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UX Beers May 2020: UX ethics: how to build inclusive products by Chimmy Kalu

UX Beers May 2020: UX ethics: how to build inclusive products by Chimmy Kalu

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UX Beers May 2020: UX ethics: how to build inclusive products by Chimmy Kalu

  1. 1. HOW TO BUILD INCLUSIVE PRODUCTS C H I M M Y K A L U
  2. 2. PRODUCT UNICORN Ex software engineer Core UX designer Experienced user researcher Current product designer FOCUS Usable, inclusive and profitable products EXPERIENCE ba.com�hold booking for a fee IA powering 22/35 Vogue and GQ websites in 12 countries WorldRemit audience in 150 countries WHO AM I?
  3. 3. OUR MAIN TOPICS TODAY Introduction Why should you care? Aspects of inclusion Guide to building inclusive products Summary
  4. 4. INTRODUCTION
  5. 5. PURPLEBRICKS REGISTRATION FORM Image of a form with the section title "Step 2: Log in or register", some supporting copy, 2 CTAs and 4 options in the "About you" section: Mr, Mrs, Miss and Dr.
  6. 6. MICROSOFT KINECT RELEASE - JAPAN Image of 2 men, one in a yellow t-shirt and another in a dark shirt playing a video game on TV using gestures in a cramped space SOURCE: SORA NEWS
  7. 7. ESTA APPLICATION FORM Image of a dropdown list with a list of countries in alphabetical order - from Trinidad and Tobago to Venezuela including country codes
  8. 8. WORLDREMIT CHATBOT V1 Image of a help page with CTAs to "ask a question now" and "tray a different way", some copy, hexagons and a WorldRemit logomark
  9. 9. Inclusive design A design methodology that enables and draws on the full range of human diversity. M I C R O S O F T
  10. 10. Inclusive design is not the same as accessibility.
  11. 11. WHY SHOULD YOU CARE?
  12. 12. NIKE Champions diversity, changed maternity policy, embraces social justice APPLE GLITCH Accessibility baked into the OS, privacy by design Radical transparency, inclusive by design, intolerant of hate I m a g e o f t h e N i k e w e b s i t e f e a t u r i n g a b l a c k m a n i n b l a c k h o o d i e a t a 4 5 d e g r e e a n g l e a n d t h e h e a d o f a w h i t e w o m a n o n t h e l e f t a n d a n A s i a n w o m a n i n a " J u s t d o i t " g r e e n n a t u r e h o o d i e a n d a n A s i a n g i r l i n s a l m o n a n d g r e y h o o d i e o n t h e l e f t . T h e r e ' s a l s o a " S h o p " C T A w i t h " L o u n g e w e a r f o r E v e r y B o d y "
  13. 13. 40% W I L L A B A N D O N A S I T E T H A T D O E S N ' T L O A D W I T H I N 3 S E C O N D S 91% C U S T O M E R S W I T H B A D E X P E R I E N C E T H A T J U S T L E A V E W I T H O U T F E E D B A C K
  14. 14. I m a g e 1 : B o x e d M i c r o s o f t a d a p t i v e c o n t r o l l e r ; I m a g e 2 : T r a v i s S c o t t i n F o r t n i t e ; I m a g e 3 : G o o g l e m a p s f o c u s o n T e c h c i r c u s ; I m a g e 4 : A s n a p s h o t o f g o v . u k p a g e o n h o w b e n e f i t s w o r k .
  15. 15. ASPECTS OF INCLUSION
  16. 16. 100%O F U S W I L L B E D I S A B L E D A T S O M E P O I N T * 1.ACCESSIBILITY * U n l e s s w e d i e f i r s t
  17. 17. Image of 21 smiling women in a grid Image of a palm with gender signs drawn on it in red marker Image of a kneeling man giving a bouquet of roses to a standing man while a woman observes 2.GENDER & SEXUALITY
  18. 18. C O N T E X T Where will it be used and how does this context change the design? L A N G U A G E G L O B A L I S A T I O N How much of the product should be localised versus internationalised? What is the impact of the global citizen on the locale you think you operate in? 3. CULTURE
  19. 19. YOU MIGHT NOT CARE BUT OTHERS DO Image of 6 pairs of hands, facing palm up in a circle on a wooden surface REPRESENTATION MATTERS Image of young girl with colours in her hair in the foreground with blurred children in the background NOT CONSIDERING IT MEANS DISMISSING IT Image of 3 women. First with beige hijab, second with black scarf over half her head and 3rd woman's hair barely showing. 4. RACE & RELIGION
  20. 20. P E R F O R M A N C E How advanced is the device your customer is using? D E V I C E T Y P E How do form factor and device features affect customer experience? M E T A P H O R S There's an entire generation whose only experience of the internet is on a mobile phone. D A T A A N D B R O A D B A N D Does your product require super fast internet access for a good experience? 5. ACCESS TO TECHNOLOGY
  21. 21. GUIDE TO BUILDING INCLUSIVE PRODUCTS
  22. 22. 1.HIRE A DIVERSE TEAM You'll never know what you don't know you don't know
  23. 23. ACCESSIBILITY Does everyone have access to the same information and function? EXCLUSION Are there any user groups excluded from using the product? PERFORMANCE Can people with older phones or slow Internet use it? MENTAL MODELS If your user had never seen a laptop before, does the product still make sense? 2. AUDIT YOUR PRODUCT
  24. 24. Start where you are Do what you can ARTHUR ASHE 3.INCLUDE ONE GROUP THAT'S PREVIOUSLY BEEN EXCLUDED Use what you have
  25. 25. INCLUSIVE USER RESEARCH Ensure that user research sessions address aspects of inclusion DESIGN QUESTIONING Should you do it? Who's left out? What's the impact? ACCOUNTABILITY Set a public goal and hold yourselves to it DOR AND DOD Get inclusive processes baked into development 4.BAKE IT IN
  26. 26. TODAY Not accessible, rather homogenous teams, no localisation or internationalisation, agnostic of race, culture and gender impact. TOMORROW Still all of that but slightly less so 2030 Inclusive in terms of today's aspects but problematic on some (currently unknown) fronts 5. RINSE AND REPEAT
  27. 27. SUMMARY
  28. 28. Try, fail, learn, repeat. G E T M O R E P R O F I T A B L E A S Y O U G E T I T R I G H T
  29. 29. WORLDREMIT CHATBOT V2 Image of an open chat interface with a welcome message, a menu of 5 options and a snippet of the customer's selection
  30. 30. CHIMMY KALU T W I T T E R @chimmykalu L I N K E D I N Chimmy Kalu

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