FROMSOCIETYTO

BUS INESSESTHROUGH

TECHNOLOGY

Responsible

Innovation

Lanoche enque FrankensteinLeyóelQuijote,2012YannFingerEmail: yann.finger.14@ucl.ac.uk 17.11.2015

OutlineKeyquestion:Whatdoesitmeanandhowcanwemaketechnologicalinnovationsthataremoreresponsible?

1. Technologyinandwithsociety◦ Whatrolesdoestechnologyplayinsocietyandwhatdoesresponsibleinnovation

means?

2. ValueSensitiveDesign– Shapingtechnologiesthroughvalues◦ Howcanwechangethedesignofourtechnologytospeakourvalues?

3. Re-designingbusinesses◦ Howto(re)-designbusinessmodelstoaddresssocialgoals?

◦ Howcanbusinessesmakeaprofitbyaddressingsocialgoals?

Removed series, EricPickersgill, 2015

Modo deVolar,FranciscoGoya,1815

1.Technologyas

Tool

Ø Values=principlesorstandardsofbehavior;one'sjudgmentofwhatisimportantinlife.

Ø Technologyastool,e.g.:

• “Gunsdon’tkillpeople,peoplekillpeople”- NationalRifleAssociation(NRA)

ØProblem:performativityoftechnology

Technology&Values

ØValuesasintrinsicpartoftechnology,e.g.:

• TheInternetasDemocracy

Ø Problem:underplayshumaninfluence

2.Valuesasinherent

toTechnology

Technology&Values

3.Socio-Technical

SystemsØValuesgetintechnologiesthroughdesign

ØEventhoughtheycanbehijacked

ØItdependsonthewaytheyaredesignedandthecontextinwhichtheyareused

• Socio-TechnicalSystems

oThemeaningofatechnologyanditsusagedependsontheenvironmentinwhichitisused

Technology&Values

Responsible

Innovation

ØEmergedinthe1960s

ØStartedtoseetheharmfuleffectsofcertaintechnologicaldevelopments

• Asbestos,nuclearweapon,nuclearenergy,etc.

ØThreedifferentapproachestoResponsibleInnovation:

1.Mitigationofharmfuleffects

Ø Riskassessment

ØProblem:Collingridge Dilemma

Dr.Strangelove, Stanley Kubrick,1964

Responsible

Innovation

2.GrandChallenges

Ø Innovationtoaddressthegrandchallengesofourtime,e.g.:

• Sustainability, inequality,etc.

Ø Problem:toovague

Geoengineering,Wagenbreth,2007

Thearchitecture ofviolence, 2014

Summingup

Ø Whatroledoestechnologyplayinsociety?

• Anactivitythatcontributestoconstructacertainvisionoftheworld• Freesusfromlimitation

• Butalsoimposesnewconstrains

• Itisadynamicrelationwheretechnology,society,andbusinesses shapeeachother

Ø WhatdoesResponsibleInnovationmean?

• Tyingtogetherbusinesses,technologymakingandsocietalreflection

• Impactingtheprocessthroughwhichtechnological innovationsaredeveloped

• Towardssociallydesirablegoals

Part2.ValueSensitiveDesign– shaping

technologies

ØHowtoembedsocialconcerns&responsiblereflectioninthedesignoftechnology?

• ValueSensitiveDesign(VSD)– incorporatingsocialvaluesthroughouttheprocessofinnovationmaking

Ø Emergefromhuman-computerinteractions

1. Technicaldevelopment

2. Relationshipwithusers:userfriendliness,security,etc.

VSD- Methodology

Ø Aim:incorporatehumanandmoralvalues(dignity,equality,justice,etc.)intodesign

• Valuesneedtobeintegratedwhentheycanstillmakeadifference

ØMethodology:

• 3integrativeanditerativeinvestigations:◦ Conceptual

◦ Empirical

◦ Technical

VSD– ValueHierarchy

Values

DesignRequirements

Norms

CaseStudy-Ø Purpose:makepeopleawareaboutaboutconflictmaterials

ØDecidedtomaketheirownbusiness inorderto:

