“Design is not just about making things pretty. It’s about making things that are meaningful, that have purpose, and that help people.”
Nathalie Nahai
Ethics as a vital part of design
Design is more than aesthetically pleasing visuals or sophisticated technology — it requires thoughtful consideration of the social, ethical, and moral implications. It’s critical to consider how digital products, services, and systems will affect people today as well as in the future — from user privacy to accessibility for all individuals; from transparency to accountability for potential harm caused by ill-designed tech. After all, whether we are aware of it or not, our digital designs shape culture and can have long-lasting consequences. Let us strive together towards developing ethically responsible technologies that benefit everyone.
The importance of ethics in digital design lies in the fact that digital technologies have become deeply ingrained in nearly every aspect of our lives, from how we communicate and access information, to how we conduct business and govern our societies. As such, the way these technologies are designed and developed can have far-reaching consequences for individuals and communities.
Some of the key reasons why ethics in digital design is important to include:
- Protecting user privacy and data: Digital technologies often collect and store large amounts of personal information, and it is crucial that this data is handled responsibly and securely to protect users’ privacy and rights.
- Ensuring accessibility and inclusivity: Digital technologies should be designed to be accessible to all users, regardless of their abilities or circumstances. This includes considerations such as accessibility for users with disabilities and designing for non-native speakers of the language.
- Promoting transparency and accountability: Digital technologies should be designed in a way that is transparent and accountable to users, allowing them to understand how their data is being used and giving them control over their own information.
- Being responsible for the impact of the design: Digital technologies have the power to shape our society in both positive and negative ways, and it is important that designers and developers take responsibility for the impact their creations may have on individuals and communities.
By taking ethics into account in the design and development process, digital technologies can be created in a way that promotes positive social outcomes and minimizes potential harm.
“Design has the power to shape our world, but it also has the power to harm. Ethical design is about being aware of that power and using it responsibly.”
Trine Falbe
Considerations in ethical design
Ethical considerations in digital design refer to the moral principles and values that guide the design and development of digital technologies. These considerations include issues such as user privacy, data protection, and discrimination.
Some of the key ethical considerations in digital design include:
- Privacy: Ensuring that users’ personal information is protected and not misused.
- Data protection: Designing systems that protect user data from unauthorized access and breaches.
- Accessibility: Designing digital technologies that are accessible to users with disabilities and other marginalized groups.
- Fairness and non-discrimination: Designing digital technologies that do not discriminate against certain groups of users based on factors such as race, gender, or socioeconomic status.
- Transparency: Designing digital technologies that are transparent in how they use user data and provide clear information about their data practices.
- Transparency in decision-making: Designing digital technologies that provide users with control over their data and how it is used, and ensure that decision-making algorithms are transparent and explainable.
- Responsible AI: Incorporating ethical principles such as fairness, accountability, transparency, and responsibility in the development of AI.
By considering these ethical considerations and striving to design technologies that promote positive social outcomes and minimize potential harm, designers and developers can create digital technologies that are not only functional and user-friendly, but also responsible and equitable.
“When we fail to be deliberate about the ethical implications of our designs, we are still creating something, but it’s something that is harmful to people.”
Mike Monteiro
Failures in ethical design
People may have different ethical perspectives, different cultural backgrounds, and different levels of awareness about the ethical implications of their work.
In some cases, people may not intentionally engage in unethical design practices, but rather lack the knowledge or understanding of the potential ethical implications of their work. In these cases, it may be a matter of education and raising awareness about ethical design practices.
Having said that, there have been a number of high-profile examples of ethical breaches in digital design in recent years. Here are a few examples:
- Cambridge Analytica and Facebook: In 2018, it was revealed that Cambridge Analytica, a political consulting firm, had used data from millions of Facebook users without their consent to influence the outcome of the 2016 US Presidential election. This incident highlighted the importance of user privacy and data protection in digital design, as well as the need for transparency and accountability in the use of personal data.
- Discrimination in AI and machine learning: There have been several instances where AI and machine learning systems have been found to be discriminatory, either due to biased data sets or poor design. For example, a study found that an algorithm used by Amazon to screen job candidates was biased against women, and facial recognition technology has been shown to be less accurate for people with darker skin. This highlights the importance of considering the potential biases and ethical implications of the data and algorithms used in machine learning systems.
- Misinformation and fake news: The spread of misinformation and fake news on digital platforms has become a major concern in recent years. Social media platforms have been criticized for not doing enough to combat the problem, and for creating algorithms that prioritize sensational and viral content over accurate information. This highlights the need for digital platforms to take responsibility for the impact their design and algorithms have on the spread of misinformation, and to promote transparency and accountability in their content moderation policies.
These examples demonstrate the importance of considering the potential ethical implications of digital technologies at every stage of the design and development process. It is crucial for designers and developers to be aware of the potential risks and harms associated with their creations and to take steps to mitigate them.
