Welcome to the UX Trap
You open Instagram just to check one notification. Thirty minutes later, you’re still scrolling.
You promise yourself only one more episode on Netflix. Yet somehow, another one starts automatically.
Why does this keep happening? Is it just good design, or are companies manipulating you to stay longer? Welcome to the dark side of UX — where companies use psychology, habit loops, and design tricks to keep you hooked.
What Are Dark UX Patterns?
Dark UX patterns are deliberate design choices that benefit companies while subtly nudging users into actions they might not have intended. These tactics often blur the line between smart engagement strategies and manipulation.
Coined by UX designer Harry Brignull, dark patterns have been around for years. They exploit psychological principles to keep users engaged, sometimes at the cost of their time, money, or privacy.
The Most Common UX Manipulation Tactics
1. Infinite Scrolling — The Endless Loop
Example: Facebook, Instagram, TikTok, LinkedIn
Social media apps are designed without a natural stopping point. Unlike books or articles, where you can see the end, platforms use infinite scrolling to eliminate user friction — keeping you trapped in a dopamine-fueled loop.
Ethical Fix: Pagination or reminders like “You’ve been scrolling for 30 minutes” (like TikTok does).
2. Autoplay Videos — The Next Episode Trap
Example: Netflix, YouTube, Disney+
Ever wonder why Netflix starts the next episode before you can even think? Autoplay removes decision-making friction, making it easier to watch ‘just one more.’ YouTube follows the same pattern by suggesting highly engaging videos back-to-back.
Ethical Fix: Allow users to opt out of autoplay by default.
3. Urgency Triggers — Fake Scarcity & FOMO
Example: Booking.com, Amazon, Ticketmaster
You see a hotel listing: “Only 2 rooms left at this price!”
Is this true? Maybe. But often, it’s a dark pattern that pressures you into making a hurried decision based on artificial scarcity.
Ethical Fix: Use real-time inventory but avoid fear-based tactics.
4. The Illusion of Choice — Guilt-Tripping Users
Example: Pop-ups with guilt-inducing exit buttons
Ever seen options like this?
🔘 Yes, I want 50% off!
🔘 No, I don’t like saving money.
These buttons shame users into making a choice they might not want. Instead of neutral opt-outs, they use negative wording to guilt-trip users into clicking.
Ethical Fix: Allow users to opt out without manipulation.
5. Friction in Account Deletion — The Escape Maze
Example: Facebook, LinkedIn, Amazon
Trying to delete your Facebook account? They’ll show you photos of your friends, telling you how much they’ll ‘miss’ you. Some platforms make you go through multiple confusing steps just to close your account.
Ethical Fix: Make account deletion as easy as account creation.
Is It Ethical or Just Smart Business?
Some argue that dark UX patterns are just engagement strategies. After all, businesses want users to stay engaged, and good UX should be addictive, right?
But when users don’t have real choices, it becomes manipulation. Ethical UX focuses on long-term trust rather than short-term metrics.
Good UX = Keeps users engaged by offering value.
Dark UX = Traps users into staying without clear intent.
How to Design Ethically (And Avoid Manipulation)
For UX/UI Designers:
- Prioritize user intent over engagement hacks.
- Offer clear exit points (not endless loops).
- Use notifications to inform, not to pressure.
For Users:
- Be aware of these dark patterns.
- Customize settings (turn off autoplay, limit notifications).
- Set time limits for apps that use engagement tricks.
Final Thoughts
Companies aren’t always the villains — many use engagement tactics ethically. But as designers, we must ask: Are we making users’ lives better, or just keeping them online longer?
Next time you find yourself trapped in an endless scroll, remember: It’s not just you — it’s the design.
What’s the worst dark UX pattern you’ve encountered? Drop a comment below!
The Dark Side of UX: How Companies Manipulate You Into Staying Longer was originally published in Dtalks on Medium, where people are continuing the conversation by highlighting and responding to this story.