Responsible Product Management

5. © 2022 Thoughtworks Alexander Steinhart | @quanders Business and technology 5 Business Business Business Supporting role Collaboration Tech-led differentiation Tech@Core Tech Tech Tech Business and Tech 3rd Industrial Revolution information as a resource 4th Industrial Revolution technology at the heart of value Technology moved to the core of business

6. © 2022 Thoughtworks Alexander Steinhart | @quanders Society and technology Society and Individual Society and Individual Society and Individual Supporting role Tech@Core Tech Tech Tech Society and Tech 3rd Industrial Revolution information as a resource 4th Industrial Revolution technology at the heart of value Technology is at the core of society - and we technologists have great power

7. © 2022 Thoughtworks Alexander Steinhart | @quanders Little things can have far-reaching consequences 7 Themes of potential negative effects: Accidents due to distraction ◦ Addiction ◦ Anxiety ◦ Betrayal of trust or privacy ◦ Death ◦ Depression ◦ Disinformation ◦ Exclusion ◦ Exclusion of a group of people ◦ Exploitation of workers ◦ Exposure of personal data ◦ Financial insecurity ◦ Harm to relationships ◦ Harm to the environment ◦ Inactivity ◦ Muscle strain or other injuries ◦ Negative self-image ◦ Neglect of basic self-care ◦ Over- or under-representation ◦ Political polarization ◦ Psychological harm to children ◦ Reinforcing stereotypes ◦ Sleep deprivation ◦ Unequal opportunity ◦ Unequal quality of service ◦ Verbal abuse ◦ Violence Source: Spotify.Design Worksheet - Ethics Assessment

10. © 2022 Thoughtworks Alexander Steinhart | @quanders The need for systemic thinking 10 Business/Economy can’t exist without society and can’t exist without Earth. Business can’t keep externalizing social & environmental impacts. The three-nested-dependencies model reflects a co-dependent reality. Take people and planet into account 3 Nested Dependencies Model Adapted from Peter Senge et al, The Necessary Revolution Environment (Planet) Society (People) Economy (Profit)

11. © 2022 Thoughtworks Alexander Steinhart | @quanders Value 11 How do we find value today? Sustainable Innovation Desirability (human) Viability (business) Feasibility (technical) Responsibility (individual, society, environment) Further reading: Moving beyond financial value, Design Council, 2020

12. © 2022 Thoughtworks Alexander Steinhart | @quanders Value 12 How do we find value today? Product Desirability (human) Viability (business) Feasibility (technical) Responsibility (individual, society, environment) Responsible Product Management

13. © 2022 Thoughtworks Alexander Steinhart | @quanders 13 93% of consumers say companies have a responsibility to look beyond profit to positively impact society 75% of consumers would consider not buying from a company that demonstrates poor ethics 52% of consumers say they’re more worried about technology’s ethical issues than they were a year ago Why act now? There is rising pressure for technologists to be held accountable for the impacts of what they create. Expectations are shifting for the role of business in the world Trust & Trustworthiness Keeping consumers’ & employees’ trust in the business, processes and solutions you offer becomes key. Source: Salesforce's Ethical Leadership and Business Report

14. © 2022 Thoughtworks Alexander Steinhart | @quanders 14 It explores and actively considers values, unintended consequences and negative impacts of tech, and actively manages, mitigates and reduces risk and harm. It capitalizes on opportunities. Yet, it also admits accountability for the product’s impact on the environment, society and individual; increasing trustworthiness. Responsible Product Management Definition Responsible product management extends product management with a way of working that aligns technology and business behavior with environmental, societal, and individual interests.

15. © 2022 Thoughtworks Alexander Steinhart | @quanders The Responsible Tech Playbook 15 A start to the tools and practices that help businesses make better technology decisions. ● Tools for uncovering sources of bias ● Tools for understanding the full range of stakeholders ● Tools for understanding the values of those concerned ● Tools to revisit the business model ● Tools to develop responsible principles and update processes ● Tools to mitigate risks from ethical challenges

16. © 2022 Thoughtworks Alexander Steinhart | @quanders Bringing ESG to product teams 16 Incorporating Responsible tech into into the ways of working means also considering ESG and a shift-left. Sustainable business Environment Governance Social DEI Education Health Humanitarian Participation Poverty Accessibility Identity Privacy Compliance Risk Security Food Climate Energy Water Circulatrity Biodiversity Source: Gartner

