Stanford University, Spring 2002

1
The Dark SideThe Grandma Scam

• A conceptual captology design by
• Kara Blond and Josie Chou

Design Challenge To conceptually design a
persuasive technology that has questionable
motives, intents, means or outcomes.
2
The Gram Scam

• Persuasive Purpose
• To convince elderly computer users to
  unwittingly sign up for a pay Internet service by
  preying on their lack of experience with
  computers and inability to read small,
  complicated print

Industrial Design
CLICK TOSEND EMAIL!
3
User Description

• Elderly, just purchased new computers
• Retired, eager to establish social contact
• Want to keep in touch with grandchildren or other
  family by email
• Lack of knowledge about computer use
• Inability to read/understand small print

4
Prototype of Gram Scam
I AGREE, GO TO EMAIL.
GENERAL TERMS AND CONDITIONS INTRODUCTION AND
TABLE OF CONTENTSWelcome to the Gram Scam, a
for-profit Internet service, which charges 25
per month for unlimited access to the Web. The
Network is currently one of the most visited hubs
on the Internet. The Lycos Network provides
leading Web search and navigation, communications
and personalization tools, great
massively-multiplayer real-time games with cash
prizes, homepage building and Web community
services, a cutting-edge shopping center and
more. Integrated, these sites help each
individual user locate, retrieve and manage
information tailored to his or her personal
interests. Unless explicitly stated otherwise,
any new Products and Services (as defined below),
including the addition of new Lycos Network
properties shall be subject to these Terms and
Conditions. Lycos makes available a variety of
products and services through the Lycos Network
(collectively, the "Products and Services")
subject to these General Terms and Conditions
("Terms and Conditions"). In addition, there are
a variety of special products and services
offered through the Lycos Network that have
separate registration procedures and separate
terms and conditions, terms of service, user
agreements, or similar legal agreement.
CLICK TOSEND EMAIL!
5
Features/Functionality

• Elderly computer users see the iconon the
  desktop and click to access the Internet
• They are lured because the icon is obvious
• They follow instructions and fill out the
  required address information
• Terms and conditions are in very small text and
  complicated language they cant read them and
  dont!
• User receives a monthly bill in the mail for
  registering with the Grandma Scam!

6
Theoretical Justifications

• Use flattery and support (youre doing great
  now just fill out this form) to encourage
  behavior
• Use fancy animated graphics and small font size
• Takes advantage of poor eyesight and technical
  understanding of the elderly
• Social proof my children and grandchildren are
  doing it (I can do it too!)
• Finance concerned Free email access is attractive

7
Expansion

• Other form factors or ID possibilities
• Door-to-door technology consultants to help
  construct Grandma Scan without charge so that the
  elderly think it obligated to pay the monthly
  fees
• E-conferencing function so that the elderly users
  will be able to see their children and
  grandchildren
• Save money strategy on-line communication is
  cheaper than long distance (international) phone
  calls
• Send out coupons via mail by collecting the
  users information