2. www.kompetenzzentrum-usability.digital
Mittelstand 4.0-Kompetenzzentrum Usability
Support the digitization of small and medium-sized enterprises
http://www.freeusandworldmaps.com/html/Countries/Europe%20Countries/GermanyPrint.html
Region East
UUX – agile
Integration of usability and user
experience in agile development
Digitization of agile work
Region South
UUX – innovative
UX Design Methods
Design Thinking
Region North
UUX – digital
Digitization of UX Design
Methods
New media and evaluation
Region Mid
UUX – network
Business cooperation
Integration of consultants
and service providers
3
3. www.kompetenzzentrum-usability.digital 4
• Lectures
• Info material
• Blog posts
• Articles
• Workshops
• Training Material
• UUX Toolbox
• Pilot projects
• Demonstrators
• Consultation hours
• Best Practices
• Company visits
Awareness Testing Implementation
Qualification
Our basic services
4. www.kompetenzzentrum-usability.digital
Did you have to make ethical design decisions at work?
a. yes
b. no
What did you use to guide your ethical descision?
a. set of principles
b. moral intuition
c. company guidebook
d. others
UX Design Ethics-Poll
6
vote at slido.com with #543986
Link will be posted into the chat
7. www.kompetenzzentrum-usability.digital
• Ethical Design pyramid by ind.ie based on Maslow´s
Pyramid of needs (2017)
• Ethical by Design - A Manifesto
(Bond, Boger, Mulvenna, 2017)
• Ethics for designers – Ethical Toolkit (2017)
UX Design Ethics
9
https://www.ethicsfordesigners.com/
8. www.kompetenzzentrum-usability.digital
• Ethical Design pyramid by ind.ie based on Maslow´s
Pyramid of needs (2017)
• Ethical by Design - A Manifesto
(Bond, Boger, Mulvenna, 2017)
• Ethics for designers – Tool Set (2017)
• Center for Humane Technology (2021)
UX Design Ethics
10
9. www.kompetenzzentrum-usability.digital
• Ethical Design pyramid by ind.ie based on Maslow´s
Pyramid of needs (2017)
• Ethical by Design - A Manifesto
(Bond, Boger, Mulvenna, 2017)
• Ethics for designers – Tool Set (2017)
• Center for Humane Technology (2021)
• Hippocratic Oath for Designers?
UX Design Ethics
11
The Greek physician Hippocrates (460–370 BC), to
whom the oath is traditionally attributed
By Unidentified engraver - 1881 Young
10. www.kompetenzzentrum-usability.digital
Sumery of Principles that take privacy and data protection into consideration:
• Do no harm
• Respect and protect users´ civil liberties
• Provide enough information for people to make informed decisions (transparency)
• Balance appropriate privacy and security
UX Design Ethics – Summery
12
11. www.kompetenzzentrum-usability.digital
Privacy and Data Protection
13
Fair Information Practice
Principles (FIPP)
Privacy by Design Principles (PBD)
Children‘s
Online Privacy Protection Act
(COPA)
General Data Protection Regulation
(GDPR)
California Consumer Privacy Act
(CCPA)
(1998) (2007) (2011) (2018) (2020)
USA USA Canada European Union California, USA
14. www.kompetenzzentrum-usability.digital
(Un)informed Consent: Studying GDPR Consent Notices in the Field
Since the adoption of the General Data Protection Regulation (GDPR) in May 2018
more than 60 % of popular websites in Europe display cookie consent notices
to their visitors.
• 44 of 61 survey participants who had clicked the notice reported they had done
so because they were annoyed by it.
• 16 thought the website would not work otherwise
• 13 stated they had clicked the notice out of habit
• 11 participants interacted with the notice to protect their privacy
• 6 for security reasons
• in a privacy-by-default (opt-in) setting, less than 0.1 % of visitors allow cookies
to be set for all purposes.
