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EthUX
Seven deadly sins that keep us from
building a better world
Eric Reiss
@elreiss
Product Camp Poland
June 9, 2018
Gdy...
What are “ethics”?
What are “morals”?
“Morals” “Ethics”
“The beliefs I
have accepted.”
“How I practice
these beliefs.”
“Thou shalt not kill.”
Internal External
Johann and his iPhone
Johann and the lost letter
Johann, Albert, Clara
Johann, Albert, Clara
(and Leo)
Clara
1983 - 2018
• It’s not just “1” and “0”
• Or right and wrong
• Or “yes” and “no”
• Or “black” and “white”
The world is grey and diffic...
“Do no evil”
“Make money”
“Make money”
“Do no evil”
Sister Dorothy and the Vatican
Legal for sale
in Germany
Not legal for sale
in Germany
Internal External
• Privacy
• Security
• Intellectual property rights
plus
• Diversity
• Harassment
Key ethical issues today
• Is this right?
• Is this respectful?
• Is this responsible?
• Is this fair?
• Is this legal?
Questions we need to ask
Research
Lies, damned lies, and statistics
• Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
• Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
1. Was the product information sufficient and
relevant?
6/10
2. Was the transaction cost of the products
appropriate?
1/10...
• Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
• Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
• Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
District heating plants in Poland
“Return on Investment is based on historic
data. It is a backward-looking metric that
yields no insights into how to impro...
• Examine the research sources
• Ask relevant follow-up questions
• Don’t trust client research. Verify it.
• Watch out fo...
Hiding information
You can’t see or sue something invisible
The Apple Terms and Conditions
• If you are asked to hide information:
– Ask yourself if this is a valid request
– Make sure whatever you do is in the us...
Faking information
Hits and bruises
• Fake testimonials
• Fake photos
• Misleading metadata
• Fake referral sites
• Clueless social-media managers
What to loo...
Products
Green Blue Red
Specifications Specifications Specifications
Applications Applications
References
Testimonials
App...
Danske Bank
• Ask yourself if the content is honest
• Ask yourself if this is really in the user’s best
interests
• Ask yourself if th...
Addiction
Digital drugs
• Bait-and-switch techniques
– Online casinos
• Peer pressure techniques
– Snapchat, Instagram, Facebook
• Ludomania disgu...
“100 free spins…”
• There really is only one question you need to
ask yourself:
– Would I want my children to use this site or app?
What you...
Dark patterns
Asterisks and after-risks
• Sites that trick you to:
– Opt in to something you do not want
– Buy something you do not want
• Sites that require info...
• People do not read very carefully
• People will often accept that they have been
tricked because it takes too long to pu...
• Bait-and-switch
• Disguised ads
• Forced continuity
• Friend spam
• Hidden costs
• Misdirection
• Price comparison preve...
https://darkpatterns.org/
Frequently bought together…
Scarcity
Social validation
Fear of loss
• Make sure the behaviour of your design is not
misleading people
• Do not trick or cheat people
• Call bullshit!
What you...
Teamwork
Design thinking or design trauma?
• Designs that are “flavour of the month”
– WordPress
– Flat design
• Colleagues who do not meet their obligations
• Clien...
The Czech brothel project
• If you are a manager, give your team members
and opportunity to opt out
• If you are a team member, let your manager
kno...
UX theatre
Brainstorming and bullshit
https://twitter.com/i/moments/955234060
951048192
• So-called UX projects where no one has
actually ever talked to a user
• Fake personas
• Projects where assumptions are g...
• Validate your assumptions
• Test your prototypes, apps, and existing sites
with real users
• Mine the existing data for ...
b
Offensive AI
Tay, Siri, Alexa, and Bixby
• Validate your assumptions
• Test your prototypes, apps, and existing sites
with real users
• Mine the existing data for ...
Clara
1983 - 2018
• Validate your assumptions
• Test your prototypes, apps, and existing sites
with real users
• Mine the existing data for ...
The Copenhagen Letter
Taking a moral stand
https://copenhagenletter.org/
Bonus material #1
We didn’t invent this discipline
Give credit where credit is due
50-year-old wearable
90-year-old A/B test
150-year-old infographic
170-year-old sitemap
220-year-old SEO project
250-year-old knowledge map
300-year-old taxonomy
A 400-year-old content inventory
650-year-old personas
5000-year-old wireframe
15000-year-old storyboard
IA and gestural interfaces - 1935
https://www.youtube.com/watch?v=8kuCSRJcTgY
Gestural interfaces - 1935
Bonus material #2
in·no·va·tion
noun
1 : the introduction of something new
2 : a new idea, method, or device
To differentiate your product/service
To be “original”
To satisfy your ego
Three bad reasons to innovate
Experiment
Invention
Invention
Innovation
15 April 1912
RMS Carpathia
Invention
Innovation Lifecycle
Innovation
Best practice
Habit
Innovation
Best practice
Fashion
Old-fashioned
Time
Progress
Lesson: Invention is not innovation
Titanic
Why did it sink?
“It hit an iceberg.”
1. The ship was sailing quite fast
2. The iceberg was very far to the south
3. An ice warning was not relayed to the Capta...
Lesson: Accidents can never be
attributed to a single cause.
Eastland
Lesson: Don’t make judgements
based on unique incidents.
• You are unique!
• You hold incredible power!
• You can change the world!
Some of you will…and thank goodness for that!
A...
Dziękuję!
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 07 07
Mobil: (+45) 20 12 88 44
Twitter: @elr...
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
EthUX - ethics and ux
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EthUX - ethics and ux

