Ethics is fundamentally about doing the right thing for people, not about merely complying with laws. Yet incorporating ethics into our design practice can be challenging. Our tools, processes, education, and the cultures we work in too often have limited to no support. Even the discussion can make people uncomfortable. Consider changing the conversation and rethinking ethical design. Talk about carrots (value) and not sticks (legality). Develop methods and practices to make ethics a core human-centered design constraint. (This was presented at UXPA 2017 in Toronto, Canada.)
2. @design4context Ethical Design UXPA 2017
● Ethics and related concepts
● Different ways to talk about ethics and share a positive message
● Building business and professional case for ethical outcomes as design
goals
● Ideas for making ethics a core part of our design practices
What we’ll be discussing
2
3. @design4context Ethical Design UXPA 2017 3
“AND ETHICS IS SUCH A NEGATIVE SUBJECT.”
Many people believe that embracing ethics would limit their
options, their opportunities, their very ability to succeed in
business.
John C. Maxwell, Ethics 101
(CEO considering ethics as a topic for a sales meeting)
5. @design4context Ethical Design UXPA 2017
Empathy
● A “method of data gathering
about… humans”
● The basis of ethics; makes “ethical
life possible"
Ethics
● A philosophy that governs actions
informed by empathy among other
inputs from the “ecology”
● Standard of expected behavior that
guides the correct course of action
5
6. @design4context Ethical Design UXPA 2017
Ethics
6
Morality
Legality
the principles of conduct governing an individual or a group;
a guiding philosophy
of or relating to principles of right and wrong in behavior;
conforming to a standard of right behavior
attachment to or observance of law
Definitions from https://www.merriam-webster.com/
8. @design4context Ethical Design UXPA 2017
Applied Ethics
8
Applied ethics is a field of ethics that deals with ethical questions
specific to a professional, disciplinary, or practical field. Subsets of
applied ethics include medical ethics, bioethics, business ethics, legal
ethics, and others.
Applied ethics is the philosophical examination, from a moral
standpoint, of particular issues in private and public life which are
matters of moral judgment. It is thus the attempts to use philosophical
methods to identify the morally correct course of action in various fields
of everyday life.
Definitions from http://www.newworldencyclopedia.org/entry/Applied_ethics and https://en.wikipedia.org/wiki/Applied_ethics
9. @design4context Ethical Design UXPA 2017 9
Code of ethics WIKIPEDIA
“PROFESSIONAL
ETHICS”
Most professionals
have internally
enforced codes of
practice that
members of the
profession must
follow to prevent
exploitation of the
client and to
preserve the
integrity of the
profession.
10. @design4context Ethical Design UXPA 2017 10
Code of design ethics? RELATED CODES
● AIGA
● HFES
● ACM
● IEEE
All focus on business
conduct and some for
research, not guidance
for ethical design.
Useful, but incomplete.
11. @design4context Ethical Design UXPA 2017
● APA Ethical Principles of Psychologists and Code of Conduct, specifically
section 8, “Research and Publication”
● The Little Book of Design Research Ethics (IDEO)
● But what about ongoing data collection and data science?
…most of the activities we call “data science” fall outside of those
regulations, and data science receives little in the way of prior
ethics review.
Clear guidance for user research?
11
https://points.datasociety.net/ethics-review-for-pernicious-feedback-loops-9a7ede4b610e
13. @design4context Ethical Design UXPA 2017
● Ensure that the human need and benefit is considered fully in our work.
●Consider the full human context, including implications for technology
over time and social ecosystem.
●Mitigate the thrill of the “new.”
● Counter the emphasis on technology over humanity and the primacy of
"data" over people.
● Ensure that human stories accompany qualitative data or other tools that
diminish the visibility of actual people.
● Ethics can provide a pragmatic path to supporting these goals and the
conversations around them.
Why should UX professionals care?
13
14. @design4context Ethical Design UXPA 2017 14
CONSIDER ETHICS WHEN DESIGNING NEW TECHNOLOGIES
What is needed is strong, anticipatory guidance by those who
intersect the technology, health and ethics worlds to
determine how we develop and deploy technologies that
deliver the greatest societal benefits.
