Deceptive UX Patterns
Deceptive UX Patterns
Deceptive UX Patterns
Academic Work • March 2024 • Individual
Academic Work • March 2024 • Individual
Academic Work • March 2024 • Individual
In this project, I explored Dark UX Patterns, focusing on how deceptive design strategies can shift power from the user to the product. I selected Skip The Dishes, a Canadian food delivery service and compared to other services like DoorDash and Uber Eats, it has the least amount of deceptive patterns.
The goal was to identify opportunities for integrating two deceptive UX patterns into the app’s design, specifically targeting the checkout process. By redesigning this flow, I introduced patterns such as confirm shaming, trick wording and misdirection, which made the experience more streamlined while intentionally misleading the user for the benefit of the service. The final deliverable is high-fidelity wireframes of the Skip The Dishes app, with annotations highlighting the deceptive UX patterns and explaining their impact on user behaviour.
In this project, I explored Dark UX Patterns, focusing on how deceptive design strategies can shift power from the user to the product. I selected Skip The Dishes, a Canadian food delivery service and compared to other services like DoorDash and Uber Eats, it has the least amount of deceptive patterns.
The goal was to identify opportunities for integrating two deceptive UX patterns into the app’s design, specifically targeting the checkout process. By redesigning this flow, I introduced patterns such as confirm shaming, trick wording and misdirection, which made the experience more streamlined while intentionally misleading the user for the benefit of the service. The final deliverable is high-fidelity wireframes of the Skip The Dishes app, with annotations highlighting the deceptive UX patterns and explaining their impact on user behaviour.
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Checkout Process with Deceptive Patterns
Problem Statement
Problem Statement
How might we integrate deceptive UX patterns into the Skip The Dishes checkout process to subtly influence user decisions while preserving a smooth and user-friendly experience?
How might we integrate deceptive UX patterns into the Skip The Dishes checkout process to subtly influence user decisions while preserving a smooth and user-friendly experience?
Rationale
Rationale
Skip The Dishes was selected as the ideal service to apply deceptive UX patterns because it is a Canadian food delivery service that currently contains fewer deceptive elements compared to competitors like DoorDash and Uber Eats. For this project, I focused on redesigning the checkout process and incorporated two different deceptive UX patterns to manipulate user behaviour.
UX Deceptive Pattern #1 - Confirm Shaming
This pattern uses guilt to influence the user. When a user tries to remove an item from their order, they are shown a separate page with a guilt-inducing message and an emotional icon, making them feel bad for deleting the item and encouraging them to keep it.
UX Deceptive Pattern #2 - Trick Wording and Misdirection
Adding trick wording under the "tip your courier" section to make the tip option sound more persuasive. Additionally, by adding the "most tipped" icon under one of the tip options, directs the user towards one tip option, while changing the tip to a percentage and highlighting it with an orange circle misleads the user into thinking that the pre-selected tip is the best choice, which will trick them into tipping more.
These deceptive UX patterns manipulate the user’s choices, making them feel more inclined to spend more or tip higher, all while maintaining a seemingly straightforward and user-friendly checkout process.
Skip The Dishes was selected as the ideal service to apply deceptive UX patterns because it is a Canadian food delivery service that currently contains fewer deceptive elements compared to competitors like DoorDash and Uber Eats. For this project, I focused on redesigning the checkout process and incorporated two different deceptive UX patterns to manipulate user behaviour.
UX Deceptive Pattern #1 - Confirm Shaming
This pattern uses guilt to influence the user. When a user tries to remove an item from their order, they are shown a separate page with a guilt-inducing message and an emotional icon, making them feel bad for deleting the item and encouraging them to keep it.
UX Deceptive Pattern #2 - Trick Wording and Misdirection
Adding trick wording under the "tip your courier" section to make the tip option sound more persuasive. Additionally, by adding the "most tipped" icon under one of the tip options, directs the user towards one tip option, while changing the tip to a percentage and highlighting it with an orange circle misleads the user into thinking that the pre-selected tip is the best choice, which will trick them into tipping more.
These deceptive UX patterns manipulate the user’s choices, making them feel more inclined to spend more or tip higher, all while maintaining a seemingly straightforward and user-friendly checkout process.
