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Ethical Design

Laura Kalbag
September 22, 2016

Ethical Design

From a talk given at MakingWeb in September 2016

Laura Kalbag

September 22, 2016
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  1. Ethical Design
    @laurakalbag @indie
    https://ind.ie https://better.fyi

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  2. PERFORMANCE!

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  7. .html

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  8. .js

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  9. .js

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  10. .css

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  11. .js

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  12. .jpg

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  13. addthis.com

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  14. addthis.com

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  15. perfectmarket.com

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  16. taboola.com

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  17. taboola.com

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  18. doubleclick.net

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  19. krxd.net

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  20. moatads.com

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  21. googlesyndication.com

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  22. googlesyndication.com

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  23. optimizely.com

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  24. googleadservices.com

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  25. 2mdn.net

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  28. t
    269 requests 5.11 MB 12.97 seconds
    caused by third party trackers

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  29. Your web performance effort means
    nothing

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  33. …?

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  38. Did any of you tell your friends on Facebook?
    Facebook has started showing me creepy
    funeral director ads…
    12/08/2015 14:07

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  39. Not me!
    Jessica Kalbag
    Might just be coincidence… Hmm

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  40. sorry, that was me I think - I face
    booked Madds cos she’s in
    Australia now xxx
    Nini Ellis

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  49. Lightbeam

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  50. https://mozilla.org/lightbeam

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  55. *but also possibly not

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  60. Privacy Policy

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  61. — The Trade Desk Privacy Policy
    The Trade Desk Technology allows our
    Clients to buy ad space on websites for
    online advertising and allows for the use
    of proprietary and third party data in the
    purchase of that media.

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  62. — The Trade Desk Privacy Policy
    Our Technology collects Non-Personally
    Identifiable Information (“Non-PII”) that
    may include, but is not limited to…

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  63. — The Trade Desk Privacy Policy
    your IP host address,
    the date and time of the ad request,
    pages viewed,
    browser type,
    the referring URL,
    Internet Service Provider,
    and your computer’s operating system,

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  65. Non-Personally Identifiable Information
    (“Non-PII”)

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  66. your IP host address, age, gender,
    income, education, interests
    “your IP host address

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  67. your IP host address
    37.46.188.154

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  68. 37.46.188.154

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  69. 37.46.188.154
    29

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  70. 37.46.188.154
    29

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  71. 29
    Non-Personally Identifiable Information
    (“Non-PII”)

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  72. — “Why ‘Anonymous’ Data Sometimes Isn’t” — Bruce Schneier
    http://archive.wired.com/politics/security/commentary/securitymatters/2007/12/securitymatters_1213

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  73. it takes only a small named database for
    someone to pry the anonymity off a much
    larger anonymous database

    — “Why ‘Anonymous’ Data Sometimes Isn’t” — Bruce Schneier
    http://archive.wired.com/politics/security/commentary/securitymatters/2007/12/securitymatters_1213

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  76. Facebook knows you better than your members
    of your own family
    — Sarah Knapton, Science Editor, Daily Telegraph. January 2015

    http://www.telegraph.co.uk/news/science/science-news/11340166/Facebook-knows-you-better-than-your-members-of-your-own-family.html

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  77. Computer-based personality judgments are more
    accurate than those made by humans
    http://www.pnas.org/content/112/4/1036.abstract

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  78. The team found that their software was able to
    predict a study participant's personality more
    accurately than a work colleague by analysing
    just 10 'Likes'.
    — Sarah Knapton, Science Editor, Daily Telegraph. January 2015

    http://www.telegraph.co.uk/news/science/science-news/11340166/Facebook-knows-you-better-than-your-members-of-your-own-family.html

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  79. Inputting 70 'Likes' allowed it to obtain a truer
    picture of someone's character than a friend or
    room-mate, while 150 'Likes' outperformed a
    parent, sibling or partners.
    — Sarah Knapton, Science Editor, Daily Telegraph. January 2015

    http://www.telegraph.co.uk/news/science/science-news/11340166/Facebook-knows-you-better-than-your-members-of-your-own-family.html

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  80. http://www.pnas.org/content/112/4/1036/F2.large.jpg

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  82. http://www.independent.co.uk/life-style/gadgets-and-tech/news/facebook-reactions-
    belgian-police-warn-citizens-not-to-react-to-posts-on-social-media-a7027786.html

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  83. Belgian police now says that the site
    [Facebook] is using them as a way of
    collecting information about people and
    deciding how best to advertise to them. As
    such, it has warned people that they should
    avoid using the buttons if they want to
    preserve their privacy.

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  84. “By limiting the number of icons to six,
    Facebook is counting on you to express your
    thoughts more easily so that the algorithms
    that run in the background are more
    effective,” the post continues. “By mouse
    clicks you can let them know what makes you
    happy.”

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  87. LexisNexis helps uncover the information that
    commercial organizations, government agencies
    and nonprofits need to get a complete picture
    of individuals, businesses and assets…

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  88. Only Acxiom connects people across channels,
    time and name change at scale by linking our vast
    repository of offline data to the online environment

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  91. When an individual applies for a loan, the lender
    examines the credit ratings of members of the
    individual’s social network who are connected to the
    individual through authorized nodes. If the average
    credit rating of these members is at least a minimum
    credit score, the lender continues to process the loan
    application. Otherwise, the loan application is rejected.

