The impact of social ethics  on IA and interactive design Experiences from the Norwegian woods
LoveUX
Karl Johan Sæth Information Architect UX <ul><li>Even though he loves fishing Karl Johan has  spent most of the last 12 ye...
Ingrid Tofte Interaction Designer UX <ul><li>Apart from freezing a lot, Ingrid has spent the last 12 years of her life des...
Why do we want to talk about ethics? <ul><li>Ethics as a recurrent theme </li></ul><ul><li>Our experiences through several...
How does ethics influence  IA and interactive design? <ul><li>Discussed through three  different case studies </li></ul>
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><...
Spheres of Ethics Personal
Spheres of Ethics Social
Spheres of Ethics Global
Norway is in many ways a regulated society <ul><li>Marketing </li></ul><ul><li>Alcohol </li></ul><ul><li>Smoking </li></ul...
The government controls 31.6%  of publicly listed companies Norwegians enjoy the second highest GDP per-capita in the world
Statistics Norway Cost of Living in Norway United Kingdom USA Norway
As of 2007, Norway´s population numbered 4.7 million. In recent years, immigration has accounted for more than half of Nor...
Case I: Vinmonopolet www.vinmonopolet.no
Which  one?
Too much?
Vinmonopolet   Why did the solution turn out as it did? <ul><li>Restrictive legislation </li></ul><ul><li>Customer’s inter...
VS
VS
VS
VS
VS
Vinmonopolet <ul><li>Designing within a restricted domain with defined ethics </li></ul><ul><li>More www.vinmonopolet.no <...
Case II: Egmont www.univers.no
Egmont Why did the solution turn out as it did? <ul><li>Building a positive and responsible brand </li></ul><ul><li>Primar...
Egmont <ul><li>Using ethical awareness as a competitive advantage </li></ul><ul><li>More www.univers.no </li></ul>
Case III: Norwegian Pollution Control Authority (SFT) www.sft.no/co2/
Statistics Norway Concerns amongst Norwegians Poverty Discrimination of woman Hygiene Education Environment 10 20 30 40 50...
Avoid E-commerce metaphors such  as shopping carts etc…
SFT CO2 Why did the solution turn out as it did? <ul><li>Distinguish the solution – an official site </li></ul><ul><li>Pub...
Visual: SFT CO2 V – What if?
SFT CO2 quotas <ul><li>How an understanding of social ethics  can be used to impact on society through design </li></ul><u...
Summing up <ul><li>Vinmonopolet:  Designing within a restricted domain with defined social ethics </li></ul><ul><li>Egmont...
Implications  <ul><li>Ethics considerations is inevitable for IAs and designers  </li></ul><ul><li>Design is always based ...
Implications cont. <ul><li>Enhanced awareness of ethics facilitates powerful design </li></ul><ul><li>Competitive advantag...
Recommendations <ul><li>Increase ethical awareness </li></ul><ul><li>Identify ethical aspects in each project/solution </l...
A methodology of ethics?
Project Business req. User req. Ethical aspects Ethics req. Ethical imperatives ! ! ! Ethical spheres Global Social Indivi...
<ul><li>Identify  ethical aspects </li></ul><ul><li>Analyze these through the different  ethical spheres </li></ul><ul><li...
Ethics versus user experiences <ul><li>The discussion of ethics is more than a a discussion of good and bad user experienc...
Comments – Questions? <ul><li>… </li></ul>LoveUX
Thank you! <ul><li>Karl Johan Sæth [email_address] </li></ul><ul><li>Ingrid Tofte [email_address] </li></ul>LoveUX
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The impact of social ethics on IA and interactive design

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Presentation from IASummit 2008 by Ingrid Tofte and Karl Johan Saeth - presenting a model for including ethics considerations in your projects.

