15 meanings Experience Strategy & Design ADDITIONAL INFO TITLE MEANINGFUL DESIGN COMPETITIVE ADVANTAGE THROUGH ETHICS 07/03/22 1 COMPETITIVE ADVANTAGE THROUGH ETHICS
Competitive Advantage Through Ethics
Jun 22, 2015
English version of presentation held at Yggdrasil 2008 by Ingrid Tofte and Karl Johan Sæth of 15 meanings.
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15 meaningsExperience Strategy & Design
ADDITIONAL INFO
TITLE
MEANINGFUL DESIGNCOMPETITIVE ADVANTAGE THROUGH ETHICS04/13/23 1 COMPETITIVE ADVANTAGE THROUGH ETHICS
15 meaningsExperience Strategy & Design
ADDITIONAL INFO
TITLE
Lillehammer, Yggdrasil 2008
INGRID TOFTE &KARL JOHAN SÆTH
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15 meaningsExperience Strategy & Design
PAGE, TWO COLUMNS
Karl Johan Sæth
« successful experiences are meaningful, not merely
novel »
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POINTS TO BE MADE
Ingrid Tofte
« to create stunning design that makes people happy »
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SECTION SLIDE
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IA SUMMIT 2008 IN MIAMI
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04/13/23 ETIKK SOM KONKURRANSEFORTRINN6
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WHY DO WE WANT TO TALK ABOUT ETHICS?
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HIGHLIGHT
Did they know what they were doing?
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POINTS TO BE MADE
Evolution of innovation and consumer demandShedroff et al. “Making Meaning” - 2006
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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
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WHAT IS ETHICS?
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POINTS TO BE MADE
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.
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Three ethical spheres
• Personal sphere• Social sphere• Global sphere
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Spheres of ethics: Personal
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Spheres of ethics: Social
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Spheres of ethics: Global
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ETHICS IN DESIGN
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COMPETITIVE ADVANTAGE THROUGH ETHICS2304/13/23
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Three examples from Miami
• Vinmonopolet• Egmont Univers• SFT CO2
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Vinmonopolet – Designing within a restricted domain with defined ethics
CASE: VINMONOPOLET YEAR
2006
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Egmont Univers – Design guided by ethics
CASE: EGMONT UNIVERS YEAR
2008
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SFT CO2 – Making change through ethics?
2008
CASE: SFT C02 YEAR
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The examples illustrate:
• Ethics considerations is inevitable when developing products and services
• Product or service design is always based on interpretation of ethical rules
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Implications
• Enhanced awareness of ethics facilitates powerful design
• Competitive advantage by designing for the cultural ethical individual
• This gives us great responsibility!
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POINTS TO BE MADE
Model: Facebook Beacon
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Ethical aspectFaceboo
kBeacon
Business req.
User req.
!
!
!
Ethical sphere
Global
Social
Personal
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POINTS TO BE MADE
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
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SECTION SLIDE
A METHODOLOGY OF ETHICS…
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HIGHLIGHT
If there exists ethical spheres with principles of conduct, we should be able to identify the ethical aspects of a product or service
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POINTS TO BE MADE
Model - generic
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Ethicsreq.
Ethical aspects
Product/service
Business req.
User req.
!
!
!
Ethical spheres
Global
Social
Personal
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POINTS TO BE MADE
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
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Product/ service
Technical req.
Contextual analysis Organizational
capabilities
Visually pleasing
User req.
Business req.Ethics req.
COMPETITIVE ADVANTAGE THROUGH ETHICS
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POINTS TO BE MADE
Ethics versus user experiences
• The discussion of ethics is more than a a discussion of good and bad user experiences
• User experienceIndividual sphere, in its nature hedonistic
• EthicsDifferent spheres, addresses consequences just as much as experience
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more meaning
15 meaningsExperience Strategy & Design
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