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  92. When an individual applies for a loan, the lender
    examines the credit ratings of members of the
    individual’s social network who are connected to the
    individual through authorized nodes. If the average
    credit rating of these members is at least a minimum
    credit score, the lender continues to process the loan
    application. Otherwise, the loan application is rejected.

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  94. Ad Blockers

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  95. Ads are not the problem.
    Trackers are the problem.

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  96. google-analytics.com 64.1% of sites researched
    doubleclick.net 54.4% of sites researched
    google.com 41.9% of sites researched
    gstatic.com 32.8% of sites researched
    googleadservices.com 32.3% of sites researched
    facebook.com 29.0% of sites researched
    googlesyndication.com 26.9% of sites researched
    facebook.net 26.4% of sites researched
    google.se 23.0% of sites researched

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  97. google-analytics.com 64.1% of sites researched
    doubleclick.net 54.4% of sites researched
    google.com 41.9% of sites researched
    gstatic.com 32.8% of sites researched
    googleadservices.com 32.3% of sites researched
    facebook.com 29.0% of sites researched
    googlesyndication.com 26.9% of sites researched
    facebook.net 26.4% of sites researched
    google.se 23.0% of sites researched
    google-analytics.com 64.1% of sites researched
    doubleclick.net 54.4% of sites researched
    google.com 41.9% of sites researched
    gstatic.com 32.8% of sites researched
    googleadservices.com 32.3% of sites researched
    facebook.com 29.0% of sites researched
    googlesyndication.com 26.9% of sites researched
    facebook.net 26.4% of sites researched
    google.se 23.0% of sites researched
    78.7%

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  98. google-analytics.com 64.1% of sites researched
    doubleclick.net 54.4% of sites researched
    google.com 41.9% of sites researched
    gstatic.com 32.8% of sites researched
    googleadservices.com 32.3% of sites researched
    facebook.com 29.0% of sites researched
    googlesyndication.com 26.9% of sites researched
    facebook.net 26.4% of sites researched
    google.se 23.0% of sites researched

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  102. Ads are not the problem.
    Trackers are the problem.

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  105. https://adblockplus.org/en/acceptable-ads

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  106. — https://adblockplus.org/en/acceptable-ads#criteria
    we share a vision with the majority of our
    users that not all ads are equally annoying

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  107. Ads are not the problem.
    Trackers are the problem.

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  109. — https://adblockplus.org/acceptable-ads-agreements
    we are being paid by some larger
    properties that serve non-intrusive
    advertisements that want to participate
    in the Acceptable Ads initiative

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  110. http://boingboing.net/2016/09/13/adblock-now-selling-ads.html

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  111. Ad networks don’t
    have to be bad

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  112. http://decknetwork.net

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  113. http://decknetwork.net/privacy/

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  114. — http://decknetwork.net/privacy/
    We don’t track our readers in any way or
    allow any other behind-the-scenes
    shenanigans. We just serve useful,
    relevant ads in a simple, unobtrusive way
    to support independent publishers.

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  115. But what about
    behavioural ads?

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  126. http://www.0pii.com

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  127. https://flattr.com
    https://flattr.com/

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  128. But who is going to use these
    systems when your personal
    information is so lucrative?

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  129. Analytics

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  130. google-analytics.com 64.1% of sites researched

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  131. Is it ethical or necessary to
    track visitors to our site?

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  132. Ethics on the web

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  133. ethic |ˈɛθɪk|
    noun [ in sing. ]
    a set of moral principles, especially ones
    relating to or affirming a specified group,
    field, or form of conduct

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  134. We build the new
    everyday things

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  135. 90 minutes

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  136. 2 hours 51 minutes
    https://www.iabuk.net/about/press/archive/definitive-time-people-spend-online-2hrs-51-mins-a-day

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  137. we need to take
    responsibility

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  138. Use your powers
    for good

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  139. Code is not neutral

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  140. http://www.theverge.com/2015/7/1/8880363/google-apologizes-photos-app-tags-two-
    black-people-gorillas

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  141. http://www.cambridge-news.co.uk/cambridge-paediatrician-8217-s-outrage-pure-gym/
    story-26188693-detail/story.html

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  142. We’re not just
    building cool stuff

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  143. Designer?

