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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 <ul><li>« successful experiences  </li></ul><ul><li>are meaningful, not merely novel  » </li></ul>06/05/09...
Ingrid Tofte <ul><li>« to create stunning design  </li></ul><ul><li>that makes people happy » </li></ul>06/05/09 COMPETITI...
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
06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
Did they know what they were doing? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
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...
Starbucks represents  something beyond  a cup of coffee  <ul><li>Founded 1971,  Seattle. </li></ul><ul><li>Aquired by Howa...
06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
WHAT IS ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
What is ethics? <ul><li>A set of principles of right conduct </li></ul><ul><li>A theory or a system of moral values </li><...
Three ethical spheres  <ul><li>Personal sphere </li></ul><ul><li>Social sphere </li></ul><ul><li>Global sphere </li></ul>0...
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 <ul><li>Vinmonopolet </li></ul><ul><li>Egmont Univers </li></ul><ul><li>SFT CO2  </li></ul>06/05...
Vinmonopolet –  Designing within a restricted domain with defined ethics <ul><li>CASE: VINMONOPOLET </li></ul><ul><li>YEAR...
COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
Egmont Univers – Design guided by ethics <ul><li>CASE: EGMONT UNIVERS </li></ul><ul><li>YEAR </li></ul><ul><li>2008 </li><...
COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
SFT CO2 – Making change through ethics? <ul><li>2008 </li></ul><ul><li>CASE: SFT C02 </li></ul><ul><li>YEAR </li></ul>06/0...
COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
The examples illustrate: <ul><li>Ethics considerations is inevitable when developing products and services  </li></ul><ul>...
COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
Implications <ul><li>Enhanced awareness of ethics facilitates powerful design </li></ul><ul><li>Competitive advantage by d...
06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
Model: Facebook Beacon 06/05/09 Ethical aspect COMPETITIVE ADVANTAGE THROUGH ETHICS Facebook Beacon Business req. User req...
Ethical aspects - Facebook Beacon <ul><li>In several countries storing/sharing personal data is prohibited </li></ul><ul><...
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...
Model - generic 06/05/09 Ethical aspects COMPETITIVE ADVANTAGE THROUGH ETHICS Ethics req. Product/service Business req. Us...
Working with ethics <ul><li>Analyze the different elements of any product or service (requirements, strategies, design) th...
06/05/09 Product/ service Technical req. Contextual analysis Organizational capabilities Visually pleasing User req. Busin...
Ethics versus user experiences <ul><li>The discussion of ethics is more than a a discussion of good and bad user experienc...
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Competitive Advantage Through Ethics

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English version of presentation held at Yggdrasil 2008 by Ingrid Tofte & Karl Johan Sæth of 15 meanings

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Competitive Advantage Through Ethics

  1. 1. MEANINGFUL DESIGN COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  2. 2. Lillehammer, Yggdrasil 2008 INGRID TOFTE & KARL JOHAN SÆTH 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  3. 3. Karl Johan Sæth <ul><li>« successful experiences </li></ul><ul><li>are meaningful, not merely novel » </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  4. 4. Ingrid Tofte <ul><li>« to create stunning design </li></ul><ul><li>that makes people happy » </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  5. 5. IA SUMMIT 2008 IN MIAMI 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  6. 6. 06/05/09 ETIKK SOM KONKURRANSEFORTRINN
  7. 7. WHY DO WE WANT TO TALK ABOUT ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  8. 8. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  9. 9. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  10. 10. Did they know what they were doing? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  11. 11. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  12. 12. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  13. 13. Evolution of innovation and consumer demand Shedroff et al. “Making Meaning” - 2006 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  14. 14. Starbucks represents something beyond a cup of coffee <ul><li>Founded 1971, Seattle. </li></ul><ul><li>Aquired by Howard Schultz in 1987. </li></ul><ul><li>Currently 15000 stores in 44 countries. </li></ul><ul><li>SUBJECT </li></ul><ul><li>DESC </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  15. 15. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  16. 16. WHAT IS ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  17. 17. What is ethics? <ul><li>A set of principles of right conduct </li></ul><ul><li>A theory or a system of moral values </li></ul><ul><li>Ethics: moral code, morals, morality, values, rights and wrongs, principles, ideals, standards (of behavior), value system, virtues, dictates of conscience. </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  18. 18. Three ethical spheres <ul><li>Personal sphere </li></ul><ul><li>Social sphere </li></ul><ul><li>Global sphere </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  19. 19. Spheres of ethics: Personal 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  20. 20. Spheres of ethics: Social 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  21. 21. Spheres of ethics: Global 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  22. 22. ETHICS IN DESIGN 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  23. 23. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
  24. 24. Three examples from Miami <ul><li>Vinmonopolet </li></ul><ul><li>Egmont Univers </li></ul><ul><li>SFT CO2 </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  25. 25. Vinmonopolet – Designing within a restricted domain with defined ethics <ul><li>CASE: VINMONOPOLET </li></ul><ul><li>YEAR </li></ul><ul><li>2006 </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  26. 26. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
  27. 27. Egmont Univers – Design guided by ethics <ul><li>CASE: EGMONT UNIVERS </li></ul><ul><li>YEAR </li></ul><ul><li>2008 </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  28. 28. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
  29. 29. SFT CO2 – Making change through ethics? <ul><li>2008 </li></ul><ul><li>CASE: SFT C02 </li></ul><ul><li>YEAR </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  30. 30. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
  31. 31. The examples illustrate: <ul><li>Ethics considerations is inevitable when developing products and services </li></ul><ul><li>Product or service design is always based on interpretation of ethical rules </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  32. 32. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  33. 33. Implications <ul><li>Enhanced awareness of ethics facilitates powerful design </li></ul><ul><li>Competitive advantage by designing for the cultural ethical individual </li></ul><ul><li>This gives us great responsibility! </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  34. 34. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  35. 35. Model: Facebook Beacon 06/05/09 Ethical aspect COMPETITIVE ADVANTAGE THROUGH ETHICS Facebook Beacon Business req. User req. ! ! ! Ethical sphere Global Social Personal
  36. 36. Ethical aspects - Facebook Beacon <ul><li>In several countries storing/sharing personal data is prohibited </li></ul><ul><li>Users want to control which information to share with others </li></ul><ul><li>Sharing this type of information may have unwanted consequenses </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  37. 37. A METHODOLOGY OF ETHICS… 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  38. 38. 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
  39. 39. Model - generic 06/05/09 Ethical aspects COMPETITIVE ADVANTAGE THROUGH ETHICS Ethics req. Product/service Business req. User req. ! ! ! Ethical spheres Global Social Personal
  40. 40. Working with ethics <ul><li>Analyze the different elements of any product or service (requirements, strategies, design) through the different ethical spheres </li></ul><ul><li>Identify ethical aspects </li></ul><ul><li>Deduct ethics requirements from these </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  41. 41. 06/05/09 Product/ service Technical req. Contextual analysis Organizational capabilities Visually pleasing User req. Business req. Ethics req. COMPETITIVE ADVANTAGE THROUGH ETHICS
  42. 42. Ethics versus user experiences <ul><li>The discussion of ethics is more than a a discussion of good and bad user experiences </li></ul><ul><li>User experience Individual sphere, in its nature hedonistic </li></ul><ul><li>Ethics Different spheres, addresses consequences just as much as experience </li></ul>06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
  43. 43. more meaning
  44. 44. www.15meanings.no

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