Christie and Yach, TechCrunch
Reacting to Facebook’s dilemma with fake news
https://techcrunch.com/2016/12/31/consider-ethics-when-designing-new-technologies/
17. @design4context Ethical Design UXPA 2017 17
All too easy
to find
examples of
unethical
behavior
https://www.fastcodesign.com/3066
586/the-year-dark-patterns-won
18. @design4context Ethical Design UXPA 2017
● Need to think ethically in a larger scale, not just "treat your participants
well" and "avoid dark patterns"
● Move away from focusing on the cost of being caught being unethical,
illegal, non-compliant because it encourages only the minimum
● Avoid the fatigue of negativity by only telling the cautionary stories or
focusing on shocking failures
Focus on the “stick” is not enough
19. @design4context Ethical Design UXPA 2017
● Business and professional value
● Ability to measure success gained as a result of ethical practices, not
penalties avoided
● A stance of opportunity and growth, not constraint and stagnation
Consider the “carrot” ethical design offers
20. @design4context Ethical Design UXPA 2017
Companies with good ethical policies earn:
● Marketing advantages over their competitors. Customers readily invest in the companies
through shares and also want to establish long lasting business relations with the company.
● The performance of employees improves with good ethical policies present in a company.
Morale is high and employees feel obligated to put in their all to continue to make it a
success.
● Reputation management: a bad reputation is created by unethical behaviour which will
eventually lead to a scandal. A scandal will result in falling stock prices, anxiety, and low
morale among employees as well as government and public scrutiny and inquests.
● Legal and financial incentives: companies known for their high ethical standards and
education of employees on ethical polices are provided with strong legal and financial
incentives by regulatory bodies.
Support: SixSigma Online
20
http://www.sixsigmaonline.org/six-sigma-training-certification-information/the-importance-and-advantages-of-good-business-ethics/
21. @design4context Ethical Design UXPA 2017
● It reduces business liability.
● It helps employees make good decisions.
● It assures high-quality customer service.
● It prevents costly administrative errors and rework.
● It consistently grows the bottom line.
Support: National Ethics Association
21
https://www.ethics.net/a/five-benefits-of-ethical-leadership
22. @design4context Ethical Design UXPA 2017
A better motivation for inspiring ethical behavior is the benefits it
provides, both personally and financially. Besides feeling good about
doing the right thing, principled business conduct can also be profitable.
Ethical behavior is good business.
Four key benefits:
● Easier accounting – real numbers and honest account is easier than
maintaining falsified records
● Better branding – creates trust with employees, suppliers and customers
● Improved bottom line – retain customers, earn high ratings, and gain
referrals
● Better health – Reduce stress and feel better about your business
Support: Steve Parrish in Forbes
22
https://www.forbes.com/sites/steveparrish/2016/02/04/the-profit-potential-in-running-an-ethical-business/#654f4a9e7687
23. @design4context Ethical Design UXPA 2017 23
QUOTING JAMES BURKE
If you invested $30,000 in a composite of the Dow Jones thirty
years ago, it would be worth $134,000 today. If you had put
that $30,000 into these [socially and ethically responsible]
firms - $2,000 into each of the fifteen [in the study] – it would
now be worth over $1 million.
John C. Maxwell, Ethics 101
Chairman of Johnson and Johnson
24. @design4context Ethical Design UXPA 2017 24
DESIGNER’S RESPONSIBILITY
If your company is just in it for the money, maybe you should
look for a better company.
It’s not your fault, but it is your responsibility.
Alan Cooper
Do the ethics of your employers align with yours?
https://www.slideshare.net/secret/8EVFuubtAzkpkh
25. @design4context Ethical Design UXPA 2017
● Technology is changing faster than ever, and that can lead to fear,
uncertainty, doubt, anger, and unrest.
● Examples abound in the tech industry of unethical behavior, arrogance,
and lack of empathy. Culture and leadership have reputation for being
unethical.
● Technology is not neutral, but too often we jump into the new and the
cool before considering the ramifications.
