Die Schattenseiten von UX Design: Dark Patterns und ihre Auswirkungen

Abstract

Digital user interfaces are increasingly influencing the online behaviour of users. Studies show that even the smallest design changes, such as navigation, colour schemes or button placement, can have a significant impact on decision-making. While UX design was originally intended to support users in achieving their goals, current practice reveals a growing use of manipulative design elements, known as Dark Patterns. These patterns are not aimed at optimizing user-centered experiences, but rather at deliberately steering decisions in favor of the provider, for example, when signing up for subscriptions, disclosing personal data or accepting preselected options. This bachelor thesis examines the extent to which Dark Patterns appear on popular e-commerce websites used by Austrian consumers. The aim is to identify common patterns and measure their frequency. A qualitative content analysis was conducted on 18 online shops, based on the taxonomy developed by Gray et al., which distinguishes five main categories of Dark Patterns. A total of 114 instances were identified. The most common types were Aesthetic Manipulation (29%), Forced Action (27%), and Preselection (13%). These manifested in visually dominant buttons, intrusive pop-ups, or default-selected options. The analysis shows that many of these patterns are difficult for users to recognize as manipulative strategies and often operate in legal grey areas. The results highlight the need for clear design guidelines and increased user education. Furthermore, the study identifies a need for additional research, particularly regarding the long-term effects on trust, decision-making competence, and digital self-determination

Date of Award	2025
Original language	German (Austria)
Supervisor	Jessica Hettich (Supervisor)