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IxDA Berlin:
Design ethics as inspiration
Charlie Mulholland - 6 February 2012
Amsterdam University of Applied Science
Department of Communication & Multimedia Design
Outline
•   A bit about my background
•   The basic premise of this talk
•   Ethics and IxD: problem or opportunity?
•   Some ethical tools that can be used for
    inspiration
My basic premise
In the coming years,
IxD’ers are likely to
come under increasing
pressure to take (at
least some)
responsibility for the
moral issues raised by
the products they
design
Why do I believe this?
Technology mediates our experience
of the world…
… it affects how we understand &
interact with the world…




Source: Ihde, D. (1990). Technology and the Lifeworld: From Garden to Earth. Indiana University Press.
…and (thus) it mediates how we
(can) act on the world




Source: Charlie Mulholland
…and (thus) it mediates how we
(can) act on the world




Source: Aranea Felëus
…so it influences our behaviour by
allowing or denying us choices…




Source: cc licensed ( BY SA ) flickr photo by cogdogblog: http://flickr.com/photos/cogdog/5026449698/
…sometimes this is not
problematic…




Source: cc licensed ( BY NC ND ) flickr photo by kitch: http://flickr.com/photos/kitch/3288387680/
…but sometimes it is (even if it is an
unintended consequence)…




Source: cc licensed ( BY SA ) flickr photo by salimfadhley: http://flickr.com/photos/salimfadhley/96770312/
…and sometimes this influence is
problematic and deliberate




Source: http://darkpatterns.org/library/privacy_zuckering/
The thing is…
…your work is becoming more and
more pervasive…




Source: cc licensed ( BY ) flickr photo by Peter Morville: http://flickr.com/photos/morville/4531186726/
…and people have started to worry
about their privacy…




Source: Charlie Mulholland
…their ability to escape…
                                                                                      Okay, I know
                                                                                      who you are
                                                                                     now, let’s see
                                                                                     what ads I can
                                                                                    target you with!




Source: https://twitter.com/noazark/status/293194207265447937/photo/1 Noah Zerkin
…maybe their freedom!




Source: cc licensed ( BY ) flickr photo by miss karen: http://flickr.com/photos/misbehave/2352753067/
Moral questions are coming
coming to the agenda
So ethics & IxD: problem or
opportunity?




Source: cc licensed ( BY ) flickr photo by aussiegall: http://flickr.com/photos/aussiegall/276131991/
Ethical questions, like design
problems, are wicked problems
                                  What decision
                Describe the     would you like to   What values are
             dilemma. Write it       make?             in conflict?
               down clearly.      Write it down       Make a list.
                                     clearly.




                                                                         Evaluate who
                Who are the      What does each      What does each
                                                                        has the most to
              stakeholders in     stakeholders        stakeholders
                                                                         gain and lose
               this dilemma?      have to gain?       have to lose?
                                                                        and the fairness
                Make a list.       Make a list.        Make a list.
                                                                           of these.




              What are your
                 duties to        What are your      What are your       What are your
               yourself and       duties to your     duties to your     duties to society   Set priorities for
              those close to          client?            user?          and the future?       your duties
                  you?             Make a list.       Make a list.        Make a list.
               Make a list.




               What action                            What are your     How would you
                                   What action
                 would a                             own preference        feel if your     Now re-evaluate
                                  would a duty-
             consequentialist                         in terms of the   original decision    your original
                                 based approach
                approach                                  values?          was widely          decision
                                    suggest?
                suggest?                                Make a list.         know?


Source: Charlie Mulholland
Thinking about ethics adds more
complexity of the design process




Source: Charlie Mulholland
However, there is another less
cynical, but realistic approach
• Embrace ethics as a
  source of inspiration
  for:
   – Research, sensemaking
     & reframing
   – Ideation
   – Definition of
     requirements
   – Selection & road
     mapping
   – Detailed design
Some ethical tools that can be
used for inspiration
(as well as for assessing the impact of
your work!)
The ethical cycle




Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
The ethical cycle and research,
sensemaking & reframing




Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
The ethical cycle and ideation




Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
The ethical cycle and defining
requirements




Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
Virtues & vices
Design patterns and detailed
design
Persuasion




Source: http://footprint.wwf.org.uk/
Nudges




Source: cc licensed ( BY SA ) flickr photo by methodshop.com: http://flickr.com/photos/methodshop/2483875119/
Scripts




Source: http://id.hva.nl
What type of pattern, when?




Source: Charlie Mulholland
How to influence?




