We'll Figure That Out in the Next Launch: Enterprise Tech's Nobility Complex
Summary
Every design decision has the potential to include or exclude customers. Global Research emphasizes the contribution that understanding user diversity makes to informing these decisions, and thus to including as many people as possible. User diversity covers variation in capabilities, needs and aspirations. At Uber, the Global Scalable Research program is intended to influence product teams at HQ and around the world, to design and test in global regions: currently Mexico, India, Brazil. In this talk, I’ll discuss how we use Global Research to prioritize what product teams really need to build well and understand if their designs have relative ease of use that translates well to non-US users. Our Global Research priorities addresses some of the most challenging problems facing our global users today.
Key Insights
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Empathy is necessary but insufficient for designing products at global scale.
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Introducing technology without deep context can create unintended harms, such as electrical hazards during hurricanes.
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The 'nobility complex' leads Western designers to impose solutions based on privilege, causing product confusion and market failures.
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Localization, including language and cultural practices, can triple product adoption rates in some countries.
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Microsoft’s Tay chatbot quickly turned toxic because it learned from biased internet data, illustrating dangers of unchecked AI.
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Google’s photo recognition failures and racial bias in tech products reveal systemic flaws due to lack of diverse input during design.
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Physical product designs, like Oculus VR headsets and sensor-based soap dispensers, often overlook racial and anatomical diversity, limiting inclusiveness.
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Uber’s global scalable research platform tests products simultaneously in multiple countries to catch localization issues early.
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Testing innovations from global markets back in the U.S. can uncover unexpected opportunities and foster reverse innovation.
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Integrating marginalized voices from day one in product design improves scalability and avoids costly post-launch corrections.
Notable Quotes
"We all want to design for scale, but empathy alone is sometimes a shortcoming when thinking about scale."
"The nobility complex is when we in the West unintentionally create solutions without accounting for our own biases."
"People in some countries are three times more likely to buy a product if it’s localized in their language."
"Tay became a racist, sexist monster in less than eight hours because it learned from toxic internet data."
"Google’s photo algorithm mistakenly tagged Black people as gorillas, which was called out by Jackie Elsene."
"If you put garbage in, garbage comes out – AI reflects the biases in its training data."
"Soap dispensers and water sensors often fail on darker skin because they rely on light reflection."
"We Westerners are designing for ourselves without realizing it, feeding back into a loop of luxury products."
"In India, a cow crossing the road can disrupt Uber pickups, showing the need to design with local realities in mind."
"If you want to scale, incorporate global UX research from day one and test your assumptions broadly."
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