Ethical design is good for customers, but it is also good for business, bringing a good ROI. Discover how you can convince your boss to abandon manipulation and dark patterns.

2. GOOD USER EXPERIENCE
HELPING AND ENABLING USERS WITH DELIGHTFUL EXPERIENCES

3. Focused on Experience
(subjective/qualitative)
Focused on Task
objective/quantifiable
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5. Focused on Experience
(subjective/qualitative)
Focused on Task
objective/quantifiable
USER CENTERED DESIGN
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6. Often users are lost in the mix and
we now see a dramatic transformation

7. GOOD USER EXPERIENCE EXPLOITATION
Often users are lost in the mix and
we now see a dramatic transformation

8. GOOD USER EXPERIENCE EXPLOITATION
HELPING AND ENABLING USERS WITH DELIGHTFUL EXPERIENCES
DECEIVING, MANIPULATING AND EXPLOITING USERS
Often users are lost in the mix and
we now see a dramatic transformation

9. WHAT IS ETHIC?

10. TRADITIONAL ETHIC
DEFINITION
“A SET OF MORAL PRINCIPLES,
ESPECIALLY ONES RELATING TO
OR AFFIRMING A SPECIFIED GROUP,
FIELD, OR FORM OF CONDUCT.”
Plato, marble portrait bust,
G. Dagli Orti—DeA Picture Library/Learning Pictures

11. ETHICAL UX DESIGN
ETHICS FROM THE PERSPECTIVE OF BUSINESS,
MANAGEMENT, DESIGN AND DEVELOPMENT.

12. ETHICAL UX DESIGN
ETHICS FROM THE PERSPECTIVE OF BUSINESS,
MANAGEMENT, DESIGN AND DEVELOPMENT.
FIRST, DO NO HARM

13. ETHICAL UX DESIGN
ETHICS FROM THE PERSPECTIVE OF BUSINESS,
MANAGEMENT, DESIGN AND DEVELOPMENT.
FIRST, DO NO HARM
The duty and responsibility to treat others with fairness
and respect, placing the customer’s wellbeing above
business’ profits.

14. ETHICAL UX DESIGN
ETHICAL
UNETHICAL
MAYBE ETHICAL
DEPENDING ON CONTEXT
😇
👿
🤔

15. GRAY AREA?

16. UNETHICAL DESIGN FLAVORS
DARK PATTERNS DATA MINING
👾
👺

17. DARK PATTERNS
A DELIBERATELY MISLEADING
DESIGN PATTERN CREATED WITH
THE PURPOSE OF GETTING THE USER
TO DO SOMETHING UNINTENDED.
Harry Brignull - darkpatterns.org
https://bit.ly/3u4JC4A

19. BAIT AND SWITCH
You set out to do one thing, but
a different, undesirable thing
happens instead.

20. BAIT AND SWITCH
You set out to do one thing, but
a different, undesirable thing
happens instead.

21. TRICK QUESTION
While filling in a form you respond to a
question that tricks you into giving an
answer you didn't intend. When glanced
upon quickly the question appears to
ask one thing, but when read carefully
it asks another thing entirely.

22. TRICK QUESTION
While filling in a form you respond to a
question that tricks you into giving an
answer you didn't intend. When glanced
upon quickly the question appears to
ask one thing, but when read carefully
it asks another thing entirely.

23. ROACH MOTEL
You get into a situation very
easily, but then you find it is
hard to get out of it.

24. CONFIRM SHAMING
The act of guilting the user into opting
into something. The option to decline
is worded in such a way as to shame
the user into compliance.

25. CONFIRM SHAMING
The act of guilting the user into opting
into something. The option to decline
is worded in such a way as to shame
the user into compliance.

27. DATA MINING
TRICKING USERS INTO SHARING
MORE PERSONAL INFORMATION
THAN THEY KNOW AND NUDGE
PEOPLE TOWARD THE LEAST
PRIVACY FRIENDLY OPTIONS.

28. UNNECESSARY DATA
Collecting and storing more
information that you will ever need,
putting the customer at risk.

29. WHO LOVES COOKIES?
NECESSARY COOKIES
FUNCTIONAL COOKIES
PERFORMANCE COOKIES
ADVERTISING COOKIES
Photo by Mae Mu on Unsplash

30. PRIVACY ‘OPTIONS’
Misleading and confusing options
that will push the customer to
volunteer more data that is aware of