Source: Charlie Mulholland
Some specific examples




Source: Lockton, D. (2010). Design with intent: 101 patterns for influencing behaviour through design. Equifine.
Some specific examples




Source: Lockton, D. (2010). Design with intent: 101 patterns for influencing behaviour through design. Equifine.
Some specific examples




Source: Lockton, D. (2010). Design with intent: 101 patterns for influencing behaviour through design. Equifine.
My aim here has been to encourage
you to:
• Embrace ethics as a
  source of inspiration
  for:
   – Research, sensemaking
     & reframing
   – Ideation
   – Definition of
     requirements
   – Selection & road
     mapping
   – Detailed design
More information
• Resources mentioned in the presentation:
  – Technology and the Lifeworld: From Garden to Earth,
    Don Ihde
  – ‘Where Are the Missing Masses’, Bruno Latour
  – Design With Intent: 101 Patterns for Influencing
    Behaviour Through Design, Dan Lockton
  – Ethics, Technology, and Engineering: An Introduction,
    Ibo van de Poel & Lambèr Royakkers
  – Moralizing technology: Understanding and Designing
    the Morality of Things, Peter-Paul Verbeek
More information
• Other interesting resources:
   – Seductive Interaction Design: Creating Playful, Fun, and
     Effective User Experiences, Stephen P. Anderson
   – Mental Notes, Stephen P. Anderson (cards with ways to
     influence behaviour through design)
   – Predictably Irrational, Revised and Expanded Edition: The
     Hidden Forces That Shape Our Decisions, Dan Ariley
   – Persuasive Technology: Using Computers to Change What We
     Think and Do, B. J. Fogg
   – Justice lectures, Michael Sandel (videos of Michael Sandel’s
     introduction to the three main ethical approaches used in
     western philosophy)
   – Nudge: Improving Decisions About Health, Wealth, and
     Happiness, Richard H. Thaler & Cass R. Sunstein
Thank you for your attention

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Design ethics as inspiration

