Deliberately complicating or restricting certain actions.

Creating Barriers subverts the user’s expectation that relevant user tasks will be supported by the interface, instead preventing, abstracting, or otherwise complicating a user task to disincentive user action.

Information is presented in a way that confuses users or hides relevant details, making informed choices difficult.

(De)contextualizing Cues subverts the user’s expectation that provided information will guide the user to making an informed choice, instead confusing the user and/or preventing them from locating relevant information due to the context where information is presented.

It pressures users to buy quickly by presenting products as highly sought-after or in limited supply, increasing urgency and perceived value.

Scarcity or Popularity Claims subverts the user’s expectation that information provided about a product’s availability or desirability is accurate, instead pressuring the user to purchase a product without additional reflection or verification.

It accelerates user decisions by prompting immediate action through time-sensitive or limited availability cues.

Urgency subverts the user’s expectation that information provided about discounts or a limited-time deal for a product is accurate, instead accelerating the user’s decision-making process by demanding immediate or timely action.

Influences people to quickly follow others’ behaviors or choices, often leading to decisions based on perceived group consensus.

Social Proof subverts the user’s expectation that the indicated behavior of others in a specific situation is correct or desirable, instead accelerating user decision-making and encouraging the user to trust flawed implications through provided information.

Uses emotional pressure to make users feel guilty or inadequate if they do not choose a specific option.

Shaming subverts the user’s expectation that their decision is being guided by objective information and made in an informed way, instead using emotionally manipulative tactics to pressure the user to make certain choices over others in order for them to feel they have done the right thing.

It uses personal data to shape user experiences, influencing choices and hiding alternatives to guide user behavior.

Personalization subverts the user’s expectation that products or service features are offered to all users in similar ways, instead using personal data to shape elements of the user experience that manipulate the user’s goals while hiding other alternatives.

It uses personal data to shape user experiences, influencing choices and hiding alternatives to guide user behavior.

Personalization subverts the user’s expectation that products or service features are offered to all users in similar ways, instead using personal data to shape elements of the user experience that manipulate the user’s goals while hiding other alternatives.

Starting an action is easy, but leaving or reversing it is difficult.

Roach Motel subverts the user’s expectation that an action will be as easy to reverse as it is to make, instead creating a situation that is easy to get into, but difficult to get out of.

Withholds or delays key details, making it harder for users to make fully informed decisions during their interaction.

Hiding Information subverts the user’s expectation that all relevant information to make an informed choice will be available to them, instead hiding information or delaying the disclosure of information until later in the user journey that may have led to them making another choice.

Withholds or delays key details, making it harder for users to make fully informed decisions during their interaction.

Hiding Information subverts the user’s expectation that all relevant information to make an informed choice will be available to them, instead hiding information or delaying the disclosure of information until later in the user journey that may have led to them making another choice.

Withholds or delays key details, making it harder for users to make fully informed decisions during their interaction.

Hiding Information subverts the user’s expectation that all relevant information to make an informed choice will be available to them, instead hiding information or delaying the disclosure of information until later in the user journey that may have led to them making another choice.

Arranges or highlights options to steer users toward a particular outcome, often making alternative choices less visible or appealing.

Manipulating Choice Architecture subverts the user’s expectation that the options presented will support their desired goal, instead including an order or structure of options that makes another outcome more likely.

Arranges or highlights options to steer users toward a particular outcome, often making alternative choices less visible or appealing.

Manipulating Choice Architecture subverts the user’s expectation that the options presented will support their desired goal, instead including an order or structure of options that makes another outcome more likely.

Arranges or highlights options to steer users toward a particular outcome, often making alternative choices less visible or appealing.

Manipulating Choice Architecture subverts the user’s expectation that the options presented will support their desired goal, instead including an order or structure of options that makes another outcome more likely.

Default settings are configured to favor the service provider, often exposing users to risks or unwanted actions unless manually changed.

Bad Defaults subverts the user’s expectation that default settings will be in their best interest, instead requiring users to take active steps to change settings that may cause harm or unintentional disclosure of information.

Design elements are intentionally altered to trigger emotions or sensory responses that steer users toward a desired action.

Emotional or Sensory Manipulation subverts the user’s expectation that the design of the site will allow them to achieve their goal without manipulation, instead altering the language, style, color, or other design elements to evoke an emotion or manipulate the senses in order to persuade the user into a particular action.

Uses confusing or misleading language to prompt users into making unintended or undesired choices.

Trick Questions subvert the user’s expectation that prompts will be written in a straightforward and intelligible manner, instead using confusing wording, double negatives, or otherwise leading language or interface cues to manipulate a user’s choice.

Relevant details or options are concealed or presented as unimportant, making it harder for users to access or recognize them.

Hidden Information subverts the user’s expectation that relevant information will be made accessible and visible, instead disguising relevant information or framing it as irrelevant

It creates a mismatch between the information given and the actions available, leading users to outcomes they did not anticipate.

Feedforward Ambiguity subverts the user’s expectation that their choice will be likely to result in an action they can predict, instead providing a discrepancy between information and actions available to users that results in an outcome that is different from what the user expects.

It uses overly complex or unfamiliar language to make instructions hard to understand, reducing informed user decisions.

Language Inaccessibility subverts the user’s expectation that guidance will be provided in a way that is understandable and intelligible, instead using unnecessarily complex language or a language not spoken by the user to decrease the likelihood the user will make an informed choice.

