An Ethical Redesign of United Airlines Fare Selection
Removing dark patterns from a fare selection flow while preserving brand fidelity and business goals.
March 4, 2025 · Henry Osterweis
1. The Problem
United's fare selection uses dark patterns to steer users toward expensive options through fear, not information.
2. Dark Patterns Identified
Five manipulative patterns working together:
- •Negative framing: Basic Economy shown through restrictions, not value
- •Asymmetric information: Premium benefits vague, limitations explicit
- •Friction injection: Required checkbox makes cheaper option feel risky
- •Visual hierarchy bias: Upgrade button is blue; Basic Economy is gray
- •Fee anxiety: Bag fees emphasized to undermine the lower price
3. Design Approach
Equal visual weight. Neutral language. Brand fidelity.
Brand research: United Blue #0054A6, Helvetica Neue
Initial redesign with equal visual weight for both fares
4. User Testing
5 participants revealed my assumptions were wrong. Users tried clicking cards before noticing buttons. Airline jargon confused them. But despite issues, they felt less pressured than typical airline UIs.
5. Iteration
Clickable cards. Clear selection states. Plain language.
Final design: "personal item" became "backpack or small bag"
6. Outcome
Faster selection. Fewer questions. Informed choices.
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