Designing Ethically - EuroIA 2007 Ethics Panel Presentation

Designing Ethically Communicating Conﬂict Design For the Integrated Experience 1

A Story About Conﬂict “Please Restore My: Reputation Dignity Privacy” EuroIA 2007: Ethics Panel Joe Lamantia 2 2

Themes of this story • conﬂict as aspect of social media • how design responds to conﬂict • ethical consequences of design decisions EuroIA 2007: Ethics Panel Joe Lamantia 3 3

May 2007 - Tagged.com invite emails proliferate Anonymous Anonymous has added you as a friend on Tagged. Is Anonymous your friend? Please respond or Anonymous may think you said no :( EuroIA 2007: Ethics Panel Joe Lamantia 4 4

YASNS (Yet Another Social Networking Site) EuroIA 2007: Ethics Panel Joe Lamantia 5 5

From: Anonymous <anonymous@gmail.com> Date: May 5, 2007 4:38 PM Subject: Re: Anonymous has Tagged you! :) To: Joe Lamantia<joe.lamantia@gmail.com > Hi Joe - Sorry about this email - it was not sent intentionally by me and you should ignore it. *Deﬁnitely do not visit tagged.com* -Anonymous EuroIA 2007: Ethics Panel Joe Lamantia 6 6

From: Anonymous <anonymous@gmail.com> Date: May 5, 2007 4:38 PM Subject: Re: Anonymous has Tagged you! :) To: Joe Lamantia<joe.lamantia@gmail.com > Ouch. I'm really sorry about that. I got an invite from someone and then went through the registration process which checks your contacts from GMail list as part of the registration funnel and allows you to add users in your contacts. Little did I know that below the fold, it included every email recipient from my GMail, so when I clicked submit, it sent to every contact in my GMail account including all my email lists. How embarrassing for me. :( I should have read the copy on the page ﬁrst. Sorry again. EuroIA 2007: Ethics Panel Joe Lamantia 7 7

Tagged.com Turns Proﬁtable - May Be Fastest Growing Social Network “Tagged is also very aggressive with signing up new users. At registration users are strongly encouraged to invite their entire address book as friends. It’s a highly viral, albeit controversial, way to quickly add lots of new users.” Michael Arrington (of TechCrunch) http://www.techcrunch.com/2007/05/09/tagged-turns-proﬁtable-may-be-fastest-growing-social- network/ EuroIA 2007: Ethics Panel Joe Lamantia 8 8

From: “Anonymousquot; <anonymous@gmail.com> Date: September 13, 2007 10:34:28 AM EDT To: quot;Joe Lamantiaquot; <joe@joelamantia.com> Subject: Re: Tagged.com email address harvesting Ugh. Don't make me relive that experience. The funny things is that most of the facebook apps that I'm installing these days feature the opt out method of inviting your friends, e.g. the ﬂixter quiz. Anyway, here's the apology I wrote to all my contacts. If you publish anything about this, I would appreciate if you not mention me by name, for obvious reasons. -Anonymous EuroIA 2007: Ethics Panel Joe Lamantia 9 9

From: Anonymous <anonymous@gmail.com> Date: May 8, 2007 1:59 PM Subject: PLEASE STOP SENDING EMAILS TO PEOPLE IN MY ADDRESS BOOK!!!!! To: customer service <support@tagged.com> Hi - when I signed up for tagged.com you fooled me into giving you all the email addresses in my gmail address book. Now all 783 contacts appear to be getting emails even though I canceled my tagged.com account. PLEASE MAKE THIS STOP IMMEDIATELY! -Anonymous EuroIA 2007: Ethics Panel Joe Lamantia 10 10

From: customer service <support@tagged.com> Date: May 8, 2007 1:59 PM Subject: Re: PLEASE STOP SENDING EMAILS TO PEOPLE IN MY ADDRESS BOOK!!!!! To: Anonymous <anonymous@gmail.com> Hello, Thank you for contacting Tagged. We have removed your invitations. We apologize for the inconvenience we have caused you and your friends. If you need help with anything else please let us know. Sincerely, Alex Customer Support EuroIA 2007: Ethics Panel Joe Lamantia 11 11