1. ‘Openup’themakingofsmartphonesandseehowitcouldbemadefairer

2. Becommerciallyviableandserveasanexampleforbusinesses

Ø Keyexplicitvalue:Fairness&Sustainability

• Meetthedifferentstakeholdersinvolved

• LifeCycleAssessment

Fairness

Social Ecological

Working wages Heavy pollution

Social rights Obsolescence

Conflict mining Manufacturing

Health &Hazards Finite resources

DesignatFairphoneØ Highestenvironmentalcosts:production&endlife

ØDesignforacircularuse

Sustainbility

LongProductLife Makeit repairable Material Recovery

DualSim CardEasytoOpen

+Guides

Modular

Architecture

Replaceable

Battery

Upgrades&

Updates

Easily

Recycled

Part3.ShapingBusinesses

Ø Butaswesawtechnology(anditsdesign)isonlyonepartoftheroleoftechnologyinsociety

Ø Whenyouaretrytoachievecertainvalues,sometimesyouhavetoinnovatethroughoutyourbusinessmodel&yourvaluechain

Ø “Fairness”forwhom?

• Stakeholders:oMiners

oManufacturing

oFuturegenerations

Mining

Ø 4materialsthatcomefromconflictzones

• Coltan,Cassiterite,Wolframite&Gold

• Neednottofundarmedforces

• Maintaineconomicalstability

Ø Needtoselect newpartners

Ø SupportingfairmineralInitiatives

Ø Traceability

Manufacturing

Ø Fairnessforthemakers:

• Transparency

• Creatingnewnetworkoflikemindedproducers

• WorkerWelfareFund

• Systemicchange

FutureGenerationØ Fulllifecycleofthesmartphone

Ø Needfornewinfrastructurestoreuse,remanufacture,andrecycle

ØTakingphonesbackfromGahana

Ø Organize&fundrecyclingplans

RiverSimple, 2015

RiverSimple

CarIndustry

Requirements

• Asexpensiveas

possible

• Sellasmuchas

possible

• High

maintenance

• Shortlife-time

RiverSimple –

LeasingSystem

• Asreliableas

possible

• Longevity

• Low

maintenance

• Drivetoimprove

energy

efficiency

BusinessValueØ Valuegenerationforcustomersbyconnectingwiththeirmoralvaluesthroughoutthevaluechainyou:• Increasecustomerloyality

• Ensurebettercustomersatisfaction

• Increasethevalueofyourbrand

Ø InthecaseofFairphone&Riversimple youalso:• Gainsourcingvalues(costreductionduetoverticalintegration&closing theloops)• Environmentalvalue(improved image,reducedenvironmental footprint)

• Informationvalue(information aboutyour supplychain,failurerates,lifetimeoftheproduct,etc.)

• Long-termvaluecreation:“alignmentofinterestsofthebusiness thecustomersandtheplanet”

Conclusion1. Technology, business&societyarenotdifferententitiesthatevolveseparately=>Socio-

technicalsystems

2. Ifwewanttoinnovateresponsibly, weneed toworkonallaspectsfromtheinsideout

• Otherwisewearecomingupwithapproximatesolutionandremainstuckintheold

structures

3. Thinkwithanticipation,bereflexive,beinclusiveandberesponsive:

• Whoprofitsfromtheinnovation?

• Whoisempowered?

• Whoisalienated?

• Whowins?Wholoses?

4. ValueSensitiveDesignasawaytoincorporatemoralvaluesintechnology&businesses

andameantocreatevalue

Questions

Inthedevelopmentofyourventuretrytothinkabout:

1. Whatisyourpurpose andwhicharethekeysocialvaluesyouwanttoadvancewithyouproject?

2. Whoarethestakeholders thatarepotentiallyaffectedbyyourtechnical innovation?(notjustthecustomers)

3. Howareyougoingtovalidate thesehypotheses?

4. Whatarethepotentialexternalities ortrades-off?

5. Howcanyou(re)design yourtechnicalproductandyourbusinessmodeltomakeaprofitbyfulfillingthosevalues?

Contact:YannFingerEmail: yann.finger.14@ucl.ac.uk

AdditionalResourcesPoliticsoftechnologyinSociety:

LongdonWinner,DoArtefactshavePolitics?,1980

ResponsibleInnovation:

Stilgoe etal.DeveloppingaFrameworkforResponsible Innovation,2013

ValueSensitiveDesign

Friedmanetal.ValueSensitiveDesignandInformationSystems,2006

AlternativeBusinessModels

MacArthurFoundation,TowardstheCircularEconomy,Vol.1,2012

Porter&Kramer,CreatingSharedValue,2011

Freeman,StakeholderTheory