3. At
Pe
Me
Mo
Se
So “This is the same formula that students in my Facebook
course used to engage over 24 million people with their
class projects…
BJ Fogg
Stanford
Persuasive
Technology
Lab
(2007)
Mike Krieger
Kevin Systrom
Mike drew from a class project called Send the Sunshine to
create a global phenomenon called Instagram… He tapped
existing motivation, and he kept things simple.”
4. At
Pe
Me
Mo
Se
So
Justin Rosenstein
Facebook “Like”
Google
Tristan Harris
founder Apture
(Tabooola competitor)
Google
Nir Eyal
Author Hooked:
How to Build Habit-
Forming Products
Ed Baker
Facebook
Uber
Mike Krieger
Kevin Systrom
Instagram
BJ Fogg
Stanford
Persuasive
Technology
Lab
(2007)
5. At
Pe
Me
Mo
Se
So
Tristan Harris
founder Apture
(Tabooola competitor)
Google
Nir Eyal
Author Hooked:
How to Build Habit-
Forming Products
“If you want to maximize addictiveness, all
tech designers need to do is link a user’s
action… with a variable reward… Here’s
the unfortunate truth — several billion
people have a slot machine their pocket.
6. At
Pe
Me
Mo
Se
So
Tristan Harris
founder Apture
(Tabooola competitor)
Google
Nir Eyal
Author Hooked:
How to Build Habit-
Forming Products
“The ‘I don’t have enough willpower’
conversation misses the fact that there
are 1,000 people on the other side of the
screen whose job is to break down the
self-regulation that you have.”
“People have the power to put
this stuff away, and they always
have. But when we preach
powerlessness, people believe
that.”
14. Users are equipped with powerful psychological bottlenecks
which they use to limit their receptivity to meaningless tech
experiences that do not advance them toward their goals.
The more aggressively your UX design choices overpower or
sidestep any single bottleneck, or exploit its vulnerabilities,
the more likely your tech is to be blocked by a subsequent
bottleneck.
You risk unethical design choices when you incentivize KPIs
that focus on some bottlenecks (attention, motivation) and
ignore others (self-image, recommendations).
The only ethical behavioral design is whole-person design.
Users are humans, not merely eyeballs and fingertips. To fail
to involve the self in the experience is a mistake.
At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
15. At
Pe
Me
Mo
Se
So
attention overlooked grabby trigger orienting reflex
perception labeled tricky deceptively resemble core content
memory forgotten demanding repeat, impede rationality w/ fear
motivation abandoned addictive bypass self-regulation
self-image regretted obstructive profit above my needs & narrative
social influence trolled corrosive profit from polarization, erosion
Unethical UX Design Choices
25. A reliable way to make people believe in falsehoods is
frequent repetition, because familiarity is not easily
distinguished from truth. Authoritarian institutions and
marketers have always known this fact…
- Daniel Kahneman, Thinking Fast & Slow (2011)
At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
repeat, induce fear, impede rationality
26. Variable interval
reinforcement schedule
(Skinner, 1959)
Unknown time until
reward is available
Variable ratio
reinforcement schedule
(Skinner, 1959)
Unknown actions until
reward is available
At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
impair self-regulation
29. Existential questions
of the Erikson life stages (1959)
1.Can I rely on others? 0-1 years 2%
2.Can I do it myself? 1-2 years 2%
3.Am I good or bad? 3-5 years 2%
4.Am I good at something? 6-12 years 12%
5.Who am I? 12-19 years 10%
6.Can I share my life? 20-39 years 30%
7.Do I matter? 40-64 years 30%
8.Can I die in peace? 65+ years 12%
At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
put profit above my needs & my narrative
33. At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
[Facebook’s] user base among the 12 to 17 age group
will fall 3.4% vs. 2016 to 14.5 million people—the
second consecutive year of expected usage declines by
this group and one that will have accelerated from the
1.2% slip seen in 2016.
eMarketer senior forecasting analyst Oscar Orozco.
“We now have ‘Facebook-nevers’—children aging into
the tween demographic who appear to be overlooking
Facebook altogether.”
put profit above my needs & my narrative
https://www.emarketer.com/Article/Instagram-Snapchat-Adoption-Still-Surging-US-UK/1016369
34. At Pe Me SoMo Se
Washington Post (2018, April 10).
https://www.washingtonpost.com/news/the-
switch/wp/2018/04/10/transcript-of-mark-
zuckerbergs-senate-
hearing/?noredirect=on&utm_term=.ac6a468cf0c7
[The] mistakes that we made here are not taking a
broad enough view of our responsibility…
What we actually find is not necessarily that
increasing time spent, especially not just in the
short term, is going to be best for our business.
[W] hen people are interacting with other people,
and posting and basically building relationships,
that is both correlated with higher measures of
well-being, health, happiness, not feeling lonely,
and that ends up being better for the business than
when they're doing lower value things like just
passively consuming content.
