Abstract

Online shopping has transformed how businesses market and sell products on e-commerce websites. User interface (UI) design plays an active role in how customers feel about a site, as it determines navigability, product discovery, and overall ease of use. It directly affects the image of the business along with the customer’s likelihood of making a purchase. Some UI designs take it a step too far and manipulate the customer; these deceptive UI designs are called dark patterns. By analyzing literature on dark patterns, this paper presents a conceptual framework using Jabareen’s method to categorize patterns, such as hidden costs, flash sales, and hidden requirements, into customer journey stages, such as product discovery and checking out. The framework was developed by taking patterns’ intended effects on customers into consideration. We discuss gaps identified in current dark pattern research. This paper offers insight for UI designers and encourages awareness of dark patterns in e-commerce.

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