PER
HIDDEN PERSUADERS OF THE DIGITAL AGE
M O B AX
m o b @ax
@axbom
THE
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Take out your phone.
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Write a message to someone you care about. Perhaps someone who has not heard from you in a while.
Just wanted to say hi. Hope you’re having a great day.
Thinking about you. Would love to get together soon.
Realized we haven’t talked in a while. Talk this weekend?
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When good turns out to be bad
m o b x @a
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The overall effect of food aid programs is the disruption of local agricultural markets, making it harder for poor countries to develop their own resources and feed themselves in the long run.
Bias is the tendency to have an opinion, or view, that is often without considering evidence and other information.
Biases are a human trait, and can be a weakness. As designers we are not learning about human weaknesses so that we may exploit them.
Our job is to remedy them.
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The private social network for your neighborhood.
My boyfriend just saw two suspicious AfricanAmerican men in a car. They drove their car up the street, made a U-turn, and parked.”
Imagine having to realize that the platform you built to bring communities closer is in fact creating great divides within them.
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“I’m a person of color so it really cut deep. We hated the idea that something we built would be viewed as racist… I hadn’t seen it in my own neighborhood’s Nextdoor and so didn’t realize it was an issue for us. Once I got past that, I was powered by the challenge to do something about it.” Nirav Tolia, CEO of Nextdoor
Whenever I’m asked to autograph a copy of “Nudge,” the book I wrote with Cass Sunstein, the Harvard law professor, I sign it, “Nudge for good.” Unfortunately, that is meant as a plea, not an expectation. – Richard A Thaler
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“UX is about putting people first”
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The fallacy of frictionless
m o b x @a
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A
B
“Thanks for giving me a break buddy!”
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LOW
HIGH
BRAINPOWER
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LOW
HIGH
BRAINPOWER
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profit
LOW
HIGH
BRAINPOWER
buyer uses reptilian brain
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About | News | Press Center | Career Opportunities | Investors
About | News | Press Center | Career Opportunities | Investors
About | News | Press Center | Jobs | Investors
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76 work days http://techland.time.com/2012/03/06/youd-need-76-work-days-to-read-all-your-privacy-policies-each-year/
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Listening for negative impact
m o b x @a
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Impact represents an intended or unintended significant change that affects people on an individual or societal level.
input
output
outcome
impact
investments and resources
product/service provided
immediate achievements
medium/long-term consequences
measured
rarely measured
cultural economic environmental health / well-being political scientific social technological
Impact represents an intended or unintended significant change that affects people and/or the planet.
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Impact represents an intended or unintended significant change that affects people on an individual or societal level.
input
output
outcome
impact
investments and resources
product/service provided
immediate achievements
medium/long-term consequences
measured
rarely measured
cultural economic environmental health / well-being political scientific social technological
In finance, we have developed shared fundamentals, which include risk, return, liquidity, volatility… to manage financial goals. For impact, there is a shared understanding that impact refers to material effects experienced by people and planet, both positive and negative and include 5 dimensions: what, how much, who, contribution and risk.
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Hungry?
INPUT
OUTPUT
OUTCOME
IMPACT
Invest in
Own
Eat
Weight gain
chocolate
chocolate
chocolate
Acne Soon hungry again
✓ Hunger corrected
Addiction
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Lots on your mind? PUSH NOTIFICATIONS
INPUT
OUTPUT
OUTCOME
IMPACT
Communicate
Notifications
Notifications sent
Stress/Anxiety
need
built
User reminded
False positives
People act
Lower work performance
on the notification
Concentration lapses Diminishing trust
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Notifications LOOK OVER HERE!
Your go-to design choice for interrupting human relationships and disrupting concentration.
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Online behavioral therapy. Notifications to psychologists.
WHAT
Induced stress
HOW MUCH
WHO
A lot
Overworked psychologists
CONTRIBUTION
RISK
Big
Patient harm
The Impact Management Project is the voice of over 700 practitioners from across geographies and disciplines.
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Peak Notification
Hey friend! I just wanted to take a slice out of your life. Bye!
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Peak Asshole
Allow notifications? YES NO
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A B
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A higher conversion rate is not equivalent to “better for the person”.
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Ask a psychiatrist
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Buying milk online 6 for 70kr
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LOW
HIGH
BRAINPOWER
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Impact represents an intended or unintended significant change that affects people on an individual or societal level.
input
output
outcome
impact
investments and resources
product/service provided
immediate achievements
medium/long-term consequences
measured
rarely measured
cultural economic environmental health / well-being political scientific social technological
The best way to adopt an ethical mindset is to include impact risk assessment in your work.
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Why designers fail
PER
M O B AX
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“Life is a Long Journey between Human Being and Being Human. Let’s take at least one step each day to cover the distance.” — Drishti Bablani
It would appear… that designers are also human beings.
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Confirmation bias Choice-supportive bias Framing
“This works really well. Yes, I understand completely.” “I believe you.”
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4 out of 20 users could not find the search function on the website.
16 out of 20 users found the search function on the website.
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Many designers express an ethical boundary of not working for tobacco, gambling or even soda companies…
…yet have no problem working with solutions that encourage people to submit to a sedentary lifestyle, engage in addictive behavior or pursue short-term rewards.
