You can’t just ‘add AI’ to a project and expect it to work. It isn’t magic dust that can be sprinkled on a product. The key to building systems that are integrated into people’s lives is trust. If you don’t have the right amount of trust, you open the system up to disuse and misuse. During this talk we went through the building blocks of AI from a UX Design perspective, what trust is, how trust is gained, and maybe more importantly lost, in UX/UI, how to effectively team humans/machines and techniques you can use day-to-day to build trusted AI products.

1. How to Build Trustworthy AI Products by
Philosophie Dir. of AI
www.productschool.com

2. FREE INVITE
Join 23,000+ Product Managers on

3. COURSES
Product Management
Learn the skills you need to land a product manager job

4. COURSES
Coding for Managers
Build a website and gain the technical knowledge to lead software engineers

5. COURSES
Data Analytics for Managers
Learn the skills to understand web analytics, SQL and machine learning concepts

6. COURSES
Blockchain and Cryptocurrencies
Learn how to trade cryptocurrencies and build products using the blockchain

7. Chris Butler
TONIGHT’S SPEAKERS

8. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
How to Build Trustworthy
AI Products
chrisbutler@philosophie.is
@chrizbot

9. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Chris Butler
Director of AI @ Philosophie NYC
18 years of product and BD
Microsoft, Waze, Horizon Ventures,
KAYAK, and started my own company
(failed)
chrisbutler@philosophie.is
@chrizbot

10. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Questions we should be asking
● What is AI?
● What is trust?
● What does trust have to do with machines?
● How do machines build trust with humans?
● What is the right level of trust for machines?
● What techniques can we use to learn about trust problems/solutions?

11. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What is AI?

12. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
(in 5 minutes)

13. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Data science produces insights
Machine learning produces predictions
Artificial intelligence produces actions
- David Robinson, Chief Data Scientist at DataCamp

14. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What is it not?

15. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

16. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

17. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

18. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

19. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

20. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What is it?

21. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

22. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

23. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

24. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

25. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

26. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Human-centered AI

27. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Data science produces insights
Machine learning produces predictions
Artificial intelligence produces actions
- David Robinson, Chief Data Scientist at DataCamp

28. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Data science produces insights about people
Machine learning produces predictions for people to use
Artificial intelligence produces actions to help people
- David Robinson, Chief Data Scientist at DataCamp

29. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What is trust?

30. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
(Trust 101)

31. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Trust facilitates cooperative behavior

32. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What is trust?
● Contract—written or unwritten
● Focuses on expectations for the future
● Based on past performance, accountability, and transparency
● Builds slowly
● Can be lost quickly

33. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

34. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What does trust have to
do with software?

35. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
(A story)

36. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

37. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

38. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

39. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
How do machines build
trust with humans?

40. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Performance

41. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Common performance measures
• Accuracy - ratio of correctly predicted observations
• Precision - ratio of correct positive observations
• Recall - ratio of correctly predicted positive events
• F1 - weighted average of Precision and Recall

42. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Confusion matrix

43. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
ROC and AUROC

44. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Accountability

45. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

46. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
“...responsibility is shifted
to other drivers on the
road, and these human
drivers become the moral
crumple zone...”
Elish, M. C., Moral Crumple Zones: Cautionary Tales in Human-Robot Interaction
(We Robot 2016) (March 20, 2016). We Robot 2016 Working Paper.

47. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

48. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
“Accountability can
therefore be a powerful
tool for motivating better
practices, [and more]
trustworthy systems.”
Nissenbaum, H., Accountability in a computerized society. Sci Eng Ethics (1996) 2:
25. https://doi.org/10.1007/BF02639315

49. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Transparency

50. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
(UX/UI)

51. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Interpretability

52. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Intelligent and adaptive CTA

53. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Abstractions to build expertise

54. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Generating options

55. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Help humans avoid errors

56. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Be up front about possible errors
and sometimes wrong

57. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Allow intervention or appeal

58. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Feedback

59. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What is the right level of
trust for machines?

60. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Humans and
Automation: Use,
Misuse, Disuse, Abuse
Parasuraman, Raja & Riley, Victor. (1997). Humans and Automation: Use,
Misuse, Disuse, Abuse. Human Factors. 39. 230-253.
10.1518/001872097778543886.

61. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Use: “[Voluntary]
activation or
disengagement of
automation by human
operators.”

62. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Misuse: “[Over] reliance on
automation, which can
result in failures of
monitoring or decision
biases.”

63. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

64. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Disuse: “[Neglect] or
underutilization of
automation...”

65. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

66. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Abuse: “[Automation] of
functions... without due
regard for the
consequences for human
performance...”

67. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

68. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
What techniques can we
use to learn about trust
problems/solutions?

69. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Problem interviews

70. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Problem interviews
● What are stories you use to tell people how your job works usually?
● What about a time in the past things didn’t go right? What did you
do?
● How do you explain your understanding to someone else? How do
you draw it?
● How do you cobble together solutions to get what you need done?
● How have people built trust when working with you?

71. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Prototyping

72. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

73. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
“Wizard of Oz”

74. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
“Concierge”

75. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

76. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
User interviews

77. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Scenarios
● Correct operation
● Incorrect operation - false positives/negatives
● Both sides of the borderline of misuse/disuse
● Feedback from human to machine
● State communication from machine to human

78. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Sample questions
● How do you feel about [action]?
● How do you think the system decided [action]?
● Do you trust these suggestions for what to do next?
● Was there enough information for you to [take action]?
● When would this fail?
● How much do you trust the system to make the right
decision in the future? It is more or less than before?
● What would make you skeptical to use the system?

79. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

80. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Conclusion

81. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Parting thoughts...
● Using AI is like any other technology that has tradeoffs… with some
nuance you should be aware of.
● Build for the right amount of trust—not too much or not too little.
● Trust is based on performance, accountability, and transparency.
● UX/UI is the basis for all of these things.

82. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS

83. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
AI Engagements

84. PRODUCT SCHOOL TRUSTWORTHY AI PRODUCTS
Thank you!
chrisbutler@philosophie.is
@chrizbot

85. Part-time Product Management Courses in
San Francisco, Silicon Valley, Los Angeles, New
York, Austin, Boston, Seattle, Chicago, Denver,
London, Toronto
www.productschool.com