Dark Patterns in MyData Service and the Awareness of Dark Patterns According to Financial Knowledge and Personal Data Protection Levels

Abstract

Background Instances of violating MyData guidelines to promote MyData services have been discovered in the financial industry. Given the complexity of financial technologies and procedures, designers in companies strive to create convenient and comprehensible user experiences. However, such designs may be classified as “dark patterns” according to established research standards. This study aims to investigate whether users perceive existing services, which are classified according to dark pattern criteria, as beneficial or harmful. Given the unique characteristics of MyData services, this research considers financial knowledge and personal data protection awareness as factors that may influence users’ perceptions of dark patterns. To ensure a neutral perspective, we conduct an education session on dark patterns. By comparing users’ opinions before and after the session, this study seeks to identify the extent to which people can accept designs that are categorized as dark patterns and determine the effectiveness of dark patterns education. Methods To conduct the experiment, we initially referred to the criteria of dark patterns used in previous studies and identified cases of dark pattern designs being utilized in MyData services. Then, we categorized them into seven patterns. During the experiment, we provided participants with items that could assess their financial knowledge and awareness of personal information protection. Participants evaluated their recognition level after reviewing the reclassified dark pattern screens. Afterward, we presented educational materials that contained explanatory comments on the positive and negative aspects of the design on the same screen and re-evaluated the recognition level. To analyze the difference in recognition levels, we employed a paired samples t-test to test the hypotheses and derived additional findings and discussion points. Results The main research results are as follows. First, significant differences were observed in the recognition of dark patterns before and after the educational intervention among user groups with low financial knowledge or high/low awareness of personal information protection in MyData services. Second, following the educational intervention, there was a tendency for the recognition level of dark patterns to decrease, indicating the effectiveness of the education in raising awareness of the harmful nature of dark patterns. Third, user groups with low financial knowledge or low awareness of personal information protection tended to perceive dark patterns as beneficial when compared to other groups, even after the educational intervention. Fourth, some dark patterns showed significant differences across multiple user groups, and certain patterns were still perceived as beneficial even after the educational intervention. Conclusions Based on the findings of this study, we aim to encourage active discussions on educating individuals on dark patterns to prevent and raise awareness of the potential harm to personal data among users of financial services. In addition, by categorizing the beneficial and harmful aspects of dark patterns, new guidelines can be developed to enhance usability while supporting companies’ activities, which will be beneficial for both businesses and users. This study sheds light on the analysis of dark patterns in MyData services and the importance of awareness of dark patterns according to financial knowledge and personal data protection levels.