Moral Design (SXSWi:2013)

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#moraldsgn Interactive 2013 SXSW Monday, March 11, 13

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Monday, March 11, 13

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#moraldsgn Monday, March 11, 13

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#moraldsgn Monday, March 11, 13

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the things we use change us Monday, March 11, 13

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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

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Here’s why. Monday, March 11, 13

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80 - 90% of decisions are made subconsciously by trained networks of emotional perception Monday, March 11, 13

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Emotional Perceptions Actions Habits Desires Monday, March 11, 13

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Desires Monday, March 11, 13

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#moraldsgn ‘Moral’ Moralitas "manner, character, proper behavior" How should I act? What does it mean to live well? Monday, March 11, 13

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Everything you touch has the power to change you. there is no escape from this Monday, March 11, 13

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Moral Design RJ Owen @rjowen SXSW Interactive 2013 #moraldsgn Monday, March 11, 13

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This is awkward... Monday, March 11, 13

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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 Monday, March 11, 13

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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 Monday, March 11, 13

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Who is this guy anyway? Monday, March 11, 13

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#moraldsgn whoami RJ Owen Product Manager & Design Lead Convercent Denver, CO @rjowen Monday, March 11, 13

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#moraldsgn whoami pro RJ Owen Product Manager & Design Lead Convercent Denver, CO @rjowen [email protected] Monday, March 11, 13

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“Convercent helps companies systemically align values with individual behavior to create a thriving culture of engaged, high- performing employees.” Monday, March 11, 13

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#moraldsgn GRC Governance Specifying appropriate behavior Risk Problems for your company Compliance Ensuring people act appropriately Monday, March 11, 13

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- Author Monday, March 11, 13

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- Author Monday, March 11, 13

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This is not living well. Monday, March 11, 13

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“The Glory of God is Man Fully Alive” - St. Irenaeus Monday, March 11, 13

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ok fine - what does this mean for design? Monday, March 11, 13

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#moraldsgn The 7 Lamps of Architecture John Ruskin Monday, March 11, 13

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#moraldsgn 10 Commandments of Good Design Dieter Rams Monday, March 11, 13

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#moraldsgn Solving for Pattern Wendell Berry in The Gift of Good Land Monday, March 11, 13

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what is moral design? Monday, March 11, 13

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6 Principles Monday, March 11, 13

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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? Monday, March 11, 13

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#moraldsgn Moral design improves harmony Sustain and improve balance and order Do not solve problems by creating others Monday, March 11, 13

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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.” Monday, March 11, 13

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#moraldsgn moral design is dynamic Value the imperfection that comes from crafting real things Monday, March 11, 13

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#moraldsgn moral design requires craftsmanship Good things come from good practices Monday, March 11, 13

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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 Monday, March 11, 13

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“Design is a Promise” - Every Designer Ever Monday, March 11, 13

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What are you promising? Monday, March 11, 13

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Is it achievable? Monday, March 11, 13

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Will it make people better people? Monday, March 11, 13

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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.” Monday, March 11, 13

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#moraldsgn case study: app.net “We are selling our product, NOT our users.” Monday, March 11, 13

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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 Monday, March 11, 13

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#moraldsgn MORAL DESIGN is ORGANIC Monday, March 11, 13

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#moraldsgn Moral design is Restrained Harmonious Dynamic Crafted Honest Organic Monday, March 11, 13

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#moraldsgn immoral design Ignores constraints Creates problems while solving problems Static Results-only; ignores the craft of design Dishonest Inorganic Monday, March 11, 13

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#moraldsgn “A good solution, then, must be in harmony with good character, cultural value, and moral law.” - Wendell Berry Monday, March 11, 13

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What about business people?? Monday, March 11, 13

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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 Monday, March 11, 13

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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 Monday, March 11, 13

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UX Deliverables Best Practices Monday, March 11, 13

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#moraldsgn Journey Maps Monday, March 11, 13

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#moraldsgn Journey Maps Show a persons organic interaction with a brand Show how user grows / beneﬁts from brand interaction ongoing and vice versa Monday, March 11, 13

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#moraldsgn Customer Hierarchy of Needs Monday, March 11, 13

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#moraldsgn Needs Wants Joys Monday, March 11, 13

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#moraldsgn Useful Usable Desirable Monday, March 11, 13

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#moraldsgn Useful Usable Fulfilling Monday, March 11, 13

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#moraldsgn Organic Cycle Diagrams Mapping virtuous cycles Monday, March 11, 13

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#moraldsgn Example: “Fun” Ethics Training Monday, March 11, 13

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#moraldsgn Example: “Easy” Ethics Training Monday, March 11, 13

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#moraldsgn Source: Kevin O’Connor, UXMag Personas Monday, March 11, 13

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“Do the right thing. It will gratify some people and astonish the rest.” - Mark Twain Monday, March 11, 13

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http://www.inhabitblog.com/ Monday, March 11, 13

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#moraldsgn Thank you Moral Design @rjowen [email protected] Monday, March 11, 13

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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 Monday, March 11, 13

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#moraldsgn Works Cited Sample 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/ Monday, March 11, 13