(Un)informed Consent
16
57.4 %
Nudging
Dark Patterns
15. www.kompetenzzentrum-usability.digital
Dark Pattern-Histroy
17
Dark Patterns –Past, Present, and Future , 2020
„Dark patterns are user interfaces
that benefit an online service by
leading users into making
decisions they might not
otherwise make. Some dark
patterns deceive users while others
covertly manipulate or coerce
them into choices that are not in
their best interests.“
18. www.kompetenzzentrum-usability.digital
Dark Pattern-Histroy
20
Growth Hacking:
viral marketing strategy by
Hotmail:
The service automatically
added the signature, “Get your
free email with Hotmail,” to every
outgoing email, essentially
getting users to advertise on its
behalf, resulting in viral growth.
Dark Patterns –Past, Present, and Future , 2020
20. www.kompetenzzentrum-usability.digital
Harry Brignull defines “dark patterns” as instances where designers use their
knowledge of human behavior (e.g., psychology) and the desires of end users
to implement deceptive functionality that is not in the user’s best interest.
Dark Pattern
22
darkpatterns.uxp2.com/
darkpatterns.org/ webtransparency.cs.princeton.edu/dark-patterns/
coined in 2010 UXP2 Lab
Princeton University
21. www.kompetenzzentrum-usability.digital
• desceptic, manipulative practices
• annoying for users
• data protection fatique / cookie fatique
„Design has been weaponized using behavioral research to serve the aims of the
surveillance economy.“
(Dark Patterns –Past, Present, and Future, 2020)
Deceived by Design
23
23. www.kompetenzzentrum-usability.digital
Design for Trust
25
TRUST
Positive User Interactions:
good user interaction
enhances trust in the platform
Parigi, 2020
Data Trust by Design:
free and easy choices about how
users´ data is and isn’t used.
Kinch, 2017
Desiging for data transparency:
informed, empowered, and
capable of making a choice
Kinch, 2017
Ethics by design builds trust and
diminishing trust results in rejection
Keber, 2019
24. www.kompetenzzentrum-usability.digital
„...What we can do, is design services that are
oriented around the new digital rights that people
have...
• the right to access the data that´s held about
you
• the right to move it from one place to another
• the right to delet things when there are
mistakes
• the right to understand how the informatin
about you is being used
• what inferences are being made about you.“
(Richard Pope in Offscreen Magazine, Issue 20, 2018, p.32)
Design for Trust and Protection
26
25. www.kompetenzzentrum-usability.digital
Incorporate ethics into the design process.
While dark patterns are a highly visible consequence of the ethical crisis in
design, resolving the crisis entails far more than avoiding a simple list of patterns. It
requires structural changes to the design process.
Start by articulating the values that matter to you and that will guide your
design. Not every organization will have an identical set of values, but these
values must be broadly aligned with what society considers important.
Design for Trust and Protection
27
Dark Patterns –Past, Present, and Future, 2020
26. www.kompetenzzentrum-usability.digital
Design Dilemma - Poll
28
As a designer, i wish to …
a. create good usability
b. follow ethical guidlines and principals
c. create produtcs and sevices that serve users in a
ethical way
d. other
As a steakholder, I wish …
a. not to loose my customers
b. mantain a good image
c. increase sales over all using customer´s personal
data
d. other
As a user, I wish …
a. not to be annoyed by cookie banners
b. my data to be treated with respect
c. be able to make informed decisions
d. other
vote at slido.com with #543986
Link will be posted into the chat
27. www.kompetenzzentrum-usability.digital
Conclusion
instead of Deceived by Design
• Trust by Design
• Protection by Design
• Ethical use of data
• Ethics by Design = Incorporate ethics into the design process
Future Work
• from human centred design to society centred design (manifesto by if)
• design for digital rights
• human rights centred design
• value sensitive design
Conclusion and Future Work
29
31. www.kompetenzzentrum-usability.digital
• Dark Patterns –Past, Present, and Future (ARVIND NARAYANAN, ARUNESH
MATHUR, MDARSHINI CHETTY, AND MIHIR KSHIRSAGAR, 2020)
• (Un)informed Consent: Studying GDPR Consent Notices in the Field_Christine
Utz, Martin Degeling, Sascha Fahl, Florian Schaub, and Thorsten Holz. 2019.
