The Ethics of User Experience

The ethics of USER EXPERIENCE

• Barclays – Online Banking‘Mind-mapped’, ‘Theorised’, ‘Designed Flows’ of first Online Banking service

• Reuters – Online Trading Implemented and helped create framework for first web based trading platform.

• Department of Ed.Designed and implemented new Children’s and CAMHS framework (buildings, online systems, service structure).

• Immediacy, GC Head of SomethingDirector of Something else…

• Now independent – RT, Key, WAI, few direct clients and Ed orgs.

The future of digital RELIES ON YOU.

• User – Customer – Human

• How we may have missed ethical experiences through;• Personalisation. • The accommodation of marketing • Design and Creativity

• The Future - its what you make it …

UserEasy and memorable task completion

Customer

Multichannel equity

Human

Life enhancing

User Experience +Customer Experience =Human Experience

“I swear I see my face in every window looking back at me”PERSONALISATION

PERSONALISATION

Enhances the user experienceSupports the customer experience

Reduces the human experience.

Sometimes by choice

Sometimes by our interpretation.

WILFUL BLINDNESS

…failing to see - or admit to ourselves or our colleagues - the issues and problems in plain sight… we prefer ignorance as we are afraid of questioning…

It can ruin private lives, careers and bring down organisations – numerous agencies, corporations and dare I say put politicians into office.

Don’t always wait for user based evidence, be ethical…. ‘users’ behave how we’ve created the paths…

THE ACCOMODATION OF MARKETING“Half of what I say is meaningless…..but I say it just to reach you…..”

WHEN NOT LED BY UX PROFESSIONALS

Lengthens the user experienceConfuses the customer experience

Ignores the human experience.

“Glory be these fuckers are ignoring me….I’m from another century..”

DESIGN, CREATIVITY & UX


Should excite the user experienceShould differentiate the customer experience from everything else

Should enable the human to remember and relieve the experience.


“There’s only one certainty that I am prepared to state my reputation on, tomorrow will be more creative than today.

There are those who believe big data, will be the answer to all their problems.

The idea that reducing us all to a set of algorithms that provides answers is of course laughable, but there will always be fools that believe this nonsense.

It’s important to understand that technology creates opportunity but it’s creativity that creates the value”


“Why does Hollywood produce so many predictable boring movies? Because they are following a formula. There is nothing a formula led mindset likes more than a nice comfortable process.”

“You can take refuge in a process. Those in business who are formula led are always trying to find a way of processing your creative thought. They want to streamline it, they wanted to make it more predictable”

Does this ring any bells to you? Atomic web design? Pattern Libraries?

THE FUTURE…

Where are we heading?

• Facebook, Google, Amazon….• Ad and Digital agencies• Clients – internalising skills• Digital Marketplace• Coding developments – CSS Grid etc.

BEST INTERFACE IS NO INTERFACE.

NOT MY PROBLEM, RIGHT?

WILFUL BLINDNESS

…failing to see - or admit to ourselves or our colleagues - the issues and problems in plain sight… we prefer ignorance as we are afraid of questioning…

It can ruin private lives, careers and bring down organisations – numerous agencies, corporations and dare I say put politicians into office.

Don’t always wait for user based evidence, be ethical…. ‘users’ behave how we’ve created the paths…

QUESTIONS TO ASK YOURSELF

• What’s the balance between safe structure and rich experience?

• Do you want to create an experience people forget they’ve had or one that they remember for months?

• Why should anyone care about what I am saying?

• Is this the right thing to do?

• Am I actually valued as a professional?

Thank you