The experience of being Tagged “What happened next was nightmarish. My inbox started ﬁlling up with auto- responses, since tagged was basically emailing everyone and everything in my inbox. Emails were sent to prospective employers, jeopardizing my job prospects with them. Emails were also sent to old girlfriends, some of who responded quite angrily. Emails were sent to professional colleagues, some of whom will be listening to the very presentation you are giving. I must've sent over a 100 personal responses to people apologizing profusely and explaining that the email was not sent intentionally.” -Anonymous EuroIA 2007: Ethics Panel Joe Lamantia 12 12

YASNS (Yet Another Social Networking Scam) EuroIA 2007: Ethics Panel Joe Lamantia 13 13

More than an inconvenience - Is this ethical…? EuroIA 2007: Ethics Panel Joe Lamantia 14 14

Depends on how you look at it! To Users / Customers To the Business • Considerable damage to social fabric • Rising number of users • Individual • Rapid growth in registration • Group • Leveraging network strategy • Community • Lower customer acquisition costs • Privacy violation • Proﬁtability • Emotional discomfort >> Positive outcomes • Unknown future costs >> Negative experience EuroIA 2007: Ethics Panel Joe Lamantia 15 15

Clear conﬂict: users vs. business EuroIA 2007: Ethics Panel Joe Lamantia 16 16

How is design involved? EuroIA 2007: Ethics Panel Joe Lamantia 17 17

The user experience is the product! EuroIA 2007: Ethics Panel Joe Lamantia 18 18

User Experience: All aspects of the system, solution, product or design that users experience in some way. EuroIA 2007: Ethics Panel Joe Lamantia 19 19

Designer: Person making design decisions that shape the user experience - IA, ID, VD, UXA, etc.. EuroIA 2007: Ethics Panel Joe Lamantia 20 20

How does this involve ethics? 1. Generally 2. Speciﬁcally EuroIA 2007: Ethics Panel Joe Lamantia 21 21

“Ethical dilemmas occur when values are in conﬂict.” Source: American Library Association Code of Ethics - adopted June 28, 1995 EuroIA 2007: Ethics Panel Joe Lamantia 22 22

Main Entry: eth·ic Etymology: Middle English ethik, from Middle French ethique, from Latin ethice, from Greek EthikE, from Ethikos 1. the discipline dealing with what is good and bad and with moral duty and obligation 2. a : a set of moral principles : a theory or system of moral values b : the principles of conduct governing an individual or a group c : a guiding philosophy d : a consciousness of moral importance Source: http://www.m-w.com/dictionary/ethics EuroIA 2007: Ethics Panel Joe Lamantia 23 23

“dealing with what is good and bad” EuroIA 2007: Ethics Panel Joe Lamantia 24 24

Designing an experience means deciding what is “good” and “bad” in many ways. EuroIA 2007: Ethics Panel Joe Lamantia 25 25

Design works to understand users • how they think • what they value >> build empathy >> create relationships EuroIA 2007: Ethics Panel Joe Lamantia 26 26

People do not agree all the time… …Conﬂict is natural and inevitable EuroIA 2007: Ethics Panel Joe Lamantia 27 27

Many forms and expressions of conﬂict: • Mental Model • Language • Task Flow • Cultural Concept • Priority • Ownership • Precedents • Pace • Information Needs • Context • Terminology • Emotion • Labeling • Identity • Function • Conﬁdentiality • Legality • Interaction EuroIA 2007: Ethics Panel Joe Lamantia 28 28

Specific context from computer ethics field quot;A typical problem in computer ethics arises because there is a policy vacuum about how computer technology should be used. Computers provide us with new capabilities and these in turn give us new choices for action. Often, either no policies for conduct in these situations exist or existing policies seem inadequate. A central task of computer ethics is to determine what we should do in such cases, that is, formulate policies to guide our actions.... One difficulty is that along with a policy vacuum there is often a conceptual vacuum. Although a problem in computer ethics may seem clear initially, a little reflection reveals a conceptual muddle. What is needed in such cases is an analysis that provides a coherent conceptual framework within which to formulate a policy for action.“ Moor, James H. (1985) quot;What Is Computer Ethics?quot; In Bynum, Terrell Ward, ed. (1985) Computers and Ethics, Blackwell, 266-75. [Published as the October 1985 issue of Metaphilosophy.] EuroIA 2007: Ethics Panel Joe Lamantia 29 29