35. At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
profit from polarization, erode institutions
Art. 20 GDPR Right to data portability
1.The data subject shall have the right to
receive the personal data concerning him
or her, which he or she has provided to a
controller, in a structured, commonly used
and machine-readable format and have the
right to transmit those data to another
controller without hindrance from the
controller to which the personal data have
been provided https://gdpr-info.eu/
37. Dropping from… To… Predicts a decrease in
App Store conversion of
14%
51%
82%
87%
56%
81%
86%
64%
71%
30%
APPTENTIVE | 2015 Customer Survey
At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
profit from polarization, erode institutions
38. At Pe Me SoMo Se
https://www.youtube.com/watch?v=6koXCehHJdQ https://www.nbcnews.com/video/crowd-chants-lock-her-up-after-trump-
remarks-on-clinton-899124803537?v=railb&
39.
40. At Pe Me SoMo Se
Not selfies, hashtags. That stuff’s great, trust me, it helped
us grow. But what kind of mark you want to leave on the
world has nothing to do with that stuff and has everything
to do with social media and the internet more broadly.”
Mike Krieger
Kevin Systrom
https://www.recode.net/2018/10/15/17979680/instagram-kevin-systrom-facebook-departure-new-project
When I sat down with Mike and we started
talking…about what legacy we wanted to leave,
we were like, what do we want to have
accomplished? Is it a revenue thing? Is it a
users thing?’ And it just all felt pretty hollow.
41. Satya Nadella, “At Microsoft, our
mission is to empower every person
and every organization on the planet
to achieve more.”
44. At Pe Me SoMo Se
At
Pe
Me
Mo
Di
So
attention
perception
memory
motivation
self-image
social influence
At
Pe
Me
Mo
Se
So
clearly distinguish signal from noise
48. At
Pe
Me
Mo
Se
So
attention don’t be grabby be anticipatory
perception don’t be tricky be transparent
memory don’t be demanding be resonating
motivation don’t be addictive be fulfilling
self-image don’t be obstructive involve us
social influence don’t be corrosive be sustainable
http://bit.ly/uxethics
Ethical UX Design Choices
David Evans, PhD. University of Washington
49.
50. At Pe Me SoMo Se
Your products undergird our
mortal existence from birth to
death. Only when your business
goals satisfy our life goals will
success be assured and mutual.
Thank you
http://bit.ly/ethux
Editor's Notes
Thank you for being here. I have uploaded my slides here so you have them on your own device.
In the next 45 minutes or so, I'd like to ask you to think critically with me about the recent successes in behavioral design, and discuss ethical standards to ensure they are sustainable.
I work at Microsoft in the Customer & Market Research group, but I developed these ideas with my 30 master's students in the psychology of UX courses I've been teaching since 2010.
My research and consulting is fundamentally to help position products like Teams, O365, and the Microsoft Graph so they meet real needs.
In doing this, I have always applied my academic time in psychological science to help humanize our products and design them so our customers are more receptive to integrating them with their lives.
In a NYT article, 2007 class called the ‘Facebook Class.’ “Working in teams of three, the 75 students crated apps that collectively had 16 million users in just 10 weeks. https://www.nytimes.com/2011/05/08/technology/08class.html
Some good (Damntheradio for musicians) some less good (Send Hotness). Fogg reported students were making $3000/day on their apps.
Tristan Harris developed a programmatic ad-serving platform that was acquired with him by Google.
Justin Rosenstein went to Facebook and is credited with the success of the Like button. He also founded Asana.
Ed Baker did a tour of Facebook and then went on to optimize Uber's app.
And Nir Eyal published a bestselling behavioral design book dangerously titled 'Hooked: How to build Habit Forming Products." He founded the Habit Summit which just wrapped its 5th annual meeting in April, drawing nearly 700 attendees.
http://www.tristanharris.com/essays/
Founded the Center for Human Technology, raising money for public service ads to warn users about behavioral addiction.
Justin Rosenstein, Sandy Parakilas, Roger McNamee, Dave Morin of Facebook; Lynn Fox of Apple & Google; Renée DiResta, a technologist who studies bots.
if to get attention, you trigger the orienting reflex, we will perceptually label your meme as noise like we do ads
if you camouflage yourself as organic or editorial content like clickbait, we will halt deeper processing or encoding
if you repeat or induce fear to limit cognition, we will habituate and disengage
if you impair or bypass self-regulation, we will regret that you derail our personal life arc
if you imprison our data or define us to narrowly, we will become online detractors
if you somehow profit from polarization, you will get regulated
Professor Robert Kelly was talking live to the BBC from his South Korean home Mar 10 2017
browser and desktop notifications
Seattlepi.com blog
Even as news organizations were pruning reporters and editors, Facebook was pruning its users’ news, with the commercially appealing but ethically indefensible idea that people should see only the news they want to see.
Facebook’s goal, Zuckerberg explained in 2014, was to “build the perfect personalized newspaper for every person in the world.”
Jill Lepore (2019, January). Does journalism have a future? New Yorker https://www.newyorker.com/magazine/2019/01/28/does-journalism-have-a-future
Even the New York Times. To their credit, they don’t use the same serifed font as their other otesm.