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My closing keynote from Product Camp Poland 2018.

As technologists, we all wield great power. I think we have an ethical responsibility to use this wisely. Alas, most people are confused by terms such as "morals" and "ethics." What is the difference? How can I apply this to my own work?

There are a lot of bullet points. I know this isn't fashionable, but I wanted you to be able to print this out and use it as a reference in your work.


Published in: Design
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EthUX - ethics and ux

  1. 1. EthUX Seven deadly sins that keep us from building a better world Eric Reiss @elreiss Product Camp Poland June 9, 2018 Gdynia, Poland
  2. 2. What are “ethics”? What are “morals”?
  3. 3. “Morals” “Ethics” “The beliefs I have accepted.” “How I practice these beliefs.”
  4. 4. “Thou shalt not kill.”
  5. 5. Internal External
  6. 6. Johann and his iPhone
  7. 7. Johann and the lost letter
  8. 8. Johann, Albert, Clara
  9. 9. Johann, Albert, Clara (and Leo)
  10. 10. Clara 1983 - 2018
  11. 11. • It’s not just “1” and “0” • Or right and wrong • Or “yes” and “no” • Or “black” and “white” The world is grey and difficult. Learn to live with it. The world isn’t binary
  12. 12. “Do no evil” “Make money”
  13. 13. “Make money” “Do no evil”
  14. 14. Sister Dorothy and the Vatican
  15. 15. Legal for sale in Germany Not legal for sale in Germany
  16. 16. Internal External
  17. 17. • Privacy • Security • Intellectual property rights plus • Diversity • Harassment Key ethical issues today
  18. 18. • Is this right? • Is this respectful? • Is this responsible? • Is this fair? • Is this legal? Questions we need to ask
  19. 19. Research Lies, damned lies, and statistics
  20. 20. • Asking “loaded” questions • Manipulating the results • Hiding the results • Not actually doing the research Four problems
  21. 21. • Asking “loaded” questions • Manipulating the results • Hiding the results • Not actually doing the research Four problems
  22. 22. 1. Was the product information sufficient and relevant? 6/10 2. Was the transaction cost of the products appropriate? 1/10 3. Were you satisfied with the website experience? 5/10 Interpreting interrelated questions
  23. 23. • Asking “loaded” questions • Manipulating the results • Hiding the results • Not actually doing the research Four problems
  24. 24. • Asking “loaded” questions • Manipulating the results • Hiding the results • Not actually doing the research Four problems
  25. 25. • Asking “loaded” questions • Manipulating the results • Hiding the results • Not actually doing the research Four problems
  26. 26. District heating plants in Poland
  27. 27. “Return on Investment is based on historic data. It is a backward-looking metric that yields no insights into how to improve business results in the future.” www.maxi-pedia.com
  28. 28. • Examine the research sources • Ask relevant follow-up questions • Don’t trust client research. Verify it. • Watch out for personal or political agendas • Call bullshit when you see it What you can do
  29. 29. Hiding information You can’t see or sue something invisible
  30. 30. The Apple Terms and Conditions
  31. 31. • If you are asked to hide information: – Ask yourself if this is a valid request – Make sure whatever you do is in the user’s interest • If someone unexpectedly complicates your wireframes and/or sitemap: – Find out if there is a hidden agenda – If there is, take an ethical stand to do what’s right What you can do
  32. 32. Faking information Hits and bruises
  33. 33. • Fake testimonials • Fake photos • Misleading metadata • Fake referral sites • Clueless social-media managers What to look out for
  34. 34. Products Green Blue Red Specifications Specifications Specifications Applications Applications References Testimonials Applications References Testimonials References Testimonials
  35. 35. Danske Bank
  36. 36. • Ask yourself if the content is honest • Ask yourself if this is really in the user’s best interests • Ask yourself if this is in the business’s best interests • Don’t force content providers to publish information they cannot provide • Call bullshit when you see it! What you can do
  37. 37. Addiction Digital drugs
  38. 38. • Bait-and-switch techniques – Online casinos • Peer pressure techniques – Snapchat, Instagram, Facebook • Ludomania disguised as entertainment What to look out for
  39. 39. “100 free spins…”
  40. 40. • There really is only one question you need to ask yourself: – Would I want my children to use this site or app? What you can do
  41. 41. Dark patterns Asterisks and after-risks
  42. 42. • Sites that trick you to: – Opt in to something you do not want – Buy something you do not want • Sites that require information they are not entitled to: – Telephone number – Personal details (e.g. gender) What to look out for