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the anxiety is real the nudges don’t make it easier what is right?
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“The design industry is part of the problem. There is an idea that we constantly have to produce new things. The industry is oriented around launches and designing a new one and another new one.” – Florian Idenburg, principal of SO-IL
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The problem-solver is part of the problem.
Wherever you go, there you are.
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The paradox of “a seat at the table”.
Instead of focusing on people, designers are focusing on numbers.
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The power of you
PER
M O B AX
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Cognitive dissonance The mental discomfort (psychological stress) experienced by a person who simultaneously holds two or more contradictory beliefs, ideas, or values. A consequence of a person’s performing an action that contradicts personal beliefs, ideals, and values; and also occurs when confronted with new information that contradicts said beliefs, ideals, and values.
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Raise your hand and take it down when you hear a question you do not agree with.
✓ I have lied. ✓ I have lied to someone I care about. ✓ When I lie it is often to protect the feelings of the person I am lying to. ✓ I believe I will continue to lie. ✓ I have based design decisions on too little data. ✓ I will continue to design with too little data.
PERSON 1: “Does my hair look good.” PERSON 2: (lying) “Yes.” PERSON 1: “Awesome; I’ll keep going to this new hairdresser I’ve found then.” Outcome: Everyone feels good in the moment. Impact: Person 1 will keep having bad hair.
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I don’t care
I want to behave responsibly I want to support activities and businesses that have a positive effect on the world I want to contribute to solutions
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You are never just working on an interface or an information architecture.
You are working on a slice of other people’s lives.
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About | News | Press Center | Career Opportunities | Investors
About | News | Press Center | Career Opportunities | Investors
About | News | Press Center | Jobs | Investors
About | News | Press Center | Career Opportunities | Investors
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Your material and your tools
m o b x @a
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Richard Lee, New Zealand
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Prejudice that causes negative impact
is already woven into the fabric of the Internet. If you don’t take a stand and make considered choices for change, minorities and underserved groups will keep being hurt.
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The legacy of city planner Robert Moses
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We talk a lot about empathy in UX but we rarely talk about how empathy itself is prejudiced.
People who are already being hurt are the ones who are most likely to get hurt by your design.
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Gender and sexuality minorities Religious minorities Racial minorities Ethnic minorities Age minorities People with disabilities People in poverty Sufferers of crime
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adjective having or showing laziness or negligence. Synonyms: lax, negligent, neglectful, remiss, careless, slapdash, slipshod, lackadaisical, lazy, inefficient, incompetent, inattentive, offhand, casual, disorderly, disorganized;
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ASSESSMENT
IMPACT
Racial profiling Important negative outcome
Neutral
Important positive outcome
What
How much
Marginal effect
Deep effect
For few
For many
Short-term
Long-term
Slowly
Quickly
People of color Well-served
Underserved
Who
Adapted from www.impactmanagementproject.com
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The Chlamydia Home Test Kit
female male
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The Chlamydia Home Test Kit
penis vagina
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The Chlamydia Home Test Kit
penis vagina A United Nations fact sheet estimates that up to 1.7 per cent of the population “is born with intersex traits”.
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My name is Per and I am a white man. I am a middle-aged, cisgender, privileged, liberal designer with a boatload of prejudice. I am not a person you should trust for answers.
I will never get inclusion on my own. No matter who my friends are. I need to work hard to include a diverse mix of people in the design process. And I need to listen for negative impact all the time. I love my job but I need to love people first.
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DickPicLocator
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Adding friction
m o b x @a
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YOUR WEBSITE
HOME
INFO
ABOUT
CONTACT
WE ARE UNIQUE READ MORE
We are extremely unique and different from our competitors by having a website that looks exactly the same.
Always.
Three.
Columns.
We could have four columns. But everyone else has three.
Feeling creative we added pic of smiling woman here.
Yup, the website layout says we can offer only 3 services.
Idea stolen, with utmost respect, from Dave Ellis. / novolume.co.uk
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You will find the password by reading the welcome information carefully.
g in gg lo r fo d or sw as p e th d n fi l il w u In this film yo r ou Y . rs te ac ar ch l al sm 5 , em st sy g in to the bookin l. ai m en io at rm fi n co e th in is e usernam
Code of conduct explained whilst giving out one letter of the password every thirty seconds.
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“Dana made it hard for people to join, but that was great, because our members were loyal, active and serious.”
LOW
HIGH
BRAINPOWER
Kevin Spacey about creating triggerstreet.com, a community for script writers.
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LOW
HIGH
BRAINPOWER
LOW
HIGH
BRAINPOWER
We design thinking
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Final words
Your promise to your profession
m o b x @a
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Instead of this…
✓ I didn’t know it ✓ I didn’t mean it ✓ I was forced ✓ It wasn’t me ✓ I didn’t understand
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…do this.
✓ Listen (for real) ✓ Assume ownership ✓ Be transparent ✓ Use positive friction ✓ Make ethics and impact assessment part of your process
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Did you get a reply?
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Responsible design is a muscle that needs practice to grow.
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Please choose the path of positive impact.
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in progress
Slides! And a free book preview
axbom.com/euroia