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Ethics and ux ux sofia nov 2018
1. EthUX
Seven deadly sins that keep us from
building a better world
Eric Reiss
@elreiss
UX Sofia
November 9, 2018
Sofia, Bulgaria
2. Disclaimer
Absolutely no attempt has been made
to make this presentation politically correct.
No animals were harmed during the production
of this PowerPoint (even though I tried).
Made entirely of recycled electrons.
3. Disclaimer #2
If you’ve heard this all before, my apologies.
If you’ve ignored these issues, step up and take a stand.
4. Clive K. Lavery | “Being a Digital Do-gooder”| 27 September, 2016
5. Aral Balkan | “Design or Decoration?”| 27 September, 2017
6.
7. Leyla Nasib and Jonna Ratanen| “Children’s Rights and Ethics in Design”| 17 April, 2018
21. • It’s not just “1” and “0”
• Or right and wrong
• Or “yes” and “no”
• Or “black” and “white”
The world is grey and difficult. Learn to live with it.
The world isn’t binary
41. 1. Manipulating the research
2. Faking the content
3. Promoting addiction
4. Dark patterns
5. Teamwork trauma
6. Offensive AI
7. UX theatre
Seven deadly sins
43. • Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
44.
45. 1. Was the product information sufficient and
relevant?
6/10
2. Was the transaction cost of the products
appropriate?
1/10
3. Were you satisfied with the website
experience?
5/10
Interpreting interrelated questions
46. • Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
47.
48.
49.
50. • Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
51.
52. • Asking “loaded” questions
• Manipulating the results
• Hiding the results
• Not actually doing the research
Four problems
54. “Return on Investment is based on historic
data. It is a backward-looking metric that
yields no insights into how to improve
business results in the future.”
www.maxi-pedia.com
55. • Examine the research sources
• Ask relevant follow-up questions
• Don’t trust client research. Verify it.
• Watch out for personal or political agendas
• Call bullshit when you see it (diplomatically)
What you can do
56. • Being principled is challenging
• There are consequences to your actions
• Be gentle if you can
• The greater the ethical violation, the harder
you need to push
• Sometimes, it’s good to get fired
Some thoughts on “calling bullshit”
63. • Ask yourself if the content is honest
• Ask yourself if this is really in the user’s best
interests
• Ask yourself if this is in the business’s best
interests
• Don’t force content providers to publish
information they cannot provide
What you can do
65. • Bait-and-switch techniques
– Online casinos
• Peer pressure techniques
– Snapchat, Instagram, Facebook
• Ludomania disguised as entertainment
What to look out for
70. • Sites that trick you to:
– Opt in to something you do not want
– Buy something you do not want
• Sites that require information they are not
entitled to:
– Telephone number
– Personal details (e.g. gender)
What to look out for
71.
72. • People do not read very carefully
• People will often accept that they have been
tricked because it takes too long to put things
right again
Some sad facts
73. • Bait-and-switch
• Disguised ads
• Forced continuity
• Friend spam
• Hidden costs
• Misdirection
• Price comparison prevention
• Private Zuckering
• Roach motel
• Sneak into basket
• Trick questions
Some patterns to watch out for
84. • Designs that are “flavour of the month”
– WordPress
– Flat design
• Colleagues who do not meet their obligations
• Clients and employers who are asking you to
bend your personal code of ethics
What to look out for
87. Clive K. Lavery | “Being a Digital Do-gooder”| 27 September, 2016
88. Clive K. Lavery | “Being a Digital Do-gooder”| 27 September, 2016
89. • If you are a manager, give your team members
and opportunity to opt out
• If you are a team member, let your manager
know if the projects makes you uncomfortable
• Respect any NDAs you have signed
• If you make a promise, keep it!
What you can do
92. • Validate your assumptions
• Test your prototypes, apps, and existing sites
with real users
• Mine the existing data for genuine insights
• Check for cultural bias
– Racist, religious, and sexist discrimination
• Train your algorithm with unbiased data
• Monitor your AI bot regularly
What you can do
97. • So-called UX projects where no one has
actually ever talked to a user
• Fake personas
• Projects where assumptions are given the
same weight as actual research
• Team members who exhibit strong cognitive
bias
• Civil servants and mediocre managers who
just want an impressive report, but do not
actually want to improve UX
What to look out for
125. “In fascism, the idea is that we’re not
individual human beings who have
thoughts and reflect before we speak, the
idea is that we are tribes. And the politics
begin with deciding who the enemy is.”
Timothy Snyder
Historian, Author “The Road to Unfreedom”