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Dark Patterns i prenumerationstjänsters uppsägningsprocesser: En undersökning av vilseledande och manipulativadesignmönster vid uppsägning avprenumerationstjänster
Linnaeus University, Faculty of Technology, Department of Informatics.
2026 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Not refering to any SDG
Alternative title
Dark Patterns in Subscription Cancellation Processes : An investigation of deceptiveand manipulative design patterns in subscription cancellation processes (English)
Abstract [en]

Digital subscription services have become an integral part of people’s daily lives,and the design of their user interfaces can influence the user experience and users’decision-making. This study examines the presence of dark patterns in thecancellation processes of three established streaming services on the Swedishmarket: Netflix, HBO Max, and TV4 Play. The aim is to determine how thesedesign patterns manifest in the cancellation processes and how users perceivecontrol and clarity when interacting with them.The study was conducted using a combination of interface analysis and user testingof digital cancellation processes. The interface analysis was conducted to identifyand classify observable design patterns. User tests and interviews were conductedwith six participants to investigate how these design patterns were perceived duringinteraction. The results were then analyzed using thematic analysis, focusing onaspects such as clarity, perceived control, and trust. The results showed that all ofthe services examined contained design patterns that could be classified as “DarkPatterns,” including the Roach Motel, Hard to Cancel, Visual Interference, andObstruction. Compared to the registration processes, the cancellation processesoften involved more steps and more interactions. The user tests revealed situationswhere participants exhibited hesitation, uncertainty, and accidental clicks inconnection with visually prominent options and additional interactions in thecancellation process. The results are also discussed in relation to theories ofdual-process thinking, the concepts of “sludge” and “nudge,” and psychologicalmechanisms such as the sunk-cost effect and loss aversion.The study shows that the perceived complexity of navigating the terminationprocesses examined cannot be understood solely in terms of the number ofinteractions, but must also be considered in relation to how options are presentedand how the process itself is structured. The results thus highlight the importance ofclarity and user control in the design of digital termination processes.

Place, publisher, year, edition, pages
2026. , p. 51
Keywords [en]
Dark Patterns, UX design, user experience, cancellation processes, streaming services, manipulative design
Keywords [sv]
Dark Patterns, UX-design, användarupplevelse, uppsägningsprocesser, streamingtjänster, manipulativ design
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:lnu:diva-149736OAI: oai:DiVA.org:lnu-149736DiVA, id: diva2:2104134
Subject / course
Technology
Educational program
Interaction Designer, 180 credits
Supervisors
Examiners
Available from: 2026-09-28 Created: 2026-09-23 Last updated: 2026-09-28Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf