trust

Intelligences

Designing Virtual Primary Care: Desire or Dread? How Structural Forces Shape the Anticipation of Futures

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MARIE MIKA GRH+DOD* ARVIND VENKATARAMANI SonicRim [s2If is_user_logged_in()]DOWNLOAD PDF [/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] The COVID-19 pandemic changed many healthcare companies' priorities and dramatically accelerated the drive towards increasingly virtual health care. Grand Rounds Health*, a healthcare startup, decided the time is now to launch its virtual primary care offering. It was assumed that a rural, lower-socioeconomic population would be more eager for, and best served by, virtual primary care, given their greater geographic distance from clinicians and other assumed access deficits. However, ethnographic research revealed that it was the urban, higher-socioeconomic population who both reported far more favorable experiences with remote care and more eager anticipation of virtual primary care. This is partly due to different technological experiences and ecosystems, but more directly due to differing trust in and agency with institutionalized health care. Ultimately, this case study...

Intelligences

The Stakes of Uncertainty: Developing and Integrating Machine Learning in Clinical Care

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MADELEINE CLARE ELISH Data & Society Research Institute [s2If is_user_logged_in()] Download PDF [/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] The wide-spread deployment of machine learning tools within healthcare is on the horizon. However, the hype around “AI” tends to divert attention toward the spectacular, and away from the more mundane and ground-level aspects of new technologies that shape technological adoption and integration. This paper examines the development of a machine learning-driven sepsis risk detection tool in a hospital Emergency Department in order to interrogate the contingent and deeply contextual ways in which AI technologies are likely be adopted in healthcare. In particular, the paper bring into focus the epistemological implications of introducing a machine learning-driven tool into a clinical setting by analyzing shifting categories of trust, evidence, and authority. The paper further explores the conditions of certainty in the disciplinary contexts of data science and ethnography,...

Intelligences

Humans Can Be Cranky and Data Is Naive: Using Subjective Evidence to Drive Automated Decisions at Airbnb

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STEPHANIE CARTER Airbnb RICHARD DEAR Airbnb [s2If is_user_logged_in()] Download PDF [/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] Case Study—How can we build fairness into automated systems, and what evidence is needed to do so? Recently, Airbnb grappled with this question to brainstorm ways to re-envision the way hosts review guests who stay with them. Reviews are key to how Airbnb builds trust between strangers. In 2018 we started to think about new ways to leverage host reviews for decision making at scale, such as identifying exceptional guests for a potential loyalty program or notifying guests that need to be warned about poor behavior. The challenge is that the evidence available to use for automated decisions, star ratings and reviews left by hosts, are inherently subjective and sensitive to the cross-cultural contexts in which they were created. This case study explores how the collaboration between research and data science revealed that the underlying constraint for Airbnb to leverage subjective evidence...

Intelligences

Autonomous Individuals in Autonomous Vehicles: The Multiple Autonomies of Self-Driving Cars

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ERIK STAYTON Nissan Research Center – Silicon Valley & Massachusetts Institute of Technology MELISSA CEFKIN Nissan Research Center – Silicon Valley JINGYI ZHANG Nissan Research Center – Silicon Valley [s2If is_user_logged_in()] Download PDF [/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] We take the polysemy at the heart of autonomy as our focus, and explore how changing notions of autonomy are experienced and expressed by users of self-driving cars. Drawing from work-practice studies and sociomaterial approaches to understanding technologies, we discuss how driving as a task is destabilized and reconfigured by the introduction of increasingly automated systems for vehicle control. We report on the findings of a hybrid ethnographic experiment performed at Nissan Research Center – Silicon Valley, in which we video recorded interactions of 14 participants inside a simulated autonomous vehicle, and conducted semi-structured post-interviews. We look at the responses of...

Intelligences

Looking to Right-hand Women: Strategies for Shaping Impactful Paths in Business

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NATALIA SILVA INSITUM HANNAH PICK McGraw-Hill Education Download PDF [s2If current_user_can(access_s2member_level1)] [/s2If] PechaKucha—This visual ethnography explores the hypothesis that some women in business subvert traditional power relationships by using existing stereotypes and all other tools at their disposal to become “right-hand women.” Drawing from examples of famous women in business and quotes from qualitative interviews with women from the U.S., Mexico and Colombia, “Looking to Right-Hand Women” tells the story of how some successful, intelligent women across several countries play a behind-the-scenes role in business, strategically impacting and influencing men in leadership positions to directly shape decision-making, and ultimately the path the business takes. Through the lens of navigating the highly nuanced challenges of operating as a woman in today's business world, this visual ethnography uncovers effective strategies for building trust and effecting change in the face of complex power dynamics....

