Taking responsibility for
the things we unleash
into the world
talk at iot meetup december 2013
DAYTONA COMMUNICATION AB
R...
deceptive. Design should be supportive.
Theoretically, the two are separated by intention.
”Manipulation is

But in practi...
A lot has been written lately about how evil design
patterns are used more often (darkpatterns.org)
LG Smart TV – Button That
Doesn’t Do Anything
Transmits details about what
you’re watching and names of
private media file...
Lensway – Tricks You To Participate in Marketing Surveys
To be able to shop you need to tick the checkbox for terms and
ag...
E-reader Letto – Buy From One Store Only, No More
Borrowing Books
Easy to buy books from Adlibris, but not from anywhere e...
Netflix – Trick for Continuity
Ask for you billing info when signing up for free trial.
You need to remember to cancel in ...
Isn’t this just

bad usability?
Nah, probably not.
Jakob Nielsen

An interface can be frustrating or hard to use
without being manipulative.
Recognition

Visibility of system status

rather than recall

Match between

Flexibility and

system and the real
world

e...
Bad usability: Update and
Cancel Buttons too close

Bad usability:
No systems status
So what about persuasion techniques like
social proof? Or scarcity? Good or evil?
When you design something you always influence

the user. Some things you make bigger

and

more visible so other things e...
Beddit – Measures How You Sleep
Does measuring your sleep really
help? Doesn’t it just make you more
stressed out?
FitBits – Measures How You Move
Does it work? Do you get healthier in a good
way? And is it okay to use manipulative
techn...
In this big trend of

quantification
we need to think about

what we measure

and how it will

affect us.
persuasive practices
can be used for deception, and just because deception
can be used to do bad things doesn’t mean that
...
The Fake Bus Stop –
Manipulative And Good?
A nursing home for Alzheimer
patients. Problem: Alzheimer
patients have a tende...
Monster Go Away Spray –
Manipulative And Good?
Parents with kids afraid of
monsters can get this
lavender scented spray to...
How should we think about this? Is it OK
to manipulate and deceive if you
have a good purpose? Can you even be

sure you h...
Apple Store – Persuasive But Not Deceitful
They present something I didn’t ask for, but probably
would like. Easy to skip....
Most innovators and designers have good intentions and want
to do good – to create a better world and solve problems. The
...
When money is involved people will try to make more money in
doubtful ways. Focus can easily shift from making useful
prod...
When we focus on numbers (such as conversion rates) and want
to satisfy our stakeholders we can fall for quick manipulativ...
The stress of having to produce as quickly as possible can give
you tunnel vision and reduced empathy. That can make you
f...
To stay an honorable field, we must ask
ourselves how

evil we can be

before it’s gone too far – so we don’t fall
for tho...
What’s wrong with
short-term solutions
anyway?
Social media: trick your customers and they will tell
all of their friends – fast!
Employer branding: nobody, who has the ...
To sum things up ...
Good design is persuasive per se, but there’s a difference

between persuasion and manipulation. Is it okay
to manipulate ...
Is my design ethical?
How can we answer that question?
If something feels bad, that’s an indicator
that

something’s not right.

Your

personal opinion matters!
We’ve learned to talk about money and metrics,

we can learn to talk about

ethics.
Bring it to the agenda!
SUPERPOWERS
I HAS THEM
Remember: what you unleash into this world has

implications for other people and you need
to take

responsibility

for it...
Linda Mattsson
linda.mattsson@daytona.se
@lanende

Sharon Lindberg
sharon.lindberg@daytona.se
@sharonlindberg
Images
LG Smart TV: http://commons.wikimedia.org/wiki/File:LG_smart_TV.jpg
Ryanair-images: Darkpatterns.org
E-reader: http...
Taking Responsibility for the Things We Unleash Into the World - IoT Meetup 2013 - Sharon Lindberg & Linda Mattsson
Taking Responsibility for the Things We Unleash Into the World - IoT Meetup 2013 - Sharon Lindberg & Linda Mattsson
Taking Responsibility for the Things We Unleash Into the World - IoT Meetup 2013 - Sharon Lindberg & Linda Mattsson
Taking Responsibility for the Things We Unleash Into the World - IoT Meetup 2013 - Sharon Lindberg & Linda Mattsson
Taking Responsibility for the Things We Unleash Into the World - IoT Meetup 2013 - Sharon Lindberg & Linda Mattsson
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Taking Responsibility for the Things We Unleash Into the World - IoT Meetup 2013 - Sharon Lindberg & Linda Mattsson

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A talk on evil design at the Internet of Things Meetup in Stockholm, December 2013.

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Taking Responsibility for the Things We Unleash Into the World - IoT Meetup 2013 - Sharon Lindberg & Linda Mattsson