39. HOW DO YOU KNOW WHAT’S ETHICAL?
SOMETIMES YOU MAY DEAL WITH ETHICAL DILEMMAS

40. A GOOD LITMUS TEST IS WHAT I LIKE
TO CALL THE “IRL VS. URL” TEST
– Vidhika Bansal, UX Group Manager at Intuit.

41. ETHICAL FRAMEWORKS
THE DUTY AND RESPONSIBILITY TO TREAT OTHERS WITH FAIRNESS & RESPECT

42. PRINCIPLES OF GOOD DESIGN
Dr. Matthew Beard and Dr. Simon Longstaff AO
OUGHT BEFORE CAN - Just because we can, does not mean that we should.
NON-INSTRUMENTALISM - People shouldn’t merely be a part of the machine.
SELF-DETERMINATION - Maximize the freedom of users by your design
RESPONSIBILITY - Anticipate and design for all possible uses
NET BENEFIT - Maximize good, minimize bad
FAIRNESS - Treat like cases in a like manner; different cases differently
ACCESSIBILITY - Design to include the most vulnerable user
PURPOSE - Design with honesty, clarity and fitness of purpose

43. ETHICAL DESIGN CHECKLIST
QUESTIONS TO ASK BEFORE ANY DESIGN DECISION

44. ETHICAL QUESTIONS
from The Ethical Design Handbook
WHY ARE WE MAKING THIS DECISION?
Are we doing it to cater to the business or the customer? Ideally, it should be both. If not, think about
the customers before the business — without customers, you would have no business
WHO BENEFITS FROM THIS DECISION?
What problem are we solving through this decision? How does it make people’s lives better, easier,
or more comfortable? How does it help our business?
WHAT ARE THE LIKELY CONSEQUENCES OF THE DECISION?
This goes for both the long and short term. What are the consequences for the users, and what financial
ramifications would the business suffer?
WOULD I WANT MY LOVED ONES TO BE USING THIS?
This should trigger an emotional reaction. And it’s supposed to. Because if your immediate answer
is “Heck, no!”, then you might want to follow up by asking, “I wonder why that is?”

49. HOW DO CONVINCE YOUR BOSS?
ETHICAL DESIGN IS GOOD FOR BUSINESS

50. THE BUSINESS CASE
CONSUMERS ARE CYNICAL, SAVVY & SPOILT FOR CHOICE
CONSUMERS HAVE A LOT OF POWER
BUYER REMORSE & MORE RETURNS
THE HIDDEN COST OF MANIPULATION
COMPLAINTS WILL FLOOD CUSTOMER SERVICE
CUSTOMERS ARE DISGUSTED BY MANIPULATION

51. THE ROI OF ETHICAL DESIGN
INCREASED REVENUE
LOWER EXPENSES
🤑
Fewer Complaints
Fewer PR expenses
Fewer Programmers
Loyal Customers
Higher Customer Value
Free Advertisement

52. SOME NUMBERS
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/
https://lumoa.me/customer-experience-stats
https://getvoip.com/blog/2019/05/22/roi-customer-experience/
Murphy & Murphy

53. SOME NUMBERS
49% of customers lose trust in a company that uses manipulation
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/
https://lumoa.me/customer-experience-stats
https://getvoip.com/blog/2019/05/22/roi-customer-experience/
Murphy & Murphy

54. SOME NUMBERS
49% of customers lose trust in a company that uses manipulation
2% increase in customer retention = cutting the costs by 10%
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/
https://lumoa.me/customer-experience-stats
https://getvoip.com/blog/2019/05/22/roi-customer-experience/
Murphy & Murphy

55. SOME NUMBERS
49% of customers lose trust in a company that uses manipulation
2% increase in customer retention = cutting the costs by 10%
is 5 times more expensive to find a new customer than to keep a current one
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/
https://lumoa.me/customer-experience-stats
https://getvoip.com/blog/2019/05/22/roi-customer-experience/
Murphy & Murphy

56. SOME NUMBERS
49% of customers lose trust in a company that uses manipulation
2% increase in customer retention = cutting the costs by 10%
is 5 times more expensive to find a new customer than to keep a current one
the probability of selling to a new prospect is 5-20%
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/
https://lumoa.me/customer-experience-stats
https://getvoip.com/blog/2019/05/22/roi-customer-experience/
Murphy & Murphy

57. SOME NUMBERS
49% of customers lose trust in a company that uses manipulation
2% increase in customer retention = cutting the costs by 10%
is 5 times more expensive to find a new customer than to keep a current one
the probability of selling to a new prospect is 5-20%
the probability of selling to an existing customer is 60-70%
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/
https://lumoa.me/customer-experience-stats
https://getvoip.com/blog/2019/05/22/roi-customer-experience/
Murphy & Murphy

58. SOME NUMBERS
49% of customers lose trust in a company that uses manipulation
2% increase in customer retention = cutting the costs by 10%
is 5 times more expensive to find a new customer than to keep a current one
the probability of selling to a new prospect is 5-20%
the probability of selling to an existing customer is 60-70%
after a bad experience, 30% of consumers tell the company, 50% tell their friends,
15% provide negative feedback online
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/
https://lumoa.me/customer-experience-stats
https://getvoip.com/blog/2019/05/22/roi-customer-experience/
Murphy & Murphy

