Values in Design
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Amanda Rotondo's presentation from the 2011 miniUPA conference.
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Values in Design
- 1. VALUES IN DESIGN: A “HANDS-ON” WORKSHOP Amanda Rotondo, PhD Boston UPA Conference May 25, 2011 Where a simple man will ask “is it good?”, technology asks “will it work?” -Joseph Weizenbaum, 1972
- 2. Agenda • What is Value Centered Design? • Values Inherent in all Artifacts • Example of Values in UX Design • Values in Conflict • Common conflicts in UX Design • Methodology • Iterative Tripartite Methodology • Envisioning Cards • Workshop • Conclusion
- 3. What is Value Centered Design? • Several methodologies, including Values in Design and Value Sensitive Design • Critical, expansive, proactive • Focuses on values central to human well being, human dignity, justice, welfare, and human rights • Requires that we broaden the goals and criteria for judging technological systems to include those that advance human value Images from Corbis
- 4. What organizations (often) want from UX Broader Values Improvements like: Increase Task Efficiency Minimize Errors Boost Product Sales Serve Up Most Useful Info Encourage Product Ratings
- 5. …but these exist in a larger context Broader Values Cooperation Autonomy Creativity Fulfilling work Considering Children Accountability Improvements Like: Anonymity Increase Task Efficiency Minimize Errors Boost Product Sales Community Serve Up Most Useful Info Encourage Product Ratings Freedom from bias Right to Information Security Creativity
- 6. Obligatory fatty food metaphor Broader Values Cooperation Autonomy Creativity Fulfilling work Considering Children Accountability Improvements like: Anonymity Increase Task Efficiency Minimize Errors Boost Product Sales Community Serve Up Most Useful Info Encourage Product Ratings Freedom from bias Right to Information Security Creativity Images from Corbis
- 7. Values Inherent in All Artifacts • Dictionary.com says… val!ue noun, verb: Sociology. the ideals, customs, institutions, etc., of a society toward which the people of the group have an affective regard. (NOT the politicized meaning of “values!”) • Examples • Census • Toys • Government Budgets • The “value neutrality of technology” fallacy Images from 1790 Census,http://afww.files.wordpress.com/2011/01/boy-playing-with-toy-gun.jpg
- 8. Examples of Values in UX Design • Microsoft CodeCOOP • Prior systems were unsuccessful • Value Conflicts: • Anonymity vs. Accountability • Community vs. Self Preservation • Resolving conflicts boosted adoption • Privileging value resolution AND organizational change led to adoption • User-centric design alone couldn’t expose problems in the organizational structure. The jelly was fine but couldn’t have exposed problems in the donut itself. Images from Corbis
- 9. Examples of Values in UX Design • Medical Records System in Hospital • Design goal #1: Patient Privacy • Secure but slow login/out procedure • Login/out circumvented to save time • Providing Care vs. Security • Patient care self-perceived value of nurses’ work • Result: Privacy minimized System, stakeholder, and user values need to be recognized and aligned. Images from Corbis
- 10. Examples of Values in UX Design • Interior Offices – Shedding Light • Goal: improve emotional well being in offices • Calming effects of outdoor exposure • Create Plasma Display solution • Found reduced psychological stress effects • Low-level stress recuperation time improved • Emotional well-being increased (along with other metrics important to business!) Proactive value-based investigations can expose both issues & solutions. Image from Corbis
- 11. Examples of Values in UX Design • Josie True & RAPUNSEL • Researchers concerned with skew in demographics of kids getting into Math/ Science/Computer fields • Created games to counter popular notion of what type of people enter those fields • Josie True targets female, non- white 4th graders • RAPUNSEL targets preteen girls • Used VID methodology to understand and address gaps Understanding values exposes organic ways to achieve desired behavior.
- 12. Values in Conflict • Stakeholders’ values may conflict with users’ values • Identifying value conflicts is 1st step toward resolving them • Good designs may not be adopted due to unresolved value conflicts • If two values in conflict can’t be both addressed, one must often be privileged over the other Image from Corbis
- 13. Common Conflicts in UX • Privacy vs. Security • Automation vs. Autonomy • Anonymity vs. Accountability
- 14. Iterative Tripartite VSD Methodology • Stages • Conceptual • Empirical • Technical • (and around again…) • Can be incorporated into existing methodology of Research/design/test • Tools • Envisioning Cards • Stakeholders | Time | Values | Pervasiveness • Grow-a-Game Cards • Get un-stuck, find new approaches, find your motivation, define your audience
- 15. Activity Time! Image from Corbis
- 16. Let’s “e-Value-ate” Scrabble • 1) What values does Scrabble already encapsulate? • 2) What do these mean? • 3) Do we see any inherent value conflicts? • Key pieces of game: • 2-4 individual players • Draw letters from bag • Keep tiles secret • Go in turns around table • Spell words, building off existing words on board • Get points for values of letters plus bonuses • Can “challenge” spelling or existence of a word • Game ends 1st turn after first player goes out • Most points wins
- 17. Let’s “re-Value-ate” Scrabble • How can we change it to also/instead advocate: • Community • Physical well-being Key pieces of game: • 2-4 individual players • Draw letters from bag • Keep tiles secret • Go in turns around table • Spell words, building off existing words on board • Get points for values of letters plus bonuses • Can “challenge” spelling or existence of a word • Game ends 1st turn after first player goes out • Most points wins
- 18. Now you try… • Grab a partner or a few partners (extroverts, this is all you) • Remember: • 1) Identify existing values in system or system type • 2) Consider what new values mean • 3) Identify (& resolve) any value conflicts • 4) Think up creative ways to integrate new values
- 19. Now you try… • Grab a partner or a few partners (extroverts, this is all you) • Remember: • 1) Identify existing values in system or system type • 2) Consider what new values mean • 3) Identify (& resolve) any value conflicts • 4) Think up creative ways to integrate new values How can we design components of: A mobile banking app
- 20. Now you try… • Grab a partner or a few partners (extroverts, this is all you) • Remember: • 1) Identify existing values in system or system type • 2) Consider what new values mean • 3) Identify (& resolve) any value conflicts • 4) Think up creative ways to integrate new values How can we design components of: A mobile banking app To consider: Democracy and Sustainability …this is a time-bound exercise
- 21. The Bottom Line: Values Matter For Business: • Values are a brand/product differentiator • People consider their own values when making decisions (whether consciously or not) • E.g. – green movement, organic movement, Made in USA • Provides a clear path for your product strategy • Helps avoid making decisions that will derail product focus and lose user base • If values of product reconciled with values of employees, they are more invested in a successful outcome
- 22. The Bottom Line: Values Matter For Designers: • Understanding audiences on a deeper level • Creates invested product champions • Lowers barriers to adoption • VSD can integrate into an existing process • Provides a structured and strategic path for your design • Helps avoid making decisions that will derail product focus • Pushing to consider high-level values encourages creativity • Break out of creative ruts, find new angles • Think bigger -> Steward of humanity