Evans DC Ethics of Behavioral Design
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A general view of ethical and unethical UX design choices, based on Evans (2017) Bottlenecks: Aligning UX Design with User Psychology.
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Evans DC Ethics of Behavioral Design
- 2. At Pe Me Mo Se So The Ethics of Behavioral Design David Evans Ph.D.
- 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.”
- 10. At attention
- 12. At Pe Me Mo Se So attention perception memory motivation self-image social
- 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
- 16. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So trigger orienting reflex & distraction
- 17. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So trigger orienting reflex & distraction
- 18. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So trigger orienting reflex & distraction task-positive mindset https://youtu.be/Mh4f9AYRCZY
- 19. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So trigger orienting reflex & distraction
- 20. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So deceptively resemble core content seattlepi.com blog
- 21. nytimes.com
- 22. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So deceptively resemble core content https://intelligence.house.gov/hpsci-11-1/hpsci-minority-open-hearing-exhibits.htm
- 23. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So deceptively resemble core content https://qz.com/1249579/r-funny-reddits-most-popular-meme-forum-was-a-hangout-spot-for-russian-propaganda-trolls/
- 24. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So deceptively resemble core content https://qz.com/1249579/r-funny-reddits-most-popular-meme-forum-was-a-hangout-spot-for-russian-propaganda-trolls/
- 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
- 30. https://www.theatlantic.com/magazine/archive/2017/09/has-the-smartphone-destroyed-a-generation/534198/ 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
- 31. https://www.theatlantic.com/magazine/archive/2017/09/has-the-smartphone-destroyed-a-generation/534198/ 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
- 32. 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 https://static1.squarespace.com/static/5a21a88bcd39c3ec782756ed/t/5af5e61c 758d46b9d4e9db7a/1526064668631/suicidio2167702617723376.pdf
- 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/
- 36. 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
- 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&
- 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.”
- 42. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So enable focus; learn our goals & be waiting
- 43. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So enable focus; learn our goals & be waiting
- 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
- 45. At Pe Me Mo Di So attention perception memory motivation self-image social influence At Pe Me Mo Se So reward fulfillment over reward timing
- 46. At Pe Me SoMo Se https://myactivity.google.com/myactivity https://account.microsoft.com/privacy/
- 47. At Pe Me SoMo Se
- 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
- 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.
- https://www.nytimes.com/2015/12/06/technology/personaltech/cant-put-down-your-device-thats-by-design.html https://www.wired.com/story/our-minds-have-been-hijacked-by-our-phones-tristan-harris-wants-to-rescue-them/ https://www.wired.com/story/phone-addiction-formula/
- 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://static1.squarespace.com/static/5a21a88bcd39c3ec782756ed/t/5af5e61c758d46b9d4e9db7a/1526064668631/suicidio2167702617723376.pdf
- https://www.emarketer.com/Article/Instagram-Snapchat-Adoption-Still-Surging-US-UK/1016369 https://www.recode.net/2018/1/31/16957122/facebook-daily-active-user-decline-us-canda-q4-earnings-2018 https://techcrunch.com/2018/07/25/facebook-q2-2018-earnings/
- 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