• Privacy by Design (Ann Cavoukian, 2011)
• https://commons.wikimedia.org/w/index.php?curid=164808
• https://www.darkpatterns.org/
• https://darkpatterns.uxp2.com/
• https://webtransparency.cs.princeton.edu/dark-patterns/
• Image: Persons' Cyclopedia of Persons and PlacesUpload by RedWolf
05:45, Jan 10, 2005 (UTC), Public Domain
List of References
33
Hinweis der Redaktion
Dark Pattern
Wer sind wir:
1-Vero:
2-Nick
The Mittelstand 4.0 Competence Center Usability belongs to Mittelstand-Digital.
With Mittelstand-Digital, the Federal Ministry of Economics and Energy (BMWi) supports digitalisation in small and medium-sized enterprises and informs about possible opportunities and challenges. The competence centres help both small retailers and larger production companies with expert knowledge, demonstration centres, networks for exchanging experiences and practical examples. The BMWi enables the free use of all offers of Mittelstand-Digital.
Das Mittelstand 4.0-Kompetenzzentrum Usability
Das Mittelstand 4.0-Kompetenzzentrum Usability gehört zu Mittelstand-Digital. Mit Mittelstand-Digital unterstützt das Bundesministerium für Wirtschaft und Energie (BMWi) die Digitalisierung in kleinen und mittleren Unternehmen und dem Handwerk und informiert über mögliche Chancen und Herausforderungen. Die Kompetenzzentren helfen vor Ort dem kleinen Einzelhändler genauso wie dem größeren Produktionsbetrieb mit Expertenwissen, Demonstrationszentren, Netzwerken zum Erfahrungsaustausch und praktischen Beispielen. Das BMWi ermöglicht die kostenlose Nutzung aller Angebote von Mittelstand-Digital.
Wissenstransfer
Methoden zur Optimierung von Usability und User Experience (UUX)
Digitale Vernetzung mit Kunden und Dienstleistern
Change Management
User Centered Design
Agile Arbeitsformen
Vermittlung von Experten und Absolventen
Arbeitsunterlagen zum Selbststudium (z.B. Methodenkarten, Publikationen, ..)
Trainings und Workshops:
„Usability in 120 Minuten“ und „Lean Usability für Start-ups“
„Agilität und UUX: Herausforderungen und Lösungen“
„Best Practices zu Agilität“
„UUX in Zeiten der Digitalisierung“
Praxisnahe Unterstützung:
Durchführung von Pilotprojekten zu UUX und Agilität
Projektbegleitende Sprechstunden
Best Practice:
Unternehmensbesuche
Demonstration und Erprobung von agilen Tools
We are active nationwide with several partners and our services are also offered nationwide. The regional contacts serve primarily for an initial contact for companies on site. The contact persons can then also refer to other internal contact persons.
Pilot projects > Best practices
WUD! Searching for team members. Topic: Ethic, Integrity and trust
Poll:
who of you had to take ethical design decissions at work?
What used to guide and present descission?
a - set of principles?
b - moral intuition?
c – company guidebook?
There have been difefrent attempts on defining ethical guidelines for designers. In recent Years, ethical design has gained importances. Designers have become more aware of the influence and resposability they have on user´s behaviours. Specially deigners in the tech industry.
Ethical Design Pyramid: ethical deign agency and consultancy
There have been difefrent attempts on defining ethical guidelines for designers. In recent Years, ethical design has gained importances. Designers have become more aware of the influence and resposability they have on user´s behaviours.
Ethical Design Pyramid: ethical deign agency and consultancy
2) a collection of principles for considering ethics in the design of technology-based systems. “autonomy, beneficence, non-maleficence and justice
There have been difefrent attempts on defining ethical guidelines for designers. In recent Years, ethical design has gained importances. Designers have become more aware of the influence and resposability they have on user´s behaviours.
Ethical Design Pyramid:
a collection of principles for considering ethics in the design of technology-based systems.
This online toolkit exists to help you develop these ethical skills. FREE DOWNLOAD
There have been difefrent attempts on defining ethical guidelines for designers. In recent Years, ethical design has gained importances. Designers have become more aware of the influence and resposability they have on user´s behaviours.
Ethical Design Pyramid:
a collection of principles for considering ethics in the design of technology-based systems.
