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DESIGNING
INCLUSIVE
PRODUCTS
Sara Wachter-Boettcher // June 2018
Image: Pew Research
‘‘One Spanish-speaking respondent said she was
uncomfortable “registering” other household members…
when she realized she would have to provide information
on others who live with her. She mentioned being afraid
because of the current political climate and news reports
about changing immigration policy.
—Center for Survey Measurement 

“Pretesting” usability study report, 2017
‘‘A second Spanish-speaking respondent filled out
information about herself and three family members but
intentionally left three or four roomers off the roster
because, “This frightens me, given how the situation is
now” and mentioned being worried because of their
“[immigration] status.”
—Center for Survey Measurement 

“Pretesting” usability study report, 2017
• How many members of Congress does
your state get?
• Where are voting district boundaries?
• How does infrastructure like roads and
bridges get planned?
• Where do we build schools and
libraries?
Census data is
private…
Census data is
private… Except when
it isn’t.
National Archives
Every design decision
has consequences.
flickr.com/photos/hjjanisch/8606288865/ (CC BY-ND 2.0)
8:00 p.m.9:03 p.m.
To recap:
• There’s no way to turn it off
• This is dangerous for people with eating disorders
• This feels shamey
• “Average” calorie counts are wildly inaccurate
• Not all calories are equal
• A cupcake is not a useful metric
• Pink cupcakes are not neutral—they have social and
culture encoding (feminine, white, middle class)
• This perpetuates diet culture
It took one hour to
document these flaws.
It took three hours to
shut the feature down.
How many hours did it
take to build?
flickr.com/photos/3059349393/8000156483/ (CC BY 2.0)
‘‘Silicon Valley is run by people [who] want to be in the
tech business, but are in the people business. They are
way, way in over their heads.
—Zeynep Tufekci
‘‘Twitter is failing in its
responsibility to respect
women’s rights online by
inadequately investigating
and responding to reports of
violence and abuse in a
transparent manner.
—Amnesty International, 

March 2018
‘‘We love instant, public, global messaging… But we
didn’t fully predict or understand the real-world negative
consequences. We acknowledge that now… 

We aren’t proud of how people have taken advantage of
our service, or our inability to address it fast enough.
—Jack Dorsey, March 2018
‘‘We suck at dealing with abuse and trolls on the platform
and we’ve sucked at it for years… We lose core user after
core user by not addressing simple trolling issues that
they face every day. I’m frankly ashamed of how poorly
we’ve dealt with this issue during my tenure as CEO. It’s
absurd. There’s no excuse for it.
—Dick Costolo, February 2015
Screensh0t from a knockoff Peppa Pig video (James Bridle)
• Cartoons about torture and suicide
• Sexualized characters and themes
• Violence and weapons
• Kids being tied up and hurt
• Kids vomiting and writhing in pain
Image: Google I/O
Image: Google I/O
• How will we trust who we’re talking to?
• Is it OK for a bot to pretend it’s human?
• What does recording the call mean for
privacy?
• Is it fair to outsource task to bots and
expect low-wage workers to deal with
it?
This isn’t just about
moderation. This is
about product design.
WISHFUL
THINKING
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
The more you talk, the
smarter Tay gets.
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
‘‘We stress-tested Tay under a variety of
conditions, specifically to make interacting with
Tay a positive experience.
—Peter Lee, Microsoft Research
‘‘We stress-tested Tay under a variety of
conditions, specifically to make interacting with
Tay a positive experience.
—Peter Lee, Microsoft Research
From Dan Hon
From Dan Hon
From Eric Meyer
From @oliviasolon
From @sallyrooney
‘‘We talked about getting rid of it but it performs kinda
great :/
—Tag Savage, lead writer at Tumblr
Inclusion may be
inconvenient to your
business model.
BIASED
NORMS
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
‘‘We are deeply sorry for this unquestionably serious
issue. It is an unfortunate side-effect of the underlying
neural network caused by the training set bias, not
intended behaviour.
— Yaroslav Goncharov, FaceApp CEO 
‘‘We are deeply sorry for this unquestionably serious
issue. It is an unfortunate side-effect of the underlying
neural network caused by the training set bias, not
intended behaviour.
— Yaroslav Goncharov, FaceApp CEO 
From Jacky Alciné
From Jacky Alciné
‘‘We’re also working on longer-term fixes around both
linguistics (words to be careful about in photos of people)
… and image recognition itself (e.g., better recognition of
dark-skinned faces).
—Yonatan Zunger, former Googler
‘‘We’re also working on longer-term fixes around both
linguistics (words to be careful about in photos of people)
… and image recognition itself (e.g., better recognition of
dark-skinned faces).
—Yonatan Zunger, former Googler
‘‘When the person in the photo is a white man, the software
is right 99 percent of the time. But the darker the skin, the
more errors arise — up to nearly 35 percent for images of
darker skinned women.
—“Facial Recognition Is Accurate, if You’re a White Guy”

