When Everyone Is A Designer: Practical Techniques for Ethical Design in the DIY Future

The DIY Future: When
Everyone Is A Designer
Practical Suggestions for Ethical Challenges

Joe Lamantia
• Involved in user experience / Internet since 1996

• Creator of the leading freely available tool for card sorting

• Creator of the Building Blocks design framework for portals and user experiences

• Designed early social sharing / networking site ʼ99 (efavorites.com)

• Currently based in New York - but enjoys Europe a great deal…

More:

JoeLamantia.com

BoxesandArrows

UXMatters

Tagsonomy.com

BlogTalk 2008 Joe Lamantia 2

Todayʼs Menu
Ethics, conﬂict, social media: impact on design
Integrated experiences
Design in the DIY future
Suggestions for managing conﬂicts


Main Entry: eth·ic
Etymology: Middle English ethik, from Middle French ethique, from Latin ethice, from Greek
EthikE, from Ethikos

1. the discipline dealing with what is good and bad and with
moral duty and obligation
2. a : a set of moral principles : a theory or system of moral values

b : the principles of conduct governing an individual or a group

c : a guiding philosophy

d : a consciousness of moral importance


Ethics & Conﬂict in Social Media

Spring 2007 - Tagged.com invitations proliferate
YASNS: Yet Another Social
Networking Service


From: Anonymous <anonymous@gmail.com>
Date: May 5, 2007 4:38 PM
Subject: Re: Anonymous has Tagged you! :)
To: Joe Lamantia <joe.lamantia@gmail.com >

Hi Joe -

Sorry about this email - it was not sent intentionally by me and you
should ignore it.

*Definitely do not visit tagged.com*

-Anonymous


Yet Another Social Networking Scam


Date: May 8, 2007 1:59 PM
Subject: PLEASE STOP SENDING EMAILS TO PEOPLE IN MY ADDRESS BOOK!!!!!
To: customer service <support@tagged.com>

Hi - when I signed up for tagged.com you fooled me into giving you all
all 783
the email addresses in my gmail address book. Now
contacts appear to be getting emails even though I
canceled my tagged.com account.

PLEASE MAKE THIS STOP IMMEDIATELY!

-Anonymous


The experience of being Tagged
“What happened next was nightmarish. My inbox started ﬁlling up with auto-responses, since
tagged was basically emailing everyone and everything in my
inbox.
Emails were sent to prospective employers, jeopardizing my job prospects with them.
Emails were also sent to old girlfriends, some of who responded quite angrily. Emails were
sent to professional colleagues, some of whom will be listening to the very
presentation you are giving.

I must've sent over a 100 personal responses to people apologizing
profusely and explaining that the email was not sent intentionally.”
-Anonymous


Date: May 5, 2007 4:38 PM
Subject: Re: Anonymous has Tagged you! :)
To: Joe Lamantia <joe@joelamantia.com>

Ouch. I'm really sorry about that.

I got an invite from someone and then went through the registration
process which checks your contacts from GMail list as part of the
registration funnel and allows you to add users in your contacts.

Little did I know that below the fold, it included every email
recipient from my GMail, so when I clicked submit, it sent to every
contact in my GMail account including all my email lists.

How embarrassing for me. :( I should have read the copy on the page
first.

Sorry again.


Is this ethical…?


Tagged.com Turns Proﬁtable - May Be Fastest Growing Social Network

“Tagged is also very aggressive with signing up new users.
At registration users are strongly encouraged to invite their entire address book as friends.

Itʼs a highly viral, albeit controversial, way to quickly add lots of new users.”

Michael Arrington (of TechCrunch)

http://www.techcrunch.com/2007/05/09/tagged-turns-proﬁtable-may-be-fastest-growing-
social-network/


Rising number of users
To Users / Customers
Rapid growth in registrations
Privacy violated
Leveraging network strategy
Identity hijacked
Trafﬁc increase
Publicly embarrassed
Lower customer acquisition costs
Personal data harvested
Potential proﬁtability
Damage to social fabric

Unknown future costs

To the Business

“it’s very simple. what if i have to choose between using this scraping technique
in order to promote my service in order to achieve the network effects that every good social system aspires to cultivate,

thereby succeeding in business but violating the spirit and potential of the
open web; or not doing that, not realizing those gains, and quite possibly allowing someone else to overtake us
who is willing to implement such a shortcut or just going out of business because i
can’t get the traction required to make my service a success and so nobody wants to fund me because i can’t prove out my
growth model?”

