tabtitlechangechrome.
在此示例中,Chrome浏览器有7个打开选项卡。最后三个选项卡已用赤款消息替换了标签标题。

tabtitlechange1.
Blog.InvisionApp.com用提醒替换博客帖子的名称返回选项卡。在此示例中,根据打开的浏览器选项卡的数量,将截止此提醒的一部分。(当用户立即打开时,用户通常会切断页面。)

该网站的主要目标是巧妙地劫持用户的注意力并将它们带回网站。也许有一些良好的意图驾驶这个设计决定:也许这个网站真的希望有用,提醒用户查看该页面上的内容。然而,这个提醒完全没有帮助;事实上,这两个主要原因是有问题的:

  • 由无益的标题造成的背景丧失,以及
  • the likelihood that whatever effectiveness the tactic once held will be eroded as more sites adopt it

失去背景

Without the true page title, people are left with no clues for the content of the tab. Users often keep frequently visited pages such as Facebook or news websites open throughout the day in order to revisit them and check for updates. Users who are shopping or conducting research may be parked on many pages at once, using browser tabs to collect and manage product options and information

页面标题应以信息携带的单词开头给用户上下文和帮助他们区分among tabs. In addition, websites should utilize a well-designed favicon (the small 16x16 pixel icon used in tabs) to help users identify which tabs belong to which site.

In the previous example, Invisionapp would be better off keeping the title of the blog post on the tab at all times. For users conducting research on a particular topic, this tab may be one of many that they intend to read over time. The best reminder to return to the tab is the actual page title, which has meaning to the user and probably some appeal to them in the context of the current task (or the user wouldn’t have opened that page in the first place). With no context, it’s likely that users scanning their parked tabs will not recognize the unrelated title and dismiss the page altogether.

Ineffective when Commonly Used

一些设计师可能会争辩说,这种技术将通过以独特和意外的东西捕捉他们的注意力来欣赏用户。如果此模式广泛使用,那么愉悦(如果首先存在第一次)毫无疑问会毫无疑问地转向挫折。如果您的浏览器标签类似于一系列记者在新闻发布会上争取关注的一群记者,页面停放和并行浏览将变得非常困难。

tabtitlechange2.

tabtitlechange3.
太多其他网站已经复制了问题的返回给我模式。

When multiple browser tabs employ this technique, users have no indication of which tab contains what content. They will be forced to bounce in and out of each page to remember what the tab contains. And if these websites are really needy, these users may also be dealing with please-don’t-go popups slowing them down along the way.

tabtitlechangetwitter
Twitter使用数字指示器预先添加了页面标题,让用户知道它在上次选中后已添加到他们的饲料中的其他内容。此选项卡标题更新有效地提醒用户在不删除页面上下文的情况下返回。

将页面选项卡视为用户在用户创建的不同和动态全局导航中的众多节点之一,以满足其独特需求。您的页面标题是此导航中的标签,并应提供适当的上下文information scent,使用户可以评估页面的内容。

结论

每个网站都有个性。语音的视觉设计,互动设计,副本和音调都有助于您的用户如何察觉您的网站和您的品牌。贫困模式,如请不要将Popover和备用给我的选项卡芯片放在专业,自信的网站的演示中。他们还损害了用户对信誉的看法。

作为一个思想的实验,问你的品牌经理是“我们绝望地注意”是公司所说的品牌价值之一。如果没有,为什么向客户发出这种绝望?

这些类型的策略通常是基于更好的转换的接受和接受A / B测试中的性能。然而,有一个大的权衡,有需要和烦人 - 与您的用户的关系退化。

优先考虑转换或短期指标导致设计人员将人们压制成他们实际上不想做的事情,并且可以轻松地将道德边界交叉向黑暗模式。现在是重新评估优先事项和长期目标的时候了没有人喜欢一个有贫困网站。