● Ethical decisions are often not starkly good or bad, but nuances of
behavior and habits. Just walking away isn’t the answer.
● Why not lead through design?
Ethics is needed in tech
25
26. @design4context Ethical Design UXPA 2017
● Understand your values and adopt an ethical stance that embodies them
before you reach a crisis.
● “Be conscious and aware of what you’re endorsing with your time, not
only for the welfare of others but for your own sense of self. The work you
choose to take on defines you.” - Stephen P. Anderson
● Establish what it means to do good, not merely avoid doing harm.
Consider context as well as tactics.
Know your ethical boundaries
26
http://uxmag.com/articles/towards-an-ethics-of-persuasion?page=43
27. @design4context Ethical Design UXPA 2017
● Support and bolster your colleagues’ ethical practice
●Share case studies and techniques
●Adhere to and promote ethical design practices
●Amplify successes
● Protect the integrity of the profession by setting a standard of ethical
design practices as the norm
Promote professional boundaries
27
28. @design4context Ethical Design UXPA 2017 28
Tools for ethical design
If it's not ethical, it cannot be beautiful.
Yves Behar
29. @design4context Ethical Design UXPA 2017
● Design programs with ethics in the curriculum
● Code of ethical design
● Design and research “hygiene”
● Ethical design methodologies, heuristics, guidelines, practices
Do we have the tools?
29
30. @design4context Ethical Design UXPA 2017
Scenarios, role playing?
30
● Trolley problem:
Break failure while
in motion
● Two choices, but
both are deadly
● Unrealistic
qualifiers
WHO DIES?
MIT Moral Machine Project: http://moralmachine.mit.edu/
31. @design4context Ethical Design UXPA 2017 31
● In design, more
than dark
patterns! In
research, more
than session
decorum.
● Similar to HBR
issues articles that
explored real,
nuanced
situations.
● No absolute right
or wrong or even
catastrophic
failure – but a cost
to be weighed.
CASE STUDIES
MIT Moral Machine Project: http://moralmachine.mit.edu/
Scenarios, role playing?
32. @design4context Ethical Design UXPA 2017
● New thinking: Cradle-to-cradle or closed loop design thinking
● Biomimicry, nature as inspiration
● Focus on human and ecosystem benefit and betterment
● Focus on design over time and evolving scenarios
Rethinking how we design
32
Reference: http://sustainableux.com/.
33. @design4context Ethical Design UXPA 2017 33
● Product definition
● Product vision
● Who and When
● Benefits and Harms
● Trade-offs
Ethical Design Protocol
Detailed article: https://www.linkedin.com/pulse/ethical-design-protocol-exploring-full-effects-our-work-bachmann
35. @design4context Ethical Design UXPA 2017
Applying the protocol: Exercise app
● Definition: A native mobile app that
● Tracks physical activity using platform tools
● Reminds users to exercise at specified intervals based on health
● Suggests new exercises periodically
● Connects to social media to create accountability with connections
● Vision: To help increase health and foster healthy habits in a sedentary
population
35
36. @design4context Ethical Design UXPA 2017
Applying the protocol: Exercise app
● Who?
● Directly affected
● Indirectly affected
● What is one benefit gained by someone in each group?
● Initially
● After using the product over time
● What is one harm those same people might experience?
● Initially
● After using the product over time
● Can the harm be mitigated? Does it require a trade-off against a benefit?
36
38. @design4context Ethical Design UXPA 2017
Example: Computer User’s Manifesto
BY DR. CLAIRE-MARIE KARAT AS SHARED BY THEO MANDEL
● The user is always right. If there is a problem
with the use of the system, the system is the
problem, not the user.
● The user has the right to easily install
software and hardware systems.
● The user has the right to a system that
performs exactly as promised.
● The user has the right to easy-to-use
instructions for understanding and utilizing a
system to achieve desired goals.
● The user has the right to be in control of the
system and to be able to get the system to
respond to a request for attention.
● The user has the right to a system that provides
clear, understandable, and accurate
information regarding the task it is performing
and the progress toward completion.