Lane Becker, GetSatisfaction

comment on Like It Matters

http://www.brianoberkirch.com/2008/01/04/this-antipattern-is-kryptonite-to-the-open-social-web/


“Ethical dilemmas occur when
values are in conﬂict.”

Source: American Library Association Code of Ethics - adopted June 28, 1995


Social Software Building Blocks
Identity - a way of uniquely identifying people in the
system

Presence - a way of knowing who is online, available
or otherwise nearby

Relationships - a way of describing how two users in
the system are related (e.g. in Flickr, people can be
contacts, friends of family)

Conversations - a way of talking to other people
through the system

Groups - a way of forming communities of interest

Reputation - a way of knowing the status of other
people in the system (who's a good citizen? who can
be trusted?)

Sharing - a way of sharing things that are meaningful
to participants (like photos or videos)

“Social Software Building Blocks” by Gene Smith


Conﬂict: Tagged.com
Identity - misrepresentation

Relationships - reductionism or “everyone is a friend”

Reputation - ʻunfair useʼ


Misplaced Mediation
What Happens to Design(ers)

Business
vs.
Users


Design becomes conﬂict mediator
• Changes role of design
• Distorts design process
• Misdirects design decisions


3 Shifts
Permeation, Integration, Conﬂict

22

The Walls Are
Coming
Down

“...the computer revolution is occurring in two stages.”
Permeation
Introduction The second stage -- one that the
industrialized world has only recently entered
The first stage was that of
-- is that of quot;technological
quot;technological introductionquot; in permeationquot; in which technology
which computer technology was developed
and refined. gets integrated into everyday
This already occurred in America during the human activities and into
first forty years after the Second World War. social institutions, changing the very
meaning of fundamental concepts, such as
quot;moneyquot;, quot;educationquot;, quot;workquot;, and quot;fair
electionsquot;.

James H. Moor

Computer Ethics

http://plato.stanford.edu/entries/ethics-computer/


LONDON (Reuters) - While young people embrace the Web with real or virtual friends and their
cell phone is never far away, relatively few like technology and those that do tend to be in Brazil,
India and China, according to a survey.

Only a handful think of technology as a concept, and just 16 percent
use terms like quot;social networkingquot;, said two combined surveys covering 8- to 24-year-olds
published on Tuesday by Microsoft and Viacom units MTV Networks and Nickelodeon.

quot;Young people don't see quot;techquot; as a separate entity - it's an
organic part of their lives,quot; said Andrew Davidson, vice president of MTV's VBS
International Insight unit.

quot;Talking to them about the role of technology in their lifestyle would be like
talking to kids in the 1980s about the role the park swing or the telephone played in their social
lives -- it's invisible.quot;
The surveys involved 18,000 young people in 16 countries including the UK, U.S., China, Japan,
Canada and Mexico.

Young keep it simple in high-tech world: survey
http://www.reuters.com/article/technologyNews/idUSL236796320070724


Social Shift

Spread of social mechanisms and elements
Reiﬁcation of existing social structures
Products & services acquire social layer
New socially based offerings (SNS)
Designing social systems & experiences


More Than Networking
Diverse user groups FOAF

Self-deﬁned user communities OpenID

Overlapping identities OpenSocial

Group and community dynamics Enterprise 2.0

Social memory Knowledge markets

Social identity mechanisms Tagging / folksonomies

Reputation banking

Inﬂuence trading

Cultural differences

Power distance indexes

White-label social networks

Relationship markups


Experiences are multi-lateral


Multi-lateral = potential conﬂicts


Networks Broadcast Conﬂict


Are You Getting Quechup Spammed?
“One site thatʼs catching people off guard is Quechup: weʼve got a volley of
complaints about them in the mailbox this weekend, and a quick Google reveals that others were
caught out too.

