Bait & Switch
Advertising a particular outcome based on the user’s action but
deceptively serving an alternate outcome
13.2%
of the applications studied (7 of 53), used some form of Bait &
Switch in their designs.
Fintech & Health Tech
had the most instances of Bait & Switch (7 instances across 10 applications), accounting for nearly 70% of the instances.
Browsing/Searching Products
is where Bait & Switch was commonly observed.
Definition
A pattern that businesses employ to guide users
towards a particular product by advertising a
highly desirable product at first but pushing a
higher margin alternative instead
Ways in which businesses utilise
Bait & Switch
Classic Bait & Switch
Attracting customers with a desirable product
at an attractive price (the "bait"), then offering
a more expensive alternative (the "switch").
How does it affect users?
Users feel deceived and either have to settle or the more expensive product, or restart their search for a product within their budget.
Reversal of Meaning
Changing outcomes of commonly understood
design elements or calls to action (CTAs),
not matching user expectations.
How does it affect users?
Users are left confused and dissatisfied by the outcome of clicking on such design elements.
Ways in which design can address
Bait & Switch
Contextual Transparency
Provide information to the users based on the situation they are in, describing the outcome of the action they are about to take.
Easy Price Comparison
Present all styles of a product, and associated costs, as separate items on the listing page to avoid misleading users.
Need more Inspiration?
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Privacy Deception and other Deceptive Patterns