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What's Next: Ethical Experience Design

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What's Next: Ethical Experience Design

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Brands and their partners are becoming more and more effective in the application of psychology when designing their digital experiences. But how should marketers behave and treat this knowledge?

This webinar explores how to navigate the waters of doing what's right for the customer and what's right for your business.

Brands and their partners are becoming more and more effective in the application of psychology when designing their digital experiences. But how should marketers behave and treat this knowledge?

This webinar explores how to navigate the waters of doing what's right for the customer and what's right for your business.

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What's Next: Ethical Experience Design

  1. 1. Powered by What’s Next: Ethical Experience Design
  2. 2. Welcome Thomas Crampton Global Consulting Principal, Marketing Transformation Ogilvy Consulting Dickon Laws Head of Experience Design Ogilvy UK Lau Moyano Experience Planning Director Ogilvy UK
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. WALKING THE FINE LINE THOUGHTS ON ETHICAL DESIGN 8TH NOVEMBER 2018
  6. 6. “A designer who doesn’t understand psychology is going to be no more successful than an architect who doesn’t understand physics” Joe Leech (@MrJoe) UX Consultant
  7. 7. A Cautionary Tale: the consequences of persuasive design in the wrong hands
  8. 8. “The biggest flaw of persuasive design is that we tend to focus on helping ourselves rather than helping the users” Anders Toxboe (@ToxBoe) UX Author
  9. 9. Is Design 
 an inherently 
 unethical industry?
  10. 10. WE MAKE 
 BRANDS 
 MATTER
  11. 11. CONTEXT: Ethics and the world we live in DEFINITION & EXPLORATION: Breaking down ethical design & Examples THE OBJECTIVE: The ROI of ethical design CONTENTS AFTERWORD: What next for Ethical Experience Design?
  12. 12. CONTEXT: Ethics and the world we live in DEFINITION & EXPLORATION: Breaking down ethical design & Examples THE OBJECTIVE: The ROI of ethical design CONTENTS AFTERWORD: What next for Ethical Experience Design?
  13. 13. Power tends to precede wisdom
  14. 14. It’s not (always) our fault…
  15. 15. Brands have a history of being unethical
  16. 16. Legislation always plays a “catch-up” role
  17. 17. Whilst nowadays there are more ways of being unethical…
  18. 18. People now have the power of choice
  19. 19. There is a fine line between influencing a choice for good… …and tricking people to do what they don’t really want
  20. 20. CONTEXT: Ethics and the world we live in DEFINITION & EXPLORATION: Breaking down ethical design & Examples THE OBJECTIVE: The ROI of ethical design CONTENTS AFTERWORD: What next for Ethical Experience Design
  21. 21. “Insert definition of ethical design here”
  22. 22. “Insert definition of ethical design here” Ethics is “the discipline dealing with what is good and bad and with moral duty and obligation.” - Merrian Webster Ethical design is, therefore, design made with the intent to do good, and unethical design is its black hat counterpart. 
 - Trina Fable
  23. 23. Ethics is “the discipline dealing with what is good and bad and with moral duty and obligation.” - Merrian Webster Ethical design is, therefore, design made with the intent to do good, and unethical design is its black hat counterpart. 
 - Trina Fable “Insert definition of ethical design here” 1. Act in the best interest of everyone 2. Be honest with everyone 3. Do no harm and if possible provide benefits 4. Act with integrity 5. Avoid conflicts of interest 6. Respect privacy, confidentiality and anonymity 7. Provide all resultant data The UXPA Code of Conduct
  24. 24. Source: Aral Balkan & Laura Kalbag Ethical Design Manifesto Sell products, not people.
  25. 25. So… can we get going?
  26. 26. Understanding the layers of ethical brand behaviours Ethical Design Ethical Data Ethical Processes Ethical Business
  27. 27. Ethical Design Ethical Data Ethical Processes Ethical Business
  28. 28. Ethical Design Ethical Data Ethical Processes Ethical Business
  29. 29. Ethical Design Ethical Data Ethical Processes Ethical Business
  30. 30. Ethical Design Ethical Data Ethical Processes Ethical Business
  31. 31. • Ethical layers are 
 inter-dependent • Ethics (or “unethics”) work both ways • Time-frame and approaches vary from strategic to tactical Ethical design Ethical data Ethical processes Ethical business A few observations
  32. 32. So…what was “ethical design” again?