The issue lies with their “check for friends” form: during signup youʼre
asked to enter your email address and password to see whether any of your friends are already on
the service.

Enter the password, however,
and it will proceed to mail all your
contacts without asking
permission. This has led to many users
issuing apologies to their friends for “spamming”
them inadvertently. Hopefully the bad PR on this
one will force them to change the system.”

September 2, 2007 Pete Cashmore

http://mashable.com/2007/09/02/quechup/


Social Network Anti-Patterns
1. Spam Your Contacts

2. Enter Your Other Site Log-in

3. Join to Fix Your Proﬁle

4. One Uniﬁed Social Network

5. I Heard You the First Time

6. Wonʼt Take No For An Answer

7. ??

http://microformats.org/wiki/snpantipatterns


Rise of the SPIME

Virtual and physical boundaries blur
Objects, spaces, information interact
Products, services & data connected
IPv6 & RFID

GIS & geo-location

Ubiquitous connectivity

Smart Objects Product Life Cycle Management


In the future, an object's life begins on a graphics screen. It
is born digital. Its design specs
accompany it throughout its life. It is inseparable from that original digital
blueprint, which rules the material world. This object is going to tell you -- if you
ask -- everything that an expert would tell you about it. Because it WANTS you to become an expert.

When Blobjects Rule the Earth
by Bruce Sterling

SIGGRAPH, Los Angeles, August 2004


Data Portability

Data portability is about you, the user, being able to move and
use your data across space and across time.
your data - whether you created it or purchased it
across space - different websites, different devices, different media, different applications, space-shifting in general
across time - archiving at one point in time, retrieving at another point in time, time-shifting in general

http://microformats.org/wiki/data-portability


Experiences are multi-dimensional


What happens when you can tap into the physical experience
of every person you've ever received a business card from?
How are we going to handle the social boundaries then?

boyd, danah. 2007. quot;Incantations for Muggles: The Role of Ubiquitous Web 2.0 Technologies in
Everyday Life.quot; O'Reilly Emerging Technology Conference, San Diego, CA. March 28.

http://www.danah.org/papers/Etech2007.html


New dimensions = new conﬂicts


Mediated publics have four properties that are not
present in unmediated publics:
• Persistence
• Searchability
• Replicability
• Invisible Audiences




DIY (Do It Yourself) Shift

Lowered entry barriers to design and create
Creator vs. consumer distinction blurs
Flattened control & management structures
Fluid economic and cultural models


The DIY Shift
• Web 2.0, culture of contribution, self-publishing
• Commoditized design, development & manufacturing
• ʻShadow ITʼ
• Open Source & public data sets
• APIs, Web Services, SOA
• Mashup infrastructure: Yahoo Pipes, Google Gadgets
• Physical goods: fab, ReadyMade, Make


Industrial Production Model


Experiences are co-created


Ecology of Co-creation


iPad Touch
Product
Concept
Renderings

http://factoryjoe.com


Co-creation = conﬂicting agendas


Integrated Experiences
A Conﬂicted Future

Integrated Experiences & Environments
socially sensitive
legally regulated
contextually ambiguous
physically uncomfortable
cognitively stressful
erratically connected
biologically / medically sensitive
ecologically constrained
culturally diverse


Integration “ampliﬁes” experiences
Social & systemic mechanisms:
• sharing
• broadcasting
• feedback
• catalysis
• synchronization

increases ethical impact of design decisions


+ +
Broadcast Ampliﬁcation Co-creation

= ???

Integration creates conﬂicts


Hybrids & Design
DIY, New Roles, Shared Responsibility

“The systems we keep will be hybrid creations. They will have a strong rootstock of
peer-to-peer generation, grafted below highly reﬁned strains of controlling functions. Sturdy,
robust foundations of user-made content and crowd-sourced innovation will
feed very small slivers of leadership agility. Pure plays of 100% smart mobs or
100% smart elites will be rare.

The real art of business and organizations in the network economy will not be in harnessing the
crowd of quot;everybodyquot; (simple!) but in ﬁnding the appropriate hybrid mix of
bottom and top for each niche, at the right time. The mix of control/no-control will shift as
a system grows and matures.”

