UX study to validate design patterns for android choice screens

Cleint

BEUC, the European Consumer Organisation, partnered with us to evaluate Android choice screens mandated by the Digital Markets Act across EU markets. These critical interfaces determine default browser selection, significantly impacting digital market competition and consumer choice.

Challenge

Choice screens often privileged the gatekeeper's own browsers, creating an uneven playing field. There were no standardized UX principles to implement the legal mandate properly. The hardest part was designing interfaces that treated all search engines fairly, without unintentionally favoring one over another.

Impact

Conducted comprehensive research across 5 EU countries, combining qualitative insights from 35 in-depth interviews with quantitative data from 1,400 participants testing 7 interactive designs. BEUC used our findings to inform policy discussions and establish ethical UX standards across the EU, creating a more level playing field in the digital market

Role

Design lead

Worked directly with

Senior Advisor

Legal Officer

Deliverables

Conecept

Prototype

User testing

Data synthesis

EU design guidelines

Duration

4 Month

Experiement

•

A1

Control

The control experiment, based on the existing Android Choice Screen, established a baseline for user behavior to compare against other experiments in this study.

The control experiment, based on the existing Android Choice Screen, established a baseline for user behavior to compare against other experiments in this study.

Experiement

•

A2

No logos

We hypothesized that removing logos from the Search Engine Choice Screen would affect how participants perceived and selected search engines, potentially leading to significant changes in their choices.

We hypothesized that removing logos from the Search Engine Choice Screen would affect how participants perceived and selected search engines, potentially leading to significant changes in their choices.

Experiement

•

A3

Expanded Description

We hypothesized that displaying search engine descriptions directly (instead of using expandable dropdowns) would increase readership and lead to more participants choosing alternative search engines.

We hypothesized that displaying search engine descriptions directly (instead of using expandable dropdowns) would increase readership and lead to more participants choosing alternative search engines.

Experiement

•

A4

Moving Google
Below the Fold

We hypothesized that moving Google below the fold (requiring scrolling) would reduce its selection rate due to decreased visibility.

We hypothesized that moving Google below the fold (requiring scrolling) would reduce its selection rate due to decreased visibility.

Experiement

•

A5

Education Screen

We hypothesized that an educational screen before the Choice Screen would promote exploration and curiosity, leading to more thoughtful decision-making.Retry

We hypothesized that an educational screen before the Choice Screen would promote exploration and curiosity, leading to more thoughtful decision-making.Retry

Experiement

•

A6

Information Screen

We hypothesized that adding a Search Engine information screen after the Choice Screen would affect participants' engagement and decision-making by providing detailed information about their chosen search engine.

We hypothesized that adding a Search Engine information screen after the Choice Screen would affect participants' engagement and decision-making by providing detailed information about their chosen search engine.

Experiement

•

B1

Combination Choice

We hypothesized that adding an information screen, moving Google below the fold, and using "more info" buttons would affect participant engagement and decisions

We hypothesized that adding an information screen, moving Google below the fold, and using "more info" buttons would affect participant engagement and decisions

2025 LRNT01

LinkedIn

2025 LRNT01

LinkedIn

2025 LRNT01

LinkedIn