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.

1. Powered by
What’s Next:
Ethical
Experience Design

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. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

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. WALKING
THE FINE
LINE
THOUGHTS ON ETHICAL DESIGN
8TH NOVEMBER 2018

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. A Cautionary Tale:
the consequences of
persuasive design in the
wrong hands

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. Is Design
an inherently
unethical industry?

11. WE MAKE
BRANDS
MATTER

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. 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?

14. Power tends to precede wisdom

15. It’s not (always) our fault…

16. Brands have a history
of being unethical

17. Legislation always plays a
“catch-up” role

18. Whilst nowadays there are more
ways of being unethical…

19. People now have the power of choice

20. There is a fine line between
influencing a choice for good…
…and tricking people to do
what they don’t really want

21. 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

25. “Insert definition of ethical design here”

26. “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

27. 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

28. Source: Aral Balkan & Laura Kalbag
Ethical Design Manifesto
Sell products, not people.

29. So… can we get going?

30. Understanding the layers of ethical brand behaviours
Ethical Design
Ethical Data
Ethical Processes
Ethical Business

31. Ethical Design
Ethical Data
Ethical Processes
Ethical Business

32. Ethical Design
Ethical Data
Ethical Processes
Ethical Business

33. Ethical Design
Ethical Data
Ethical Processes
Ethical Business

34. Ethical Design
Ethical Data
Ethical Processes
Ethical Business

35. • 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

36. So…what was “ethical design” again?

37. Ethical Design isn’t black or white
Is… Truthful and Transparent
Provides… Helpful guidance
Promotes… Honest value exchange
Unethical
Design
Ethical
Design

38. Ethical or not?
Just plain
wrong
The normal
thing to do
Pure as a
newborn
1 3 5
o2 Pre-Selected Contract Terms

39. Ethical or not?
Just plain
wrong
The normal
thing to do
Pure as a
newborn
1 3 5
Booking.com sense of urgency

40. 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

41. Ethical or not?
Just plain
wrong
The normal
thing to do
Pure as a
newborn
1 3 5
Instagram "likes” management

42. Ethical or not?
Just plain
wrong
The normal
thing to do
Pure as a
newborn
1 3 5
Ryan Air Insurance selection page

43. “Insert YOUR definition of ethical design here”
Is… Truthful and Transparent
Provides… Helpful guidance
Promotes… Honest value exchange

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. The intangible value of ethical design
Generates Joy
Improves health
Promotes Equality
Creates Transparency
Empowerment

46. 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

47. (When your mum, your kid or your sister
download the app you worked on)
The personal value of ethical design

48. 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?

49. PERSUASION EMPOWERMENT
Ethical design could be the fine line that
makes the two parts co-exist and evolve

50. PERSUASION EMPOWERMENT
Ethical design could be the fine line that
makes the two parts co-exist and evolve
TRUST & MUTUAL VALUE

51. (In other words… We can strike a balance)
To Do Good Improve UsabilityTo Achieve Profit
ETHICAL COMMERCIAL DESIGN
AFTERWORD: Ethical design and Ogilvy XD

52. Thanks!

53. Acknowledgements
and useful links

54. 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

55. 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

56. • 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…

57. A ethical design process
(to complement your existing XD process)
https://medium.muz.li/how-to-practice-ethical-design-d8a6a8dcf4b0

58. Repository of tools and frameworks
https://www.ethicsfordesigners.com/tools/

59. 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

60. Thank you.