  • 1. IxDA Berlin: Design ethics as inspiration Charlie Mulholland - 6 February 2012 Amsterdam University of Applied Science Department of Communication & Multimedia Design
  • 2. Outline • A bit about my background • The basic premise of this talk • Ethics and IxD: problem or opportunity? • Some ethical tools that can be used for inspiration
  • 3.
  • 4. My basic premise In the coming years, IxD’ers are likely to come under increasing pressure to take (at least some) responsibility for the moral issues raised by the products they design
  • 5. Why do I believe this?
  • 6. Technology mediates our experience of the world…
  • 7. … it affects how we understand & interact with the world… Source: Ihde, D. (1990). Technology and the Lifeworld: From Garden to Earth. Indiana University Press.
  • 8. …and (thus) it mediates how we (can) act on the world Source: Charlie Mulholland
  • 9. …and (thus) it mediates how we (can) act on the world Source: Aranea Felëus
  • 10. …so it influences our behaviour by allowing or denying us choices… Source: cc licensed ( BY SA ) flickr photo by cogdogblog: http://flickr.com/photos/cogdog/5026449698/
  • 11. …sometimes this is not problematic… Source: cc licensed ( BY NC ND ) flickr photo by kitch: http://flickr.com/photos/kitch/3288387680/
  • 12. …but sometimes it is (even if it is an unintended consequence)… Source: cc licensed ( BY SA ) flickr photo by salimfadhley: http://flickr.com/photos/salimfadhley/96770312/
  • 13. …and sometimes this influence is problematic and deliberate Source: http://darkpatterns.org/library/privacy_zuckering/
  • 15. …your work is becoming more and more pervasive… Source: cc licensed ( BY ) flickr photo by Peter Morville: http://flickr.com/photos/morville/4531186726/
  • 16. …and people have started to worry about their privacy… Source: Charlie Mulholland
  • 17. …their ability to escape… Okay, I know who you are now, let’s see what ads I can target you with! Source: https://twitter.com/noazark/status/293194207265447937/photo/1 Noah Zerkin
  • 18. …maybe their freedom! Source: cc licensed ( BY ) flickr photo by miss karen: http://flickr.com/photos/misbehave/2352753067/
  • 19. Moral questions are coming coming to the agenda
  • 20. So ethics & IxD: problem or opportunity? Source: cc licensed ( BY ) flickr photo by aussiegall: http://flickr.com/photos/aussiegall/276131991/
  • 21. Ethical questions, like design problems, are wicked problems What decision Describe the would you like to What values are dilemma. Write it make? in conflict? down clearly. Write it down Make a list. clearly. Evaluate who Who are the What does each What does each has the most to stakeholders in stakeholders stakeholders gain and lose this dilemma? have to gain? have to lose? and the fairness Make a list. Make a list. Make a list. of these. What are your duties to What are your What are your What are your yourself and duties to your duties to your duties to society Set priorities for those close to client? user? and the future? your duties you? Make a list. Make a list. Make a list. Make a list. What action What are your How would you What action would a own preference feel if your Now re-evaluate would a duty- consequentialist in terms of the original decision your original based approach approach values? was widely decision suggest? suggest? Make a list. know? Source: Charlie Mulholland
  • 22. Thinking about ethics adds more complexity of the design process Source: Charlie Mulholland
  • 23. However, there is another less cynical, but realistic approach • Embrace ethics as a source of inspiration for: – Research, sensemaking & reframing – Ideation – Definition of requirements – Selection & road mapping – Detailed design
  • 24. Some ethical tools that can be used for inspiration (as well as for assessing the impact of your work!)
  • 25. The ethical cycle Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
  • 26. The ethical cycle and research, sensemaking & reframing Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
  • 27. The ethical cycle and ideation Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
  • 28. The ethical cycle and defining requirements Source: Poel, I. van de, & Royakkers, L. (2011). Ethics, Technology, and Engineering: An Introduction. Chichester: John Wiley & Sons.
  • 30. Design patterns and detailed design
  • 32. Nudges Source: cc licensed ( BY SA ) flickr photo by methodshop.com: http://flickr.com/photos/methodshop/2483875119/
  • 34. What type of pattern, when? Source: Charlie Mulholland
  • 35. How to influence? Source: Charlie Mulholland
  • 36. Some specific examples Source: Lockton, D. (2010). Design with intent: 101 patterns for influencing behaviour through design. Equifine.
  • 37. Some specific examples Source: Lockton, D. (2010). Design with intent: 101 patterns for influencing behaviour through design. Equifine.
  • 38. Some specific examples Source: Lockton, D. (2010). Design with intent: 101 patterns for influencing behaviour through design. Equifine.
  • 39. My aim here has been to encourage you to: • Embrace ethics as a source of inspiration for: – Research, sensemaking & reframing – Ideation – Definition of requirements – Selection & road mapping – Detailed design
  • 40. More information • Resources mentioned in the presentation: – Technology and the Lifeworld: From Garden to Earth, Don Ihde – ‘Where Are the Missing Masses’, Bruno Latour – Design With Intent: 101 Patterns for Influencing Behaviour Through Design, Dan Lockton – Ethics, Technology, and Engineering: An Introduction, Ibo van de Poel & Lambèr Royakkers – Moralizing technology: Understanding and Designing the Morality of Things, Peter-Paul Verbeek
  • 41. More information • Other interesting resources: – Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences, Stephen P. Anderson – Mental Notes, Stephen P. Anderson (cards with ways to influence behaviour through design) – Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions, Dan Ariley – Persuasive Technology: Using Computers to Change What We Think and Do, B. J. Fogg – Justice lectures, Michael Sandel (videos of Michael Sandel’s introduction to the three main ethical approaches used in western philosophy) – Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard H. Thaler & Cass R. Sunstein
  • 42. Thank you for your attention Questions?

Editor's Notes

  1. Since we started to develop an use technology, it has affected how we experience the world. The way we experience of the world affects what we think can be and our choices. Peter Paul Verbeek has proposed that technology mediates our perceptions & our actions
  2. Don Idhe has proposed that technology mediates our experience of the world in four ways – he calls these phenomenological relations. These relations affect how we experience the world all the time - as humans we do not experience the world without technology, it shapes our understanding of the world, it allows us to interpret the world and affects our reactions. We understand the world and the possibilities we have in that world via technology. We are technological beings (it almost does not make sense to try to separate us from our technology)
  3. Peter Paul Verbeek suggests that mediates perception & praxis
  4. Peter Paul Verbeek suggests that mediates perception & praxis
  5. This mediation means we understand the world via technology which shapes our idea of what is possible and what is not and so affects our choices.
  6. The technology of weather forecasting allows us to take an umbrella when it’s going to rain – this is not really a problem
  7. Ultrasound and other technologies related to pregnancy have presented us with ethical dilemmas that we did not have before. These are often unintended consequences. Peter Paul Verbeek suggest that engineers and designers should (be trained to) think about how their creations might offer these new choices so as to anticipate possible ethical issues. But sometimes this influence is deliberate…
  8. Facebook often tries to deliberately influence our behaviour in ways that are beneficial to them but not necessarily for us (my opinion)