The Ethics of User Experience
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Dave McRobbie talks about the ethics behind user experience and questions what makes a good human experience.
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The Ethics of User Experience
- 1. The ethics of USER EXPERIENCE
- 2. • Barclays – Online Banking ‘Mind-mapped’, ‘Theorised’, ‘Designed Flows’ of first Online Banking service • Reuters – Online Trading Implemented and helped create framework for first web based trading platform. • Department of Ed. Designed and implemented new Children’s and CAMHS framework (buildings, online systems, service structure). • Immediacy, GC Head of Something Director of Something else… • Now independent – RT, Key, WAI, few direct clients and Ed orgs.
- 3. The future of digital RELIES ON YOU.
- 5. • User – Customer – Human • How we may have missed ethical experiences through; • Personalisation. • The accommodation of marketing • Design and Creativity • The Future - its what you make it …
- 6. User Easy and memorable task completion Customer Multichannel equity Human Life enhancing
- 7. User Experience + Customer Experience = Human Experience
- 8. “I swear I see my face in every window looking back at me” PERSONALISATION
- 9. PERSONALISATION Enhances the user experience Supports the customer experience Reduces the human experience.
- 11. Sometimes by our interpretation.
- 12. WILFUL BLINDNESS …failing to see - or admit to ourselves or our colleagues - the issues and problems in plain sight… we prefer ignorance as we are afraid of questioning… It can ruin private lives, careers and bring down organisations – numerous agencies, corporations and dare I say put politicians into office. Don’t always wait for user based evidence, be ethical…. ‘users’ behave how we’ve created the paths…
- 13. THE ACCOMODATION OF MARKETING “Half of what I say is meaningless…..but I say it just to reach you…..”
- 15. WHEN NOT LED BY UX PROFESSIONALS Lengthens the user experience Confuses the customer experience Ignores the human experience.
- 17. “Glory be these fuckers are ignoring me….I’m from another century..” DESIGN, CREATIVITY & UX
- 18. DESIGN, CREATIVITY & UX Should excite the user experience Should differentiate the customer experience from everything else Should enable the human to remember and relieve the experience.
- 19. DESIGN, CREATIVITY & UX “There’s only one certainty that I am prepared to state my reputation on, tomorrow will be more creative than today. There are those who believe big data, will be the answer to all their problems. The idea that reducing us all to a set of algorithms that provides answers is of course laughable, but there will always be fools that believe this nonsense. It’s important to understand that technology creates opportunity but it’s creativity that creates the value”
- 21. DESIGN, CREATIVITY & UX “Why does Hollywood produce so many predictable boring movies? Because they are following a formula. There is nothing a formula led mindset likes more than a nice comfortable process.” “You can take refuge in a process. Those in business who are formula led are always trying to find a way of processing your creative thought. They want to streamline it, they wanted to make it more predictable” Does this ring any bells to you? Atomic web design? Pattern Libraries?
- 22. THE FUTURE…
- 23. Where are we heading? • Facebook, Google, Amazon…. • Ad and Digital agencies • Clients – internalising skills • Digital Marketplace • Coding developments – CSS Grid etc.
- 25. BEST INTERFACE IS NO INTERFACE.
- 27. WILFUL BLINDNESS …failing to see - or admit to ourselves or our colleagues - the issues and problems in plain sight… we prefer ignorance as we are afraid of questioning… It can ruin private lives, careers and bring down organisations – numerous agencies, corporations and dare I say put politicians into office. Don’t always wait for user based evidence, be ethical…. ‘users’ behave how we’ve created the paths…
- 28. QUESTIONS TO ASK YOURSELF • What’s the balance between safe structure and rich experience? • Do you want to create an experience people forget they’ve had or one that they remember for months? • Why should anyone care about what I am saying? • Is this the right thing to do? • Am I actually valued as a professional?
- 29. Thank you
Editor's Notes
- This is not a ‘look how much I know about a subject’ presentation. This is a ‘Think, consider chat and braindump’ This is a ‘Look outside the digital bubble’ You will not agree – but ‘echo chambers’ are bad right?
- I’m from an age where digital and tech were there to make the world a better place right. When I started in digital, before it was digital in the late 90’s there was the feeling there was a shared objective and goal, to break down historical barriers to equality etc. the industry lost its ethics and an understanding of its wider impact on society, bit like tobacco industry. We forgot society in this race to build stuff, agencies, do talks, competition, adaptive, responsive, tracking, analysing, the industry became arguably the most powerful in the world without knowing it. It became powerful, but wasn’t responsible… Well in some ways its still not. the fact that FB takes no responsibility for large swathes on content on its platform is appalling right, but this news story made me think that times are changing, that digital leaders and companies have remembered where they have come from and why they exist, they are making a stand and looking to have a publicly explicit influence on society. This is about reposistioning UX professionals within the digital space.
- They are saying things are wrong, unfair. Not just for them as corporate actors but the individuals who work for them. And my hope is that some good may come from Trump, he’ll make people in digital realise what power they hold and they’ll start to use it to advance society, to educate and honestly inform, to enable people to have truly fulfilling experiences…. That’s where you come in…. You could be the ethical gatekeepers….to enhancing experiences
- User experience means many things to different people. Some focus on digital, some wider than that – however we see it as part of a bigger whole UX to HX! So this is our definition of User Experience. Some examples; Ensure that people can find the information they require quickly and easily . Provide information that is relevant and useful to people. Provide information in various types – Video, Imagery, Articles, Blogs, Social Media ‘snapshots’. A rational measure – Can I find? Do I like? Is it easy?
- We can talk about this and other strategies for some time – but maybe catch up later on this…!
- If twitter was hard to use then this guy may not be where he is?
- CSS Grid
- Wonderful advancements, especially in the world of healthcare and medicine, trackers that tell you before you get ill, trackers that tell you when you may die…. Fucking think about that for a second and its impact on society and its mental health. We test usability, buttons, context – we don’t test fears, true emotions, wider social aspects of our work, just get me to the end. Maybe that’s all we should do and are capable of doing, but you are creating experiences good and bad experiences.. are not just digital
- Where is there a digital workers union? Why can’t we do something about this and then look to work together..