Research : Discovery and Key Facts
Research : Discovery and Key Facts
Skip The Dishes, founded in 2013 and headquartered in Winnipeg, Manitoba, is one of Canada's top food delivery services, with over 55% of Canadians using it. It operates in 250+ cities across the country, partnering with over 47,000 restaurants. Acquired by Just Eat in 2016, Skip The Dishes stands out for its focus on local restaurant delivery and its rapid growth. In 2017, it added alcohol to its offerings and saw 20% growth each month. The app rebranded in 2020 to align with Just Eat Takeaway’s global presence.
I chose Skip The Dishes for this project due to its simplicity and fewer deceptive patterns compared to it's competitors. As a student, I find it convenient for quick orders during busy times. It's primary users are tech-savvy young adults, particularly Gen Z, who value convenience and time efficiency and they can be influenced by emotional UX patterns like guilt-tripping and sympathy.
Skip The Dishes, founded in 2013 and headquartered in Winnipeg, Manitoba, is one of Canada's top food delivery services, with over 55% of Canadians using it. It operates in 250+ cities across the country, partnering with over 47,000 restaurants. Acquired by Just Eat in 2016, Skip The Dishes stands out for its focus on local restaurant delivery and its rapid growth. In 2017, it added alcohol to its offerings and saw 20% growth each month. The app rebranded in 2020 to align with Just Eat Takeaway’s global presence.
I chose Skip The Dishes for this project due to its simplicity and fewer deceptive patterns compared to it's competitors. As a student, I find it convenient for quick orders during busy times. It's primary users are tech-savvy young adults, particularly Gen Z, who value convenience and time efficiency and they can be influenced by emotional UX patterns like guilt-tripping and sympathy.
Research : Current User Flow
Research : Current User Flow
Task - Completing the Checkout Process
Current user flow of Skip The Dishes
Task - Completing the Checkout Process
Current user flow of Skip The Dishes
Research : Opportunities
Research : Opportunities
While exploring the Skip The Dishes app, I identified several opportunities to insert deceptive UX patterns in the checkout process. There’s no confirmation message when removing an item, and the brief message displayed is too quick to read. Additionally, the app lacks features like "recommended products" or "most loved items," which are common in other food delivery apps. The automatic tip pre-selection already presents a subtle deceptive pattern. To emphasis this even more, I redesigned the tip section by changing it to a percentage, altering the UI, and using tricky wording to encourage users to keep the tip.
While exploring the Skip The Dishes app, I identified several opportunities to insert deceptive UX patterns in the checkout process. There’s no confirmation message when removing an item, and the brief message displayed is too quick to read. Additionally, the app lacks features like "recommended products" or "most loved items," which are common in other food delivery apps. The automatic tip pre-selection already presents a subtle deceptive pattern. To emphasis this even more, I redesigned the tip section by changing it to a percentage, altering the UI, and using tricky wording to encourage users to keep the tip.
I decided not to continue adding a "recommended products" or "customers also liked" section because Skip The Dishes primarily focuses on local takeout, which is meant to be quick and convenient. Additionally, the app uses the term "order" instead of "shopping cart," so adding such a section would feel out of place. Instead, I chose to focus on enhancing the confirm shaming and trick wording patterns, along with changing some of the UI to mislead users more effectively.
Visual Research
Visual Research
I began my visual research by exploring other food delivery apps that use deceptive patterns.
I started by creating rough sketches to brainstorm and visualize initial ideas on how to integrate deceptive patterns in the current user interface of Skip The Dishes.
Wireframe Development : Low-Fidelity Sketches
I started by creating rough sketches to brainstorm and visualize initial ideas on how to integrate deceptive patterns in the current user interface of Skip The Dishes.
Wireframe Development : Low-Fidelity Sketches
I started by creating rough sketches to brainstorm and visualize initial ideas on how to integrate deceptive patterns in the current user interface of Skip The Dishes.
I decided not to continue adding a "recommended products" or "customers also liked" section because Skip The Dishes primarily focuses on local takeout, which is meant to be quick and convenient. Additionally, the app uses the term "order" instead of "shopping cart," so adding such a section would feel out of place. Instead, I chose to focus on enhancing the confirm shaming and trick wording patterns, along with changing some of the UI to mislead users more effectively.
