What is ethical design?

Ethical design refers to the practice of designing products, services, and systems with a focus on ethical considerations and values.

It involves prioritising principles such as:

• fairness,
• transparency,
• inclusivity,
• privacy,
• and sustainability

throughout the design development process.

An ethical designer seeks to ensure that the products and systems created have positive impacts on individuals, society, and the environment. This approach involves taking into account the potential consequences and ethical implications of design decisions, aiming to minimise harm and maximise benefits for all stakeholders.

The principles of ethical design

Ethical design encompasses several key principles that guide the creation of products and systems. Let’s look at them in more detail.

1. Usability ensures that designs are intuitive, easy to use, and safe, allowing all users to access and benefit from them without unnecessary complexity.
2. Accessibility focuses on making products usable by individuals with diverse abilities, ensuring that everyone, regardless of disabilities (permanent, temporary, or situational), can interact with them effectively.
3. Inclusivity emphasises the importance of considering diverse cultural sensitivity, perspectives and needs, creating ethical designs that are welcoming and inclusive for all relevant demographics.
4. Sustainability involves designing products and systems that minimise environmental impact and promote long-term sustainability by optimalisation of processes, especially manual ones.
5. Privacy and data protection ensure that user data is handled responsibly, respecting users’ rights to privacy and security.
6. Transparency involves providing clear understanding and honest information about how products work and how user data is used, fostering trust (for example by making sure no dark patterns are used) and accountability.
7. User involvement encourages active participation and feedback from users throughout the design process (like collaborating with users during product design/co-design), ensuring that their needs and concerns are addressed.
8. Well-being, especially important in products addressed to a wider target audience. Factors to be considered are those that may affect mental health (doomscrooling, excessive notifications) or may have a negative impact on the wider environment and social problems, such as disinformation or discrimination.

All of these principles collectively promote ethical behaviour in design, resulting in solutions that are not only functional and effective but also respectful, equitable, and sustainable.

The benefits of following ethical design

Following ethical design practices offers numerous benefits to both users and businesses alike.

First and foremost, ethical design enhances user trust and loyalty by prioritising human centered design, users’ well-being and interests. When users feel that their privacy is respected, their needs are considered, and the product is designed with integrity, they are more likely to engage with it positively and remain loyal to the brand.

Ethical design also fosters inclusivity, ensuring that products are accessible to a wider range of users, which can lead to increased market reach and customer satisfaction.

Moreover, ethical design promotes long-term sustainability, both environmentally and socially, contributing to a positive brand image and reducing negative impacts on the planet.

Additionally, by involving users in the design process and being transparent about decisions, businesses can gain valuable insights, improve their products, and build stronger relationships with their customers.

Ultimately, by prioritising its ethical significance, businesses can create more successful, impactful, and sustainable products while also fostering positive social change.

Ethical design: avoiding dark patterns

Ethical design involves not only positive practices but also the avoidance of dark patterns – deceptive or manipulative design techniques used to trick users into taking actions they may not want to and to exploit human behaviour.

Examples of dark patterns include:

• Misleading user interfaces, including elements designed to confuse users or lead them to unintended actions, like placing the “Buy Now” button in a prominent position while making the “Cancel” or “Opt-out” option less visible.
• Forced continuity and roach model – subscriptions or sign-ups that are easy to start but difficult to cancel, often by burying the cancel option deep within the website or using confusing language.
• Sneak into basket – automatically adding items to a user’s shopping cart without their explicit consent, often through pre-checked boxes or unclear language.
• Trick questions, meaning using language or questions designed to confuse users into making unintended choices, like framing a question in a way that implies consent when the user may not fully understand what they are agreeing to.
• Fear of Missing Out (FOMO), meaning creating a sense of urgency or scarcity to pressure users into making a quick decision, often seen in limited-time offers or countdowns.

By being aware of these dark patterns and avoiding their use, designers can uphold ethical standards and create more honest and respectful user experiences.

Ethical design: examples of good UX

Examples of good UX design include clear and intuitive interfaces that guide users smoothly through tasks without confusion, like websites and apps that clearly communicate their privacy policies and seek explicit consent for data collection.

Accessibility features, such as adjustable text sizes, compatibility with screen readers, and framework accessibility (WCAG 2.1.) ensure that all users, regardless of ability, can interact with digital products effectively. Ethically designed platforms also prioritise inclusivity, considering diverse user demographics and needs.

Features like customisable preferences, language options, and diverse representation contribute to a welcoming and inclusive experience. Moreover, ethical design involves providing helpful and informative content, guiding users to make informed decisions rather than manipulating them into actions they might regret.

How to implement design ethics: strategies for designers and businesses

Implementing design ethics requires a combination of strategies aimed at both designers and businesses.

Firstly, designers should prioritise understanding and empathising with their users, considering their diverse needs and experiences throughout the design process.