60. IF ALL ELSE FAIL
AVOID LEGAL FEES WITH ETHICAL DESIGN

61. GDPR
General Data Protection
Regulation
Regulations on data
protection and privacy in
EU. It also addresses the
transfer of personal data
outside the EU.
READ THE FULL POLICY HERE
COPPA
Children's Online Privacy
Protection Rule
Regulations concerning
children's online privacy
(under 13)
READ THE FULL POLICY HERE
CCPA
California Consumer
Privacy Act
“An agreement obtained
through use of dark patterns
does not constitute consent”
READ THE FULL POLICY HERE

70. MOVING TOWARDS ETHICAL DESIGN
CHOOSE THE RIGHT KEY PERFORMANCE INDICATORS (KPI)

71. BETTER METRICS
TYPICAL KPIS
CLICKS
PAGEVIEW PER SESSIONS
AVERAGE TIME ON PAGE
ONSITE SEARCH QUERIES
SIGN UPS

72. BETTER METRICS
REVENUE GROWTH
CUSTOMER RETENTION
CROSS-SELLING AND UP-SELLING
COST-TO-SERVE
EXPENSE CONTROL
UNHAPPY CUSTOMER’S COST
BOUNCE RATE
VALUE PER VISITOR
LIFETIME VALUE
TYPICAL KPIS
CLICKS
PAGEVIEW PER SESSIONS
AVERAGE TIME ON PAGE
ONSITE SEARCH QUERIES
SIGN UPS

73. ROI OF DESIGN CHANGES
BEFORE - 25% CALLS SAVINGS
CALLS NUMBER 200 150 -50
TOTAL HOURS 16.6 hrs 12.5 hrs $4.1 hrs
HOURLY RATE $25 $25 $25
MONTHLY COST $415 $312.25 $102.75

74. ROI OF DESIGN CHANGES
BEFORE - 25% CALLS SAVINGS
CALLS NUMBER 200 150 -50
TOTAL HOURS 16.6 hrs 12.5 hrs $4.1 hrs
HOURLY RATE $25 $25 $25
MONTHLY COST $415 $312.25 $102.75

75. ROI OF DESIGN CHANGES
BEFORE - 25% CALLS SAVINGS
CALLS NUMBER 200 150 -50
TOTAL HOURS 16.6 hrs 12.5 hrs $4.1 hrs
HOURLY RATE $25 $25 $25
MONTHLY COST $415 $312.25 $102.75
https://humanfactors.com/coolstuff/roi.asp

76. ETHICAL DESIGN IS GOOD FOR BUSINESS

77. ETHICAL DESIGN IS GOOD FOR BUSINESS
REDUCE COSTS

78. ETHICAL DESIGN IS GOOD FOR BUSINESS
REDUCE COSTS
INCREASE REVENUES

79. ETHICAL DESIGN IS GOOD FOR BUSINESS
REDUCE COSTS
INCREASE REVENUES
CREATE LOYAL CUSTOMERS

80. ETHICAL DESIGN IS GOOD FOR BUSINESS
REDUCE COSTS
INCREASE REVENUES
CREATE LOYAL CUSTOMERS
KEEP COMPANY OUT OF COURT

81. ETHICAL DESIGN IS GOOD FOR BUSINESS
REDUCE COSTS
INCREASE REVENUES
CREATE LOYAL CUSTOMERS
KEEP COMPANY OUT OF COURT
ATTRACT THE BEST TALENT

82. ETHICAL DESIGN IS GOOD FOR BUSINESS
REDUCE COSTS
INCREASE REVENUES
CREATE LOYAL CUSTOMERS
KEEP COMPANY OUT OF COURT
ATTRACT THE BEST TALENT
IT IS A COMPETITIVE ADVANTAGE, NOW…

83. ETHICAL DESIGN IS GOOD FOR BUSINESS
REDUCE COSTS
INCREASE REVENUES
CREATE LOYAL CUSTOMERS
KEEP COMPANY OUT OF COURT
ATTRACT THE BEST TALENT
IT IS A COMPETITIVE ADVANTAGE, NOW…
… BUT IT WILL BE EXPECTED SOON

84. RESOURCES
LEARN MORE ABOUT ETHICAL DESIGN

85. Printed and e-book versions available at:
https://www.smashingmagazine.com/printed-books/
BOOKS

86. pdf version available at:
principles for good technology
ETHICAL FRAMEWORKS
pdf + video available at:
ethical design manifesto
pdf available at:
privacy by design

87. Paul Boag
Boagworld.com
PEOPLE
Luke Wroblonski
LukeW.com
Morten Rand-Hendriksen
mor10.com

88. THANK YOU!
Photo by Clark Tibbs on Unsplash
https://www.linkedin.com/in/tizianadagostino/