quot;According to Moor, the computer revolution is occurring in two stages. The first stage was that of quot;technological introductionquot; in which computer technology was developed and refined. This already occurred in America during the first forty years after the Second World War. The second stage -- one that the industrialized world has only recently entered -- is that of quot;technological permeationquot; in which technology gets integrated into everyday human activities and into social institutions, changing the very meaning of fundamental concepts, such as quot;moneyquot;, quot;educationquot;, quot;workquot;, and quot;fair electionsquot;. Computer Ethics http://plato.stanford.edu/entries/ethics-computer/ EuroIA 2007: Ethics Panel Joe Lamantia 30 30

“Just as the major ethical theories of Bentham and Kant were developed in response to the printing press revolution, so a new ethical theory is likely to emerge from computer ethics in response to the computer revolution.” Krystyna Gorniak-Kocikowska, quot;The Computer Revolution and the Problem of Global Ethicsquot; 1996, EuroIA 2007: Ethics Panel Joe Lamantia 31 31

Many design decisions require compromise EuroIA 2007: Ethics Panel Joe Lamantia 32 32

Design decisions have ethical aspects… …and ethical consequences. EuroIA 2007: Ethics Panel Joe Lamantia 33 33

In social media, network mechanisms amplify the effects of design decisions EuroIA 2007: Ethics Panel Joe Lamantia 34 34

Design decisions affect more people, in more ways. EuroIA 2007: Ethics Panel Joe Lamantia 35 35

The design of integrated experiences affects the physical and tangible aspects of life. EuroIA 2007: Ethics Panel Joe Lamantia 36 36

Conﬂict presents ethical dilemmas design does not yet address. EuroIA 2007: Ethics Panel Joe Lamantia 37 37

Conﬂicts present ethical dilemmas for designers. EuroIA 2007: Ethics Panel Joe Lamantia 38 38

Design must understand conﬂict to support informed ethical decisions. EuroIA 2007: Ethics Panel Joe Lamantia 39 39

Design cannot resolve ethical dilemmas alone. EuroIA 2007: Ethics Panel Joe Lamantia 40 40

Design must educate stakeholders • discovered conﬂicts • values affected • necessary compromises • ethical implications of decisions EuroIA 2007: Ethics Panel Joe Lamantia 41 41

Conﬂict: The Missing Ingredient EuroIA 2007: Ethics Panel Joe Lamantia 42 42

Current design approaches do not speciﬁcally address conﬂict. EuroIA 2007: Ethics Panel Joe Lamantia 43 43

Many design approaches: • Elements of Experience • Emotional Design • Forces of User Experience • Experience Design • Design Maturity Model • Making Meaning EuroIA 2007: Ethics Panel Joe Lamantia 44 44

Many design approaches: • User Centered Design • User Experience Honeycomb • User Centric Design • Contextual Design • Activity Centered Design • Participatory Design EuroIA 2007: Ethics Panel Joe Lamantia 45 45

EuroIA 2007: Ethics Panel Joe Lamantia 46 46

Design is not prepared to discover, communicate, educate all parties. EuroIA 2007: Ethics Panel Joe Lamantia 47 47

A Conﬂicted (Integrated) Future EuroIA 2007: Ethics Panel Joe Lamantia 48 48

Quechup is rotten: don't accept invites While you were Burning / vacationing / spacing out ofﬂine this Labor Day weekend, many folks online were hit with invitations from a social networking service called Quechup that violates your address book, and abuses user trust by spamming all your contacts. Now that people are coming back from the Labor Day holiday, expect a bunch of invites -- I've received a dozen just this morning. Delete 'em if you know what's good for you Posted by Xeni Jardin, September 4, 2007 6:30 AM http://www.boingboing.net/2007/09/04/quechup-is-rotten-do.html EuroIA 2007: Ethics Panel Joe Lamantia 49 49