This online toolkit exists to help you develop these ethical skills. FREE DOWNLOAD
center of humane technology: makers of the documentary „social dilemma“ create a design guide to help designers create Design products that are more sophisticated about human nature.2013 when Tristan Harris, then a Google Design Ethicisthttp://www.minimizedistraction.com/
There have been difefrent attempts on defining ethical guidelines for designers. In recent Years, ethical design has gained importances. Designers have become more aware of the influence and resposability they have on user´s behaviours.
Ethical Design Pyramid:
a collection of principles for considering ethics in the design of technology-based systems.
This online toolkit exists to help you develop these ethical skills. FREE DOWNLOAD
center of humane technology: makers of the documentary „social dilemma“ create a design guide to help designers create Design products that are more sophisticated about human nature.
There is a discussion going on, if there should be a hoppocratic oath for designers? like The Hippocratic Oath that is an oath of ethics historically taken by physicians.: „first, do not harm“
One crusial and recurrent aspect of these ethical principals is the right to privacy and data protection
Trust AI Zitat!!!
Children online privacy protection rule (1998)In the 1990s, electronic commerce was on its rise of popularity, but various concerns were expressed about the data collection practices and the impact of Internet commerce on user privacy — especially children under 13 https://www.ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/childrens-online-privacy-protection-rule
2) Fair Information Practices Principles: are a set of principles and practices that describe how an information-based society may approach information handling, storage, management, and data flows with a view toward maintaining fairness, privacy, and security in a rapidly evolving global technology environment.
5 core principles of privacy protection: (1) Notice/Awareness; (2) Choice/Consent; (3) Access/Participation; (4) Integrity/Security; and (5) Enforcement/Redress.
https://web.archive.org/web/20090205180646/http://ftc.gov/reports/privacy3/fairinfo.shtm
3) Privacy by Design (Ann Cavoukian, 2011 ): 7 Privacy Principles Privacy by design calls for privacy to be taken into account throughout the whole engineering process. The concept is an example of value sensitive design, i.e., taking human values into account in a well-defined manner throughout the process.[5][6]
Proactive not reactive; preventive not remedial[3][32][33][34]
Privacy as the default setting[3][32][33][34]
Privacy embedded into design[3][32][33][34]
End-to-end security – full lifecycle protection[3][32][33][34]
Visibility and transparency – keep it open[3][32][33][34]
Respect for user privacy – keep it user-centric[3][32][33][34]
4) General Data Protection Regulation GDPR (2018) The GDPR became effective in 2018
The right to privacy is part of the 1950 European Convention on Human Rights, which states, “Everyone has the right to respect for his private and family life, his home and his correspondence.”
1. Lawfulness, fairness, and transparency.
2. Purpose Limitations
3. Data Minimization
4. Accuracy
5. Storage Limitation
6. Integrity and Confidentiality
7. Accountability
5) California Consumer Privacy Act (CCPA) (2020) : The CCPA became effective on January 1, 2020
The intentions of the Act are to provide California residents with the right to:
Know what personal data is being collected about them.
Know whether their personal data is sold or disclosed and to whom.
Say no to the sale of personal data.
Access their personal data.
Request a business to delete any personal information about a consumer collected from that consumer.[10]
Not be discriminated against for exercising their privacy rights.
Christine Utz, Martin Degeling, Sascha Fahl, Florian Schaub, and Thorsten Holz. 2019. (Un)informed Consent: Studying GDPR Consent Notices in the Field. In 2019 ACM SIGSAC Conference on Computer and Communications Security (CCS ’19), November 11–15, 2019, London, United Kingdom. ACM, New York, NY, USA, 18 pages. https://doi.org/10.1145/3319535.3354212
For this study three experiments with more than 80,000 unique users on a German e-commerce website were conducted to investigate, if
(1) Does the position of a cookie consent notice on a website influence visitors’ consent decisions? (Experiment 1, n = 14,135)
(2) Do the number of choices and nudging via emphasis / pre- selection influence users’ decisions when facing cookie consent notices? (Experiment 2, n = 36,530)
(3) Does the presence of a privacy policy link or the use of technical / non-technical language (“this website uses cookies” vs. “this website collects your data”) influence users’ consent decisions? (Experiment 3, n = 32,225)
In this work, we identify common properties of the graphical user interface of consent notices and conduct three experiments with more than 80,000 unique users on a German e-commerce website to investigate the influence of notice position, type of choice, and content framing on consent.
a sample of 1,000 drawn from 5,087 consent notices collected from the most popular websites in the European Union in August 2018
Deseptive Practices in retail:
The retail industry has a long history of deceptive and manipulative practices that range on a spectrum from ...