  33. 33. Ethical Design isn’t black or white Is… Truthful and Transparent Provides… Helpful guidance Promotes… Honest value exchange Unethical Design Ethical Design
  34. 34. Ethical or not? Just plain wrong The normal thing to do Pure as a newborn 1 3 5 o2 Pre-Selected Contract Terms
  35. 35. Ethical or not? Just plain wrong The normal thing to do Pure as a newborn 1 3 5 Booking.com sense of urgency
  36. 36. https://dataethics.eu/en/instagram-posts-may-reveal-youre-depressed/ Ethical or not? Just plain wrong The normal thing to do Pure as a newborn 1 3 5 Instagram posts revealing early signs of mental illness
  37. 37. Ethical or not? Just plain wrong The normal thing to do Pure as a newborn 1 3 5 Instagram "likes” management
  38. 38. Ethical or not? Just plain wrong The normal thing to do Pure as a newborn 1 3 5 Ryan Air Insurance selection page
  39. 39. “Insert YOUR definition of ethical design here” Is… Truthful and Transparent Provides… Helpful guidance Promotes… Honest value exchange
  40. 40. CONTEXT: Ethics and the world we live in DEFINITION & EXPLORATION: Breaking down ethical design & Examples THE OBJECTIVE: The ROI of ethical design CONTENTS AFTERWORD: What next for Ethical Experience Design?
  41. 41. The intangible value of ethical design Generates Joy Improves health Promotes Equality Creates Transparency Empowerment
  42. 42. The tangible value of ethical design Ethical Business are preferred by people Good Design makes business perform better 92% of Millennial consumers are more likely to buy products from ethical companies. (Alfac survey 2017) x2 growth… (Value of Business design - McKinsey Quarterly 2018)The missing piece: 
 ethical design metrics around trust and loyalty linked to business results
  43. 43. (When your mum, your kid or your sister 
 download the app you worked on) The personal value of ethical design
  44. 44. CONTEXT: Ethics and the world we live in DEFINITION & EXPLORATION: Breaking down ethical design & Examples THE OBJECTIVE: The ROI of ethical design CONTENTS AFTERWORD: What next for Ethical Experience Design?
  45. 45. PERSUASION EMPOWERMENT Ethical design could be the fine line that makes the two parts co-exist and evolve
  46. 46. PERSUASION EMPOWERMENT Ethical design could be the fine line that makes the two parts co-exist and evolve TRUST & MUTUAL VALUE
  47. 47. (In other words… We can strike a balance) To Do Good Improve UsabilityTo Achieve Profit ETHICAL COMMERCIAL DESIGN AFTERWORD: Ethical design and Ogilvy XD
  48. 48. Thanks!
  49. 49. Acknowledgements 
 and useful links
  50. 50. A GOOD OVERVIEW OF ETHICAL DESIGN Trine Fable (UX Consultant) - Ethical Design: The Practical Getting-Started Guide https://www.smashingmagazine.com/2018/03/ethical-design-practical-getting-started-guide/ #top STRONG THEORY AND LOVELY PRACTICE OF ETHICAL DESIGN Aral Balkan & Laura Kalbag (two European designers who build things) https://ind.ie/ A WORKSHOP FOR PLUGGING ETHICS INTO YOUR XD METHODOLOGY Maheen Sohail (Product Designer at Facebook) – How to practice ethical design https:// medium.muz.li/how-to-practice-ethical-design-d8a6a8dcf4b0 A GOOD FOUNTAIN OF RESOURCES AND PAPERS Katie (Business strategist) – Putting Humanity back into design http://www.designaffects.com/6-ways-to-practice-ethical-design/ EVERY TOOLKIT, TEMPLATE AND EXAMPLE NEED https://www.ethicsfordesigners.com/ Acknowledgements and useful links
  51. 51. Other threads to pull from (a.k.a. good work for a good cause) Washington University’s Value Sensitive Design
 Emi Kolawole’s Design For Worldview
 Microsoft’s Inclusive Design
 Artefact’s Behaviour Change Cards
 Tristan Harris’s Time Well Spent
 McCombs School of Business’s Ethics Unwrapped
 Aral Balkan Cyborg Rights Activist
  52. 52. • Bring your company with you: real users, live tests, question solutions • Use data to improve the experience (not just business results) • Prioritise usability – Learnability, Efficiency, Memorability, Errors, Satisfaction • Ask only for the necessary information –data capture for delivering value • Be transparent – Explain why, where and how things are done https://www.smashingmagazine.com/2018/03/ethical-design-practical-getting-started-guide/#top Different areas where we can apply ethical design…
  53. 53. A ethical design process (to complement your existing XD process) https://medium.muz.li/how-to-practice-ethical-design-d8a6a8dcf4b0
  54. 54. Repository of tools and frameworks https://www.ethicsfordesigners.com/tools/
  55. 55. Questions? Thomas Crampton Global Consulting Principal, Marketing Transformation Ogilvy Consulting Dickon Laws Head of Experience Design Ogilvy UK Lau Moyano Experience Planning Director Ogilvy UK
  56. 56. Thank you.

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