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
The discussion of ethics is more than a a discussion of good and bad user experiences
User experience Individual sphere, in its nature hedonistic
Ethics Different spheres, addresses consequences just as much as experience

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Competitive Advantage Through Ethics

by 15 meanings on Oct 27, 2008

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