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Manuele Forcucci


Project Manager &
Experience Designer


@autobahn36


A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Francesco Paradiso


UI designer


@FrankParadiso
The designer’s share
The real problem
Victor Papanek


Design for the Real World
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
The designer […] shares responsibility for nearly all of
our products and tools and hence nearly of all our
environmental mistakes. He is responsible writer
through bad design or by default: by having thrown
away his responsible creative abilities, by “not getting
involved” or by “muddling through”.


Victor Papanek, Design for the Real World (1972)


A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
As a powerful social transformation tool,
design is political and every design decision
(more or less intentional) is applied politics
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Ethical dilemmas comes up when
things comes down
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
“Codes are better in censuring bad behaviors than
inspiring good ones”.


Cennydd Bowles - Future Ethics (2018)
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Today’s values and principles are the
vision of the future we strive to build
Design is an act that intrinsically lives in the future


— Sami Niemelä
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Future
Present
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Possibile
a
a
Futures
Present
Probable
Preferible
P
l
ausible
P
l
ausible
Possible
Possible
Fonte: Specu
l
ative Everything, di A- Dunne e F. Raby
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Possibile
a
a
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Futures
Present
Probable
Preferible
P
l
ausible
P
l
ausible
Possible
Possible
Possibile
a
a
Futures
Present
Probable
Preferible
P
l
ausible
P
l
ausible
Possible
Possible
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
We see and understand all the
consequences of what we design only
when they happen
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
How can we predict future
impacts in the present?
Possibile
a
a
Futures
Present
Probable
Preferible
P
l
ausible
P
l
ausible
Possible
Possible
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
How can we define an ethical compass
that leads decisions while designing?
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
We built a framework to provoke
conversations and align teams and
stakeholders around shared purpose
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Self-actualization
Esteem
Love and belonging
Safety
Physiological
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Agency
Trust
Inclusion
Security
Accessibility & Ergonomics
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Accessibility & Ergonomics
Digital and physical barriers, physical ergonomics of
services, impact on sleep and health
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Accessibility & Ergonomics
Accessibility
Source: https://www.cnbc.com/2019/10/07/dominos-supreme-court.html
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Accessibility & Ergonomics
Ergonomics
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Security
Privacy, data requests,
l
ack of c
l
arity on data
management and processing policies, profiling and
intrusive inferences
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Security
Data request
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Security
Data and inferences
Source: https://abookapart.com/products/design-for-real-life
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Security
AI e ML
Source: Technically Wrong (Sara Wachter-Boettcher)
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Inclusion
Non-respect of identity, partial or exclusive
representation and
l
anguages, reinforcement of bias and
stereotypes, repercussions and social dynamics
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Inclusion
Stereotype
Source: https://rep.repubblica.it/pwa/commento/2020/06/03...
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Inclusion
Rethinking personas
Source: https://dribbble.com/shots/4862676-User-Persona-UX
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Inclusion
Should we call these “edge cases”?
Source: https://dribbble.com/shots/15927405-Food-Delivery-App-Design-full
• Mom with a baby in her arms


• User over 60


• Users without Paypal
“I have a different word: normalizing. I’m normalizing
TV. I am making TV look like the world looks. Women,
people of color, LGBTQ people equal WAY more than
50% of the popu
l
ation. Which means it ain’t out of the
ordinary. I am making the world of television look
NORMAL.”


Shoda Rhimes - Technically Wrong (Sara Wachter-Boettcher )
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Trust
Non-transparency of information, dark patterns,
persuasion and manipu
l
ation, poor sense of
trustworthiness
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Trust
Dark pattern
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Trust
Dark pattern
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Agency
Reduced ability to act on the system,
l
ack of feedback
and control, decisions taken instead of the user by AI and
algorithms
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Agency
AI e bias
Source: https://algorithmwatch.org/en/google-vision-racism/
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Agency
AI e decisione making
Source: https://www.reuters.com/article/us-amazon-com-jobs-automation-insight...
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Humane
Community
Society
Environment
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
From chaos to…
Our framework is a journey made up of steps leading to
an end that cannot always be determined.
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
From chaos to…
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Warm up
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Warm up
We a needed a trigger to enable conversations
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Worst case scenario selection
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Worst case scenario resolution
How can we prevent or solve worst-case scenarios?
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Manifesto / Action p
l
an
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Action p
l
an
Solution — Owner — Measure — First step
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Manifesto
Make explicit the principles concerning the ethics
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Remix it
Questions, before solutions


A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Agreement on principles for the
future
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Responsibility in todays’ actions
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
It’s a compass, not a map
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Our p
l
an:


• a framework to discuss the implications of
innovation


• a workshop to engage clients and define the
ethical compass of the project


• practices and tools to guide the journey
Nicolò Volpato


Manuele Forcucci


Giulia Cavinato


Francesco Paradiso


Giada Cantoni
Team
A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome
Thank you!


Any questions?


