A study conducted by the ASCI Academy in collaboration with Parallel HQ, a design firm, has brought to light the prevalence of ‘dark’ or deceptive patterns in popular Indian apps. 

The report titled ‘Conscious Patterns,’ revealed that 52 out of the 53 analysed apps employ deceptive design practices. 

Dark patterns are deceptive UI/UX practices that can mislead or trick users into doing something they originally did not intend or want to do. 

The report analysed more than 12,000 screens from 53 apps across nine industries, identifying an average of 2.7 deceptive patterns per app.

Health-tech apps were found to have the highest usage of dark patterns, followed by travel booking and fintech sectors.

The report identifies 12 distinct deceptive patterns, including privacy deception, interface interference, drip pricing, and false urgency, which are popularly used in online interfaces.

Key findings of the report:  

• Four deceptive patterns accounted for 78% of the total occurrences - privacy deception (24%), drip pricing (19%), interface interference (18%), and false urgency (17%).
• Over 80% of apps exhibited deceptive patterns in the settings/profile section.
• All e-commerce apps studied made it difficult for users to delete their accounts.
• Four out of five health-tech apps relied on creating time-based pressure (false urgency) to rush users into making decisions.
• Basket sneaking was four times more prevalent in delivery and logistics apps, as compared to other sectors.
• The three sectors with the highest deceptive patterns per app were health-tech at 8.8, travel booking at 7.2, and e-commerce at 5.3.
• The lowest incidences of deceptive patterns per app were observed in streaming services at 1.8 and in the gaming sector at 2.4.

The widespread use of dark patterns can impact user autonomy and informed decision-making, the report highlighted. These apps collectively have been downloaded over 21 billion times, pointing to the potential of their consumer impact.

The report also provides examples of more ethical designs used by some apps as alternatives that can be considered, and a scoring tool that can aid more conscious app design. Industry body Nasscom partnered with ASCI and Parallel to highlight various challenges and practical solutions in this space. 

The report summary can be accessed here. 

Manisha Kapoor, CEO and secretary general of ASCI, said, “Deceptive patterns harm consumer trust and transparency in the digital ecosystem. With just the top 53 apps being downloaded over 21 billion times, the consumer exposure to deceptive patterns across apps, websites, and other digital interfaces is mind-boggling. We urge organisations to follow conscious design principles that protect the consumer’s right to make an informed choice. The gallery of inspiration and the score calculator are important resources for organizations that wish to get it right. We are extremely grateful to Parallel for being our knowledge partner and to Nasscom for supporting us in the wide dissemination of these findings and resources.”
 
Robin Dhanwani, founder, Parallel, stated, “As tech professionals deeply committed to design, at Parallel we understand the profound impact ethical practices have on user experiences. Our research uncovers the subtle yet widespread presence of deceptive patterns in Indian apps, highlighting the need for a shift towards more transparent design practices. By championing ethical design, we not only build user trust but also drive innovation that honours consumer autonomy. I hope this report encourages makers to rethink growth strategies and put user-first thinking as the foundation of their products in the coming future.”

The results highlighted the urgent need for more conscious effort in app development. In June 2023, ASCI released guidelines on deceptive patterns that are mainly used in advertising. Further, the Department of Consumer Affairs (DoCA) released its guidelines for 13 deceptive patterns in November 2023. According to the guidelines, the use of any of these prescribed dark patterns amounts to a misleading advertisement, an unfair trade practice, or a violation of consumer rights.