Kevin Kelly The Bottom is Not Enough

http://www.kk.org/thetechnium/archives/2008/02/the_bottom_is_n.php


Design: Then

Scope system

pattern

product / solution

template

component

Persistence
55

Platforms and Systems

Frameworks

Network
Communities s
The New Designer
Games and Self-Teaching
Systems

Processes and
Services Physical and Emotional
Environments


Design: Now

standard

environment / framework

network Designers
process / service

Scope system

pattern

product / solution

template
Co-creators / DIY
component

Persistence

Designers create the tools other
people use to create experiences
for themselves, and the world.


Social IA:
“shared design of semi-
structured information
environments”


quot;I created the platform, and
then I got out of the way.
Sometimes the best thing you
can do is get out of the way.''
Craig Newmark

http://www.sfgate.com/cgi-bin/article.cgi?ﬁle=/chronicle/archive/2004/10/10/LVGU693SFD1.DTL


“A typical problem in computer ethics arises because there is a policy vacuum about how computer
technology should be used. Computers
provide us with new capabilities
and these in turn give us new choices for action.
Often, either no
policies for conduct in these situations exist or
existing policies seem inadequate. A central task of computer ethics is to
determine what we should do in such cases, that is, formulate policies to guide our actions....

One difﬁculty is that along
with a policy vacuum there is often a
conceptual vacuum. Although a problem in computer ethics may seem clear initially, a
little reﬂection reveals a conceptual muddle.”

Moor, James H. (1985) quot;What Is Computer Ethics?quot; In Bynum, Terrell Ward, ed. (1985) Computers and Ethics, Blackwell, 266-75.

[Published as the October 1985 issue of Metaphilosophy.]


“Just as the major ethical theories of Bentham and Kant were developed in response to the printing

a new ethical theory is likely to emerge from
press revolution, so
computer ethics in response to the computer revolution.”

Krystyna Gorniak-Kocikowska, quot;The Computer Revolution and the Problem of Global Ethicsquot; 1996,


Design must ﬁnd effective ways
to manage conﬂict, encourage
the creation of ethical
experiences, and avoid ethically
unsatisfactory compromises.


Managing Conﬂict
Practical Suggestions

Professional Codes
• top-down
• costly
• slow to change
• general

...Do not help resolve conﬂicts


UX Design approaches do not address conﬂict
Elements of Experience

Emotional Design

Forces of User Experience

Experience Design

Design Maturity Model

Making Meaning

User Centered Design

User Experience Honeycomb

User Centric Design

Contextual Design

Activity Centered Design

Participatory Design


“The Ethical Design Kit”
Strategy
Clear Goals
Simple Process
Neutral Framework
Practical Tools & Techniques


Treat conflict as a natural part of integrated experiences
Frame conflict as “new layer” of experience model

Adapt common design methods and tools

Include conflict as a subject from the start

Address conflicts as they arise

Insist on resolution


Ethical Fading
When ethical fading occurs, a person does not realize that the
decision she is making has ethical implications, and ethical
criteria do not enter into her decision.

When the ethical dimensions of the decision are hidden, the
should self has no reason to be activated, the want self is
allowed to freely dominate the decision and unethical behavior
ensues.

Why We Aren’t as Ethical as We Think We Are: A Temporal Explanation


3 Goals for Design

1
Create ethical experiences
2
Focus on Design,
3
Use Design compromises
not mediation for Design problems

Our most important goal in this effort is A second goal is to remove design A third goal is to eliminate (reduce)
to ensure the user experiences we from the uncomfortable position of ad- design compromises made to satisfy
create are ethical in every aspect. hoc mediator for unresolved conflicts external conflicts: Design
between other perspectives and compromises should resolve design
stakeholders, conflicts that get ʻpassed problems, not ethical dilemmas or
downʼ to design for resolution conflicts between stakeholders.


Conflict Resolution Process
1. Discover: When a conflict arises, identify the sources of the conflict in terms of ethical or
other values (for example, privacy laws and preferences) affected, as well as all affected
parties.