● The user has the right to be clearly informed
about all system requirements for successfully
using software or hardware.
● The user has the right to know the limits of the
system’s capabilities.
● The user has the right to communicate with the
technology provider and receive a thoughtful
and helpful response when raising concerns.
● The user should be the master of software and
hardware technology, not vice-versa. Products
should be natural and intuitive to use.theomandel.com/resources/users-bill-of-rights
39. @design4context Ethical Design UXPA 2017
Design principle User has a right …
Digestibility Not to work too hard to accomplish their goals
Digestibility To have their goals and their time respected
Clarity To understand exactly what they are getting
Clarity To be respected
Trust To be informed and in control
Familiarity To be oriented from the moment they start using a product
Familiarity To have their prior experience and knowledge respected
Delight To have an enjoyable experience
Delight To have an effortless (or appropriate effort) experience
Delight To have the UI disappear into the context of their work
Adapt design principles into user rights
39
From a blog post by InVision: http://blog.invisionapp.com/ux-principles-to-guide-your-product-design/
41. @design4context Ethical Design UXPA 2017
● Understand where ethics fits in our work and with other influences
on design practice
● Able to establish business and professional cases for ethical design
● Gained some tools and techniques to incorporate ethical decision-
making in you design practice
● Increased awareness about the value of and role for ethics in the
profession
Takeaways
41
44. @design4context Ethical Design UXPA 2017
In the past year, I’ve read a tremendous amount of articles on ethics, design, and related topics. I am happy
to share my full reading list, but here are some that I found especially insightful for this specific talk.
● Mark B. Baer, Esq. “The Connection Between Empathy Toward Others and Ethics,” Psychology Today
● Cennydd Bowles, “Ethics in the AI Age,” presented at IxDA 2017
● Kelsey Campbell-Dollaghan, “The Year Dark Patterns Won,” Co.Design
● Gillian Christie and Derek Yach, Consider ethics when designing new technologies
● Samantha Dempsey and Ciara Taylor, Designer’s Oath
● Internet Encyclopedia of Philosophy, “Empathy and Sympathy in Ethics”
● John C Maxwell, Ethics 101: What Every Leader Needs to know
● #uxchat on Twitter “Embedding Ethics into Design,” hosted by What Users Do
● Sara Wachter-Boettcher and Eric Meyer, Design for Real Life
● Thomas Wendt, "Empathy as Faux Ethics”
Selected Readings and References
44
Hinweis der Redaktion
Ethics is fundamentally about doing the right thing for people, not about complying with laws. Yet incorporating ethics into our design practice can be challenging. Even the discussion can make people uncomfortable. Join this session to learn how to talk carrots (value) and not sticks (legality) to make ethics a core human-centered design constraint.
Ethics has a PR problem.
Empathy doesn’t suffer from the PR problem that ethics faces. However, empathy alone, particularly with only those who use our products, is not enough to ensure our designs benefit people and do the greatest good and least harm.
Our profession is shifting toward a more holistic perspective of user experience. Empathy as a design goal gained prominence. It represents an important shift from focus on only users’ rational, task-oriented needs to pursuing a well-rounded perspective of the whole human with important emotional needs as well. Ethics, a closely related concept, offers a similar human design constraint. Philosophers Hume, Rousseau, and Adams consider empathy to be the basis of ethics (Solomon, 2006). Where empathy can be subjective and vague, though, ethics offers a set of principles aimed at doing good.
Thomas Wendt reinforced the limitations of empathy to inform design in “Empathy as Faux Ethics” (https://www.epicpeople.org/empathy-faux-ethics/)
"Worse than its banality, empathy has quickly become a catch-all concept for good design and ethical action. Having empathy is not a key to design success, it just means you are not a sociopath. Real design skill is about realizing that empathy is a small part of a much larger system of influences, causes, and effects on the situation at hand."
"The individual designer’s ethical stance should not be a sales pitch to clients; it should pervade their entire perspective and shape the decisions they make, with the understanding that all design decisions have political impacts. This takes an ecological approach, not an empathetic one.”
