flip your device or use a tablet or laptop instead for a better experience :)

SCORE

10000

CLICK TO

ENTER

THE SHOP

HOW TO PLAY

Hello and welcome! This is an online shopping site and game riddled with dark patterns.
What are dark patterns?

HOW TO PLAY

Dark Patterns, a coin termed by Harry Brignull, are malicious forms of design utilized by a number of big brands as digital marketing tactics. Get it?

HOW TO PLAY

As a customer shopping online for chicken, your goal is to avoid the dark pattern traps and successfully purchase your chicken without losing too many points.

HOW TO PLAY

The progression bar will indicate how far you are from the check out page. Starting with 10000 points, each dark pattern click will result in -100. Also don't put in real user details.

CHECK
OUT

0
PREMIUM UPGRADE
What does a PREMIUM
subscription get you ?
What does a PREMIUM subscription get you ?
 CUT-THROAT PRICES
 FREE DELIVERY SERVICE
 UNIQUE FRESH BRANDS
 PRISTINE CUSTOMER SERVICE

CHECK
OUT

0
name*
em@il*
phone*
how did you find out about us?*
how often do you shop online?*
do you use this service for fresh poultry? if yes, why?*
have you ever received a damaged good from us? if yes, what item was it?*
do you read product reviews?*
do product reviews influence your purchase?*
have you ever written a product review? if yes, when?*
how many times have you used this service approximately?*
have you ever heard of our vouchers? if yes, how?*
have you every used our vouchers?*
if yes how often?*
have you ever seen our brand on other websites?
if yes, which websites were they?*
how many brands do you see in a website?*
how many images do you see in the website?*
how many websites do you see in an image?*
have you ever bought a product shipped from Morocco?*
have you ever been to Morocco? did you enjoy your time there?*
did you experience any culture shocks while you were in Morocco?
if yes, please explain in detail.*
have you ever been shipped?*

CHECK
OUT

0
name*
em@il*
password*
confirm*

Our brand new newsletter is finally available to all new users. Do you wish to
miss out on all the great advice available in our hourly publication ?

I already have an account 

CHECK
OUT

0
name*
                                                      card number*                                                      
exp date*
cvc*

*Terms & Conditions apply

CHECK
OUT

0
HURRY UP !
Free Range British skinless breast fillets 2 kg
by Organic Chick's
ONLY 1 LEFT IN STOCK !
£0.99/g  £1.90/g
53 people are viewing this product! HURRY !
987 people have this in their basket RIGHT NOW !

CHECK
OUT

0
Best British skinless breast fillets 2 kg
by British Country Farm's
ONLY 1 LEFT IN STOCK !
£3.40/kg  
39 people are viewing this product! HURRY !
192 people have this in their basket RIGHT NOW !

CHECK
OUT

0
DON'T MISS OUT !
Best American skinless chicken legs 545g
by Roddy's American Meats
ONLY 2 LEFT IN STOCK !
£2.20/kg  £3.90/kg
23 people are viewing this product! HURRY !
549 people have this in their basket RIGHT NOW !

CHECK
OUT

0
Reviews
Free Range British skinless breast fillets 2 kg
by Organic Chick's
ONLY 1 LEFT IN STOCK !
£0.99/g  £1.90/g
‘Awesome barbecue!!!!’
Had a great barbecue with the guys at the office. The tenderness of this chicken is absolutely to die for. Big fan.
‘Delivery was a bit slow and expensive’
I thought it was late but the process took longer than expected. It's ok.
BACK

CHECK
OUT

0
Reviews
Best British skinless breast fillets 5 kg
by British Country's Farm
ONLY 1 LEFT IN STOCK !
£3.40/g  £1.90/g
‘Best chicken I had in a long time’
British's Country farm's chicken is what madeleines are for Proust. Breasts were delightful. Will buy again
‘Great delivery and no hidden fees’
Received it on time. The chicken was fresh, tender and delicious.
BACK

CHECK
OUT

0
Reviews
Best American skinless chicken legs 545 g
by Roddy's American Meat
ONLY 1 LEFT IN STOCK !
£2.20/kg  £3.90/kg
‘Delicious and fresh to the door’
Received it on time and was very fresh. My wife cooked the best Buffalo chicken in ages. Will purchase again
‘Good but too expensive’
Received it three days late but still good. Not worth the price though.
BACK

CHECK
OUT

1
What does a PREMIUM subscription get you ?

 CUT-THROAT PRICES!