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  148. View Slide

  149. View Slide

  150. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable

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  151. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    respects human rights

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  152. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    respects human rights

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  153. decentralisation

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  156. Not under our control

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  158. The NSA woke up and said “Corporations
    are spying on the Internet, let’s get
    ourselves a copy”

    — Bruce Schneier
    https://www.schneier.com/news/archives/2014/04/surveillance_is_the.html

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  159. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    respects human rights

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  160. private

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  161. Decentralisation + Analytics

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  163. Self-hosted analytics
    http://piwik.org

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  164. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    respects human rights

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  165. open

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  167. Open + Analytics

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  169. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    respects human rights

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  170. interoperable

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  171. View Slide

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  173. Interoperability + Analytics

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  174. respects human rights
    decentralised,
    private, open, interoperable,
    accessible, secure & sustainable

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  175. accessible

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  176. Accessibility + Analytics
    Accessibility + Anything

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  177. Never stop looking for ways to
    make our work more accessible

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  178. respects human rights
    decentralised,
    private, open, interoperable,
    accessible, secure & sustainable

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  179. secure

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  181. Security + Analytics

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  182. respects human rights
    decentralised,
    private, open, interoperable,
    accessible, secure & sustainable

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  183. sustainable

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  184. View Slide

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  186. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    functional,
    convenient & reliable
    respects human rights

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  187. functional,
    convenient & reliable

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  188. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    functional,
    convenient & reliable
    respects human rights
    respects human effort

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  189. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    functional,
    convenient & reliable
    delightful
    respects human rights
    respects human effort

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  190. decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    functional,
    convenient & reliable
    delightful
    respects human rights
    respects human effort
    respects human experience

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  191. delightful

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  192. Quit painting a thin layer of cuteness over
    fundamentally broken interfaces.

    — “Dear Tech, You Suck at Delight” — Sara Wachter-Boettcher
    https://medium.com/@sara_ann_marie/dear-tech-you-suck-at-delight-86382d101575

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  193. respects human rights
    respects human effort
    respects human experience
    The 3 Rs of Ethical Design
    decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    functional,
    convenient & reliable
    delightful

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  194. functional,
    convenient & reliable
    delightful
    respects human effort
    respects human experience
    decentralised,
    private, open, interoperable,
    accessible, secure & sustainable
    does not respect
    human rights

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  195. functional,
    convenient & reliable
    delightful
    does not respect
    human rights
    respects human effort
    respects human experience

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  196. does not respect
    human rights
    respects human effort
    respects human experience
    99.99999%
    of Silicon Valley

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  199. We need to disrupt the disruptors

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  200. So what about analytics?

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  201. Do we need analytics?

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  202. Are we analysing more than
    we need?

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  203. We need to ask ourselves
    these questions

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  204. We are the
    gatekeepers of
    the web

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  205. We can’t defer responsibility

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  206. But if don’t like what Google/Facebook/
    Other Corporations are doing, I don’t
    have to use their services…

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  207. NOPE
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N

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  208. Social networks are society

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  209. Email, booking services, ecommerce
    are our new everyday things

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  210. We deserve to be able to take part in
    society, and use everyday things
    without our privacy being compromised

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  211. But what if I trust Google/
    Facebook/Other Corporation with
    my data?

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  212. Google isn’t your lover.
    You shouldn’t have to trust them.

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  213. If it fits with the Ethical Design
    Manifesto, you don’t need to trust it.

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  214. Not worrying about your
    data is privilege

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  215. Not worrying about your
    data is privilege

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  216. You’re not just making these
    decisions for yourself

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  217. If you support your business with
    tracking, you are making that
    decision for your visitors

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  218. As developers we need to make wise
    decisions on behalf of our visitors

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  222. https://www.wired.com/2014/11/whatsapp-encrypted-messaging/

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  223. https://www.privateinternetaccess.com/blog/2014/11/whatsapp-encryption-shows-value-of-
    metadata/

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  224. Would Facebook really allow WhatsApp to
    throw away the business value in a 19-billion
    acquisition? Of course it wouldn’t. This
    demonstrates that the snoop value was in the
    metadata all along: the knowledge of who
    talks to whom, when, how, and how often.
    Not in the actual words communicated.
    — Rick Falkvinge

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  225. http://www.theverge.com/2016/8/25/12638698/whatsapp-to-start-sharing-user-data-with-facebook

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  226. http://www.theverge.com/2016/5/18/11701030/google-io-2016-keynote-highlights-
    announcements-recap

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  227. http://www.theverge.com/2016/9/21/12994362/allo-privacy-message-logs-google

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  230. https://www.exchangewire.com/blog/2016/05/18/why-threes-partnership-with-shine-makes-
    publishers-more-vulnerable-than-ever/

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  231. The web, as it is today, exists because of
    an implicit understanding that ads pay for
    the content consumers love and,
    therefore, need to be seen.
    — Ben Barokas, co-founder and CEO, Sourcepoint

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  232. NOPE
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N
    OPE NOPE NOPE NOPE NOPE N

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  233. Ads are not the problem.
    Trackers are the problem.

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  234. Corporations need to
    stop treating us like
    we’re greedy lab rats

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  235. Question and challenge
    unethical practices

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  236. See past the PR

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  237. t

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  238. Save our jobs

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  239. The average Facebook user spends
    50 minutes on Facebook a day

    http://www.nytimes.com/2016/05/06/business/facebook-bends-the-rules-of-audience-engagement-to-its-advantage.html

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  240. View Slide

  241. View Slide

  242. View Slide

  243. Build and support
    alternatives

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  244. Let’s have a positive impact
    on the world

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  245. Let’s build products that
    make the web better

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  246. Thank you
    @laurakalbag @indie
    https://ind.ie https://better.fyi

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