Other references for relationship between empathy and ethics:
https://www.sciencedaily.com/releases/2013/05/130522085436.htm
https://www.psychologytoday.com/blog/empathy-and-relationships/201701/the-connection-between-empathy-toward-others-and-ethics
http://www.iep.utm.edu/emp-symp/ - Internet Encyclopedia of Philosophy
Beyond these dictionary definitions, many authors add that a key distinction between ethics and morality is that ethics is social in essence while morality is individualized.
Legality is another concept often conflated with ethics as well. However, when the only argument for ethical action is threat of legal repercussions, the discussion is only the “stick” focused on discipline. Where the law does not prescribe, this approach makes it hard to make the case for ethical design practices.
Maxwell, p 15: Kevin Rollins on Solzhenitsyn and other lessons, “I’ve lived my life in a society where there was no rule of law. And that’s a terrible existence. But a society where the rule of law is the only standard of ethical behavior is equally bad…. If the United States only aspires to a legal standard of moral excellence, we will have missed the point. Man can do better…. We believe you have to aspire to something higher than what’s legal.”
My reading suggested this kind of relationship. Still, laws aren’t exactly about doing good. Laws are often more about doing no harm. They are not a philosophy to follow, but constraints to comply with to avoid getting in trouble. The earlier stages, including ethics, are more about doing the most good possible in a situation.
References:
http://www.apa.org/ethics/code/index.aspx
https://en.wikipedia.org/wiki/Professional_ethics
This also includes an interesting distinction between codes of ethics and codes of conduct (https://en.wikipedia.org/wiki/Ethical_code#Code_of_ethics_or_code_of_conduct.3F_.28corporate_or_business_ethics.29). While this section is flagged for citation needed, it offers a useful distinction for how we construct and use these codes:
Many companies use the phrases ethical code and code of conduct interchangeably but it may be useful to make a distinction. A code of ethics will start by setting out the values that underpin the code and will describe a company's obligation to its stakeholders. The code is publicly available and addressed to anyone with an interest in the company's activities and the way it does business. It will include details of how the company plans to implement its values and vision, as well as guidance to staff on ethical standards and how to achieve them. However, a code of conduct is generally addressed to and intended for employees alone. It usually sets out restrictions on behavior, and will be far more compliance or rules focused than value or principle focused.
The UXPA code was listed as the second answer to a question on StackExchange about a code of conduct for UX practitioners. (https://ux.stackexchange.com/questions/56332/is-there-a-ux-practitioners-code-of-conduct-ethics-guide). While the UXPA code (https://uxpa.org/resources/uxpa-code-professional-conduct) offers a strong stance for conducting the business of design ethically and also establishes guidance for research activities, it does not explicitly address any practical guidance for design activities. Another issue is that it does not have universal recognition.
UXPA is not alone in how it constructed its code. A sampling from related organizations show similar in focus:
https://www.hfes.org/Web/AboutHFES/ethics.html
http://www.acm.org/about-acm/acm-code-of-ethics-and-professional-conduct
http://www.aiga.org/design-business-and-ethics/
IEEE
Reference: https://points.datasociety.net/ethics-review-for-pernicious-feedback-loops-9a7ede4b610e
“Due to historical quirks in how “human-subjects” and “research” are defined by those regulations, most of the activities we call “data science” fall outside of those regulations, and data science receives little in the way of prior ethics review.”
UX professionals often talk about being advocates for our users. That role requires that we maximize the good for them. A focus on ethics in our work keeps the focus on people as much as creating personas or storytelling.
The key is that we need to plan an ethical strategy, not simply react to issues. The example of fake news is telling: It caught many off-guard even in the technology space. People did not foresee how their technologies could be so misued to manipulate and deceive.
Reference: https://techcrunch.com/2016/12/31/consider-ethics-when-designing-new-technologies/
Some additional background references on fake news stories and the reason for concern:
http://www.reportlinker.com/insight/fake-news-americans-trust.html
Summary: Understanding how Americans consume and evaluate their news sources is an important piece of this discussion. Here are 10 facts you should know, from a new survey conducted by ReportLinker.
