With the advent of Machine learning and artificial intelligence the ethical discourse around the role of designers and IA practitioners has been drastically changing, asking for more accountability in the design of digital products and demanding new ways to assess and measure the explicit and implicit consequences of our work.

In our practice we used to measure ROI in terms of increased engagement, loyalty or satisfaction. Metrics reassure investors and managers, but do they actually speak about the impact of our design? What are the unmeasurable metrics that we should push forward in this new era of product development?