17. © 2022 Thoughtworks Alexander Steinhart | @quanders 17 Anticipation, Values & Principles, and Culture Three key elements to consider more in Product Management today Anticipation Values & Principles Responsible Culture Values & Principles

19. © 2022 Thoughtworks Alexander Steinhart | @quanders We’re great problem solvers… 19 Define strategy Understand why and deﬁne how Execute solution Create the outcome build the right thing with lean product development build the thing right via continuous integration & delivery Discover Define Design Deliver Build Measure Learn

21. © 2022 Thoughtworks Alexander Steinhart | @quanders We’re great problem solvers… 21 Problem Solution … but we need to look beyond our solutions. Intended Consequences Unintended Consequences increases carbon footprint exclude certain groups decreases trust promotes addiction tricks into consent increases efficiency imbalance with partners new markets better usability

22. © 2022 Thoughtworks Alexander Steinhart | @quanders Capitalize 22 Mitigate Decide Anticipate Responsible Innovation Process: Anticipate What might be intended or unintended consequences of this*? *vision, strategy, product, feature, design, implementation… a.o. Cennydd Bowles; DotEveryone

23. © 2022 Thoughtworks Alexander Steinhart | @quanders Add anticipation to your process - and keep building that muscle Prototype Measure & Monitor Learn Mitigate or Capitalize Anticipate Responsible Experimentation In the big and small picture: identify process steps, ways of working, and artifacts and add an anticipation scanning step. Examples - Add as an explicit step in the build-measure-learn cycle; or - as questions after - end of strategy sessions, - scaling playbooks, - new feature kick-offs - … Ideas or Problems Insights Build

24. © 2022 Thoughtworks Alexander Steinhart | @quanders 24 Anticipate: Prompts help you to think beyond What could this mean to people in their professional life? How could this affect different markets? What could this mean if everyone in the world were doing it? How could this affect the communities you operate in? What could this mean for wellbeing or relationships? Who else does your user experience your product with? What could this mean to the consumers of your product? Have you considered security, reliability, support & monitoring, understandability? Prompts provided by DotEveryone’s Consequence Scanning

27. © 2022 Thoughtworks Alexander Steinhart | @quanders Things you might find 27 Intended Consequences Unintended Consequences Sales Tool ‘Reduce stress and confusion by multiple tools and offer one source instead’ ‘Salesperson may feel they are taken more seriously by the effort that went into creating a better tool’ ‘Supporting the sales person with "expert" functionality might decrease the transparency for customers’ ‘No gender-neutral language ⟶ women might feel excluded when they see the UI. E-Commerce Partner Tool ‘Partners can offer better service to their customers’ ‘Exclusion of partners due to partner size as they are small’ Examples

29. © 2022 Thoughtworks Alexander Steinhart | @quanders 29 Making a Vision the Reality How to move from Vision to Delivery by Marty Cagan - it’s not enough Product Vision Describes the future you are trying to create; Team Topology Defines how structure your teams; Product Strategy Helps us decide which problems to solve; Team Objectives Assigns those problems to product teams; Product Discovery Helps us discover a solution; and Product Delivery Builds that solution to bring it to market.

30. © 2022 Thoughtworks Alexander Steinhart | @quanders 30 Making Values a Reality How to move from Vision to Delivery by Marty Cagan, extended Product Vision Describes the future you are trying to create; Team Topology Defines how structure your teams; Product Strategy Helps us decide which problems to solve; Team Objectives Assigns those problems to product teams; Product Discovery Helps us discover a solution; and Product Delivery Builds that solution to bring it to market. Values & Principles Set what is important and guide action;

31. © 2022 Thoughtworks Alexander Steinhart | @quanders experience of privacy and security Empathy There is no neutral technology but great values Explicit values and principles offer space for reflection and guidance, examples Principles show what’s good and guide action. Values set what is important. ‘for those who follow their dream’ (u.a. freedom, autonomy) Transparency Accountability Respect ‘create a better everyday life for the many people’ (u.a. equity, inclusion) rightly present data

32. © 2022 Thoughtworks Alexander Steinhart | @quanders 32 Making Values a Reality How to move from Vision to Delivery by Marty Cagan, extended Product Vision Describes the future you are trying to create; Team Topology Defines how structure your teams; Product Strategy Helps us decide which problems to solve; Team Objectives Assigns those problems to product teams; Product Discovery Helps us discover a solution; and Product Delivery Builds that solution to bring it to market. Values & Principles Set what is important and guide action; e.g. translates into CFRs and ACs e.g. problem and feature choice Every feature users experience is a proof of your values and principles.