58% of Americans trust their news sources
32% of Americans have FB as their main source of news; 18% of Americans consult 1 source and 50% of those use FB as that source
December 20, 2016 in the wake of all the fake news revelations and record low distrust of MSM overall
http://www.forbes.com/sites/washingtonbytes/2017/01/10/why-fake-news-is-an-antitrust-problem/#2d4a5d785848:
In news distribution, Facebook’s share is big indeed. 66% of Facebook’s 1.71 billion US users receive news from the platform, according to Pew Research. Since Facebook reaches 67% of US adults, 44% of the US population gets news from Facebook.
Ethics regrettably are more often viewed in terms of their negative implications – a set of things do or not only to avoid consequences rather than doing right for our fellow humans. What if we changed the conversation to emphasize “carrots” over “sticks”? Ethics is about doing the right thing for people, not about complying with laws that codify ethics at a societal level. Ethics offer greater value. Research has shown that companies with a strong ethical stance actually perform better over time than less ethically driven peers (Maxwell, 2005).
By asserting that doing good is a core design goal and has benefits, we can change the conversation to be about rewards and benefits rather than compliance and punishment. Accessibility offers lessons for shifting the discourse. In the past, the emphasis have been on compliance and avoiding lawsuits. Increasingly, the literature is sharing a message of how accessible design benefits the bottom line by benefiting all users, a significant market.
Companies are increasingly using psychology, user research, and UX design tools for their exclusive benefit, even to the detriment of users (addictive games, for example). We may not realize that the work we do, once the data is collected and made available to colleagues in other areas, contributes to other programs that are not guided by the ethical principles we may personally adhere to.
Many in the design field have called us to focus our work for the good of people more than the good of the bottom line. However, calls to ethical design is often about turning down or quitting unethical work. That may be appropriate when the work is clearly designed to cause harm, but often the lines between what is doing good and what doesn’t are not so sharply defined. Few businesses really want to harm their users – they don’t think of their work that way. And yet, Co.Design reported in “The Year Dark Patterns Won”:
"But more than that, [2016] was a year defined by the intentional misleading of people by design, from products to democracy itself.
This year, it felt like nearly every app and product had embraced some form of dark pattern. Users tweeted about seeing them on Skype, Facebook, Amazon, Uber, Office Depot, even America's Test Kitchen, and yes, LinkedIn—truly a dark pattern early adopter. Even a UI feature that most of us see every day—the omnipresent "loading" or "processing" bar—was revealed as a completely fake way to pacify users."
That last one is telling as I’ve heard the approach cast as a way to reassure the users that something is going on even if the actual progress cannot be quantified accurately. So, certainly we should educate ourselves about dark patterns and how to combat/substitute them, but we can do better. What about ensuring that the patterns we do use are really “light patterns” that intend the most good? That is the more subtle and therefore harder task to ensure our work is ethical.
While we might still need to acknowledge the cost of being caught being unethical, illegal, non-compliant, operating legally should be viewed as the minimum we can do rather than the core message.
While simply not getting caught doing illegal activities may result in short term gains, the message of the proven value of ethical practices over time is far more powerful.
Again, consider the shift in the message around accessibility. The market represented by users with special needs is estimated at USD9 trillion globally (Donovan, 2014). That’s an attractive “carrot” with much more appeal than the “stick” of compliance. And the benefits aren’t hypothetical. Consider the brand loyalty generated with blind users (and friends and family) when Apple embraced accessibility as a core design principle – they are dominant in this market segment.
https://www.ethics.net/a/five-benefits-of-ethical-leadership – business association founded in 2001
The Profit Potential In Running An Ethical Business, Steve Parrish
https://www.forbes.com/sites/steveparrish/2016/02/04/the-profit-potential-in-running-an-ethical-business/#654f4a9e7687
Quote is based on a study of socially and ethically responsible companies by the Ethics Resource Center in Washington, D.C.
