Researchers observed that digital products and services, such as social networking sites and online and mobile games, play a role in enticing users in ways that ensure increases in revenue of their providers. At the same time, with the advent of several disruptive new technology products in the not-so-distant future,including artificial intelligence-powered robots, drones and virtual reality, the
boundary of ethically acceptable practices for the society by the technology
companies is becoming an increasing topic of concern. Recent evidences show
that technology companies and public organisations often find themselves in
disagreement about what innovative features should be rolled out.
This practice-based MPhil thesis explores the potential of integrating a social
stakeholder into a cross-functional New Product Development (NPD) team that
comprises stakeholders in viability, feasibility, desirability and social
responsibility. The public adoption and the commercial potential of the project
outcome shows that the proposed NPD framework would be useful for the
production of socially responsible technology products. In order to inform the
technology and design communities as well as public services, the research looks
at participants’ gains raised by mutual exchanges of the participating stakeholders
as well as identifying building blocks for the successful execution of such an
NPD practice. These are: managing uncertainties, knowledge-brokering,managing conflicts of interests, locating knowledge and talent and raising awareness of digital technologies.