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Experimenting with the Ethics of Experimentation, Spark the Change 2015

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Lean Startup and Lean UX give you powerful experiment driven methods to learn about customers, products and services. But you’re not dealing with test tubes and chemicals. You’re dealing with people.

The customer backlash from some of Facebook’s experiments last year shows that what companies can do doesn’t always match up with what customers think they should do. How do we keep doing valuable experiments without hurting our customers or damaging our reputation?

There’s a word you hear from experimental scientists you don’t often hear on product teams: Ethics.

How does your organisation help you create ethical experiments? Professional scientists have people & processes to help them deal with ethical issues — experiments pass both professional and institutional standards. Is anyone thinking about ethical standards inside your company — or is the issue being ignored completely?

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Experimenting with the Ethics of Experimentation, Spark the Change 2015

  1. 1. https://www.flickr.com/photos/87007001@N04/15126712086 Experimenting With Experimental Ethics Adrian Howard (@adrianh) #SparkLDN
  2. 2. 😇😈
  3. 3. https://www.flickr.com/photos/marcopako/2390914273
  4. 4. http://www.pnas.org/content/111/24/8788.full
  5. 5. http://www.pnas.org/content/111/24/8788.full
  6. 6. https://www.flickr.com/photos/frenkieb/385690862/ Most of what we read under the name business ethics is either sentimental common sense, or a set of excuses for being unpleasant – For Business Ethics: A Critical Approach 
 (Jones, Parker & Bos)
  7. 7. https://commons.wikimedia.org/wiki/File:Mamba_(pistol).jpg
  8. 8. https://www.flickr.com/photos/45131642@N00/4433233650 The Trolley Problem
  9. 9. https://www.flickr.com/photos/45131642@N00/4433233650
  10. 10. https://www.flickr.com/photos/45131642@N00/4433233650
  11. 11. https://www.flickr.com/photos/45131642@N00/4433233650
  12. 12. http://photo.credit.goes.here/ The needs of the many, outweigh the needs of the few, or the one
  13. 13. https://www.flickr.com/photos/mikewise/405031536
  14. 14. KEEP CALM IT’S COMPLICATED
  15. 15. 1. Own it
  16. 16. … the myth of the designer’s lack of control –Victor Papanek
  17. 17. … the myth of the designer’s team’s lack of control –Victor Papanek
  18. 18. 2. Articulate it
  19. 19. http://en.wikipedia.org/wiki/Hippocratic_Oath#/media/File:HippocraticOath.jpg
  20. 20. – Code of Professional Conduct of the User Experience Professionals Association Ethical Principles • Act in the best interest of everyone • Be honest with everyone • Do no harm and if possible provide benefits • Act with integrity • Avoid conflicts of interest • Respect privacy, confidentiality, and anonymity • Provide all resultant data
  21. 21. 3. Apply it
  22. 22. Implied Consent
  23. 23. http://commons.wikimedia.org/wiki/File:ASDA_in_Keighley.jpg
  24. 24. Informed Consent
  25. 25. Gut Check
  26. 26. What’s the worse that can happen?
  27. 27. 😍😡
  28. 28. 0.007
  29. 29. 😍😡
  30. 30. 😍😍😍 😍😍😍 😍😍😍
  31. 31. 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍 😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😍😡
  32. 32. https://en.wikipedia.org/wiki/File:Tower_of_london_from_swissre.jpg
  33. 33. 4. Improve it
  34. 34. buildlearn measure productdata ideas
  35. 35. 1. Own 2. Articulate 3. Apply 4. Improve
  36. 36. All models are wrong, but some are useful. Void where prohibited. Some assembly required. Batteries not included. Any resemblance to real persons, living or dead is purely coincidental. Apply only to affected area. May be too intense for some viewers. Caveat emptor. Article is provided as is without any warranties. Other restrictions may apply.
  37. 37. 1. Own 2. Articulate 3. Apply 4. Improve
  38. 38. 1. Own 2. Articulate 3. Apply 4. Improve 5. Share
  39. 39. discoveryethics.com @discoveryethics
  40. 40. Want more? The latest Agile & Lean UX News bit.ly/leanuxnews Adrian Howard (@adrianh) quietstars.com “A treasure chest of recent lean & agile material” — @davidpetersimon “One of our favorite useful newsletters” — @LadiesThatUXNYC “It’s one of the best newsletters out there” — @LadiesThatUXATL
 “I get it you should too” — @tonytphd “You should subscribe” — @brownpf

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