2. Understand: Explore the implications of conflicts (ethical, legal, experiential, business,
design, etc.), as well as the tradeoffs and costs vs. benefits of likely compromises.

3. Educate: Share insights and understanding with all relevant stakeholders.

4. Resolve: Identify resolution strategies and possible compromises. Using agreed on
resolution mechanisms, resolve the identified conflict before making design decisions.


In Conﬂict, Frameworks Are Your Friend


Frameworks
Addresses direct concerns of
stakeholders
Neutral
Serves as mediator
Guides resolution activities
Stable language
Allows assessment and
comparison of alternatives
Sell once, use often


Structural Qualitative


Ethical Principals for UX in Ubiquitous Computing
1. Default to harmlessness.

Ubiquitous systems must default to a mode that ensures their usersʼ (physical, psychic and ﬁnancial) safety.

2. Be self-disclosing.

Ubiquitous systems must contain provisions for immediate and transparent querying of their ownership, use, capabilities, etc., such
that human beings encountering them are empowered to make informed decisions regarding exposure to same.

3. Be conservative of face.

Ubiquitous systems are always already social systems, and must contain provisions such that wherever possible they not
unnecessarily embarrass, humiliate, or shame their users.

4. Be conservative of time.

Ubiquitous systems must not introduce undue complications into ordinary operations.

5. Be deniable.

Ubiquitous systems must offer users the ability to opt out, always and at any point.

http://www.boxesandarrows.com/view/all_watched_over_by_machines_of_loving_grace_some_ethical_guidelines_for_user_experience_in_ubiquitous_computing_settings_1_


September 5, 2007
A Bill of Rights for Users of the Social Web
Filed under: Open Social Web — jsmarr @ 5:31 am
Preamble:
There are already many who support the ideas laid out in this Bill of Rights, but we are actively seeking to grow the roster
of those publicly backing the principles and approaches it outlines. That said, this Bill of Rights is not a document “carved
in stone” (or written on paper). It is a blog post, and it is intended to spur conversation and debate, which will naturally
lead to tweaks of the language. So, let’s get the dialogue going and get as many of the major stakeholders on board as
we can!

A Bill of Rights for Users of the Social Web
Authored by Joseph Smarr, Marc Canter, Robert Scoble, and Michael Arrington
September 4, 2007

We publicly assert that all users of the social web are entitled to certain fundamental rights, specifically:

• Ownership of their own personal information, including:
◦ their own profile data
◦ the list of people they are connected to
◦ the activity stream of content they create;
• Control of whether and how such personal information is shared with others; and
• Freedom to grant persistent access to their personal information to trusted external sites.

Sites supporting these rights shall:

• Allow their users to syndicate their own profile data, their friends list, and the data that’s shared with them via the
service, using a persistent URL or API token and open data formats;
• Allow their users to syndicate their own stream of activity outside the site;
• Allow their users to link from their profile pages to external identifiers in a public way; and
• Allow their users to discover who else they know is also on their site, using the same external identifiers made
available for lookup within the service.


Bills of Rights


Tools & Techniques
Practical Suggestions

Conﬂict-Aware Design Artifacts
Agnostic: ﬁts most processes, methods and teams

Changes what is documented, not how, when, where


“In ethical dilemmas, we should envision two choices before us – the ethical choice and the
unethical choice.”

Unethical
Ethical “Not doing so allows the
ethical choice to hide in the
“Doing so allows us to see background and helps to
that in choosing the fade just how unethical the
unethical action, we are not unethical choice is.”
choosing the ethical act.”



Vision Themes Stakeholder Personas User Goals Scenarios Functional Concept Site Maps

Vision Themes and Business
Requirements
and Needs Requirements Models

How To Address Conflict:

• Prioritize all elements for their importance to the overall
vision, ranking them or scoring them using simple
criteria. Do not score or rank conflicted items

• Identify conflicting elements and set them aside.
• When two items conflict directly, require stakeholders to choose only one.
• When multiple items conflict, require stakeholders to choose only one.
• Treat conflicting instances as optional. Set all conflicting items aside for consideration in the future.
• Use a Delphi process to redefine conflicting items.
• Require unanimous consent from all stakeholders to include any individual items.
• Require unanimous consent from all stakeholders that the collected vision items are those needed and
adequate.



