Overview

E-commerce 'deceptive design tactics' contribute to excessive fashion consumption. In today’s digital landscape, shopping for fashion online has never been easier. With just a few clicks, consumers can browse endless collections, compare prices, and make purchases from the comfort of their homes. However, beneath the convenience and accessibility of e-commerce lies a growing concern: deceptive design patterns, also known as dark patterns, that subtly manipulate user behaviour to drive sales. These tactics, often employed by fast fashion retailers, can lead to unintended purchases, misleading discounts, and frustration for shoppers.

This UX research project aims to explore how deceptive patterns impact the online fashion shopping experience, shedding light on the strategies used by fast fashion brands and their effects on user decision-making. By conducting user interviews, usability testing, and analyzing real-world shopping journeys, this study will uncover the emotional, cognitive, and behavioural responses triggered by deceptive design. This studies main objective is to understand our relationship to online interfaces, specifically in the realm of online-first fast fashion, and how design features impact our choices.