33. © 2022 Thoughtworks Alexander Steinhart | @quanders Many ways to your values and principles Methodology: Value Sensitive design, Value-based Engineering (VbE), … 33 Anticipation: Explore risk areas and drive guardrails from it Company values Get starting with one or two ways today Further reading: Friedman, Batya; Hendry, David G. (2019). Value Sensitive Design: Shaping Technology with Moral Imagination. MIT Press. IEEE 7000™-2021 – IEEE Standard Model Process for Addressing Ethical Concerns During System Design Moral values: e.g. human rights

34. © 2022 Thoughtworks Alexander Steinhart | @quanders 34 34 Carbon Dashboard Example principle: “We will not knowingly misrepresent data” ➔ We involve those that own the data ➔ We thoroughly check our calculations ➔ We are transparent at how we come up with figures 1. Identify probable risk zones 2. Imagine the worst-case scenario 3. Use these scenarios to create a set of principles for the team Example: Anticipation to principles

36. © 2022 Thoughtworks Alexander Steinhart | @quanders Your own ethics and journey Diversity, Equity & Inclusion (DEI) Save space and continuous learning Conversation on power dynamics How you work with others and honor expertise 36 Responsible culture 36 © 2022 Thoughtworks Culture sets the foundation, complements, and extends

37. © 2022 Thoughtworks Alexander Steinhart | @quanders 37 Anticipation, Values and Principles, and Culture Three key elements to consider more in Product Management nowadays Anticipation Values & Principles Responsible Culture Values & Principles

38. © 2022 Thoughtworks Alexander Steinhart | @quanders Anticipation Values & Principles Responsible Culture Values & Principles Anticipation, Values and Principles, and Culture 38 They support each other - example: privacy Privacy as privilege Defaults and Design (e.g. handle data that is needed only) $ Privacy as differentiation ! Lost trust, fines Special Privacy features Prompts on the topic What’s your relationship to people and your users?

39. © 2022 Thoughtworks Alexander Steinhart | @quanders 39 Anticipation Values & Principles Responsible Culture Values & Principles Key pieces of Responsible Product Management It’s a starting point. We all have blind spots, stay open. What else do you think needs to be considered? Please post in the chat or in the video’s comments.

40. © 2022 Thoughtworks Alexander Steinhart | @quanders Mantra 40 Most of the Responsible work is and stays invisible Checking for consequences, working with values and principles, and thinking about where to include responsible tech is the ethics work and is our responsibility.

41. © 2022 Thoughtworks Alexander Steinhart | @quanders 41 Value is changing - skate to where the puck is going to be Impact of tech is larger - more responsibility People care - keeping trust is essential Responsible Product Management is key today Summary Society and Tech

43. © 2022 Thoughtworks Alexander Steinhart | @quanders 43 Anticipation Values & Principles Responsible Culture Where to start Summary Values & Principles Leader ● Are anticipation, values & principles, and a responsible culture explicitly addressed in your general strategy and practices? If not, how can they be? Practitioner ● Do an anticipation session (see playbook) on your product, and/or ● transform one company values into a product principle and start working with it, and/or ● discuss who should be your next team member to increase your team’s diversity.

44. © 2022 Thoughtworks Alexander Steinhart | @quanders Thank you 44 Standing on their shoulders, inspiring, or providing feedback… Andy Birds ◦ Artefact Group ◦ Batya Friedmann ◦ Cennydd Bowles ◦ Christoph Hassler ◦ David G. Hendry ◦ David Ryan Polgar ◦ DotEveryone ◦ Eduardo Meneses ◦ Elise Zelechowski ◦ Enza Iannopollo ◦ Frank Buytendijk ◦ Guy Samuel ◦ Imo Udom ◦ James Emmott ◦ Jeantine Mankelow ◦ Joe Edelman ◦ Jörg Rheinboldt ◦ Kat Zhou ◦ Katharine Jarmul ◦ Kathy Pham ◦ Marty Cagan ◦ Natalie Hollier ◦ Nina da Hora ◦ Rumman Chowdhury ◦ Sara Watson ◦ Sarah Spiekermann ◦ Sheryl Cababa ◦ Tristan Harris ◦ Vanessa Andreotti ◦ and many more…

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