Are You Getting Quechup Spammed? “One controversial issue among social networks is how hard they should push for user acquisition. Most social networks these days let you to import your email address book in some way (Twitter is the latest), but most make it clear if they’re about to mail your contacts. One site that’s catching people off guard is Quechup: we’ve got a volley of complaints about them in the mailbox this weekend, and a quick Google reveals that others were caught out too. The issue lies with their “check for friends” form: during signup you’re asked to enter your email address and password to see whether any of your friends are already on the service. Enter the password, however, and it will proceed to mail all your contacts without asking permission. This has led to many users issuing apologies to their friends for “spamming” them inadvertently. Hopefully the bad PR on this one will force them to change the system.” September 2, 2007 — 03:05 AM PDT — by Pete Cashmore http://mashable.com/2007/09/02/quechup/ EuroIA 2007: Ethics Panel Joe Lamantia 50 50

Rancid Bacn “It's getting easier and easier for services to raid your address book. I got nearly a dozen notes from people I don't even know today, all asking me to join their network at a service called Quechup. quot;Wow,quot; I thought, quot;this service is really getting traction.quot; Then I got a note from Scott, pointing out that the service had automatically sent email to his entire address book without his participation. My guess is that it's not quite that automatic, but there's deﬁnitely a danger here... a danger to services that end up alienating people by sending email they didn't expect, a danger to people who end up alienating their network, and a danger to my (and your) inbox, which is already overﬂowing.” Seth Godin http://sethgodin.typepad.com/seths_blog/2007/09/rancid-bacn.html EuroIA 2007: Ethics Panel Joe Lamantia 51 51

3 shifts in culture show growing technology permeation EuroIA 2007: Ethics Panel Joe Lamantia 52 52

These shifts indicate a future of integrated virtual and physical user experiences EuroIA 2007: Ethics Panel Joe Lamantia 53 53

Integration = greater complexity, connectedness, and awareness EuroIA 2007: Ethics Panel Joe Lamantia 54 54

Integration means increases in: • potential for conﬂict • effects of design decisions • ethical dilemmas for design(ers) EuroIA 2007: Ethics Panel Joe Lamantia 55 55

1. Social shift EuroIA 2007: Ethics Panel Joe Lamantia 56 56

The Social Shift • Network effects • Group and community dynamics • Social memory • Social identity mechanisms • Visible cultural differences • Shifting organizational structures • Distributed organizations • Knowledge markets • Tagging / folksonomies • Power distance dichotomies • Overlapping identities (personal / professional) EuroIA 2007: Ethics Panel Joe Lamantia 57 57

Unilateral is now multilateral EuroIA 2007: Ethics Panel Joe Lamantia 58 58

Designing Web Applications for Use By Larry Constantine, Constantine & Lockwood, Ltd. - Dec 11, 2006 “A third problem with users is that there are so many of them. And they are all different. They want different things and like different things and react differently. I have watched teams run in circles as they redesign for each new user who gives them feedback on a paper prototype or each new group passing through the usability lab. The genuine diversity of real people can distract designers from the commonality of their needs and interests.” http://www.uie.com/articles/designing_web_applications_for_use/ EuroIA 2007: Ethics Panel Joe Lamantia 59 59

Multilateral = conﬂicts EuroIA 2007: Ethics Panel Joe Lamantia 60 60

2. DIY (Do It Yourself) shift EuroIA 2007: Ethics Panel Joe Lamantia 61 61

Aspects of the DIY shift: • “Small Pieces Loosely Joined” • Design moves up the value / scope pyramid • Designers create frameworks and systems, *not point solutions* • Low barriers to entry • Commoditized design and development • Empowered amateurs • Business designers • Free or low-cost tools and data sources • Open source • APIs • Web Services / SOA • Public data sets • Public infrastructure for mashups • Yahoo Pipes • Google Gadgets EuroIA 2007: Ethics Panel Joe Lamantia 62 62

DIY = Everyone is a designer EuroIA 2007: Ethics Panel Joe Lamantia 63 63

Negotiation is the new governance EuroIA 2007: Ethics Panel Joe Lamantia 64 64

3. Rise of the SPIME EuroIA 2007: Ethics Panel Joe Lamantia 65 65

SPIMEs bridge physical and virtual worlds • “Mostly virtual, occasionally physical” • Physical manifestation • Temporal persistence • Real in both worlds at the same time • Geolocatable • Semantically interconnected • Tied to deep pools of collective metadata • Findable • Full lifecycle awareness • Must be sustainable / green >> a reiﬁed Platonic ideal…? EuroIA 2007: Ethics Panel Joe Lamantia 66 66

