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'Dark patterns' o las trampas digitales que buscan que 'piques' cuando miras en Internet Los patrones oscuros buscan influir en lo que haces en Internet getty images
Seguramente te ha ocurrido más de una vez que al mirar hoteles en Internet para planificar una escapada de fin de semana o tus vacaciones te ha saltado una alerta urgiendo a que reservaras ya porque quedaban solo una habitación. Ese tipo de notificaciones para que el usuario cierre una acción es lo que se suele conocer como 'dark pattern' o patrón oscuro . Se trata de una técnica de diseño que busca manipular o influir en nuestra decisión en beneficio de la empresa que ofrece un servicio.
Síndrome de Diógenes Digital, el miedo a borrar archivos que tiene fácil solución
Distintos tipos de técnicas digitales El término lo acuñó el diseñador británico Harry Brignull para referirse a las técnicas poco éticas en el diseño digital que tratan de inducir a error o aprovecharse de los sesgos de los usuarios. Los hay de diferentes tipos. Están los patrones de sobrecarga , que consisten en presentar un gran número de posibilidades al usuario, buscando su fatiga y que termine compartiendo más información de la deseada.
Otro tipo son las páginas laberínticas , diseñadas para que el usuario se confunda y acabe comprando o subscribiéndose a un servicio. Y son muy frecuentes en la vida cotidiana digital los patrones de la prisa, aquellos que crean una urgencia artificial y una microansiedad que empuja a tomar decisiones rápida.
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También están los patrones de ocultación , aquellos que diseñan una interfaz o experiencia de usuario para que este se olvide de configurar a su elección determinados aspectos. Y podemos referirnos a los 'dark patterns' de obstaculización , aquellos que entorpecen al usuario y le impiden realizar ciertas acciones de forma sencilla. Por ejemplo, darse de baja de un servicio o de una suscripción, con botones de cancelación semiocultos o que requieren hacer clic en múltiples botones o desmarcar opciones.
Los expertos coinciden en que estas prácticas son habituales, y aunque parezcan inofensivas pueden llegar a ser muy perjudiciales tanto emocional como económicamente. Además, ponen en peligro la confianza de los usuarios y perpetúan dinámicas de exclusión y manipulación .
El papel del diseño ante los patrones oscuros En ese sentido, hay que subrayar que el diseño tiene el poder de transformar la experiencia digital, sea para bien o para mal. En la reciente jornada sobre patrones oscuros organizada por la Universitat Oberta de Catalunya (UOC) y el grupo de investigación Mediaccions se cuestionaba qué papel deberían jugar los diseñadores ante los patrones oscuros.
La ética en el diseño , especialmente por parte de los profesionales de la experiencia de usuario (UX), es fundamental para evitar que se diseñen interfaces que exploten las vulnerabilidades de los usuarios. Lo diseñadores tienen la oportunidad y la responsabilidad de crear entornos digitales inclusivos y respetuosos que mejoren la experiencia del usuario y que también contribuyan a una sociedad más justa.
Joan Caballero, de la cooperativa Som Connexió, admitía que los patrones oscuros son comunes en el sector de las telecomunicaciones, en el que se prioriza el beneficio económico por encima del interés de los usuarios, y aseguraba que su cooperativa apuesta por un modelo ético de respeto al consumidor. "Un diseño ético permite desarrollar interfaces adaptadas para todos los públicos , incluyendo a personas con diversidades o a aquellas que pueden sufrir ansiedad por culpa de ciertos mensajes de alerta", explicaba Caballero.
Hacia un diseño ético y respetuoso con el usuario Avanzar hacia ese diseño ético implica priorizar la privacidad , el medio ambiente y la inclusión en el desarrollo de la tecnología. "Una estrategia efectiva para evitar caer en patrones oscuros es priorizar el diseño de código abierto y accesible , que permita a los usuarios ejercer el control sobre la tecnología que utilizan", explica Efraín Foglia, profesor de la UOC y coordinador científico del Media Lab
Asimismo, la regulación puede desempeñar un papel clave a la hora de establecer límites claros sobre el uso de 'dark patterns' y garantizar que se cumplen estándares éticos en el diseño de las interfaces digitales. En ese sentido, los marcos legislativos europeos tienen como objetivo asegurar que las tecnologías tengan un enfoque humanista , que respete la dignidad y los derechos de los usuarios.
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