This involves, for example:

• conducting user research,
• usability testing,
• incorporating feedback loops.

Designers should also stay informed about ethical guidelines and best practices, such as those outlined by organisations like the UXPA and ACM.

Moreover, designers should actively avoid dark patterns and deceptive design practices, opting instead for transparent, inclusive, and accessible design solutions. Businesses play a crucial role in supporting ethical design by fostering a culture of ethics and providing resources and support for designers to prioritise ethical considerations. This includes establishing clear ethical guidelines and policies, integrating ethics training into design teams, and incentivising ethical behaviour.

Additionally, businesses should prioritise user privacy and data protection, ensuring compliance with regulations like GDPR and CCPA. Transparent communication with users about data practices and providing easy-to-access privacy controls are also essential.

Finally, businesses should reward ethical behaviour and hold themselves accountable for upholding ethical standards in their design practices. By aligning the efforts of designers and businesses, ethical design can become a fundamental aspect of creating products and services that benefit both users and society as a whole.

The future of ethical design: trends and predictions

The future of ethical design is poised to evolve in several key directions, driven by emerging trends and shifting societal values.

One major trend is a heightened focus on sustainability, with designers increasingly prioritising eco-friendly materials, manufacturing processes, and product lifecycles. This includes embracing circular design principles, such as designing for repairability and recyclability, to minimise environmental impact.

Read more about green tech and sustainability:

• How digital transformation contributes to sustainability?
• Everything you need to know about green and sustainable software
• What is green coding? A contribution to save the environment

Additionally, as technology continues to advance, ethical considerations in AI and machine learning are becoming more prominent. Designers will need to address issues such as algorithmic bias, transparency, and accountability to ensure that AI systems are fair and ethical.

Another trend is the rise of inclusive design, with a growing recognition of the importance of designing for diverse user groups, including those with disabilities, different cultural backgrounds, and varying levels of digital literacy. As a result, we can expect to see more emphasis on accessible design practices and the integration of inclusive design principles into mainstream design processes.

Furthermore, the ethical use of data will remain a critical concern, with designers and businesses increasingly prioritising user privacy, consent, and data protection. This includes adopting privacy-enhancing technologies, implementing robust data governance frameworks, and empowering users with greater control over their personal data.

Finally, there’s a growing movement towards ethical business models and corporate responsibility, with consumers increasingly favouring companies that demonstrate a commitment to ethical practices and social good. Designers will play a crucial role in shaping these efforts, helping businesses to align their values with their products and services.

How to make your design more ethical?

To make your design more ethical, consider implementing the following practices:

• User-centered design: prioritise understanding your users’ needs, preferences, and values throughout the design process. Conduct user research, interviews, and usability testing to gain insights and ensure your design meets user requirements.
• Inclusivity and accessibility: design with inclusivity in mind, ensuring that your product is accessible to users of all abilities, languages, and cultural backgrounds. Consider features like adjustable text sizes, alternative text for images, and colour contrast for readability.
• Transparency: be transparent about your design decisions, including how user data is collected, stored, and used. Clearly communicate your privacy policy and terms of service in simple language that users can understand.
• Avoid dark patterns: refrain from using deceptive or manipulative design techniques, such as hidden fees, misleading buttons, or forced actions. Instead, design interfaces that empower users to make informed choices without coercion.
• Data privacy and protection: respect user privacy by collecting only the data necessary for the product’s functionality and obtaining explicit consent for data collection. Implement robust security measures to protect user data from unauthorised access or misuse.
• Sustainability: consider the environmental impact of your design by choosing eco-friendly materials, minimising waste, and designing for durability and recyclability. Incorporate sustainable design principles, such as reducing energy consumption and carbon emissions.
• Ethical AI and machine learning: ensure fairness, accountability, and transparency in AI-driven systems by addressing biases, providing explanations for automated decisions, and regularly auditing algorithms for unintended consequences.
• Collaboration and feedback: involve stakeholders, including users, clients, technical leads, and subject matter experts, in the design process. Seek feedback at every stage and iterate based on input to ensure that your design aligns with ethical values and meets user needs.
• Continuous learning and improvement: stay informed about ethical design principles, best practices, and emerging trends. Participate in workshops, conferences, and online communities to deepen your understanding and refine your skills.
• Advocacy for ethical design: advocate for ethical design within your organisation and industry. Educate colleagues and clients about the importance of ethical considerations in design and champion initiatives that promote responsible design practices.

By incorporating these practices into your design process, you can create products and experiences that prioritise user well-being, respect user rights, and contribute positively to society.

If you feel you need support to take good care of ethical design of your products, do get in touch with our team. Our experts in UX and ethical design will help you achieve your goals with all ethical design principles in mind. Just give us a call or email us we will be happy to take it forward for you!