When Blobjects Rule the Earth “Scenario: You buy a Spime with a credit card. Your account info is embedded in the transaction, including a special email address set up for your Spimes. After the purchase, a link is sent to you with customer support, relevant product data, history of ownership, geographies, manufacturing origins, ingredients, recipes for customization, and bluebook value. The spime is able to update its data in your database (via radio-frequency ID), to inform you of required service calls, with appropriate links to service centers. This removes guesswork and streamlines recycling. EuroIA 2007: Ethics Panel Joe Lamantia 67 67

When Blobjects Rule the Earth “So …you would be able to swiftly understand: • where it was • when you got it • how much it cost • who made it • what it was made of • where those resources came from • what a better model looked like • what a cheaper model looked like • who to thank for making it • who to complain to about its inadequacies • what previous kinds of Spime used to look like • why this Spime is better than earlier ones • what you could do to help that happen • what people think the Spime of Tomorrow might look like • the history of the Spime's ownership EuroIA 2007: Ethics Panel Joe Lamantia 68 68

When Blobjects Rule the Earth • what it had been used for • where and when it was used • what other people who own this kind of Spime think about it • how other people more or less like you have altered or fancied-up or modiﬁed their Spime • what most people use Spimes for • the entire range of unorthodox uses of Spimes by the world's most extreme Spime geek fandom • and how much your Spime is worth on an auction site And especially -- absolutely critically -- where to get rid of it safely.” SIGGRAPH, Los Angeles, August 2004 EuroIA 2007: Ethics Panel Joe Lamantia 69 69

Emerging SPIME ecology: • RFID • GIS / geo-location • tagging • white-label social networking • smart objects • ubiquitous connectivity • PLM (Product Life Cycle Management) New niche: Collective services >> GetSatisfaction.com EuroIA 2007: Ethics Panel Joe Lamantia 70 70

Design = multi-dimensional EuroIA 2007: Ethics Panel Joe Lamantia 71 71

New dimensions = new conﬂicts EuroIA 2007: Ethics Panel Joe Lamantia 72 72

What Does This Mean For Design? EuroIA 2007: Ethics Panel Joe Lamantia 73 73

Does the integrated future mean new kinds of conﬂict to resolve? EuroIA 2007: Ethics Panel Joe Lamantia 74 74

Integration = many new conﬂicts... EuroIA 2007: Ethics Panel Joe Lamantia 75 75

How Design Can Address Conﬂict? EuroIA 2007: Ethics Panel Joe Lamantia 76 76

Design must become aware of conﬂict to support ethical decisions, avoid ethical compromises EuroIA 2007: Ethics Panel Joe Lamantia 77 77

Professional codes of ethics help, but only when all parties understand the conﬂicts at hand. EuroIA 2007: Ethics Panel Joe Lamantia 78 78

Codes = top-down, costly, slow EuroIA 2007: Ethics Panel Joe Lamantia 79 79

Treat conﬂict as a natural element of context • Conﬂict = “new layer” of context • Works with existing design tools and methods • No disruption to stakeholder models • No new artifacts or deliverables EuroIA 2007: Ethics Panel Joe Lamantia 80 80

Adapt common design / discovery methods Include conﬂict from the start: 1. discover 2. understand 3. communicate 4. design EuroIA 2007: Ethics Panel Joe Lamantia 81 81

Vision Themes • ‘Talking points’ for design vision • Allow stakeholders to communicate shared vision How To Address Conﬂict: • Prioritize themes for importance to vision • Treat conﬂicting themes as optional • Require unanimous vote to include themes EuroIA 2007: Ethics Panel Joe Lamantia 82 82

Stakeholder / Business Goals • Defined as part of vision phase • Translate business needs into aspects and capabilities of solution How To Address Conflict: • Track active disagreements in documentation • Map relationships between conflicting items • Use Delphi process to resolve EuroIA 2007: Ethics Panel Joe Lamantia 83 83