Perspectives

Ethnography & Strategy: An ‘Open Letter’ from the EPIC2015 Salon

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by JOHANNES SUIKKANEN, Gemic & TOM HOY, Stripe Partners A wonderful, diverse group actively participated in the Ethnography & Strategy Salon at EPIC2015 in São Paulo, and we’d like to share some of that experience with you. The Brazil group took the discussion into unexpected territories (just as we hoped) and now we call on you, the extended EPIC community, to take it further. Although diverse, we are all confronting many of the same tensions regarding how we use ethnography to drive strategy. In this sense, listening to parallel stories was useful for learning, but also reassuring (on a personal level) to hear how such challenges are widely shared. There is great value in addressing them together. By offering a summary of main themes and provoking questions from this salon, we invite you to extend our thinking. Many of Us Are Becoming Empathetic ‘Experience Stagers’ We started the salon with Tom’s story about a project in which he took the client to the field to experience firsthand what “real people” experience....

Intelligences

Digital Trust: An Analysis of Trust in the Adoption of Digital Support Services

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EMILIE GLAZER, ANNA MIECZAKOWSKI, JAMES KING and BEN FEHNERT [s2If current_user_can(access_s2member_level1)] [/s2If] [s2If is_user_logged_in()]Download PDF[/s2If] Adoption of digital support services is mediated by varying experiences of trust. This paper deconstructs the notion of trust in technology through a design-led research project on the long-term adoption of a telehealth service – a context at once complex and fragile. The investigated daily experience of patients and healthcare practitioners in the UK and Germany revealed negotiations of trust that blurred boundaries between domestic and medical, and between system smartness and individual responsibility. Implications extend to the role of technology in changing healthcare landscapes, what trust means in developing digital support services more generally, and how appreciating the fragility of trust can bring both risk and hope in uncertain and evolving worlds.[s2If current_user_is(subscriber)] Become a member to access video. Learn More. [/s2If][s2If !is_user_logged_in()] Free...

Intelligences

Co-opetition as the New Path to Innovation? Negotiating Strategic Change through User-Centred Design Approaches

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ALICE PEINADO, MAGDALENA JARVIN and CORINNE JOUANNY [s2If is_user_logged_in()]Download PDF[/s2If] This essay analyses how consensus was reached in a co-opetitive setting by looking at two, consecutive but related projects spanning from 14 to 18 months in length. The projects took place in Paris, France, between 2009 and 2013, and involved key players from the banking and insurance industry. FiDJi, short for Finance, Design et Joie d’Innover, was meant to test a new innovation method based on a design thinking approach. FAIR, short for Finance, Assurance & Innovation Responsable, was conceived as a sequel to FiDJi but had the more ambitious goal to develop a new methodology that, while using a design thinking approach as a starting mode, would provide an independent set of guidelines with respect to sustainable, responsible innovation. Consequently, the dynamic of each project varied, as did the end goals. Both projects took design thinking as a starting point but while FiDJi produced a new innovation methodology based on a user-centred...

Intelligences

Mobility is More than a Device: Understanding Complexity in Health Care with Ethnography

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TODD S. HARPLE, GINA LUCIA TAHA, NANCY VUCKOVIC and ANNA WOJNAROWSKA [s2If is_user_logged_in()]Download PDF[/s2If] This case study on mobility in health care demonstrates how ethnography and design research helped Intel meet the business challenge of redressing market share. Ethnography enabled the team to assess the interplay between mobile devices and other hospital technologies, understand how they fit within or subverted existing practices, and document positive and negative features of the technology. Our deliverables not only answered the direct business question, but also expanded the scope of possible solutions.[s2If !is_user_logged_in()] Sign in or create a free account to access this content and over 400 articles—the leading collection of peer-reviewed work on ethnographic practice.[/s2If][s2If is_user_logged_in()] [s2If is_user_logged_in()] INTRODUCTION Current state of health care transitions and the impact on the relevance of ethnographic methods Throughout the world, health care is in a state of flux. New technologies...

Intelligences

From Street to Satellite: Mixing Methods to Understand Mobile Money Users

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ERIN B. TAYLOR and HEATHER A. HORST [s2If is_user_logged_in()]Download PDF[/s2If] How do users incorporate mobile money into their existing practices and adapt it to their needs? The answers can be surprising. Simultaneously a commodity, a store of value, and a social good, mobile money combines a large array of applications within the one platform. This is why mobile money has been touted for its potential for socioeconomic development, as a profitable commercial enterprise, and even as a tool for strengthening governance. The fact that customers rarely use it for just one purpose can also make it difficult to untangle customers’ motives and behaviors. In this paper we compare our own research with other studies to demonstrate how deploying a full suite of ethnographic methods (qualitative and quantitative) can provide significant insights into users. We present three key insights relating to time, trust, and traces / trajectories, and make suggestions for the future of mobile money research.[s2If !is_user_logged_in()] Sign in or create...