visibility of ethics for open innovation platforms - chasanidou, karahasanović

Technologyforabe/ersociety

“Thevisibilityofethicsinopeninnova3onpla4orms”howtocommunicateethicstousersthroughdesign

DimitraChasanidouPhDstudent,SINTEFICT

AmelaKarahasanovićSeniorScien7st,AssociateProfessorSINTEFICT

24-26May2016,Copenhagen

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•  Involvingusersintheinnova7onprocessraisesseveralethicalissues,suchasownershipandprivacy.

•  Thecaseofopeninnova7onplaCorms:

ethicsshouldbealignedwithcompany,users,andtechnologyethics.

Ourapproachtotheethicalusertreatment:•  Designforthevisibilityofethics

Usersas"asourceforinnova7on"

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•  EricksonandKellogg(2000):visibilitywithinthecontextof“socialtranslucence”

•  Defini7on:“thedegreetowhichethicsthataresociallysignificant,ismadevisibleinopeninnova7onplaCorms”

Whyisitimportant?•  Companiesshouldreflecttheirethics

throughopeninnova7onplaCormsinordertoengagecustomers

•  “Poten(alcontributorsnotonlywantagooddeal,theyalsowantafairdeal”

Designforthevisibilityofethics

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1.  Franke,N.,Keinz,P.,andKlausberger,K.2013“DoesThisSoundLikeaFairDeal?”:AntecedentsandConsequencesofFairnessExpecta7onsintheIndividual’sDecisiontoPar7cipateinFirmInnova7onOrganiza7onScience201324:5,1495-1516

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Aim:howdesignandvisibilityofethicscansupporttheethicaltreatmentofusersinopeninnova7onplaCorms.StepA.Literaturereview•  Ethicsanddesign,e.g.valuesensi7vedesignframework,•  EthicsandOpenInnova7on,e.g.innova7oncommuni7es,business,digitaltechnologies,servicedesign.StepB.Contentanalysis•  10openinnova7onplaCorms,online,ac7veforyears,supportedbylargecompanies•  Evalua7onofthecontentpresentedacrosswebpages,sub-webpages,links,andmenusoftheOIPs.

Studyapproach

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ProblemswiththeexisPngstudies:• generalframeworksanddomainspecificethics• visibilityofethicsvariesinexis7ngOIPs4groupsofethicalissues:• userdataprotec7on,e.g.privacy,security• usermo7va7on,e.g.renumera7on,collabora7on• jus7fica7onofcompany’svalues,e.g.trust,responsibility• feedbacktousers,e.g.supportability,discussability

Ourapproachtotheethicaluser'treatment• designforthevisibilityofethics.

Studyapproach-Results

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1.UserdataprotecPonProvideclearandseparatedataprotec(onpoliciesfortheinnova(onprocessandfortheuseofthepla;orms.2.UsermoPvaPon3.JusPficaPonofthecompany’svalues4.Feedbacktousers

Designguidelines

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ScreenshotsofOIPsfromLEGO(A)andDell(B)

A.  Providetherelevantuserdataprotec7onpoliciesbeforetheideasubmissionphase.

B.  Organizeallpolicy-relatedlinksinaseparatesec7on.

1.Userdataprotec7on:designsugges7ons

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C.  Provideanoverviewofthedataprotec7ondocument,with7tlesandsub7tles,andprovidemoredetailsondemand.

D.  Highlighttheimportantinforma7onthroughtextformafng,suchascolour,fontsize,underlining,etc.

ScreenshotsofOIPsfromBeiersdorf(C),andLEGO(D).

1.Userdataprotec7on:designsugges7ons

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1.UserdataprotecPon2.UsermoPvaPonProvideclearmo(va(onsinthemainpageforuserstopar(cipate.3.JusPficaPonofthecompany’svalues4.Feedbacktousers

Designguidelines

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A.  Organizeacallforinnova7on.

B.  Provideincen7vemechanisms,monetaryornon-monetary,inavisibleposi7on.

ScreenshotsofOIPsfromStatoil(A),LEGO(B)

2.Usermo7va7on:designsugges7ons

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C.  Provideaneasysubmission

processforusers.

D.  Gamifytheprocessthroughtheuseofvariousgamifica7onelements.

ScreenshotsofOIPsfromBMW(C),andLEGO(D)

2.Usermo7va7on:designsugges7ons

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Designguidelines

1.UserdataprotecPon2.UsermoPvaPon3.JusPficaPonofthecompany’svaluesCommunicatehowthecompany’svaluesandethicsarejus(fiedwiththeinnova(onprocess.4.Feedbacktousers

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A.  Organizethecompany’sethicsinaseparatesec7onsuchas“companyprofile,”“history,”“vision,”orsimilar.

B.  Providechoicesfortheinnova7ontasks.

ScreenshotsofOIPsfromAkzoNobel(A),Philips(B)

3.Jus7fica7onofthecompany’svalues:designsugges7ons

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C.  Provideanoverviewoftheinnova7onprocess,intermsof7me,resources,etc.

D.  Provideinforma7onforthenextphasesandcommunicatetheresults,suchassuccessstoriesandimplementedproducts.

ScreenshotsofOIPsfromUnilever(C),andStarbucks(D).

3.Jus7fica7onofthecompany’svalues:designsugges7ons

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Designguidelines

1.UserdataprotecPon2.UsermoPvaPon3.JusPficaPonofthecompany’svalues4.FeedbacktousersSupportcommunica(onchannelswiththeusers.

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A.  Supportuserfeedback

throughouttheideasubmissionprocess.

B.  Keeptheuserinformedaboutthecurrentstateofhis/hersubmissionsandtheinnova7onprocess.

ScreenshotsofOIPsfromStarbucks(A),LEGO(B)

4.Feedbacktousers:designsugges7ons

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C.  Providecommunica7onchannelsamongusers,suchascontactforms,blogs,discussioncommuni7es,orsimilar.

D.  Providean“FAQ”sec7onwithcommonuserissues.

ScreenshotsofOIPsfromP&G(C),andDell(D)

4.Feedbacktousers:designsugges7ons

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Designforvisibilityofethicsisseenasaproac7vedesignstatethat:•  supporttheethicaltreatmentofusers

byinvi7ngthemtoamorevisibleinnova7onprocess

•  maketheplaCorm'sandcompany'sethicsvisibleonalargescale

Futurework:applica7onandevalua7onofthedesignsugges7onsinvariousplaCorms

Conclusions

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Ethics&Designhmps://stevenlegere.wordpress.com/page/2/Studentdesigncompe77onhmp://www.dexigner.com/news/24341Businessideashmp://presthemes.com/prestashop-news/5-crea7ve-online-business-ideas--ecommerce-inspira7on-337.htmlProductinnova7onhmp://inhabitat.com/designcompe77ons/enter-the-cradle-to-cradle-product-innova7on-challenge-win-up-to-250k-in-prize-money/EuropeanSocialInnova7oncompe77onhmp://www.telecentre-europe.org/european-social-innova7on-compe77on/

Imagereferences

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ThankyouDimitra.Chasanidou@sintef.noAmela.Karahasanovic@sintef.no

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