Presenter: Sheryl Cababa, Executive Creative Director, Artefact Remember Jeff Goldblum in the original Jurassic Park? That’s me. I’m the killjoy in the room. I’m the presence that reminds you that for every advancement in technology and design, there is a potential unintended consequence. Asking whether we should is just as important as asking whether we could. My goal is not just to kill your vibe, it’s to help you become better designers and technologists. The way to do this is to surface the outcomes – both the ones you want to happen, and the ones you want to avoid – during the design process. And the best way to do that is by prompting yourselves about the things you don’t want to think about. Tech is gonna tech. Technology optimism is a hard thing to overcome, but we at Artefact have been creating methods in our practice for having those hard conversations, and connecting them to our design work. In this session, you’ll learn from me about how to integrate outcomes-focused thinking in your work, and how it intersects with human-centered design. Attendees will learn: • Examples of cautionary tales in technology: decisions that have led to unintended consequences • Key areas of focus to become a more outcomes-oriented designer • Outcomes-focused prompts and tools to integrate into the design practice • Applicable methods with case studies of how Artefact has integrated outcomes-focused thinking in our work

1. Tech, Design, and Unintended
Consequences
Sheryl Cababa | Artefact

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We believe design,
technology, and innovation
can lead to a better future.

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Jurassic Park in 60 seconds
(or less)

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So what does this have to do
with tech?

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Your scientists were so preoccupied with
whether they could, they didn't stop to think
if they should.

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Genetic power is the most awesome force
the planet's ever seen, but you wield it like a
kid that's found his dad's gun.

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silicon
valley

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“Connecting the world isn’t
always going to be a good thing.
We lose some sleep over this.”
- Adam Mosseri, Facebook’s former news feed chief (now head of Instagram)

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“I also lose sleep over a work screw-up
sometimes, but I’m confident that I’ve
never accidentally contributed to
- Matthew Yglesias, Vox

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technologists

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Who do you trust with your data?
Amazon
Google
Apple
None
Microsoft
Facebook
46%
42%
40%
35%
25%
21%
Data: Quartz, Survey “Which companies do you trust with your personal data and information?”

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These things are not
inevitable.

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We need to better
anticipate and respond to
the ramifications of our work.

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Negative externalities

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Principles for avoiding
unintended
consequences of our
design work

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1.
Acknowledge
that your tech is
not neutral.

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2.
Know your
values,
and stick to them.

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“We limit how much technology
our kids use at home.”

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To give people the power to build
community, and bring the world closer
together.

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“I’m Jewish, and there’s a set of people who deny
that the Holocaust happened.
I find that deeply offensive. But at the end of the
day, I don’t believe that our platform should take
that down because I think there are things that
different people get wrong.”

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3.
Design for
outcomes: think
beyond the direct
benefit of use.

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62. Outcomes
Experience
Product 62
We design things that are
appealing and easy to use
We design touchpoints that
create a desired experience
We design experiences that
contribute to positive societal
outcomes

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Understanding outcomes is understanding
what happens when your design is out in the
world, and beyond your control.

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Product Experience

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What are some outcomes?

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“We can’t think of ourselves merely as
disrupters. When we take on a challenge,
when we endeavor to apply our tools and
thinking and labor to problems, we have to
commit ourselves to producing complete,
viable and sustainable solutions.
We have to finish the whole job.”- Khoi Vinh, Subtraction.com

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Good design
begins with asking
the right questions.

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What do we want to
happen when our
design is out in the
world?

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Good Design Thank you!
@sherylcababa

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Thank you!
@sherylcababa linkedin.com/in/sherylcababa