 FREE PRIME DELIVERY
     SERVICE!

 UNIQUE FRESH
     BRANDS!

 PRISTINE CUSTOMER
     SERVICE!

and chicken!

CHECK
OUT

1
name*
em@il*
password*
confirm*

Our brand new newsletter is finally available to all new users. Do you wish to
miss out on all the great advice available in our hourly publication ?

I already have an account 

CHECK
OUT

1
TOTAL
Best British skinless breast fillets 5 kg
by British’s Country Farm’s
£3.40/kg
SPECIAL RECOMMENDATION
Natural Breadcrumbs
by PAXO
£1.50
£2.10

next page 

*do not tick box to remove recommendation

CHECK
OUT

1
                                                      address*                                                      
                                                      country*                                                      
                                                      zipcode*                                                      

CHECK
OUT

1
!FREE!*
£1.99
£1*
CHICKEN
BURGER

*Terms & Conditions apply

CHECK
OUT

1

50%

off entire
purchase*
name*
                                                      card number*                                                      
exp date*
cvc*

*Terms & Conditions apply

ARE YOU SURE YOU
DON'T WANT TO SAVE
UP TO 50% PER PURCHASE*

CONGRATS

YOU HAVE
CHECKED OUT
YOUR CHICKEN!

GO BACK
GO BACK
GO BACK

UH OH! DARK PATTERN ALERT

(!) BAIT AND SWITCH DETECTED (!)

BAIT AND SWITCH is when the user takes a certain action to get to point A (desired destination) but it actually leads to point B (undesirable consequence). This tactic uses a series of language/layout based dark patterns such as tiny fonts and deceptive colours.

UH OH! DARK PATTERN ALERT

(!) DISGUISED AD DETECTED (!)

A DISGUISED AD is a type of BAIT AND SWITCH but specific to adverts. The user clicks on a link expecting an action but ends up on an advert instead.

UH OH! DARK PATTERN ALERT

(!) CONFIRMSHAMING DETECTED (!)

CONFIRMSHAMING is when the design manipulates the user in taking a certain action by generating guilt through specific use of language and phrases.

UH OH! DARK PATTERN ALERT

(!) MISDIRECTION DETECTED (!)

MISDIRECTION is when the user takes a certain action to get to point A (desired destination) but it actually leads to point B (undesirable consequence).
This tactic uses a series of language/layout based dark patterns such as tiny font and deceptive colours.

UH OH! DARK PATTERN ALERT

(!) PRICE COMPARISON PREVENTION DETECTED (!)

PRICE COMPARISON PREVENTION is when the user attemps to compare prices between two items but the display makes it very difficult or impossible, eg. an item with price/unit and a similar with price/kg.

UH OH! DARK PATTERN ALERT

(!) PRIVACY ZUCKERING DETECTED (!)

PRIVACY ZUCKERING, derived from Facebook CEO Mark Zuckerberg, tricks users into publically sharing more information than they intend to. It is a form of data mining in which the information deceivingly collected are often used for marketing purposes and for designing targeted ads.

UH OH! DARK PATTERN ALERT

(!) SNEAK-INTO-BASKET DETECTED (!)

A SNEAK-INTO-BASKET is a variation of HIDDEN COSTS where a ‘recommendation’ is added to your basket without you noticing. This leads to accidental purchases. This tactic uses a Series of language and layout based dark patterns like tiny font and deceptive colours.

UH OH! DARK PATTERN ALERT

(!) TRICK QUESTION DETECTED (!)

A TRICK QUESTION is when you respond to a question, which when glanced upon quickly, appears to ask one thing, but if read carefully, asks another thing entirely. It exploits the fact that there’s an online culture of quick skim reading.

HINT #1

  FIND THE SEARCH BAR  

HINT #2

  CHOOSE A CHICKEN  

HINT #3

  GO TO YOUR CART