ServDes 2016

1. Technology for a be/er society
“The visibility of ethics in open innova3on pla4orms”
how to communicate ethics to users through design
Dimitra Chasanidou
PhD student, SINTEF ICT
Amela Karahasanović
Senior Scien7st, Associate
Professor SINTEF ICT
24-26 May 2016, Copenhagen

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• Involving users in the innova7on process
raises several ethical issues, such as
ownership and privacy.
• The case of open innova7on plaCorms:
ethics should be aligned with company,
users, and technology ethics.
Our approach to the ethical user treatment:
• Design for the visibility of ethics
Users as "a source for innova7on"
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4. Technology for a be/er society
• Erickson and Kellogg (2000): visibility within
the context of “social translucence”
• Defini7on: “the degree to which ethics that
are socially significant, is made visible in
open innova7on plaCorms”
Why is it important?
• Companies should reflect their ethics
through open innova7on plaCorms in order
to engage customers
• “Poten(al contributors not only want a good
deal, they also want a fair deal”
Design for the visibility of ethics
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1. Franke,N., Keinz,P., and Klausberger,K. 2013
“Does This Sound Like a Fair Deal?”: Antecedents and Consequences of Fairness Expecta7ons in the Individual’s Decision to
Par7cipate in Firm Innova7on Organiza7on Science 201324:5 , 1495-1516
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Aim: how design and visibility of ethics can support the ethical treatment of users in open
innova7on plaCorms.
Step A. Literature review
• Ethics and design, e.g. value sensi7ve design framework,
• Ethics and Open Innova7on, e.g. innova7on communi7es, business, digital technologies,
service design.
Step B. Content analysis
• 10 open innova7on plaCorms, online, ac7ve for years, supported by large companies
• Evalua7on of the content presented across webpages, sub-webpages, links, and menus of the
OIPs.
Study approach
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Problems with the exisPng studies:
• general frameworks and domain specific ethics
• visibility of ethics varies in exis7ng OIPs
4 groups of ethical issues:
• user data protec7on, e.g. privacy, security
• user mo7va7on, e.g. renumera7on, collabora7on
• jus7fica7on of company’s values, e.g. trust, responsibility
• feedback to users, e.g. supportability, discussability
Our approach to the ethical user' treatment
• design for the visibility of ethics.
Study approach - Results
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1. User data protecPon
Provide clear and separate data protec(on
policies for the innova(on process and for the
use of the pla;orms.
2. User moPvaPon
3. JusPficaPon of the company’s values
4. Feedback to users
Design guidelines

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Screenshots of OIPs from LEGO (A) and Dell (B)
A. Provide the relevant user
data protec7on policies
before the idea submission
phase.
B. Organize all policy-related
links in a separate sec7on.
1. User data protec7on: design sugges7ons

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C. Provide an overview of the data protec7on document, with 7tles and sub7tles, and
provide more details on demand.
D. Highlight the important informa7on through text formafng, such as colour, font
size, underlining, etc.
Screenshots of OIPs from Beiersdorf (C), and LEGO (D).
1. User data protec7on: design sugges7ons

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1. User data protecPon
2. User moPvaPon
Provide clear mo(va(ons in the main page
for users to par(cipate.
3. JusPficaPon of the company’s values
4. Feedback to users
Design guidelines

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A. Organize a call for innova7on.
B. Provide incen7ve mechanisms, monetary or non-monetary, in a visible posi7on.
Screenshots of OIPs from Statoil (A), LEGO (B)
2. User mo7va7on: design sugges7ons

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C. Provide an easy submission
process for users.
D. Gamify the process through the
use of various gamifica7on
elements.
Screenshots of OIPs from BMW (C), and LEGO (D)
2. User mo7va7on: design sugges7ons

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Design guidelines
1. User data protecPon
2. User moPvaPon
3. JusPficaPon of the company’s values
Communicate how the company’s values
and ethics are jus(fied with the innova(on
process.
4. Feedback to users

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A. Organize the company’s ethics in a separate sec7on
such as “company profile,” “history,” “vision,” or similar.
B. Provide choices for the innova7on tasks.
Screenshots of OIPs from
AkzoNobel (A), Philips (B)
3. Jus7fica7on of the company’s values: design sugges7ons

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C. Provide an overview of the
innova7on process, in terms of
7me, resources, etc.
D. Provide informa7on for the next
phases and communicate the
results, such as success stories and
implemented products.
Screenshots of OIPs from Unilever (C), and Starbucks (D).
3. Jus7fica7on of the company’s values: design sugges7ons

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Design guidelines
1. User data protecPon
2. User moPvaPon
3. JusPficaPon of the company’s values
4. Feedback to users
Support communica(on channels with the
users.

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A. Support user feedback
throughout the idea submission
process.
B. Keep the user informed about
the current state of his/her
submissions and the innova7on
process.
Screenshots of OIPs from Starbucks(A), LEGO(B)
4. Feedback to users: design sugges7ons

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C. Provide communica7on channels among users, such as contact forms, blogs,
discussion communi7es, or similar.
D. Provide an “FAQ” sec7on with common user issues.
Screenshots of OIPs from
P&G (C), and Dell (D)
4. Feedback to users: design sugges7ons

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Design for visibility of ethics is seen as a
proac7ve design state that:
• support the ethical treatment of users
by invi7ng them to a more visible
innova7on process
• make the plaCorm's and company's
ethics visible on a large scale
Future work: applica7on and evalua7on of
the design sugges7ons in various plaCorms
Conclusions
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Ethics & Design hmps://stevenlegere.wordpress.com/page/2/
Student design compe77on hmp://www.dexigner.com/news/24341
Business ideas
hmp://presthemes.com/prestashop-news/5-crea7ve-online-business-ideas--ecommerce-inspira7on-337.html
Product innova7on
hmp://inhabitat.com/designcompe77ons/enter-the-cradle-to-cradle-product-innova7on-challenge-win-up-to-250k-
in-prize-money/
European Social Innova7on compe77on hmp://www.telecentre-europe.org/european-social-innova7on-compe77on/
Image references
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Thank you
Dimitra.Chasanidou@sintef.no
Amela.Karahasanovic@sintef.no
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