Ethical UX in E‑Commerce: A Guide to Clear, Inclusive, and Trustworthy Design

By Ellianys Pupo Restrepo
Graphic Design Capstone, University of Utah, 2026

Ellianys Restrepo

Feb 21, 2026

5 min read

Summary

Key Insights Overview

Analyze Hecha Asi Nails page to show how ethical UX improves readability, accessibility, and trust.

Readability & Accessibility: Low contrast reduces legibility; follow WCAG standards.

Avoid Manipulative Patterns: Transparent, honest messaging builds trust.

Authentic Content: Real user reviews and images increase credibility.

Inclusive UX: Design should be legible, understandable, accessible, and respectful.

Disclaimer: This project is part of a capstone project for the year 2026 under the guidance of the University of Utah. The information and opinions presented in this document are the sole responsibility of the author, Ellianys Pupo Restrepo. All data and information provided are for informational purposes only and are not intended as professional advice.



This article is a focused examination of the Hecha Asi Nails page from the Make It POP Framer project, analyzing how visual design and interaction choices affect readability, accessibility, and user trust — and how ethical UX principles can guide better digital experiences.

Introduction: Design That Looks Good vs. Design That Works

A beautiful interface may catch the eye, but beauty alone isn’t enough. Users expect clarity, usability, and honesty — especially in e‑commerce. When text, visuals, and interactions are unclear or misleading, the result is frustration, confusion, or loss of confidence in the product.

The Hecha Asi Nails page showcases an attractive layout, but closer inspection reveals usability challenges that we can learn from and improve upon.

1. Prioritize Readability and Accessibility

On the Hecha Asi Nails page, certain elements like the limited‑time “Ultimate Sale” header are difficult to read due to low visual contrast with the background. This may seem like an aesthetic choice, but it directly impacts accessibility and usability. According to accessibility standards like WCAG, text must have enough contrast with its background so users with visual impairments, and everyone else, can read it without strain.

Accessible typography and color contrast improve comprehension, help users navigate with confidence, and reflect respect for all user needs — not just stylistic trends.


2. Minimizing Dark Patterns
Design should never trick users into purchases. Ethical UX avoids manipulation, prioritizing transparency and informed choice over short-term gains.

  1. User Testing

  1. Light vs Dark Modes

    Nielsen Norman Group findings show that 33% of users prefer light mode, data indicates strong preference for dark mode, with over 80% using it at night. It improves readability, extends device battery life, and increases engagement.


2. Talking to Designers (Designer Interviews)

What they did: Asked Amazon designers questions about how they make websites and apps.
Why: To understand if they think about being honest and fair to users.
What they found: Some designers didn’t realize certain tricks on the site could confuse or pressure people.



3. Asking People What They Think (Surveys)

What they did: Showed users and designers new versions of Amazon screens without the tricky parts and asked them to rate them.
Why: To see if people find the new versions clearer and more honest.
What they found: People liked the honest versions better—they felt more trustworthy and easier to use.



4. A/B Testing

What they did: Made new versions of Amazon pages that removed tricks and tested them with users to see how they reacted.
Why: To find out if honest, fair designs make the site easier and nicer to use.
What they found: Users preferred the fair designs—they were less confusing and felt better to use.


  1. User Testing

  1. Light vs Dark Modes

    Nielsen Norman Group findings show that 33% of users prefer light mode, data indicates strong preference for dark mode, with over 80% using it at night. It improves readability, extends device battery life, and increases engagement.


2. Talking to Designers (Designer Interviews)

What they did: Asked Amazon designers questions about how they make websites and apps.
Why: To understand if they think about being honest and fair to users.
What they found: Some designers didn’t realize certain tricks on the site could confuse or pressure people.



3. Asking People What They Think (Surveys)

What they did: Showed users and designers new versions of Amazon screens without the tricky parts and asked them to rate them.
Why: To see if people find the new versions clearer and more honest.
What they found: People liked the honest versions better—they felt more trustworthy and easier to use.



4. A/B Testing

What they did: Made new versions of Amazon pages that removed tricks and tested them with users to see how they reacted.
Why: To find out if honest, fair designs make the site easier and nicer to use.
What they found: Users preferred the fair designs—they were less confusing and felt better to use.


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