  1. 1. Taking responsibility for the things we unleash into the world talk at iot meetup december 2013 DAYTONA COMMUNICATION AB Riddargatan 17D, 114 57 Stockholm, Sweden Phone +46 8 579 397 50, Fax +46 8 579 397 55 www.daytona.se, info@daytona.se 1
  2. 2. deceptive. Design should be supportive. Theoretically, the two are separated by intention. ”Manipulation is But in practise, the forces are converging. Fundamentally, it’s about taking responsibility for the things we unleash into the world.” Jon Kolko
  3. 3. A lot has been written lately about how evil design patterns are used more often (darkpatterns.org)
  4. 4. LG Smart TV – Button That Doesn’t Do Anything Transmits details about what you’re watching and names of private media files stored on removable USB volumes. If you look closely there is an opt out button – but that button does not do anything. Even though the user opts out the TV still transmits the information, so that LG can sell target advertising ...
  5. 5. Lensway – Tricks You To Participate in Marketing Surveys To be able to shop you need to tick the checkbox for terms and agreements. Hidden in that text is a part about agreeing to participate in marketing surveys. This is not what the user expects to find in a terms and agreement text, so most people would surely not even notice this.
  6. 6. E-reader Letto – Buy From One Store Only, No More Borrowing Books Easy to buy books from Adlibris, but not from anywhere else. Makes you more or less tied to the one store. Also: you can no longer borrow books within your own family if you have different devices.
  7. 7. Netflix – Trick for Continuity Ask for you billing info when signing up for free trial. You need to remember to cancel in time, or they will charge you.
  8. 8. Isn’t this just bad usability? Nah, probably not.
  9. 9. Jakob Nielsen An interface can be frustrating or hard to use without being manipulative.
  10. 10. Recognition Visibility of system status rather than recall Match between Flexibility and system and the real world efficiency of use Aesthetic and User control minimalist design and freedom Help users recognize, Consistency and standards Error prevention Jakob Nielsen diagnose, and recover from errors Help and documentation
  11. 11. Bad usability: Update and Cancel Buttons too close Bad usability: No systems status
  12. 12. So what about persuasion techniques like social proof? Or scarcity? Good or evil?
  13. 13. When you design something you always influence the user. Some things you make bigger and more visible so other things end up less visible. You also put a lot of effort into making some things easy to understand which means other things have to become more difficult, to make room for the most important features. In design you need to balance between simplicity and to fit everything important in.
  14. 14. Beddit – Measures How You Sleep Does measuring your sleep really help? Doesn’t it just make you more stressed out?
  15. 15. FitBits – Measures How You Move Does it work? Do you get healthier in a good way? And is it okay to use manipulative techniques to make people work out more?
  16. 16. In this big trend of quantification we need to think about what we measure and how it will affect us.
  17. 17. persuasive practices can be used for deception, and just because deception can be used to do bad things doesn’t mean that ”Just because persuasive techniques are necessarily bad in their own right.” Chris Nodder
  18. 18. The Fake Bus Stop – Manipulative And Good? A nursing home for Alzheimer patients. Problem: Alzheimer patients have a tendency to run away, so they get locked up and drugged at many nursing homes. New solution: deceive the patient! Fake bus stop where the runaways can wait for the bus “home”. After waiting for a while, the patient calms down, the caretaker can try to coax the patient back in ... Clearly manipulative – but with a good purpose.
  19. 19. Monster Go Away Spray – Manipulative And Good? Parents with kids afraid of monsters can get this lavender scented spray to chase away monsters. You trick the kids, but for a good cause. Or?
  20. 20. How should we think about this? Is it OK to manipulate and deceive if you have a good purpose? Can you even be sure you have a good purpose?
  21. 21. Apple Store – Persuasive But Not Deceitful They present something I didn’t ask for, but probably would like. Easy to skip. Default set to none (no sneaking into baskets!).
  22. 22. Most innovators and designers have good intentions and want to do good – to create a better world and solve problems. The time has come to make a decision about the future: What type of design should we do?
  23. 23. When money is involved people will try to make more money in doubtful ways. Focus can easily shift from making useful products to increasing conversion rates, lower production costs and producing and inventing as fast as possible.
  24. 24. When we focus on numbers (such as conversion rates) and want to satisfy our stakeholders we can fall for quick manipulative solutions by mistake, especially when the numbers show that it’s the right way to go.
  25. 25. The stress of having to produce as quickly as possible can give you tunnel vision and reduced empathy. That can make you forget who the users really are and that your product will actually manipulate the people who use it.
  26. 26. To stay an honorable field, we must ask ourselves how evil we can be before it’s gone too far – so we don’t fall for those easy quick manipulative fixes, at least not by mistake.
  27. 27. What’s wrong with short-term solutions anyway?
  28. 28. Social media: trick your customers and they will tell all of their friends – fast! Employer branding: nobody, who has the choice, want to work for an evil company. Individual level: most of us feel like crap when we lie or are dishonest. Most of us want to add value through our work, and want to feel proud of what we do.
  29. 29. To sum things up ...
  30. 30. Good design is persuasive per se, but there’s a difference between persuasion and manipulation. Is it okay to manipulate when it’s for people’s own good? It’s up to you, you need to think about what’s okay and what’s not and how you want to use your knowledge. useful? Is it understandable? Is it ethical? Ask yourself: is your design
  31. 31. Is my design ethical? How can we answer that question?
  32. 32. If something feels bad, that’s an indicator that something’s not right. Your personal opinion matters!
  33. 33. We’ve learned to talk about money and metrics, we can learn to talk about ethics. Bring it to the agenda!
  34. 34. SUPERPOWERS I HAS THEM
  35. 35. Remember: what you unleash into this world has implications for other people and you need to take responsibility for it. You can choose to deceive others or to help them. Use your superpowers to do good!
  36. 36. Linda Mattsson linda.mattsson@daytona.se @lanende Sharon Lindberg sharon.lindberg@daytona.se @sharonlindberg
  37. 37. Images LG Smart TV: http://commons.wikimedia.org/wiki/File:LG_smart_TV.jpg Ryanair-images: Darkpatterns.org E-reader: http://www.flickr.com/photos/43602175@N06/4069260433/ Jakob Nielsen: http://www.nngroup.com/people-jakob-nielsen-photos/ Beddit: http://www.beddit.com/static/img/white-sensor-on-bed.jpg Fitbits: http://www.flickr.com/photos/umhealthsystem/11355640094/ Old man: http://commons.wikimedia.org/wiki/File:Old_man_on_a_bench,_Santiago.jpg Monster: https://picasaweb.google.com/lh/photo/4a7e9yijNJK6L1cYP3oe6w Good & evil sheep: http://s899.photobucket.com/user/zodmafa/media/goodvsevilsheepDS.jpg.html

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