Quote from Ranch Stories, slides 92 and 97: https://www.slideshare.net/secret/8EVFuubtAzkpkh
It’s fair to expect that we should question our employers’ ethics. Other authors have asserted that we should quit unethical employers more absolutely than even this quote. However, they each make a lot of assumptions. Assessing that your company’s ethics may not align with yours is not always easy or clear cut. Sometimes, the issue is less that the desire to do good is not aligned. It may be that the implications of certain choices are not fully understood and there is no standard to measure those choices against. I full agree, then, that it is our responsibility to have the understanding, the ability to communicate that understanding effectively, and implement ethical design.
Related references:
The Coming Tech Backlash, Ross Mayfield
https://www.linkedin.com/pulse/coming-tech-backlash-ross-mayfield
“Tech still has time. Lean your products towards augmentation and job creation. Solidify your principles for what is humanely right against fear-mongering and scapegoating. Foster education, and not just what worked for you, but what junior colleges can do to help people transition. Tech company policy needs to go beyond the regulations that risk a single company wants to manage, and reflect it’s inherently progressive value set. Admit disruption is a bad word, and at least cause-relate your marketing and mission.”
Does it Delight? Does it Pay? Does it Parse? Ethics for Digital Makers, Lisa Welchmanhttps://medium.com/@lwelchman/does-it-delight-does-it-pay-does-it-parse-251b36efb5cd#.s43if7hhd
"This will be a hard shift. Our digital maker culture often demands that we make, and make, and make, never turning back to see the messes we might have created. Some of those messes are catching up to us and it’s important to pay attention and realize that knowledge and potential solutions are available to us. We can and must have the conversation and modulate our product development practices to ensure an ethically sound online experience for all of us. How can we teach machines to distinguish right from wrong when we’re not really clear on those answers ourselves?"
Towards an Ethics of Persuasion, Stephen P. Anderson
http://uxmag.com/articles/towards-an-ethics-of-persuasion?page=43
Unfortunately, our society doesn’t adhere to a universally agreed-upon set of ethics. We do have social and cultural norms, but within those norms ethics can vary greatly.
Be conscious and aware of what you’re endorsing with your time, not only for the welfare of others but for your own sense of self. The work you choose to take on defines you.
The ethical line we draw between trying not to influence, influencing, and manipulation seems to depend more on the person’s response than on the tactic used.
We cannot change the conversation around the ethics of design without supporting each other. We need to develop and share tools that help us in our work. We needs to talk about our experiences, positive and negative.
We also need more overarching support like a Hippocratic Oath or a code with the strength of APA’s code of conduct. The later is a recognized standard for practice that helps protect members from being asked to engage in unethical behavior. While many businesses might balk at something as structured as an ethical review board (ERB), how could even a lightweight approach to something like this improve our work and the perception of our work?
This is something professional organizations attempt with their codes of ethics and that some of our peers are attempting as well (http://designersoath.com/). We need to find a way to unify the effort so that we establish a consistent expectation of ethical behavior as well as a forum to educate and communicate with each other and our clients.
This presentation offers a silver bullet for ethical design. I don’t have all the answers – no one does yet – but I do want to share what answers I’ve collected and considered. My goal here is to provide a framework for thinking ethically in a larger scale and not just "treat your participants well" and "avoid dark patterns." We know that already.
Related references:
https://www.linkedin.com/in/janicejames29?authType=NAME_SEARCH&authToken=ExE0&locale=en_US&trk=tyah&trkInfo=clickedVertical%3Amynetwork%2CclickedEntityId%3A19878750%2CauthType%3ANAME_SEARCH%2Cidx%3A1-1-1%2CtarId%3A1483032580262%2Ctas%3Ajanice%20
http://uxmastery.com/resources/ux-degrees/
https://scholarlykitchen.sspnet.org/2016/03/21/seven-things-every-researcher-should-know-about-scholarly-publishing/
“Scholars who care deeply about ethical research, publication practices, and circulation need to be familiar with the kinds of unethical abuses that sometimes tarnish scholarship and scholarly publishing. These include different types of outright fraud, including the long tail of researcher fraud once published, scholar identity theft, citation rings, varieties of deceptive publishing schemes including phony and pseudo-scholarly journals, and the phenomenon of journal retractions.