by Steve Lohr, The New York Times
‘‘When the person in the photo is a white man, the software
is right 99 percent of the time. But the darker the skin, the
more errors arise — up to nearly 35 percent for images of
darker skinned women.
—“Facial Recognition Is Accurate, if You’re a White Guy”

by Steve Lohr, The New York Times
Courtesy of Kodak and Hermann Zschiegner
These biases get baked
into all kinds of
products.
flickr.com/photos/147489968@N06/29300385324 (www.paintzen.com - CC BY-ND 2.0)
COCO: More than 100,000 images
from the web, labeled.
flickr.com/photos/147489968@N06/29300385324 (www.paintzen.com - CC BY-ND 2.0)
AI trained on it associates kitchen
implements with women.
HOW WE
CHANGE
THINGS
Practice
Process
Priorities
Practice
Process
Priorities
‘‘If you’re not asking yourself “how could this be used to
hurt someone” in your design/engineering process,
you’ve failed.
— Zoe Quinn
ASSUME
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
• The user had a good year.
• The user wants to relive their year.
• The user wants to share their year.
• The user’s most popular content is
positive.
• Identity
• Location
• Emotional state
• Physical state
• Personal history
• Lifestyle
• Goals
• Pain points
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
‘‘My hair type is what’s called ‘4C hair,’ given the level
of coiliness. I learned that I needed to add that to my
searches in order to find things. It shouldn’t be that
way.
— Candice Morgan, 

Head of Diversity & Inclusion, Pinterest
Practice
Process
Priorities
If it’s important,
it’s planned.
If it’s important,
it’s resourced.
If it’s important,
it’s evaluated.
Make inclusive design an explicit part of:
• Project roles and responsibilities
• Roadmapping and project planning
• Use cases and scenarios
• Content crits and editing cycles
• Project postmortems
• Employee evaluations
Practice
Process
Priorities
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
‘‘We’re an idealistic and optimistic company. For the first
decade, we really focused on all the good that
connecting people brings… But it’s clear now that we
didn’t do enough. We didn’t focus enough on preventing
abuse and thinking through how people could use these
tools to do harm as well.
—Mark Zuckerberg, April 2018
‘‘As most companies grow, they slow down too much
because they’re more afraid of making mistakes than
they are of losing opportunities by moving too slowly.
We have a saying: “Move fast and break things.” The
idea is that if you never break anything, you’re probably
not moving fast enough.
—Mark Zuckerberg, 2012
‘‘As most companies grow, they slow down too much
because they’re more afraid of making mistakes than
they are of losing opportunities by moving too slowly.
We have a saying: “Move fast and break things.” The
idea is that if you never break anything, you’re probably
not moving fast enough.
—Mark Zuckerberg, 2012
If you never slow down,
you probably have no
idea what you’re
breaking.
Image: Pixabay (CC0)
Image: Josh Mattson (CC - BY NC)
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
Flupa UX Days 2018 | Sara Wachter-Boettcher (EN)
DESIGN
TO
INCLUDE
Image: Pew Research
our work has

power
flickr.com/photos/vchili/6028132840
how will you 

use yours?
flickr.com/photos/vchili/6028132840
@sara_ann_marie
rareunion.com
sarawb.com
thank you

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