Checkout Process with Deceptive Patterns
Checkout Process with Deceptive Patterns
Wireframe Development : Mid-Fidelity
I decided to make 3 iterations for each screen in the checkout process
OTHER PROJECTS
© Arsh Sidhu 2025. All Rights Reserved ✿
Research Method
Static Evaluation & Markup (UX Methods Book)
User Task
Explore the function of the user interface during the checkout process and annotate any thoughts or feedback regarding the interface.
Why this method?
This method helps in understanding the user’s thought process, identifying any potential issues, and making necessary adjustments based on their feedback before moving forward with high-fidelity wireframes and the final design.
Markup
I had the participant mark up all the iterations of the mid-fidelity wireframes, providing insights into the efficiency and effectiveness of the deceptive patterns incorporated into the UI. This process ensured that the deceptive patterns were intuitive and effective from a user’s perspective.
User Testing : User 2
I conducted another user testing session on a different user for the high-fidelity designs, using the following design research method.
Wireframe Development : Mid-Fidelity
Wireframe Development : Mid-Fidelity
I decided to make 3 iterations for each screen in the checkout process.
I decided to make 3 iterations for each screen in the checkout process.
Reflection
Learned about Deceptive UX Patterns - Gained insight into how patterns like confirm shaming, trick wording, and misdirection can shift control from the user to the product itself during the checkout process.
Ethical Consequences - Discovered the ethical consequences of these dark patterns and how they can manipulate users for the benefit of the service.
Impact of Subtle Redesign - By subtly redesigning the flow, I understood how powerful design can be, when it comes down to shaping user experiences and how small design choices can significantly impact behaviour.
User Testing - Conducted user testing with two participants, observing how these patterns influenced their decision-making and behaviour.
Importance of Trust - This project reinforced the need to be mindful of users trust when implementing design strategies, particularly when using deceptive UX patterns.
User Testing : User 1
User Testing : User 1
After completing the mid-fidelity designs, I conducted the following design research method to finalize the specific layouts for each screen, before moving on to the high-fidelity designs.
After completing the mid-fidelity designs, I conducted the following design research method to finalize the specific layouts for each screen, before moving on to the high-fidelity designs.
Research Method
Static Evaluation & Markup (UX Methods Book)
User Task
Explore the function of the user interface during the checkout process and annotate any thoughts or feedback regarding the interface.
Why this method?
This method helps in understanding the user’s thought process, identifying any potential issues, and making necessary adjustments based on their feedback before moving forward with high-fidelity wireframes and the final design.
Markup
I had the participant mark up all the iterations of the mid-fidelity wireframes, providing insights into the efficiency and effectiveness of the deceptive patterns incorporated into the UI. This process ensured that the deceptive patterns were intuitive and effective from a user’s perspective.
User Testing : User 2
I conducted another user testing session on a different user for the high-fidelity designs, using the following design research method.
Research Method
Interviewing Users (UX Methods Book)
User Task
Answer interview questions during the usability test to provide additional insights. This session focused on High-Fidelity wireframes to gather last-minute feedback before finalizing the design.
Why this method?
Interviewing users allows for deeper insights into their thoughts and emotions, enabling a better understanding of how they perceive and interact with the design. It helps refine the deceptive patterns and ensures they achieve the intended effect.
Questions
Which color do you prefer for the delivery message on the first screen flow?
Which layout of the confirm message do you prefer?
Do you notice any change with the text in the confirm message?
Which icon fits the confirm message best?
Which user interface layout for the “tip” appeals to you the most, and why?
Do you have any additional suggestions to enhance the deceptive patterns?
Research Method
Interviewing Users (UX Methods Book)
User Task
Answer interview questions during the usability test to provide additional insights. This session focused on High-Fidelity wireframes to gather last-minute feedback before finalizing the design.
Why this method?
Interviewing users allows for deeper insights into their thoughts and emotions, enabling a better understanding of how they perceive and interact with the design. It helps refine the deceptive patterns and ensures they achieve the intended effect.