Users are automatically charged for ongoing subscriptions after trials end, often without clear notice or easy cancellation.

Forced Continuity subverts the user’s expectation that a subscription created in the past will not auto-renew or otherwise continue in the future, instead causing undesired charges, difficulty to cancel, or lack of awareness that a subscription is still active.

Users are automatically charged for ongoing subscriptions after trials end, often without clear notice or easy cancellation.

Forced Continuity subverts the user’s expectation that a subscription created in the past will not auto-renew or otherwise continue in the future, instead causing undesired charges, difficulty to cancel, or lack of awareness that a subscription is still active.

Designs use psychological triggers and interface tricks to keep users engaged longer than they intended, reducing their sense of control.

Attention Capture subverts the user’s expectation that they have rational control over the time they spend using a system, instead tricking them into spending more time or other resources to continue use for longer than they otherwise would.

Designs use psychological triggers and interface tricks to keep users engaged longer than they intended, reducing their sense of control.

Attention Capture subverts the user’s expectation that they have rational control over the time they spend using a system, instead tricking them into spending more time or other resources to continue use for longer than they otherwise would.

Users are required to provide personal information before accessing certain features, increasing data collection and lead generation.

Forced Registration subverts the user’s expectation that they can complete an action without registering or creating an account, instead tricking them into thinking that registration is required, often resulting in the sharing of unneeded personal data.

Users are manipulated into providing more personal information than necessary or having their data used for unintended purposes.

Forced Communication or Disclosure subverts the user’s expectation that a system will only request information needed to complete their desired goals, instead tricking them into sharing more information about themselves or using their information for purposes that they do not desire.

Users are manipulated into providing more personal information than necessary or having their data used for unintended purposes.

Forced Communication or Disclosure subverts the user’s expectation that a system will only request information needed to complete their desired goals, instead tricking them into sharing more information about themselves or using their information for purposes that they do not desire.

It uses rewards, points, or progress mechanics to drive repeated engagement, often encouraging actions beyond user intent.

Gamification subverts the user’s expectation that system functionality is based on alignment with user goals and needs, instead coercing them into gaining access to aspects of a service through repeated (and perhaps undesired) use of aspects of the service.

It uses rewards, points, or progress mechanics to drive repeated engagement, often encouraging actions beyond user intent.

Gamification subverts the user’s expectation that system functionality is based on alignment with user goals and needs, instead coercing them into gaining access to aspects of a service through repeated (and perhaps undesired) use of aspects of the service.

It misleads users into taking an action by promising a desirable result, but delivers an unexpected, less favorable outcome.

Bait and Switch subverts the user’s expectation that their choice will result in a desired action, instead leading to an unexpected, undesirable outcome.

Requires users to complete extra, unnecessary interactions before finishing a task.

Adding Steps subverts the user’s expectation that a task will take as few steps as technologically needed, instead creating additional points of unnecessary but required user interaction to perform a task.

Uses confusing or misleading language to prompt users into making unintended or undesired choices.

Trick Questions subvert the user’s expectation that prompts will be written in a straightforward and intelligible manner, instead using confusing wording, double negatives, or otherwise leading language or interface cues to manipulate a user’s choice.

Exploit cognitive biases to increase the likelihood of a desired action.

Social Engineering is a strategy which presents options or information that causes a user to be more likely to perform a specific action based on their individual and/or social cognitive biases, thereby leveraging a user's desire to follow expected or imposed social norms

Adds unnecessary steps or barriers.

Obstruction is a strategy which impedes a user’s task flow, making an interaction more difficult than it inherently needs to be, dissuading a user from taking an action.

Hides or delays revealing crucial information.

Sneaking is a strategy which hides, disguises, or delays the disclosure of important information that, if made available to users, would cause a user to unintentionally take an action they would likely object to.

Make certain actions easier to find or perform while confusing or hiding alternatives.

Interface Interference is a strategy which privileges specific actions over others through manipulation of the user interface, thereby confusing the user or limiting discoverability of relevant action possibilities.

Make certain actions easier to find or perform while confusing or hiding alternatives.

Interface Interference is a strategy which privileges specific actions over others through manipulation of the user interface, thereby confusing the user or limiting discoverability of relevant action possibilities.

Require an unrelated step before an action

Forced Action is a strategy which requires users to knowingly or unknowingly perform an additional and/or tangential action or information to access (or continue to access) specific functionality, preventing them from continuing their interaction with a system without performing that action.

Presenting an excessive number of options can overwhelm users, leading to indecision, dissatisfaction, or regret.

Choice Overload subverts the user’s expectation that the choices they make should be understandable and comparable, instead providing too many options to compare or encouraging users to overlook relevant information due to the volume of choices provided.

Presenting an excessive number of options can overwhelm users, leading to indecision, dissatisfaction, or regret.

Choice Overload subverts the user’s expectation that the choices they make should be understandable and comparable, instead providing too many options to compare or encouraging users to overlook relevant information due to the volume of choices provided.

Repeated interruptions distract users from their intended tasks, pressuring them to take unwanted actions or make decisions.

Nagging subverts the user’s expectation that they have rational control over the interaction they make with a system, instead distracting the user from a desired task the user is focusing on to induce an action or make a decision the user does not want to make by repeatedly interrupting the user during normal interaction.