Stakeholder and Business and Business
Requirements

Requirements
How To Address Conflict:

• Map conflicts back to defined business strategies and goals.
• Set aside any requirements that contain or inspire conflict as
tentative / potential / non-material for design purposes.



Map conflicts to business strategy and goals
and Business
Requirements


and Business and Needs Requirements Models
Personas Requirements


• Prioritize all personas based on business goals
• Identify and call out conflicts for each persona
• Identify any personas associated with conflicts. Set them
aside, and then prioritize the remaining personas relative to
each other.

• Compare the priorities before and after. Large differences indicate personas that may not be essential
• Enumerate any individual attributes that conflict. When personas share a conflicted attribute, strike the
attribute from further consideration in the design
• Map the persona landscape as a family tree or circle, identifying relationships and conflicts with other
personas.
• Remove all personas with more than a maximum number of conflicted relationships
• Set a threshold for how many personas associate with conflicts may remain
• Remove personas associated with conflicts one at a time, beginning with the lowest priority, until the
threshold is met.



Identify conflicts relevant to individual personas
and Business
Requirements

Chen Xiang Surveyor: Emerging Market Development >
Corporate User
Investment Banker, Shanghai, China Subsidiary Seeker

“I’m looking for a ratings agency I can partner with.”

Critical User Needs
 Learn about Client.com and their operations in
China
 Select the agency he feels will be best for his
General Description clients

Chen is a recent graduate and a new employee of the Key Job Functions
Bank of China. In his role as an investment banker he
will be helping to structure debt offerings and sell them in  Assist corporations in raising funds in China’s
China’s emerging capital markets. He knows that a emerging capital markets
respected and authoritative third party assessment of the  Provides strategic advisory services for mergers,
debt will increase its liquidity and improve its price in the acquisitions and other types of corporate
marketplace. financial transactions

As such he is working to assess the relative advantages
and disadvantages of using the emerging local ratings Conflicts and Opportunities
agencies versus the internationally established agencies  Highlight the breadth and depth of information
such as Client.com. He is looking to find the highest offered in each country / region
levels of transparency, so that he can be confident in
whom he chooses to work with moving forward.  Support localization, allowing content, search
parameters, currency, reference indices, and
formatting styles to be targeted to user’s
preferred region and language



User Goals and Requirements

Needs

• Identify instances of direct conflict between individual goals – some
will conflict across all types of users
• Identify instances of conflict between types of users based on
conflicts in their unique goals.
• Score the severity of any conflicts on a simple scale (1-5) to
highlight trouble spots. Set thresholds for how much

conflict is acceptable.
• Total the number of conflicts associated with each goal; above a certain threshold, set the goal aside, and consider addressing it with
another design solution
• Total the number of conflicts associated with each user type; above a certain threshold, set the user type aside, and consider
addressing it with another design solution
• Total the degree of conflict associated with each goal. If a goal scores high enough, set it aside; problematic goals may be better
met by another design solution
• Total the degree of conflict associated with each user type. If a user type scores high enough, set it aside; problematic user types
might be better served by another design solution
• Compare the conflict associated with each user type to their relative priority. Remove user types with high conflict scores and lower
priorities. For user types with high priorities and high conflict scores, set them aside and consider providing another design solution.


Scenarios Requirements


• Identify scenarios that contain internal conflicts; eg. between the
personas mentioned, the goals and needs of a single persona, the
environment and the personas mentioned, or otherwise.
• When conflicts across several scenarios are rooted in a single business
process, experience, goal, or other element, remove it from the pool of
items, and rewrite the scenarios to reflect its absence. If the gestalt is
still coherent, set the element.

• Identify and cross reference all scenarios that conflict with any other scenarios in terms of outcome (end state) or starting conditions.
Heavily conflicted scenarios point to overlapping intersections of unbalanced needs and goals, concepts, mental models, or other
motivators.
• Create scenarios that focus on and relate the root causes of conflicts in terms of values or experiences for the affected personas,
instead of framing from the business point of view.
• When conflicts across several scenarios are rooted in a single persona, consider removing the common persona from the expected
audience for the design solution
• Compare scenarios that depict or describe a future state for an envisioned solution, product, process, etc. When these scenarios
conflict, use a Delphi process to recreate them and resolve conflicts.


