Computer Engineering Commons^™

Dark Patterns: Effect On Overall User Experience And Site Revisitation, Deon Soul Calawen

Dissertations

Dark patterns are user interfaces purposefully designed to manipulate users into doing something they might not otherwise do for the benefit of an online service. This study investigates the impact of dark patterns on overall user experience and site revisitation in the context of airline websites. In order to assess potential dark pattern effects, two versions of the same airline website were compared: a dark version containing dark pattern elements and a bright version free of manipulative interfaces. User experience for both websites were assessed quantitatively through a survey containing a User Experience Questionnaire (UEQ) and a System Usability Scale …