If you’re looking for a free movie or show on an Amazon Fire TV, you might have to navigate an obstacle course.
A good chunk of the platform’s home screen is devoted to content that’s available only if you pay $139 a year for a Prime subscription. Even though it only takes a second or two to scroll past the rows of subscriber-only options, their top-shelf placement turns every movie search into a subtle nudge to sign up for a Prime account.
Experts call designs like these “deceptive design” because they can push users toward decisions they might not otherwise make, such as signing up for an expensive subscription.
At first glance, many examples of deceptive design seem like mere annoyances. One common trick, for example, is to display a preselected check box that subscribes you to marketing email unless you untick it. Worst case outcome: more spam email.
But under the mildly irritating surface, there’s potential for real harm. Nudges toward pricey subscriptions or away from options to keep your data private help companies make money at your expense.