Online marketplaces such as eBay, Uber, and Airbnb have the potential to
reduce racial, gender, and other forms of bias that affect the off-line
world. And in the early days of internet commerce, the relative
anonymity of transactions did make it harder for participants to
discriminate. But as listings began to include photos, names, and other
means of identification, bias emerged in areas ranging from labor
markets to credit applications to housing—sometimes made worse by a lack
of regulation, the absence of in-person interactions, and the use of
automation and big data. How can companies reverse the tide? The key
lies in more-intentional platform design, say the authors, who offer a
framework for creating a thriving marketplace while minimizing the risk
of discrimination. For starters, they say, companies must track and
report on potential problems and carefully test choices that may
influence the extent of discrimination. And they should thoroughly
examine four design decisions, asking themselves: • Are we providing too
much information? In many cases, the simplest, most effective change a
platform can make is to withhold information such as race and gender
until after a transaction has been agreed to. • Could we further
automate the process? Features such as “instant book,” allowing a buyer
to sign up for a rental, say, without the seller’s prior approval, can
reduce discrimination while increasing convenience. • Can we make
discrimination policies more top-of-mind? Presenting them during the
actual transaction process, rather than burying them in fine print,
makes them less likely to be broken. • Should we make our algorithms
discrimination-aware? To ensure fairness, designers need to track how
race or gender affects the user experience and set explicit objectives.
Seemingly small design features can have an outsize impact on
discriminatory behavior. Smart choices and transparent experimentation
can create markets that are both more efficient and more inclusive.
[ABSTRACT FROM AUTHOR]