Internet Research Agency…doubled its budget spending almost the same in the first half of 2018 ($10M) as it did in all of 2016 ($12M), according to a criminal complaint by US Dept of Justice https://www.justice.gov/usao-edva/pr/russian-national-charged-interfering-us-political-system
2016: approx. $12 million (720 million rubles)
2017: approx. $12.2 million (733 million rubles)
Jan. to June 2018: approx. $10 million (650 million rubles)
https://www.washingtonpost.com/news/morning-mix/wp/2016/11/03/no-you-cant-text-your-vote-but-these-ads-tell-clinton-supporters-to-do-just-that/?noredirect=on&utm_term=.30665ef7059e
At least four such ads began making rounds on social media this week, each containing the Clinton campaign’s “H” logo and a line saying they were “paid for by Hillary for President.” Some featured images of Clinton that appear to be pulled from actual campaign marketing materials, while others showed a black woman and a Hispanic woman, in what may be an attempt to dupe to minority voters specifically. One was written entirely in Spanish.
https://www.washingtonpost.com/news/morning-mix/wp/2016/11/03/no-you-cant-text-your-vote-but-these-ads-tell-clinton-supporters-to-do-just-that/?noredirect=on&utm_term=.30665ef7059e
At least four such ads began making rounds on social media this week, each containing the Clinton campaign’s “H” logo and a line saying they were “paid for by Hillary for President.” Some featured images of Clinton that appear to be pulled from actual campaign marketing materials, while others showed a black woman and a Hispanic woman, in what may be an attempt to dupe to minority voters specifically. One was written entirely in Spanish.
This is exactly the kind of headline that if I didn’t read the article, could persuade me to vote differently if I saw it the same day. This is what the fake FB accounts do, is like and amplify. It is also, sadly, what many of us do.
Amazon Restaurants
https://www.theatlantic.com/magazine/archive/2017/09/has-the-smartphone-destroyed-a-generation/534198/
Monitoring the Future Survey, National Institute on Drug Abuse
Nationally representative survey of 12th graders since 1975 and 10th & 8th graders since 1991
https://www.theatlantic.com/magazine/archive/2017/09/has-the-smartphone-destroyed-a-generation/534198/
Monitoring the Future Survey, National Institute on Drug Abuse
Nationally representative survey of 12th graders since 1975 and 10th & 8th graders since 1991
https://www.washingtonpost.com/news/the-switch/wp/2018/04/10/transcript-of-mark-zuckerbergs-senate-hearing/?noredirect=on&utm_term=.ac6a468cf0c7
[The] mistakes that we made here are not taking a broad enough view of our responsibility…
I think it's really important to think about what we're doing, is building this community over the long term. Any business has the opportunity to do things that might increase revenue in the short term, but at the expense of trust or building engagement over time. What we actually find is not necessarily that increasing time spent, especially not just in the short term, is going to be best for our business.
It actually — it aligns very closely with — with the well-being research that we've done. That when people are interacting with other people, and posting and basically building relationships, that is both correlated with higher measures of well-being, health, happiness, not feeling lonely, and that ends up being better for the business than when they're doing lower value things like just passively consuming content.
https://gdpr-info.eu/
Art. 20 GDPRRight to data portability
The data subject shall have the right to receive the personal data concerning him or her, which he or she has provided to a controller, in a structured, commonly used and machine-readable format and have the right to transmit those data to another controller without hindrance from the controller to which the personal data have been provided, where:
the processing is based on consent pursuant to point (a) of Article 6(1) or point (a) of Article 9(2) or on a contract pursuant to point (b) of Article 6(1); and
the processing is carried out by automated means.
In exercising his or her right to data portability pursuant to paragraph 1, the data subject shall have the right to have the personal data transmitted directly from one controller to another, where technically feasible.
put the social network above the social fabric
APPTENTIVE | 2015 Customer Survey
https://www.recode.net/2018/10/15/17979680/instagram-kevin-systrom-facebook-departure-new-project
Also Jan Koum, CEO of WhatsApp sold to FB for $19B in 2014, left in April
I’ve signed on with a company whose mission, spoken here by our CEO Satya Nadella, is to empower… Here’s Satya pictured with the winner of the Chilean Youthspark award in robotics Belen Guede.
http://www.businessinsider.com/satya-nadella-why-microsoft-bought-linkedin-2016-6
Amazon Restaurants
Professor Robert Kelly was talking live to the BBC from his South Korean home Mar 10 2017
Amazon Restaurants
Google https://myactivity.google.com/myactivity “Other Google activity” > Location History > View Timeline
Microsoft https://account.microsoft.com/privacy/
if to get attention, you trigger the orienting reflex, we will perceptually label your meme as noise like we do ads
if you camouflage yourself as organic or editorial content like clickbait, we will halt deeper processing or encoding
if you repeat or induce fear to limit cognition, we will habituate and disengage
if you impair or bypass self-regulation, we will regret that you derail our personal life arc
if you imprison our data or define us to narrowly, we will become online detractors
if you somehow profit from polarization, you will get regulated
exploited users are not empowered
addicted users are not achieving
we’re not here to tell her we know who she is
we’re here to help her tell us, and the world