> Anyone who makes products want users of our product to keep coming back as though they are addicted, but not actually addicted.
Can you explain the distinction? I am not seeing it. If I keep refreshing a product page to get another dopamine hit, am I addicted or not addicted but appearing so to your metrics?
Everyone likes a beer analogy (almost as much as CS teachers love car analogies!) so I’ll try and do one that applies in the way I _think_ GP intends:
Brewers want people to want beer, and to perhaps puritans, that desire could appear as “addicted”. However, brewers don’t want addicts - liver failure, destitution, death, are all things I doubt a brewer wants to see in their consumer base because you can’t drink if you don’t have a liver, don’t have money, or don’t have life.
Did I, as a child, think my dad was addicted to alcohol because I saw him drink everyday? I did, that’s the appearance it gave. Was he? Not to the clinical point of addiction, technically - he functioned, maintained relationships and a job, and wasn’t more than occasionally emotionally abusive. He fit the type of customer GP seems to talk about - appearing to be addicted but not wholly, truly addicted.
Are you addicted to your job? You keep going back every single work day. Does that mean you are addicted? Just because you keep repeating an action doesn't mean you're addicted. It just means it is solving a problem for you (such as providing you with a salary to buy food and pay rent) and does it well.
I am not addicted to my job but my employer would like me to be.
I think apps are a different beast. They (generally, with few exceptions) want their users to be addicted. An addicted user is more likely to come back than one that gets a need met. Once that need is fulfilled, they leave.
If companies actually wanted to fill people's needs they wouldn't use dark patterns like having to call to cancel, spamming them without their consent, switching opt-out choices back with updates, etc. Because they use these dirty tricks, it's hard to believe they have the users best interest in mind. They don't. They just want the line to go up.
I've met plenty of people who want to make products that solve problems, even if the product's user only has those problems once in a while. Reaching for a well-liked, well-matched tool whenever a problem arises isn't addicted or quasi-addicted or "as though" addicted behavior.
Once you're thinking about how to keep a user coming back, you're in the mutually adversarial design space, whatever language is used to more pleasantly redecorate that reality.
You can't be a good designer if you aren't thinking about how to get your users to love your product so much that they keep coming back. There are good and bad ways to keep users coming back. The good way is to simply make the product very useful. The bad way is to make the user psychologically dependent on your product in some way.
Yet almost everyone uses dark patterns, which imply they don't think their product is good enough for users to return on their own volition. In fact, I can't think of a single for-profit company that doesn't use at least one dark pattern.
I can think of one such company. Full disclosure: I work for them. It's a successful startup where the entire retention strategy is for our product to be so freaking amazing you'll never want to use anything else. It's been working very well so far. But our product really is freaking amazing.
Since I posted I thought of another one (assuming you don't work for them). But, they really are rare. I see dark patterns everywhere, so I have a visceral reaction to any claims that companies respect users.
There's a race and tug-of-war to frame how interaction with apps works. The addiction word has a strong "think of the children" energy and I would expand any company to want to have their app tagged with the term.
Of course, what exactly "addicted" means in the context of interacting with a program really pretty fuzzy but yeah, "users not in control of themselves" is perhaps the biggest implication (and not necessarily false, mind you). Of course, this is a matter of both degree and social context.
If only we had a social dialog about the real meaning of things labeled addictive, perhaps their terrible impact could be mitigated. But hey, I guess we get policing and moral panics instead.
Can you explain the distinction? I am not seeing it. If I keep refreshing a product page to get another dopamine hit, am I addicted or not addicted but appearing so to your metrics?