  43. 43. • People do not read very carefully • People will often accept that they have been tricked because it takes too long to put things right again Some sad facts
  44. 44. • Bait-and-switch • Disguised ads • Forced continuity • Friend spam • Hidden costs • Misdirection • Price comparison prevention • Private Zuckering • Roach motel • Sneak into basket • Trick questions The dark patterns
  45. 45. https://darkpatterns.org/
  46. 46. Frequently bought together…
  47. 47. Scarcity Social validation Fear of loss
  48. 48. • Make sure the behaviour of your design is not misleading people • Do not trick or cheat people • Call bullshit! What you can do
  49. 49. Teamwork Design thinking or design trauma?
  50. 50. • Designs that are “flavour of the month” – WordPress – Flat design • Colleagues who do not meet their obligations • Clients and employers who are asking you to bend your personal code of ethics What to look out for
  51. 51. The Czech brothel project
  52. 52. • If you are a manager, give your team members and opportunity to opt out • If you are a team member, let your manager know if the projects makes you uncomfortable • Respect any NDAs you have signed • If you make a promise, keep it! What you can do
  53. 53. UX theatre Brainstorming and bullshit
  54. 54. https://twitter.com/i/moments/955234060 951048192
  55. 55. • So-called UX projects where no one has actually ever talked to a user • Fake personas • Projects where assumptions are given the same weight as actual research • Team members who exhibit strong cognitive bias • Civil servants and mediocre managers who just want an impressive report, but do not actually want to improve UX What to look out for
  56. 56. • Validate your assumptions • Test your prototypes, apps, and existing sites with real users • Mine the existing data for genuine insights What you can do
  57. 57. b Offensive AI Tay, Siri, Alexa, and Bixby
  58. 58. • Validate your assumptions • Test your prototypes, apps, and existing sites with real users • Mine the existing data for genuine insights What you can do
  59. 59. Clara 1983 - 2018
  60. 60. • Validate your assumptions • Test your prototypes, apps, and existing sites with real users • Mine the existing data for genuine insights • Check for cultural bias – Racist, religious, and sexist discrimination • Train your algorithm with unbiased data • Monitor your AI bot regularly What you can do
  61. 61. The Copenhagen Letter Taking a moral stand
  62. 62. https://copenhagenletter.org/
  63. 63. Bonus material #1
  64. 64. We didn’t invent this discipline Give credit where credit is due
  65. 65. 50-year-old wearable
  66. 66. 90-year-old A/B test
  67. 67. 150-year-old infographic
  68. 68. 170-year-old sitemap
  69. 69. 220-year-old SEO project
  70. 70. 250-year-old knowledge map
  71. 71. 300-year-old taxonomy
  72. 72. A 400-year-old content inventory
  73. 73. 650-year-old personas
  74. 74. 5000-year-old wireframe
  75. 75. 15000-year-old storyboard
  76. 76. IA and gestural interfaces - 1935 https://www.youtube.com/watch?v=8kuCSRJcTgY Gestural interfaces - 1935
  77. 77. Bonus material #2
  78. 78. in·no·va·tion noun 1 : the introduction of something new 2 : a new idea, method, or device
  79. 79. To differentiate your product/service To be “original” To satisfy your ego Three bad reasons to innovate
  80. 80. Experiment
  81. 81. Invention
  82. 82. Invention
  83. 83. Innovation 15 April 1912
  84. 84. RMS Carpathia
  85. 85. Invention Innovation Lifecycle Innovation Best practice Habit Innovation Best practice Fashion Old-fashioned Time Progress
  86. 86. Lesson: Invention is not innovation
  87. 87. Titanic Why did it sink? “It hit an iceberg.”
  88. 88. 1. The ship was sailing quite fast 2. The iceberg was very far to the south 3. An ice warning was not relayed to the Captain 4. The calm sea showed no wake from the berg 5. The rudder was too small to turn the ship 6. The rivets became brittle in cold water 7. The watertight bulkheads were not tall enough 8. If the Titanic had hit the berg head on it might have survived the impact The Titanic disaster – contributing factors
  89. 89. Lesson: Accidents can never be attributed to a single cause.
  90. 90. Eastland
  91. 91. Lesson: Don’t make judgements based on unique incidents.
  92. 92. • You are unique! • You hold incredible power! • You can change the world! Some of you will…and thank goodness for that! A few parting words
  93. 93. Dziękuję!
  94. 94. The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 07 07 Mobil: (+45) 20 12 88 44 Twitter: @elreiss er@fatdux.com www.fatdux.com Eric Reiss can (usually) be found at:

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