Map conﬂicts to business strategy and goals Barriers to Product Adoption Data & Employees  Limited integration of data and features Analytics  Lack of common user experience Data & Analytics Markets Quantitative Users Barriers to Ratings and Research Xyz Ratings & Expansion Adjacent Markets Research  Ineffective Basic & Advanced Search Equity Investors, Hedge Fund Managers  Limited related research navigation Traditional Markets Issuers, Intermediaries & Fixed Barriers to Emerging Market Income Investors Global Development  Numerous barriers to getting basic information Expansion  Lack of integration between the main website and Emerging Markets New Issuers, Intermediaries, & Investors local content Non-Client Users Barriers to Value Perception Maintain Co Shareholders, Regulators, Recruits  Inconsistent research content & Journalists Integrity &  Sub-standard user experience Reputation EuroIA 2007: Ethics Panel Joe Lamantia 84 84

Include and communicate conﬂict throughout the design cycle. “Bake it in…” User Roles + Interviews & User Needs Personas Scenarios Findings = Matrix Search for Relevant Research Learn about Client.com Surveyor View Latest Research Evaluate New Product Understand Methodology Track 1: Monitor Portfolio Information Researching Complex Topic Retrieval Respond to Customer Call Evaluate/Rate New Issue Monitor credit risk over time Learn about Client.com Understand the rating agency Track 2: Identify and compare entities Unified Service Delivery Access ratings, research & opinion Perform customer service Perform credit risk analysis EuroIA 2007: Ethics Panel Joe Lamantia 85 85

Functional Requirements • Synthesize findings of discovery activities for business, user and system perspectives How To Address Conflict: • Cross-reference conflicting requirements by owner / sponsor • ‘Narrow the funnel’: reduce # of allowed conflicts at each review / revision • Auction limited set of conflict slots • Owners can bid’ on requirements with fixed number of points EuroIA 2007: Ethics Panel Joe Lamantia 86 86

Goals and Needs Matrices • Itemizes goals and needs by type of user How To Address Conflict: • Identify specific instances of conflict between groups or goals • Score conflicts on a heat scale to highlight trouble spots • Total the conflicts associate with each goal and user type to prioritize resolution efforts EuroIA 2007: Ethics Panel Joe Lamantia 87 87

Personas • Describes types of user / customer / person How To Address Conflict: • Flag personas associated with conflicts • Enumerate any singular features / functions • Map persona landscape to show relationships and conflicts with other personas EuroIA 2007: Ethics Panel Joe Lamantia 88 88

Identify conﬂicts relevant to individual personas Chen Xiang Surveyor: Emerging Market Development > Corporate User Investment Banker, Shanghai, China Subsidiary Seeker “I’m looking for a ratings agency I can partner with.” General Description Critical User Needs  Learn about Client.com and their operations in China Chen is a recent graduate and a new employee of the Bank of China. In his role as an investment banker he  Select the agency he feels will be best for his clients will be helping to structure debt offerings and sell them in China’s emerging capital markets. He knows that a Key Job Functions respected and authoritative third party assessment of the debt will increase its liquidity and improve its price  Assist corporations in raising funds in China’s emerging capital in the marketplace. markets  Provides strategic advisory services for mergers, acquisitions As such he is working to assess the relative and other types of corporate financial transactions advantages and disadvantages of using the emerging local ratings agencies versus the internationally established agencies such as Client.com. He is looking Conflicts and Opportunities to find the highest levels of transparency, so that he  Highlight the breadth and depth of information offered in each can be confident in whom he chooses to work with country / region moving forward.  Support localization, allowing content, search parameters, By gaining Chen as a client, Client.com would likely currency, reference indices, and formatting styles to be gain the issuers he’ll eventually bring to market. targeted to user’s preferred region and language EuroIA 2007: Ethics Panel Joe Lamantia 89 89

Scenarios • Scenarios should narrate aspects of the user experience and vision How To Address Conflict: • Label scenarios that contain internal conflicts • Cross reference scenarios that conflict with one another • Identify which personas agree with / conflict with each scenario EuroIA 2007: Ethics Panel Joe Lamantia 90 90