But scholars need to know, too, that they can do a lot to ensure the integrity of research and publication through their own “hygiene” practices. It goes without saying that rigorous research and review, as appropriate to discipline and field, is the starting point. But in publishing that research, it’s then important to make sure you know who you’re publishing with.”
Too often, ethics is considered in stark and unrealistic terms. The MIT Moral Machine Project (http://moralmachine.mit.edu/) is an example focused on the autonomous vehicle space. While understanding how to act appropriately in emergencies is important, these kinds of scenarios are extremely limited. And when considering a full scope of design challenges, they do not really help us handle the nuanced, often unclear situations we have to navigate now and in the future.
I’m personally sick of Kobyashi Maru scenarios (https://en.wikipedia.org/wiki/Kobayashi_Maru). Captain Kirk was right to cheat a stupid scenario that allowed for only negative outcomes!
What we need instead are the case studies that are richer and more complicated than simple binary scenarios. Our work is more complicated than that.
Ways to rethink our work from the very start are slowly emerging. A number of them were covered in the 2017 Sustainable UX online conference (http://sustainableux.com/). Many conversations are starting with the design of physical objects. We need to consider how these ideas apply to software and online experiences.
Additional reference:
Cradle to Cradle: Remaking the Way We Make Things
William McDonough and Michael Braungart, 2002
Excerpts from my article “Ethical Design Protocol: Exploring the Full Effects of Our Design Work” and additional comments:
Product definition
Define the product that you are creating. Know what you are and what are not making. The definition can come from other documents such as marketing requirements documents produced at the start of a project or from product concepts that evolve as more user stories are defined. The goal is to ground your scope, not restrict innovation or natural product evolution. Including a product definition in the protocol ensures that as other design choices are investigated that the product itself is also evaluated in the process.
Product vision
Define the vision for the product. What are the outcomes desired? Why are we making this? If the vision hasn't been defined elsewhere, particularly, defining it here ensures that the most aspirational, not merely functional, considerations are explicit and well-understood.
In “Creative Clarity in the Midst of Ambiguity” the opening keynote of UXPA 2017, Jon Kolko shared that sketches frame the problem, socialize why we are doing what we are doing, result in a value proposition. This speaks directly to why capturing that vision, the Why, matters
Who – Direct, indirect, extended
The question of who is not limited to people, either. Who, in this sense, may include the environment, social institutions, or a profession.
Benefits and Harms
A holistic perspective is valuable because each Who will be evaluated for any potential benefit and harm over the life of the product. Those identified in the Who list will experience differing levels of benefits and harm across time and as their relationship to the product changes.
TradeoffsAssess how addressing a harm affects related benefits. Life is rarely so clean as to allow for “pure” good. More often, we have to aim for greatest good. Review the list of benefits and harm by the parties affected. Are these benefits and harms related, and how?
Direct inspirations for this protocol:
Caroline Jarrett’s question protocol, The Question Protocol: How to Make Sure Every Form Field Is Necessary
Mike Monteiro, Ethics can't be a side hustle
Sara Wachter-Boettcher and Eric Meyer, Design for Real Life
Allison Parrish, Programming is Forgetting: Toward a New Hacker Ethic
This matrix offers a simple, basic structure that can be expanded and modified for the specific needs of projects and contexts. Adapt to fit the context and culture where you work.
In many ways, a set of design principles could be recast from focusing on designers and our work to focusing on our users and their rights, a user's bill of rights. This is an example set of interpretations based on the UX Principles shared in an InVision blog post (http://blog.invisionapp.com/ux-principles-to-guide-your-product-design/).
This has the potential to change the discussion from what is good design? to what is design for good?.
I received my first copy of Design for Real Life from Caroline Jarrett, who believed this critical book should be read by every designer. After I read it, I couldn’t agree more. When considering how and why to make ethics are core part of our work, this book offers case studies to consider and ways to reframe our thinking. I gave away a copy of the book to one lucky attendee and hope that she finds it as inspirational as I did.
Contact me @karenbachmann or on LinkedIn if you would like to have the exhaustive list of what I read, watched, or was inspired by.