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  • The impact of social ethics on IA and interactive design

    1. The impact of social ethics on IA and interactive design Experiences from the Norwegian woods
    2. LoveUX
    3. Karl Johan Sæth Information Architect UX <ul><li>Even though he loves fishing Karl Johan has spent most of the last 12 years developing IA and interactive concepts. </li></ul>
    4. Ingrid Tofte Interaction Designer UX <ul><li>Apart from freezing a lot, Ingrid has spent the last 12 years of her life designing interactive solutions. </li></ul>
    5. Why do we want to talk about ethics? <ul><li>Ethics as a recurrent theme </li></ul><ul><li>Our experiences through several projects </li></ul><ul><li>The Norwegian perspective (cultural) </li></ul>
    6. How does ethics influence IA and interactive design? <ul><li>Discussed through three different case studies </li></ul>
    7. 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>moral code, morals, morality, values, rights and wrongs, principles, ideals, standards (of behavior), value system, virtues, dictates of conscience. </li></ul>
    8. Spheres of Ethics Personal
    9. Spheres of Ethics Social
    10. Spheres of Ethics Global
    11. Norway is in many ways a regulated society <ul><li>Marketing </li></ul><ul><li>Alcohol </li></ul><ul><li>Smoking </li></ul><ul><li>Taxes </li></ul><ul><li>Equality of genders </li></ul>
    12. The government controls 31.6% of publicly listed companies Norwegians enjoy the second highest GDP per-capita in the world
    13. Statistics Norway Cost of Living in Norway United Kingdom USA Norway
    14. As of 2007, Norway´s population numbered 4.7 million. In recent years, immigration has accounted for more than half of Norway's population growth
    15. Case I: Vinmonopolet www.vinmonopolet.no
    16. Which one?
    17. Too much?
    18. Vinmonopolet Why did the solution turn out as it did? <ul><li>Restrictive legislation </li></ul><ul><li>Customer’s interpretation of legislation </li></ul><ul><li>Balancing the tightrope between ethics and technical/conceptual possibilities </li></ul>
    19. VS
    20. VS
    21. VS
    22. VS
    23. VS
    24. Vinmonopolet <ul><li>Designing within a restricted domain with defined ethics </li></ul><ul><li>More www.vinmonopolet.no </li></ul>
    25. Case II: Egmont www.univers.no
    26. Egmont Why did the solution turn out as it did? <ul><li>Building a positive and responsible brand </li></ul><ul><li>Primarily target parents, not children </li></ul><ul><li>Avoid gender stereotyping </li></ul>
    27. Egmont <ul><li>Using ethical awareness as a competitive advantage </li></ul><ul><li>More www.univers.no </li></ul>
    28. Case III: Norwegian Pollution Control Authority (SFT) www.sft.no/co2/
    29. Statistics Norway Concerns amongst Norwegians Poverty Discrimination of woman Hygiene Education Environment 10 20 30 40 50 60 70 80 90 %
    30. Avoid E-commerce metaphors such as shopping carts etc…
    31. SFT CO2 Why did the solution turn out as it did? <ul><li>Distinguish the solution – an official site </li></ul><ul><li>Public opinion: Avoid negative attention and annoyance </li></ul><ul><li>Increase credibility: Avoid commercial metaphors </li></ul><ul><li>Increase traffic: Based on tradition and social ethics </li></ul>
    32. Visual: SFT CO2 V – What if?
    33. SFT CO2 quotas <ul><li>How an understanding of social ethics can be used to impact on society through design </li></ul><ul><li>More www.sft.no </li></ul>
    34. Summing up <ul><li>Vinmonopolet: Designing within a restricted domain with defined social ethics </li></ul><ul><li>Egmont: Using awareness of social ethics as a competitive advantage </li></ul><ul><li>SFT CO2: How an understanding of social ethics can be used to impact on society through design </li></ul>
    35. Implications <ul><li>Ethics considerations is inevitable for IAs and designers </li></ul><ul><li>Design is always based on interpretation of ethical rules </li></ul><ul><li>Design is bound by social and ethical imperatives </li></ul>
    36. Implications cont. <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>
    37. Recommendations <ul><li>Increase ethical awareness </li></ul><ul><li>Identify ethical aspects in each project/solution </li></ul>
    38. A methodology of ethics?
    39. Project Business req. User req. Ethical aspects Ethics req. Ethical imperatives ! ! ! Ethical spheres Global Social Individual
    40. <ul><li>Identify ethical aspects </li></ul><ul><li>Analyze these through the different ethical spheres </li></ul><ul><li>Identify ethical imperatives </li></ul><ul><li>Deduct ethics requirements from these </li></ul>
    41. 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>
    42. Comments – Questions? <ul><li>… </li></ul>LoveUX
    43. Thank you! <ul><li>Karl Johan Sæth [email_address] </li></ul><ul><li>Ingrid Tofte [email_address] </li></ul>LoveUX

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