Questions
Which color do you prefer for the delivery message on the first screen flow?
Which layout of the confirm message do you prefer?
Do you notice any change with the text in the confirm message?
Which icon fits the confirm message best?
Which user interface layout for the “tip” appeals to you the most, and why?
Do you have any additional suggestions to enhance the deceptive patterns?
Key Insights from the User
Delivery Message and Confirm Message
“For the delivery message, I feel like the green one looks more welcoming, whereas the blue one looks sad. It feels more inviting to click because it’s green.”
“I have never read the message when I deleted the item because it goes away so fast, but this new change is interesting and more time-consuming for me. I do think the “p.s” message makes me second guess my choice.”
“I prefer the confirm message to be on the top so I can still see my order, whereas the third version takes me to a whole new page and I can’t even see my order anymore, which is annoying because I can’t reference back or toggle between my order so I might press cancel to double check the item I am deleting.”
“The sad shopping cart is more effective because it makes me feel more guilty for deleting it. Plus, It looks so sad.”
Tip Section
“The message for the courier is a little wordy, but I think it makes it more convincing because it helps me understand that it’s beneficial for me to tip, in order to get a faster delivery. Plus, it’s thought-provoking.”
“I can see the deception in the tip section because the bigger number is on the left side instead of it being on the right so someone might press the 30% option by accident and assume that it was a smaller number. Plus, I do think that the word most tipped will make me click on the preselected option because I don’t want to look like a cheapskate.”
“The highlighted circle and the most tipped icon lead to an easier selection for me because it’s already guiding me to what I should click, so it’s less work. So, it’s a guidance thing, it’s guiding me to the answer pretty much.”
“I like the third iteration the most due to its simplicity because if I click on the other option, it could just be a list of more percentages and I don’t know what’s gonna happen If I click other, it’s unpredictable and annoying.”
Key Insights from the User
Delivery Message and Confirm Message
“For the delivery message, I feel like the green one looks more welcoming, whereas the blue one looks sad. It feels more inviting to click because it’s green.”
“I have never read the message when I deleted the item because it goes away so fast, but this new change is interesting and more time-consuming for me. I do think the “p.s” message makes me second guess my choice.”
“I prefer the confirm message to be on the top so I can still see my order, whereas the third version takes me to a whole new page and I can’t even see my order anymore, which is annoying because I can’t reference back or toggle between my order so I might press cancel to double check the item I am deleting.”
“The sad shopping cart is more effective because it makes me feel more guilty for deleting it. Plus, It looks so sad.”
Tip Section
“The message for the courier is a little wordy, but I think it makes it more convincing because it helps me understand that it’s beneficial for me to tip, in order to get a faster delivery. Plus, it’s thought-provoking.”
“I can see the deception in the tip section because the bigger number is on the left side instead of it being on the right so someone might press the 30% option by accident and assume that it was a smaller number. Plus, I do think that the word most tipped will make me click on the preselected option because I don’t want to look like a cheapskate.”
“The highlighted circle and the most tipped icon lead to an easier selection for me because it’s already guiding me to what I should click, so it’s less work. So, it’s a guidance thing, it’s guiding me to the answer pretty much.”
“I like the third iteration the most due to its simplicity because if I click on the other option, it could just be a list of more percentages and I don’t know what’s gonna happen If I click other, it’s unpredictable and annoying.”
Final Annotated Screen Flow
Final Annotated Screen Flow
Reflection
Learned about Deceptive UX Patterns - Gained insight into how patterns like confirm shaming, trick wording, and misdirection can shift control from the user to the product itself during the checkout process.
Ethical Consequences - Discovered the ethical consequences of these dark patterns and how they can manipulate users for the benefit of the service.
Impact of Subtle Redesign - By subtly redesigning the flow, I understood how powerful design can be, when it comes down to shaping user experiences and how small design choices can significantly impact behaviour.
User Testing - Conducted user testing with two participants, observing how these patterns influenced their decision-making and behaviour.
Importance of Trust - This project reinforced the need to be mindful of users trust when implementing design strategies, particularly when using deceptive UX patterns.
OTHER PROJECTS
© Arsh Sidhu 2025. All Rights Reserved ✿