This essay examines how digital interfaces on Swedish e-commerce websites are designed based on gender. The study aims to explore how UX design is implemented differently on websites depending on whether the target group are men or women. This is investigated by identifying hedonic and pragmatic UX attributes, in addition to deceptive design patterns. Previous studies shows that there are differences between how men and women behave within an e-commerce environment. Women tend to value aesthetic and emotional aspects, while men prioritize functionality and efficiency. The study is conducted as a qualitative, comparative case study. Ten websites were chosen based on statistics regarding shopping behaviours connected to men and women. The websites were evaluated and analysed by using a qualitative content analysis as method. A theoretical framework was created to serve as the foundation for the analysis and evaluation. The theoretical framework is based partly on Hassenzahl’s model of hedonic and pragmatic attributes within UX, partly on Brignull’s concept of deceptive design. The results presented in the study shows that hedonic attributes are used more frequently on the female-coded websites and pragmatic attributes are more commonly used on the male-coded websites. Deceptive design was identified more frequently on female-coded websites. The contributions of the study gives a deeper understanding of how UX design can be used not only to create user friendly design, but also to enhance gender specific shopping behaviours. The study also raises ethical questions regarding the use of manipulative design and gender specific design.