Competitive Advantage Through Ethics

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15 meanings Experience Strategy & Design ADDITIONAL INFO TITLE MEANINGFUL DESIGN COMPETITIVE ADVANTAGE THROUGH ETHICS 06/07/22 1 COMPETITIVE ADVANTAGE THROUGH ETHICS

description

English version of presentation held at Yggdrasil 2008 by Ingrid Tofte & Karl Johan Sæth of 15 meanings

Transcript of Competitive Advantage Through Ethics

Page 1: Competitive Advantage Through Ethics

15 meaningsExperience Strategy & Design

ADDITIONAL INFO

TITLE

MEANINGFUL DESIGNCOMPETITIVE ADVANTAGE THROUGH ETHICS04/10/23 1 COMPETITIVE ADVANTAGE THROUGH ETHICS

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ADDITIONAL INFO

TITLE

Lillehammer, Yggdrasil 2008

INGRID TOFTE &KARL JOHAN SÆTH

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PAGE, TWO COLUMNS

Karl Johan Sæth

« successful experiences are meaningful, not merely

novel »

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Ingrid Tofte

« to create stunning design that makes people happy »

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IA SUMMIT 2008 IN MIAMI

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04/10/23 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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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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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 ETHICS2304/10/23

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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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Model: Facebook Beacon

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Ethical aspectFaceboo

kBeacon

Business req.

User req.

!

!

!

Ethical sphere

Global

Social

Personal

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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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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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Model - generic

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Ethicsreq.

Ethical aspects

Product/service

Business req.

User req.

!

!

!

Ethical spheres

Global

Social

Personal

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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.

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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

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