Share the experience of conﬂict via scenarios A poor user experience lowers perceptions of services and offerings ! ! ! ! Detail page contains Related Research tab shows Research is split across a Goes to competitor’s site assorted links and tabs; a seemingly random list number of ill-defined doc first, because competitor’s content not on one page of assorted documents types, published at site is easier to use different times EuroIA 2007: Ethics Panel Joe Lamantia 91 91

Share the experience of conﬂict via scenarios A poor user experience lowers perceptions of services and offerings Example Scenario: View Latest Research Ratings Advisory ! ! ! ! Detail page contains Related Research tab shows Research is split across a Goes to competitor’s site assorted links and tabs; a seemingly random list number of ill-defined doc first, because competitor’s content not on one page of assorted documents types, published at site is easier to use different times “I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…” — Director, Global Ratings Advisory EuroIA 2007: Ethics Panel Joe Lamantia 91 91

Share the experience of conﬂict via scenarios A poor user experience lowers perceptions of services and offerings Example Scenario: View Latest Research Ratings Advisory ! ! ! ! Detail page contains Related Research tab shows Research is split across a Goes to competitor’s site assorted links and tabs; a seemingly random list number of ill-defined doc first, because competitor’s content not on one page of assorted documents types, published at site is easier to use different times “I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…” — Director, Global Ratings Advisory User Conflicts  Research content is inconsistent Business Conflicts  Hampers deepening of relationships  Related research functions are ineffective with established clients  Sites are difficult for users to understand  Detracts from the company’s reputation as and navigate an authoritative source of high quality info EuroIA 2007: Ethics Panel Joe Lamantia 91 91

Concept Maps • Define key conceptual objects and map relationships How To Address Conflict: • Begin with simplified single view • Create additional views to reflect conflicting understandings • Document conflicts via color and annotation layers • List contested objects / concepts • Require resolution for signoff • Use mapping tool that can track and show dependencies in relationships EuroIA 2007: Ethics Panel Joe Lamantia 92 92

Site Maps • Summarizes structure and flow through information space / environment How To Address Conflict: • Compare / contrast conflicting high-level structures • Build modularly, highlight areas of conflict • Document conflicts in navigation model separately • Flag conflicts in content structure and detailed IA discussed in other artifacts - topic maps, taxonomies, etc. • Cross-reference to alternative functional interactions and flows (use cases and process flows) EuroIA 2007: Ethics Panel Joe Lamantia 93 93

Wire Frames • Schematics capture function, layout, interaction How To Address Conflict: • Identify screen components affected by conflict • Cross-reference to conflicting personas / scenarios EuroIA 2007: Ethics Panel Joe Lamantia 94 94

Use Cases • Document behavior of system and actors How To Address Conﬂict: • Write use cases for all understandings • Cross-reference alternate / conﬂicting use cases EuroIA 2007: Ethics Panel Joe Lamantia 95 95

proposing design needs to develop practical tools methods and viewpoint for discovering, understanding and communicating conflicts between goals of diverse groups in order to 1. enable compliance with any specific ethical imperatives 2. further the creation of ethically sound experiences design must acknowledge conflicts in order to be equipped to respond to growing range of ethical and moral contexts and questions not advocating for a particular set of ethics / morals Call to action regarding design methods / approaches EuroIA 2007: Ethics Panel Joe Lamantia 96 96

The Future of Design? EuroIA 2007: Ethics Panel Joe Lamantia 97 97

Questions? Thank You! EuroIA 2007: Ethics Panel Joe Lamantia 102 102

Joe Lamantia: Involved in the information architecture and user experience ﬁelds since 1996 In 2000, became an entrepreneur and started my own company Creator of the leading freely available tool for card sort analysis Creator of the Building Blocks design framework for portals and user experiences Currently based in New York - but enjoying Spain a great deal… On the Web: www.joelamantia.com www.Boxesandarrows.com www.tagsonomy.com Email to joe (at) joelamantia.com Where to get a good bowl of noodles Your favorite kind of hot sauce EuroIA 2007: Ethics Panel Joe Lamantia 103 103

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Designing Ethically - EuroIA 2007 Ethics Panel Presentation

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Designing Ethically - EuroIA 2007 Ethics Panel Presentation Presentation Transcript