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But we didn’t know our product would do that, Your Honour

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Here Coworking

9 Harris Street

Pyrmont, NSW 2009

Australia

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In this confronting talk, a group of Behaviour Centred Designers from consultancy Neo (http://neoteny.com.au/) explore the implications of privileging some people and preferences over others, explicitly and implicitly (within product and service design) and what that can mean in commercial, social and ethical realms.

At a time when societal responsibility is paramount and silence is as good as endorsement, we must be intentional and informed when launching products and services into the world. We can no longer say that we didn’t know a result would occur, because if at all possible, it should have been predicted. Laws will evolve to account for ignorance, and designers, developers and business owners will be (and should be) held accountable.

By definition, identifying and privileging one target market for your product or service discounts the ‘other’. If we assume a certain level of technology comprehension, we are alienating those without that capacity. If we privilege Airbnb hosts, we discount renters and neighbours. If we optimise for people who speak English fluently, we exclude those who don’t. There is complex cause and effect and we need to start talking about and taking responsibility for not only what our products and services do for people, but what they don’t do as a result.

At Neo we use evidence to inform considered decisions, through the practice of Behaviour Centred Design. Speakers from two startups will demonstrate how this thinking has redefined their approach to delivering considered products and services:

Kris White, Chief Behavioural Officer at Zuper (https://zuper.com.au/) will discuss how Behavioural Economics is being used in product design to help people engage with one of the biggest financial assets they have - their superannuation.

Kit Macgillivray, Chief Product Officer of Brook (https://www.brook.ai/) will talk about the development of personal diabetes assistant Brook, who provides simple, savvy, data driven support for people to stay in a healthy blood sugar zone.

As a supporter of Australian Startups and innovation, the Neo team are excited to be a part of the Spark festival along with Kris White who will be returning for his second year of involvement at Spark.

We would like to thank Here Coworking (http://www.herecoworking.com/) for hosting this event in their beautiful purpose-built creative coworking space.

Image credit: WERC WERK WORKS/RABBITBANDINI PROD/TELLING PICT/RADIANT COOL / Album

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This event is part of Spark Festival and upholds the Spark Code of Conduct.

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Here Coworking

9 Harris Street

Pyrmont, NSW 2009

Australia

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