Manuele Forcucci


Project Manager &
Experience Designer


manuele.forcucci@tangible.is


Francesco Paradiso


UI Designer


francesco.paradiso@tangible.is


A compass for leading teams and stakeholders towards a responsible design


World Usability Day 2021 - Rome

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A compass for leading teams and stakeholders towards a responsible design

  • 1.
  • 2. Manuele Forcucci Project Manager & Experience Designer @autobahn36 A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Francesco Paradiso UI designer @FrankParadiso
  • 3.
  • 4. The designer’s share The real problem Victor Papanek Design for the Real World A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 5. The designer […] shares responsibility for nearly all of our products and tools and hence nearly of all our environmental mistakes. He is responsible writer through bad design or by default: by having thrown away his responsible creative abilities, by “not getting involved” or by “muddling through”. Victor Papanek, Design for the Real World (1972) A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 6. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome As a powerful social transformation tool, design is political and every design decision (more or less intentional) is applied politics
  • 7. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 8. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 9. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 10. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 11. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Ethical dilemmas comes up when things comes down
  • 12. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 13. “Codes are better in censuring bad behaviors than inspiring good ones”. Cennydd Bowles - Future Ethics (2018) A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 14. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Today’s values and principles are the vision of the future we strive to build
  • 15. Design is an act that intrinsically lives in the future — Sami Niemelä A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 16. Future Present A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 17. Possibile a a Futures Present Probable Preferible P l ausible P l ausible Possible Possible Fonte: Specu l ative Everything, di A- Dunne e F. Raby A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 18. Possibile a a A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Futures Present Probable Preferible P l ausible P l ausible Possible Possible
  • 19. Possibile a a Futures Present Probable Preferible P l ausible P l ausible Possible Possible A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 20. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome We see and understand all the consequences of what we design only when they happen
  • 21. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome How can we predict future impacts in the present?
  • 22. Possibile a a Futures Present Probable Preferible P l ausible P l ausible Possible Possible A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 23. How can we define an ethical compass that leads decisions while designing? A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 24.
  • 25. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome We built a framework to provoke conversations and align teams and stakeholders around shared purpose
  • 26. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Self-actualization Esteem Love and belonging Safety Physiological
  • 27. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Agency Trust Inclusion Security Accessibility & Ergonomics
  • 28. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Accessibility & Ergonomics Digital and physical barriers, physical ergonomics of services, impact on sleep and health
  • 29. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Accessibility & Ergonomics Accessibility Source: https://www.cnbc.com/2019/10/07/dominos-supreme-court.html
  • 30. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Accessibility & Ergonomics Ergonomics
  • 31. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Security Privacy, data requests, l ack of c l arity on data management and processing policies, profiling and intrusive inferences
  • 32. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Security Data request
  • 33. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Security Data and inferences Source: https://abookapart.com/products/design-for-real-life
  • 34. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Security AI e ML Source: Technically Wrong (Sara Wachter-Boettcher)
  • 35. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Inclusion Non-respect of identity, partial or exclusive representation and l anguages, reinforcement of bias and stereotypes, repercussions and social dynamics
  • 36. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Inclusion Stereotype Source: https://rep.repubblica.it/pwa/commento/2020/06/03...
  • 37. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Inclusion Rethinking personas Source: https://dribbble.com/shots/4862676-User-Persona-UX
  • 38. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Inclusion Should we call these “edge cases”? Source: https://dribbble.com/shots/15927405-Food-Delivery-App-Design-full • Mom with a baby in her arms • User over 60 • Users without Paypal
  • 39. “I have a different word: normalizing. I’m normalizing TV. I am making TV look like the world looks. Women, people of color, LGBTQ people equal WAY more than 50% of the popu l ation. Which means it ain’t out of the ordinary. I am making the world of television look NORMAL.” Shoda Rhimes - Technically Wrong (Sara Wachter-Boettcher ) A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 40. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Trust Non-transparency of information, dark patterns, persuasion and manipu l ation, poor sense of trustworthiness
  • 41. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Trust Dark pattern
  • 42. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Trust Dark pattern
  • 43. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Agency Reduced ability to act on the system, l ack of feedback and control, decisions taken instead of the user by AI and algorithms
  • 44. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Agency AI e bias Source: https://algorithmwatch.org/en/google-vision-racism/
  • 45. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Agency AI e decisione making Source: https://www.reuters.com/article/us-amazon-com-jobs-automation-insight...
  • 46. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Humane Community Society Environment
  • 47. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome From chaos to… Our framework is a journey made up of steps leading to an end that cannot always be determined.
  • 48. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome From chaos to…
  • 49. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Warm up
  • 50. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Warm up We a needed a trigger to enable conversations
  • 51. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Worst case scenario selection
  • 52. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Worst case scenario resolution How can we prevent or solve worst-case scenarios?
  • 53. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Manifesto / Action p l an
  • 54. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Action p l an Solution — Owner — Measure — First step
  • 55. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Manifesto Make explicit the principles concerning the ethics
  • 56. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Remix it
  • 57. Questions, before solutions A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 58. Agreement on principles for the future A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 59. Responsibility in todays’ actions A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 60. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome It’s a compass, not a map
  • 61. A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome Our p l an: • a framework to discuss the implications of innovation • a workshop to engage clients and define the ethical compass of the project • practices and tools to guide the journey
  • 62. Nicolò Volpato Manuele Forcucci Giulia Cavinato Francesco Paradiso Giada Cantoni Team A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome
  • 63. Thank you! Any questions? Manuele Forcucci Project Manager & Experience Designer manuele.forcucci@tangible.is Francesco Paradiso UI Designer francesco.paradiso@tangible.is A compass for leading teams and stakeholders towards a responsible design World Usability Day 2021 - Rome