Some of these techniques, such as psychological pricing (that is, making the price slightly less than a round number),
More problematic are practices such as false claims of store closings, which are unlawful but rarely the target of en- forcement actions.
Nudges:
A famous example (Figure 4) is the striking difference in organ-donation consent rates between countries where people have to explicitly provide con- sent (red bars) versus those where con- sent is presumed (orange bars). Be- cause most people tend not to change the default option, the latter leads to significantly higher consent rates.17
In Nudge, Sun- stein and Thaler briefly address the question of how to tell if a nudge is ethi- cal, but the discussion is perfunctory. The authors seem genuinely surprised by recent developments and have dis- tanced themselves from dark patterns, which they label “sludges.”27
Growth hacking:
hotmail 1996: The service automatically add- ed the signature, “Get your free email with Hotmail,” to every outgoing email, essentially getting users to advertise on its behalf, resulting in viral growth.21
Successes like these led to the emer- gence of growth hacking as a distinct community. Growth hackers are trained in design, programming, and marketing and use these skills to drive product adoption.
Deseptive Practices in retail:
The retail industry has a long history of deceptive and manipulative practices that range on a spectrum from ...
Some of these techniques, such as psychological pricing (that is, making the price slightly less than a round number),
More problematic are practices such as false claims of store closings, which are unlawful but rarely the target of en- forcement actions.
Nudges:
A famous example (Figure 4) is the striking difference in organ-donation consent rates between countries where people have to explicitly provide con- sent (red bars) versus those where con- sent is presumed (orange bars). Be- cause most people tend not to change the default option, the latter leads to significantly higher consent rates.
The nudge movement had helped uncover the principles of behavior change.
Growth hacking:
hotmail 1996: The service automatically add- ed the signature, “Get your free email with Hotmail,” to every outgoing email, essentially getting users to advertise on its behalf, resulting in viral growth.21
Successes like these led to the emer- gence of growth hacking as a distinct community. Growth hackers are trained in design, programming, and marketing and use these skills to drive product adoption.
A/B Testing
By serving variants of Web pages to two or more randomly selected subsets of users, designers began to dis- cover that even seemingly trivial chang- estodesignelementscanresultinsub- stantial differences in behavior.
Deseptive Practices in retail:
The retail industry has a long history of deceptive and manipulative practices that range on a spectrum from ...
Some of these techniques, such as psychological pricing (that is, making the price slightly less than a round number),
More problematic are practices such as false claims of store closings, which are unlawful but rarely the target of en- forcement actions.
Nudges:
A famous example (Figure 4) is the striking difference in organ-donation consent rates between countries where people have to explicitly provide con- sent (red bars) versus those where con- sent is presumed (orange bars). Be- cause most people tend not to change the default option, the latter leads to significantly higher consent rates.
The nudge movement had helped uncover the principles of behavior change.
Growth hacking:
hotmail 1996: The service automatically add- ed the signature, “Get your free email with Hotmail,” to every outgoing email, essentially getting users to advertise on its behalf, resulting in viral growth.21
Successes like these led to the emer- gence of growth hacking as a distinct community. Growth hackers are trained in design, programming, and marketing and use these skills to drive product adoption.
A/B Testing
By serving variants of Web pages to two or more randomly selected subsets of users, designers began to dis- cover that even seemingly trivial chang- estodesignelementscanresultinsub- stantial differences in behavior.
Deseptive Practices in retail:
The retail industry has a long history of deceptive and manipulative practices that range on a spectrum from ...
Some of these techniques, such as psychological pricing (that is, making the price slightly less than a round number),
More problematic are practices such as false claims of store closings, which are unlawful but rarely the target of en- forcement actions.
Nudges:
A famous example (Figure 4) is the striking difference in organ-donation consent rates between countries where people have to explicitly provide con- sent (red bars) versus those where con- sent is presumed (orange bars). Be- cause most people tend not to change the default option, the latter leads to significantly higher consent rates.
