This document discusses emerging technologies and their opportunities and challenges from an ethical perspective. It provides design principles for companies to consider, such as making sure technologies respect people as ends and not just means, requiring accountability, and considering unintended consequences. It also discusses the importance of diversity, accessibility, and having the right company culture to ensure technologies are developed and applied responsibly and for the benefit of humanity. Continuous learning, prototyping, and putting users first are emphasized as important for responsible development of technologies.

1. BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Emerging Tech
as an Opportunity
What’s the catch?
November 2018
Melanie Dreser @mdreser
Giuseppe de Cesare @gdcesare

2. slido.com
#FutuTech

3. Melanie Dreser
DES IGN DIR ECTOR
Giuse de Cesare
S ENIO R DE SIGNER
@mdreser
@gdcesare
slido.com
#FutuTech

5. Define the way Humans and
Machines co-operate

6. VR
3D Printing
Wearables
Bitcoin
IoT
AR
Drones
What’s out there…
EME RGIN G TECH
AI

7. Emerging
Technology
Hype Cycle 2018
EME RGIN G TEC H

8. 8

9. 9
With the hype around emerging
technology we focus mainly on the
potential but forget the people.

13. Don’t forget
the real world context
#realityfirst

14. -8%
inventory
+2%
sales have risen
*numbers provided by Vekia
Stock shelves more efficiently
Leroy Merlin now uses algorithms designed by Vekia to
take in past sales data and other info that could affect
sales, such as weather forecast, in order to stock
shelves more efficiently.

15. Having warehouses workers
filling orders faster
Amazon aimed to streamline “time consuming” tasks
through wristbands, like responding to orders and
packaging them for speedy delivery. With guidance from
a wristband, workers could fill orders faster.

16. Be aware of unintended
consequences
#lookahead

17. Title
SU BH EA D ER

21. Diversity as
an early warning system
#beinclusive

22. AI-Safe: assuring safe working
environments
Leroy Merlin now uses algorithms designed by Vekia to
take in past sales data and other info that could affect
sales, such as weather forecast, in order to stock
shelves more efficiently.
Cortexica
Vision AI solutions
InnovateUK
the UK's innovation
agency

23. Detecting crime and anti-social
behaviours with action
recognition for CCTV
300
times/day caught on
CCTV in London (2017)
Security VS Personal autonomy

25. Use constraints as a source
of inspiration
#getcreative

26. 26
“When you invent electricity, you invent electrocution […]
Every technology carries its own negativity, which is
invented at the same time as technical progress.”
Politics of the Very Worst
Paul Virilio

27. 27
ETHICS

28. 01
Individual
02
Company

29. 01
Individual as Designer

30. Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Impact as Creator
ETH ICS

31. Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Human-centred Service Creation
ETH ICS
• Perception towards new tech
• Needs
• Problems & Fears
• …

32. Face Recognition
Finnair and Finavia, together with Futurice, tested the use of
face recognition technology for the check-in process of Finnair
flights at Helsinki Airport.
When checking in to their flights, customers used a designated
check-in desk, where the face recognition technology was
installed.
The system used in the test was built using widely available
hardware and software as well as cloud-based services, and with
a strong view to the customer experience.

33. Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Ethical Design Principles
ETH ICS
• Insights from User Research
• Brainstorming
• Ethical Design Principles

34. BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Ethical Design is Respectful
Am I treating people as ends or means?#1
Am I maximising happiness for the
greatest number?
#2
ETH ICA L DESIGN PR INC IPL E S

35. BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Ethical Design requires
Accountability
ETH ICA L DESIGN PR INC IPL E S
Would I be happy for this to be
published in tomorrow's papers?
#1
Would I stand by my decisions,
either good or bad?
#2

36. BERL IN · HELSINK I · LO NDO N · MU NICH · O SLO · STOCKHOLM · TAMPERE
Ethical Design thinks ahead
ETH ICA L DESIGN PR INC IPL E S
#1 What if regulations change?
#2 What if the solution is abused or
applied to other business cases/
scenarios?

37. Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Human-centred Service Creation
ETH ICS
Prototype
• Diverse user scenarios
• Biggest failures / bugs
• Provocatypes
• …

39. Continuous Learning
& Iterating
01
Understand
02
Define
03
Ideate
04
Prototype
05
Build
06
Measure
Human-centred Service Creation
ETH ICS
User Testings
• Usage
• Feel
• Acceptance
• ….

40. This test will give us information on the
applicability of face recognition technology
for our processes, and the impact it has on
the customer experience.”
Sari Nevanlinna
Head of Ground Experience and Ancillary at Finnair

41. Flourish an ethical human and tech
collaboration

42. 02
Company i.e. Futurice

43. Intelligence Augmentation as Choice
Intelligence
Augmentation
(IA)
The application of digital technology to amplify
and improve human capabilities including
thinking, analysis and planning.
Work in close cooperation with humans
EME RGIN G TEC H

44. Title
SU BH EA D ER

45. Title
SU BH EA D ER

46. What is our attitude towards
accessibility?
Ethical Questions for Companies
#1
#2 How does the company culture
reflect ethics?
#3 Is our team diverse enough?
CO MPANY

47. 47
There are a lot of tools, methods
& possibilities

48. 01 Individual 02 Company
Human-centred Service Creation
Ethical Design Principles
Ethical Design is Respectful
Ethical Design requires Accountability
Ethical Design thinks ahead
IA Design Toolkit
Company Culture
Accessibility
Ethics
Diversity
Provocatypes
Pilots
Designing for Failures
Bug cards

49. Ethics & Human perspective
should accompany technology

50. Thank you!
Kiitos!
Danke Schön!
Tack! Takk!
BERLIN · HE LSINK I · LO NDO N · MU NIC H · OSLO · STO CKHOLM · TA M PERE
melanie.dreser@futurice.com
+49 176 1101 7746
@mdreser
Melanie Dreser
DESIGN DIRECTOR
giuseppe.decesare@futurice.com
+49 176 1101 7747
@gdcesare
Giuse de Cesare
SENIOR DESIGN ER