“Design ethics doesn’t have to be complicated. Start by asking yourself: Who will be affected by this design? And how?”
Trine Falbe
Getting started in ethical design
If you’re like me, you may feel convicted to be more intentional about ethics in design but you aren’t sure where to start. There are a number of best practices that designers and developers can follow to ensure that their digital technologies are designed and developed in an ethical manner.
Some of these include:
- Conducting user research and testing: This is one of the most important steps in the design process. It allows designers and developers to gain a deep understanding of their users’ needs, preferences, and pain points, which can help them to identify potential ethical issues and design solutions that promote positive social outcomes.
- Incorporating diverse perspectives in the design process: A diverse team of designers and developers with a range of backgrounds, experiences, and perspectives can bring a wealth of knowledge and ideas to the design process. This can help to identify potential ethical issues and design solutions that are inclusive and accessible to all users.
- Clear and transparent communication with users: Digital technologies should be designed in a way that is transparent and easy to understand for users. This includes providing clear and concise information about how their data is being used and giving them control over their own information.
- Continual evaluation and improvement: Ethical considerations should be an ongoing process, not just a one-time event. Regularly monitoring and evaluating the impact of digital technology and making adjustments as necessary is crucial to ensure that it remains aligned with ethical principles over time.
- Consult with experts and follow the guidelines: Keeping up to date with the best practices in digital design ethics and seeking guidance from experts in the field can help designers and developers to stay informed about the latest ethical considerations and to design technologies that promote positive social outcomes.
- Adopt and follow a code of ethics: Following a code of ethics (A Designer’s Code of Ethics or UXPA Code of Professional Conduct) can help to ensure that a designer is designing ethically by providing a set of guidelines and principles to follow. A code of ethics can serve as a useful tool for designers and developers to reflect on the ethical implications of their work and to make deliberate choices that promote positive social outcomes and minimize potential harm.
By following these best practices, designers and developers can create digital technologies that are not only functional and user-friendly, but also promote positive social outcomes and minimize potential harm.
“Design has the power to shape human behavior, and it’s our responsibility to use it ethically.”
Aarron Walter
Your responsibility in ethical design
The topic of ethics in digital design is of paramount importance and requires ongoing attention and action. It encompasses a wide range of considerations, including privacy, security, fairness, and accessibility. Ethical breaches in digital design can have severe consequences, such as harm to individuals and erosion of trust in technology. As practitioners in the field, it is our responsibility to adhere to best practices for ethical digital design, such as privacy by design, fairness and non-discrimination, accessibility, and transparency.
Designers, you must be aware of the potential biases in your designs and work to eliminate them. This includes being conscious of the demographic of users and ensuring that the design is inclusive and accessible to all. Additionally, you must also be transparent in your design process, such as providing users with clear and easy-to-understand information about how their data is being collected and used. Following a code of ethics, such as the UXPA’s code of conduct or Mike Monteiro’s code of ethics, will go a long way in making ethical decisions. Let me be clear though if I haven’t already. Ethics is a fundamental design skill. It’s not optional.
Ultimately, ethics in digital design is about creating technologies that promote positive social outcomes while minimizing potential harm. It is essential that we prioritize ethics in digital design to build a better, more equitable digital world for all.
“The best way to predict the future is to understand the present and learn from the past.”
Tim Brown
Thought leaders in ethical design
- Trine Falbe is a Danish interaction designer and design researcher. She is the founder of Design Ethos, a design consultancy that helps companies and organizations create more ethical products and services.
- Nathalie Nahai is a web psychologist, international speaker, and author of the best-selling book “Webs of Influence: The Psychology of Online Persuasion”
- Mike Monteiro is a designer, speaker, and author from San Francisco. He is the co-founder and design director of Mule Design, a design studio that specializes in creating digital products and services. Monteiro is known for his advocacy of ethical design practices and has written and spoken extensively on the topic. He is the author of the book “Design is a Job” which addresses the ethical responsibilities of designers and the need for designers to take a leadership role in the design process.
- Robyn Kanner is an interaction designer and user researcher who has worked with companies such as Google, Microsoft, and Capital One. She is also an advocate for ethical design and has written and spoken extensively on the topic.
- Aarron Walter is a design leader, author, and speaker who has worked with companies such as MailChimp and Twitter. He is also the author of the book “Designing for Interaction: Creating Smart Applications and Clever Devices”
- Liz Danzico is an interaction designer, design educator, and founder of the interaction design program at the School of Visual Arts in New York City. She is also the author of the book “Bobulate: A Guide to the Land of Design”
- Tim Brown is the CEO and President of IDEO, a global design and innovation company and a well-known thought leader in the field of design. He is also the author of the book “Change By Design” where he talks about how design thinking can be used to drive innovation and change.
