Ethics, the new unique selling point of design.
“As the user experience professional, when the business wants to let videos wander (in other words, business leaders or other well-intentioned team members want to use the video in a way that the participant didn’t agree to), someone must serve as gatekeeper. Whenever these moments occur, our UX Cassandra role should compel us to represent not only our users’ need for great user experience, but for proper ethical handling of their participation in our experiments. Each of our new tools provide ethical challenges. We have an obligation to consider their challenges and address them as seriously as we do with our live participant studies or any of our methods.”