Competitive Advantage Through Ethics

MEANINGFUL DESIGN COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Lillehammer, Yggdrasil 2008 INGRID TOFTE & KARL JOHAN SÆTH 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Karl Johan Sæth

« successful experiences

are meaningful, not merely novel »

06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Ingrid Tofte

« to create stunning design

that makes people happy »

IA SUMMIT 2008 IN MIAMI 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

06/05/09 ETIKK SOM KONKURRANSEFORTRINN

WHY DO WE WANT TO TALK ABOUT ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Did they know what they were doing? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Evolution of innovation and consumer demand Shedroff et al. “Making Meaning” - 2006 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Starbucks represents something beyond a cup of coffee

Founded 1971, Seattle.

Aquired by Howard Schultz in 1987.

Currently 15000 stores in 44 countries.

SUBJECT

DESC

WHAT IS ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

What is ethics?

A set of principles of right conduct

A theory or a system of moral values

Ethics: moral code, morals, morality, values, rights and wrongs, principles, ideals, standards (of behavior), value system, virtues, dictates of conscience.

Three ethical spheres

Personal sphere

Social sphere

Global sphere

Spheres of ethics: Personal 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Spheres of ethics: Social 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Spheres of ethics: Global 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

ETHICS IN DESIGN 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09

Three examples from Miami

Vinmonopolet

Egmont Univers

SFT CO2

Vinmonopolet – Designing within a restricted domain with defined ethics

CASE: VINMONOPOLET

YEAR

2006

Egmont Univers – Design guided by ethics

CASE: EGMONT UNIVERS

YEAR

2008

SFT CO2 – Making change through ethics?

2008

CASE: SFT C02

YEAR

The examples illustrate:

Ethics considerations is inevitable when developing products and services

Product or service design is always based on interpretation of ethical rules

COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Implications

Enhanced awareness of ethics facilitates powerful design

Competitive advantage by designing for the cultural ethical individual

This gives us great responsibility!

Model: Facebook Beacon 06/05/09 Ethical aspect COMPETITIVE ADVANTAGE THROUGH ETHICS Facebook Beacon Business req. User req. ! ! ! Ethical sphere Global Social Personal

Ethical aspects - Facebook Beacon

In several countries storing/sharing personal data is prohibited

Users want to control which information to share with others

Sharing this type of information may have unwanted consequenses

A METHODOLOGY OF ETHICS… 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

If there exists ethical spheres with principles of conduct, we should be able to identify the ethical aspects of a product or service 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS

Model - generic 06/05/09 Ethical aspects COMPETITIVE ADVANTAGE THROUGH ETHICS Ethics req. Product/service Business req. User req. ! ! ! Ethical spheres Global Social Personal

Working with ethics

Analyze the different elements of any product or service (requirements, strategies, design) through the different ethical spheres

Identify ethical aspects

Deduct ethics requirements from these

06/05/09 Product/ service Technical req. Contextual analysis Organizational capabilities Visually pleasing User req. Business req. Ethics req. COMPETITIVE ADVANTAGE THROUGH ETHICS

Ethics versus user experiences