Rethinking personas for fairness: Algorithmic transparency and accountability in data-driven personas

Joni Salminen, Soon gyo Jung, Shammur A. Chowdhury, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Algorithmic fairness criteria for machine learning models are gathering widespread research interest. They are also relevant in the context of data-driven personas that rely on online user data and opaque algorithmic processes. Overall, while technology provides lucrative opportunities for the persona design practice, several ethical concerns need to be addressed to adhere to ethical standards and to achieve end user trust. In this research, we outline the key ethical concerns in data-driven persona generation and provide design implications to overcome these ethical concerns. Good practices of data-driven persona development include (a) creating personas also from outliers (not only majority groups), (b) using data to demonstrate diversity within a persona, (c) explaining the methods and their limitations as a form of transparency, and (d) triangulating the persona information to increase truthfulness.

Original languageEnglish (US)
Title of host publicationArtificial Intelligence in HCI - 1st International Conference, AI-HCI 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
EditorsHelmut Degen, Lauren Reinerman-Jones
PublisherSpringer
Pages82-100
Number of pages19
ISBN (Print)9783030503338
DOIs
StatePublished - 2020
Event1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 - Copenhagen, Denmark
Duration: Jul 19 2020Jul 24 2020

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12217 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference1st International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
CountryDenmark
CityCopenhagen
Period7/19/207/24/20

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

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