Requirements



Functional Requirements

Requirements

• Cross-reference conflicting requirements by owner
or sponsor. Require owners or sponsors to
negotiate conflicts independently.
• ʻNarrow the funnelʼ: reduce the number of allowed
conflicts at successive revisions of the collected
requirements
• Auction a (very) limited set of conflict slots,
allowing owners to bid on requirements with a
fixed number of points. Reduce the number of
conflict slots available in each succeeding version
of the functional requirements.



Concept Models and Business
Requirements


• Begin with a simplified single conceptual model. Set aside any
objects that inspire conflict in their definition or relationships
• Create additional models to capture different views.
• Compare the amount of conflict in each, and choose a single model
to move forward with.
• List contested objects / concepts, and rank them in order of priority.
Set aside all conflicted objects below a certain threshold.
• Remove all conflicted objects. Set a threshold for the number of
conflicted objects the design will accommodate.
• Replace conflicted objects one a time, in order of priority, beginning
with the highest ranking, until the threshold is met.
• Remove all instances of a conflicted relationship. Assign each a
priority.
• Replace conflicted relationships one a time, in order of priority,
beginning with the highest ranking, until the threshold is met.



Site Maps and Business
Requirements


• Compare / contrast conflicting high-level structures
• Build modularly, highlight areas of conflict
• Document conflicts in navigation model separately
• Flag conflicts in content structure and detailed
information discussed in other artifacts - topic maps,
taxonomies, etc.
• Cross-reference to alternative functional interactions and
flows (use cases and process flows)


As we sit here and think about the spells that we're casting, let's not forget that some spells are
made accidentally and some magic has unintended consequences.
Technology is soaking into the woodwork of society. But we, as technologists, have a
responsibility to keep people in mind at all times. Their practices inform us
but our unintended consequences affect them. It is ubiquitous, but
ubiquitous is not always positive. As you build technologies that allow the magic
of everyday people to manifest, i ask you to consider the good, the bad, and the ugly.


Full version: www.slideshare.net/MoJoe

Questions?

Go raibh maith agaibh!


Date: September 13, 2007 10:34:28 AM EDT
To: Joe Lamantia <joe@joelamantia.com>
Subject: Re: Tagged.com email address harvesting

Ugh. Don't make me relive that experience. The
funny things is that most of the facebook apps that I'm installing
these days feature the opt out method of inviting your friends, e.g.
the flixter quiz.

If you
Anyway, here's the apology I wrote to all my contacts.
publish anything about this, I would
appreciate if you not mention me by name, for
obvious reasons.

-Anonymous


this antipattern is kryptonite to the open social web04jan08

We keep wagging our collective fingers about this antipattern of asking users to input their credentials for another service but evidently no one is listening. As I see

using your Facebook credentials to scrape your
Plaxo trumpeting a new ’service’ that consists of just this:

friends’ contact information and import it into Plaxo Pulse, in direct violation of Facebook TOS and in indirect violation of
the ethical agreement ‘friends’ make when they offer access to their profiles within the bounds of Facebook.
designing the open social Web has nothing to do with encouraging
Let’s be clear about this:

users to violate the TOS of another Web service.

[See this? Don’t do this.]
Putting users in control of (and teaching them to take responsibility for) their own data
and giving them the tools and contextual prompts to do the right thing has nothing to

do with duping them into letting you run a scraping script for your own benefit. It’s
time to stop looking the other way when it comes to
this practice and note that your short term gains (in terms of new

users, better meshed users, etc.) come with some high prices in the

long run.

Brian Oberkirch

http://www.brianoberkirch.com/2008/01/04/this-antipattern-is-kryptonite-to-the-open-social-web/


Design works to understand people
• who they are
• how they think
• what they value
• how they feel

Build empathy
Create relationships


Want Should
The want self reﬂects actual The should self
behavior that is encompasses ethical
characterized more by self- intentions and the belief that
interest and by a relative we should behave
disregard for ethical according to ethical
considerations. principles.

