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Ryanair dark UX patterns summer 2026 refresher


Everyone likes dark UX patterns – such fun! Ryanair are Europe’s most profitable airline and they are masters of this noble form. This is an all time classic from around 8 years ago – to not buy travel insurance, you must select Don’t Insure Me, midway down a list of countries: I have the joy of doing some budget flying this summer and I thought I’d see how upsell-alicious the check-in process is in Trumpyear 2026: I count 9 stages a user has to successfully navigate to avoid extra payment: - “No, don’t want to be insured” - Don’t be tricked into unlocking check-in for your return flight, this costs.

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