Title (20–30 seconds)

Deceptive UX: How E-Commerce Dark Patterns Manipulate Online Shoppers

Research Question (30 seconds)

How do dark patterns trick online shoppers into making unfavourable decisions and how do these tactics impact customer trust?

Aims & Objectives (1 minute)

To explore how dark patterns manipulate online shoppers, the persuasive techniques they use, and their impact on consumer trust in e-commerce brands.

• Examine existing dark pattern taxonomies and how their design can influence consumer behaviour and undermine trust in e-commerce brands.
• Identify how different types of dark patterns are designed to persuade users and influence their purchasing decisions
• Evaluate the effectiveness of dark patterns in influencing consumer behaviour and the challenges involved in identifying and preventing them.
• Analyse consumer awareness of dark patterns and how they influence the online shopping experience

Rationale / Significance (1 minute)

• Examine the ethical responsibilities of designers when creating persuasive user experiences.
• Highlight the need for clearer industry guidelines on the ethical limits of influencing consumer decisions.
• Explore potential regulations for dark patterns and the challenges and risks associated with their implementation.

Methodology / Approach (1 minute)

• Literature review

Conducting a literature review on a range of academic articles, journals and websites to understand how dark patterns influence consumer decision-making and trust

Expected Outcomes (40 seconds

• Develop an understanding of the psychological effects of dark patterns on consumer decision-making
• Explore potential frameworks and guidelines for regulating dark patterns