PER HIDDEN PERSUADERS OF THE DIGITAL AGE M O B AX m o b @ax @axbom THE
Slide 1
Slide 2
Take out your phone.
Slide 3
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?
Slide 4
When good turns out to be bad m o b x @a
Slide 5
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.
Slide 6
Slide 7
Slide 8
Anchoring Loss aversion Decoy effect Sunk cost fallacy Confirmation bias Expectation bias Bandwagon effect
Slide 9
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.
Slide 10
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.
Slide 11
“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
Slide 12
How NextDoor managed negative impact ✓ Listening ✓ Assuming ownership ✓ Transparency ✓ Positive friction ✓ Leadership buy-in
Slide 13
OUTCOME
Slide 14
IMPACT
Slide 15
Slide 16
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
Slide 17
Slide 18
“UX is about putting people first”
Slide 19
The fallacy of frictionless m o b x @a
Slide 20
A B “Thanks for giving me a break buddy!”
Slide 21
LOW HIGH BRAINPOWER
Slide 22
Slide 23
LOW HIGH BRAINPOWER
Slide 24
profit LOW HIGH BRAINPOWER buyer uses reptilian brain
Slide 25
About | News | Press Center | Career Opportunities | Investors About | News | Press Center | Career Opportunities | Investors About | News | Press Center | Jobs | Investors
Slide 26
Slide 27
Slide 28
Slide 29
76 work days http://techland.time.com/2012/03/06/youd-need-76-work-days-to-read-all-your-privacy-policies-each-year/
Slide 30
Listening for negative impact m o b x @a
Slide 31
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.
Slide 32
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.
Slide 33
Hungry? INPUT OUTPUT OUTCOME IMPACT Invest in Own Eat Weight gain chocolate chocolate chocolate Acne Soon hungry again ✓ Hunger corrected Addiction
Slide 34
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
Slide 35
Notifications LOOK OVER HERE! Your go-to design choice for interrupting human relationships and disrupting concentration.
Slide 36
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.
Slide 37
Peak Notification Hey friend! I just wanted to take a slice out of your life. Bye!
Slide 38
Peak Asshole Allow notifications? YES NO
Slide 39
A B
Slide 40
Slide 41
Slide 42
A higher conversion rate is not equivalent to “better for the person”.
Slide 43
Slide 44
Ask a psychiatrist
Slide 45
Buying milk online 6 for 70kr
Slide 46
LOW HIGH BRAINPOWER
Slide 47
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.
Slide 48
Why designers fail PER M O B AX
Slide 49
“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.
Slide 50
Confirmation bias Choice-supportive bias Framing “This works really well. Yes, I understand completely.” “I believe you.”
Slide 51
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.
Slide 52
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.
Slide 53
the anxiety is real the nudges don’t make it easier what is right?
Slide 54
“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
Slide 55
The problem-solver is part of the problem. Wherever you go, there you are.
Slide 56
The paradox of “a seat at the table”. Instead of focusing on people, designers are focusing on numbers.
Slide 57
The power of you PER M O B AX
Slide 58
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.
Slide 59
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.
Slide 60
I am a good person? You are a human
Slide 61
Relativism - Absolutism Situation ethics Utilitarianism Kantian ethics Virtue ethics Token absolutism
Slide 62
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.
Slide 63
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
Slide 64
You are never just working on an interface or an information architecture. You are working on a slice of other people’s lives.
Slide 65
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
Slide 66
Your material and your tools m o b x @a
Slide 67
Slide 68
Slide 69
Slide 70
Richard Lee, New Zealand
Slide 71
Slide 72
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.
Slide 73
The legacy of city planner Robert Moses
Slide 74
Slide 75
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.
Slide 76
Gender and sexuality minorities Religious minorities Racial minorities Ethnic minorities Age minorities People with disabilities People in poverty Sufferers of crime
Slide 77
adjective having or showing laziness or negligence. Synonyms: lax, negligent, neglectful, remiss, careless, slapdash, slipshod, lackadaisical, lazy, inefficient, incompetent, inattentive, offhand, casual, disorderly, disorganized;
Slide 78
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
Slide 79
The Chlamydia Home Test Kit female male
Slide 80
The Chlamydia Home Test Kit penis vagina
Slide 81
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”.
Slide 82
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.
Slide 83
DickPicLocator
Slide 84
Slide 85
Adding friction m o b x @a
Slide 86
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
Slide 87
Slide 88
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.
Slide 89
“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.
Slide 90
LOW HIGH BRAINPOWER LOW HIGH BRAINPOWER We design thinking
Slide 91
Final words Your promise to your profession m o b x @a
Slide 92
Instead of this… ✓ I didn’t know it ✓ I didn’t mean it ✓ I was forced ✓ It wasn’t me ✓ I didn’t understand
Slide 93
…do this. ✓ Listen (for real) ✓ Assume ownership ✓ Be transparent ✓ Use positive friction ✓ Make ethics and impact assessment part of your process
Slide 94
Did you get a reply?
Slide 95
Responsible design is a muscle that needs practice to grow.
Slide 96
Please choose the path of positive impact.
Slide 97
in progress Slides! And a free book preview axbom.com/euroia
