Design Ethics & Experimentation: Ton Wesseling (Online Dialogue)

Design Ethics & Experimentation: Ton Wesseling (Online Dialogue)


Get into this controversial talk on UX, Design Ethics & Experimentation by the founder of Online Dialogue, Ton Wesseling.

 

‘Be more effective: why it’s unethical not to experiment’

Over the years companies have transformed to efficient machines, applying Agile, Lean, Scrum and Six Sigma alike methodologies. Finally, we are able to get things done way faster than we used to do. UX plays an important role in all these Sprints. Iterating continuously to better designs and copy. Iterations based on research studies and knowledge. But what about experiments? How do they fit in this puzzle? It’s the only way to really understand how you could shift behaviour, how you can persuade users to take the next step. The length of experiments does not fit sprints and doesn’t it lead to misleading users, to come up with unethical ways to raise your conversions?

At Online Dialogue they think it’s unethical not to experiment, not to learn about real user behaviour. All the efficient approaches are still leading to lots of waste in the production lines. They create many solutions that are ineffective and even misleading users without you knowing it. It’s time to change this. How can we embed proper experimentation and behavioural knowledge within companies?

Ton is the founder of Online Dialogue – thought leaders in evidence-based growth. Ton has 20 years of experience in Digital Optimization and with his team, he helps and trains companies throughout the world to be really effective at data-informed growth. Besides being a consultant and an entrepreneur he is also recognized worldwide as an influential thinker, writer and public speaker on conversion optimization and online experiments.

Tony was speaking at a UX Crunch meetup.
 


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