10. 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.
#moraldsgn
Monday, March 11, 13
21. “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
22. “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
24. whoami
RJ Owen
Product
Manager &
Design Lead
Convercent
Denver, CO
@rjowen
#moraldsgn
Monday, March 11, 13
25. whoami pro
RJ Owen
Product Manager &
Design Lead
Convercent
Denver, CO
@rjowen
rj.owen@convercent.com
#moraldsgn
Monday, March 11, 13
26. “Convercent helps companies
systemically align values with
individual behavior to create a
thriving culture of engaged, high-
performing employees.”
Monday, March 11, 13
27. GRC
Governance
Specifying appropriate behavior
Risk
Problems for your company
Compliance
Ensuring people act appropriately
#moraldsgn
Monday, March 11, 13
38. 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?
#moraldsgn
Monday, March 11, 13
43. 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.”
#moraldsgn
Monday, March 11, 13
44. moral design is dynamic
Value the imperfection that comes from
crafting real things
#moraldsgn
Monday, March 11, 13
48. 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
#moraldsgn
Monday, March 11, 13
49. “Design is a Promise”
- Every Designer Ever
Monday, March 11, 13
56. case study: app.net
“We are selling our product, NOT our users.”
#moraldsgn
Monday, March 11, 13
57. 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
#moraldsgn
Monday, March 11, 13
66. 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
#moraldsgn
Monday, March 11, 13
67. 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
#moraldsgn
Monday, March 11, 13
70. Journey Maps
Show a persons organic interaction with a
brand
Show how user grows / benefits from brand
interaction ongoing and vice versa
#moraldsgn
Monday, March 11, 13
81. Thank you
Moral Design
@rjowen
rj.owen@convercent.com
#moraldsgn
Monday, March 11, 13
82. 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
#moraldsgn
Monday, March 11, 13
83. 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/
#moraldsgn
Monday, March 11, 13