“we know we should behave ethically when
“...our desire to close the sale causes us to negotiating with our client”
make misleading statements”



“Social software” is turning out to be the monster that ate
everything. Which only makes sense. The Web is inherently social, and so
are human beings. Anything that better enables the ﬂow of natural social behaviors (rather than
more artiﬁcial broadcast/consume behaviors) is going to grow like kudzu in Georgia.

Anybody thinking of social software as a special category of software design needs to wake up
and smell the friends list. Everything
from eBay to Plaxo is integrating
social networking tools into their services, and Google is looking
to connect them all together (or at least change the game so that all must comply
or die of irrelevance).

Andrew Hinton, Information Architect

Seven Years, and How Social Software eats everything
http://www.inkblurt.com/archives/520


Designing Web Applications for Use

By Larry Constantine, Constantine & Lockwood, Ltd. - Dec 11, 2006

And they are all
“A third problem with users is that there are so many of them.
different. They want different things and like different things and
react differently.
I have watched teams run in circles as they redesign for each new user who gives them feedback
on a paper prototype or each new group passing through the usability lab.

The genuine diversity of real people can distract designers from the commonality of their needs and
interests.”

http://www.uie.com/articles/designing_web_applications_for_use/


The most important thing to know about Spimes is that they are precisely
located in
space and time. They have histories. They are recorded, tracked,
inventoried, and always associated with a story.
Spimes have identities, they are protagonists of a documented process.

When Blobjects Rule the Earth
by Bruce Sterling

SIGGRAPH, Los Angeles, August 2004


quot;Privacy and ownership of information are at the core of the social graph
issues.

Much like there is a conﬂict of interest around attention information between online
retailers and users, there is a mismatch between what individuals and
companies want from social networks.
When any social network starts, it is hungry to leverage other networks…
But as individuals, we do not care about either young or old networks. We care about
ease of use and privacy.quot;

Social Graph: Concepts and Issues, by Alex Iskold


How Sticky Is Membership on Facebook? Just Try Breaking Free
By MARIA ASPAN
Published: February 11, 2008

While the Web site offers users the option to deactivate their accounts, Facebook servers keep copies of the information in those accounts
indefinitely. Indeed, many users who have contacted Facebook to request that their accounts be deleted have not succeeded in erasing their records from the
network.

“It’s like the Hotel California,” said Nipon Das, 34, a director at a biotechnology consulting firm in Manhattan, who tried unsuccessfully to delete his
account this fall. “You can check out any time you like, but you can never leave.”

The technological hurdles set by Facebook have a business rationale: they allow ex-Facebookers who choose to return the ability to resurrect their
accounts effortlessly. According to an e-mail message from Amy Sezak, a spokeswoman for Facebook, “Deactivated accounts mean that a user can reactivate at
any time and their information will be available again just as they left it.”

But it also means that disenchanted users cannot disappear from the site without leaving
footprints. Facebook’s terms of use state that “you may remove your user content from the site
at any time,” but also that “you acknowledge that the company may retain archived copies of
your user content.”

Its privacy policy says that after someone deactivates an account, “removed information may
persist in backup copies for a reasonable period of time.”

Facebook’s Web site does not inform departing users that they must delete
information from their account in order to close it fully — meaning that they may
unwittingly leave anything from e-mail addresses to credit card numbers sitting on Facebook
servers.


This is quite different from the society that you and i were used
to growing up.
We were used to having walls.
We assumed that the norms were set by the environment and that you behaved differently in
synagogue than in the pub and that was AOK.

Context was key but context depends on there being walls. Online, there are no
walls.
The walls have come crumbling down.




“Improving our ethical behavior thus requires us to
direct our attention toward aligning our want and
should selves.”

1. Recognizing our multiple selves
2. Listen to and incorporate the needs of the want self
3. Increase the inﬂuence of the should self
4. decrease the inﬂuence of the want self



Architecture of Participation


When Everyone Is A Designer: Practical Techniques for Ethical Design in the DIY Future

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