Är du uppmärksam?
Hur mörka designmönster kan användas för att påverkahandlingar med gott syfte

Translated title of the thesis: Are you paying attention? How dark design patterns can be used to influence actions with good purposes
  • Sofia Uddfolk
  • Rebecca Eriksson

Student thesis: Bachelor


As the COVID-19 pandemic carries into 2021, the Swedish public transportation system continues to take its passengers to their destination. Unlike most countries, the Swedish approach to the pandemic has been to put the individual in the driver’s seat and thereby making each citizen personally responsible for keeping the spread of infection down. Eitherthrough social distancing, ordering takeaway and if possible, work from home with fewertrips on public transportation (Ludvigsson 2020). In other words, it is up to each individual tomake responsible choices when it comes to their behavior in the public space. This includesthe use of public transportation. There are several ways in which companies can influence user behavior, one of which is the use of dark patterns. This approach to design is often used by big corporations to manipulate their consumers to act in favor of the company. By the implementation of specific design features, users are manipulated to act in a way that they would not otherwise have done. Although this method is often criticized as being unfair towards the user, dark patterns are undoubtedly effective in it’s objective to create a positive outcome for the company in question. This study aims to evaluate whether a design pattern such as this can be implemented in a way in which it could have a positive impact on people’s habits traveling with public transportation. By implementing dark patterns in a digital tool such as the Västtrafik app, this method can be used to influence choices in travel that contribute to better management of congestion throughout the Västra Götaland region. Selection of survey methods for this study is a qualitative method with six participants, three men and three women aged between 30 and 65 years and a literature review with the tool HKR Summon. The results of this study show that through certain handling of color, shape and contrast is perceived differently and can be made to contribute to different user experiences.

Date of Award2021-Sep-03
Original languageSwedish
SupervisorKari Rönkkö (Supervisor) & Montathar Faraon (Examiner)

Educational program

  • Digital design

Courses and Subjects

  • Informatics

University credits

  • 15 HE credits

Swedish Standard Keywords

  • Information Systems, Social aspects (50804)
  • Human Computer Interaction (10204)


  • dark pattern design
  • interfaces
  • user experience
  • psychological principles
  • cognitive patterns
  • public transport

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