#moraldsgn

Interactive2013

SXSW

Monday, March 11, 13

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#moraldsgnMonday, March 11, 13

#moraldsgnMonday, March 11, 13

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the things we use change us

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#moraldsgn

Changing Behavior

Every day we use designed things that change the way we:

Live

Relate

Communicate

View ourselves

And that’s a big, fat, moral deal. Monday, March 11, 13

Here’s why.

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80 - 90% of decisions are made subconsciously by trained networks of emotional perception

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EmotionalPerceptions

Actions

Habits

Desires

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Desires

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#moraldsgn

‘Moral’

Moralitas "manner, character, proper behavior"

How should I act?

What does it mean to live well?

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Everything you touch has the power to change you.

there is no escape from thisMonday, March 11, 13

Moral DesignRJ Owen@rjowen

SXSW Interactive 2013#moraldsgn

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This is awkward...

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“Persons attempting to find a motive in this narrative will be prosecuted; persons attempting to find a moral in it will be banished; persons attempting to find a plot in it will be shot.”

- Mark Twain

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“I was a-trembling, because I'd got to decide, forever, betwixt two things, and I knowed it. I studied a minute, sort of holding my breath, and then says to myself:‘All right, then, I'll GO to hell’”

- Mark Twain

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Who is this guy anyway?

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#moraldsgn

whoami

RJ Owen

Product Manager & Design Lead

Convercent

Denver, CO

@rjowen

Monday, March 11, 13

#moraldsgn

whoami pro

RJ Owen

Product Manager & Design Lead

Convercent

Denver, CO

@rjowen

rj.owen@convercent.com

Monday, March 11, 13

“Convercent helps companies systemically align values with individual behavior to create a thriving culture of engaged, high-performing employees.”

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#moraldsgn

GRC

Governance

Specifying appropriate behavior

Risk

Problems for your company

Compliance

Ensuring people act appropriately

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- Author

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- Author

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This is not living well.

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“The Glory of God is Man Fully Alive”- St. Irenaeus

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ok fine - what does this mean for design?

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#moraldsgn

The 7 Lamps of Architecture

John Ruskin

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#moraldsgn

10 Commandments of Good Design

Dieter Rams

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#moraldsgn

Solving for PatternWendell Berry

in The Gift of Good Land

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what is moral design?

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6 Principles

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#moraldsgn

moral design is restrained

Respect the limitations and constraints of the user and their environment

Answer these questions:

How much is enough?

How much is too much?

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#moraldsgn

Moral design improves harmony

Sustain and improve balance and order

Do not solve problems by creating others

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#moraldsgn

case study: google plus

“Google+ aims to make sharing on the web more like sharing in real life. Check out Circles, Events and Hangouts, just a few of the things we've been working on.”

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#moraldsgn

moral design is dynamic

Value the imperfection that comes from crafting real things

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#moraldsgn

moral design requires craftsmanship

Good things come from good practices

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#moraldsgn

moral design is honest

Does not pretend to be something other than it is

Aims to achieve its promises - does not have a hidden agenda

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“Design is a Promise”- Every Designer Ever

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What are you promising?

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Is it achievable?

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Will it make people better people?

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#moraldsgn

Case study: zynga

“Zynga is the best place to play online games with friends. It’s always free to play.”

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#moraldsgn

case study: app.net

“We are selling our product, NOT our users.”

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#moraldsgn

MORAL DESIGN is ORGANIC

Treat the user, the design, the brand, and the environment as one organism

What is healthy for one must be healthy for the others; otherwise an imbalance exists and the solution is suspect

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#moraldsgn

MORAL DESIGN is ORGANIC

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Moral design is

Restrained

Harmonious

Dynamic

Crafted

Honest

Organic

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#moraldsgn

immoral design

Ignores constraints

Creates problems while solving problems

Static

Results-only; ignores the craft of design

Dishonest

Inorganic

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#moraldsgn

“A good solution, then, must be in harmony with good character, cultural value, and moral law.”

- Wendell Berry

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What about business people??

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#moraldsgn

moral business

Morality is a competitive advantage and differentiator today

CH2M HILL is 2013 Worlds Most Ethical Company

Frank / Dodd act: up to 30% of Gov’t fines can be kickbacks to whistleblowers

Values-driven organizations win

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#moraldsgn

moral business

Yes, a lot of this involves and depends on influencing business stakeholders

So does good UX.

Design has never just been about design

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UX Deliverables Best Practices

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#moraldsgn

Journey Maps

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Journey Maps

Show a persons organic interaction with a brand

Show how user grows / benefits from brand interaction ongoing and vice versa

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#moraldsgn

Customer Hierarchy of Needs

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#moraldsgn

Needs

Wants

Joys

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#moraldsgn

Useful

Usable

Desirable

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Useful

Usable

Fulfilling

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Organic Cycle Diagrams

Mapping virtuous cycles

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Example: “Fun” Ethics Training

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Example: “Easy” Ethics Training

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#moraldsgnSource: Kevin O’Connor, UXMag

Personas

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“Do the right thing. It will gratify some people and astonish the rest.”

- Mark Twain

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http://www.inhabitblog.com/

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#moraldsgn

Thank you

Moral Design@rjowenrj.owen@convercent.com

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#moraldsgn

Special thanks

Special thanks to Sara Pacheco for slide design and session feedback

To all the members of the design community on twitter, facebook, and G+ who reviewed my preview video and gave early feedback

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#moraldsgn

Works CitedSample persona by Kevin O’Connor, in UXMag:

http://uxmag.com/articles/personas-the-foundation-of-a-great-user-experience

Journey Map courtesy EffectiveUI blog:

http://www.effectiveui.com/blog/tag/customer-journey-map/

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