The nudge movement had helped uncover the principles of behavior change.
Growth hacking:
hotmail 1996: The service automatically add- ed the signature, “Get your free email with Hotmail,” to every outgoing email, essentially getting users to advertise on its behalf, resulting in viral growth.21
Successes like these led to the emer- gence of growth hacking as a distinct community. Growth hackers are trained in design, programming, and marketing and use these skills to drive product adoption.
A/B Testing
By serving variants of Web pages to two or more randomly selected subsets of users, designers began to dis- cover that even seemingly trivial chang- estodesignelementscanresultinsub- stantial differences in behavior.
Deseptive Practices in retail:
The retail industry has a long history of deceptive and manipulative practices that range on a spectrum from ...
Some of these techniques, such as psychological pricing (that is, making the price slightly less than a round number),
More problematic are practices such as false claims of store closings, which are unlawful but rarely the target of en- forcement actions.
Nudges:
A famous example (Figure 4) is the striking difference in organ-donation consent rates between countries where people have to explicitly provide con- sent (red bars) versus those where con- sent is presumed (orange bars). Be- cause most people tend not to change the default option, the latter leads to significantly higher consent rates.
The nudge movement had helped uncover the principles of behavior change.
Growth hacking:
hotmail 1996: The service automatically add- ed the signature, “Get your free email with Hotmail,” to every outgoing email, essentially getting users to advertise on its behalf, resulting in viral growth.21
Successes like these led to the emer- gence of growth hacking as a distinct community. Growth hackers are trained in design, programming, and marketing and use these skills to drive product adoption.
A/B Testing
By serving variants of Web pages to two or more randomly selected subsets of users, designers began to dis- cover that even seemingly trivial chang- estodesignelementscanresultinsub- stantial differences in behavior.
testing while using: how to translate an abstract principle like social proof into a concrete nudge (“7 people are looking at this hotel right now!”) Online experiments allow designers to find the answers with just a few lines of code.
A less obvious, yet equally pervasive, goal of dark patterns is to invade privacy. For example, cookie consent dialogs almost universally employ manipulative design to increase the likelihood of users consenting to tracking. In fact, a recent paper shows that when asked to opt in, well under 1% of users would provide informed consent.
Harry Brignull is the UX specialist who first coined the term ‘dark patterns’ in 2010 and launched this website https://www.darkpatterns.org/
UXP2 Lab
Working with both practitioners and end-users, we are investigating how an increased awareness of dark patterns in UX might lead to a more ethically- and socially-responsible UX practice.
https://darkpatterns.uxp2.com/
who and 2021
Princeton University:
Dark Pattern at scale large-scale study, analyzing ~53K product pages from ~11K shopping websites to characterize and quantify the prevalence of dark patterns. https://webtransparency.cs.princeton.edu/dark-patterns/
year
daten aus dem paper data protection fatique
Get the Trust back From the Users?
Give the Users the right to choose and make inormed decicions
Re:publica: help them make decisions, that are in their best interesert.
make users trust in Technolgy by transparent deisgn.
Paolo Parigi- The Effect of User Interactions on Shaping Online Trust: Evidence from a Large-scale Experiment. (2020):
„We found that the average causal effect of a good user interaction enhances trust in the platform while reducing the importance users place in social similarity in their decision-making process. The effect is homogenous across groups of different socio-demographic features, which shows evidence that almost all subgroups benefit from positive user interactions.“
Data Transparency:
„Succinctly communicating what data you intend to use, along with when, how, where, why, and with whom you intend to use it, so the people you serve as customers are informed, empowered, and capable of making a choice.“
Nathan Kinch Aug 16, 2017
https://www.invisionapp.com/inside-design/data-trust-gap-design/
Data Trust by Design is the practice of designing transparent, positive-sum, value-generating experiences that give people the ability to make free and easy choices about how their data is and isn’t used.
https://medium.com/greater-than-experience-design/data-trust-by-design-principles-patterns-and-best-practices-part-1-defffaac014b
Ethics by design builds trust. (...)
Trust is one of the most important external influencing variables in the technology acceptance model. Conversely, diminishing trust results in rejection." (Keber, 2019).
https://datenreiserecht.de/das-erste-blatt-dimensionen-der-freiheit-2/