Ethical compass, the compass that guides companies towards sustainable innovation

Here comesEthical compassthe ethical ‘compass’ to guide the company in planning sustainable innovation. The idea is off Tangible, a digital design company that has been on the market for 18 years with the aim of accompanying companies in innovative digital products and services and in business, human and technology dynamics. The approach used aims to create a positive effect for all parties involved, including society and the environment. The compass is based on the survey conducted in five macro areas: accessibility, security, inclusion, trust and autonomy.

The result? An ethical design project for those who propose it on the market and for those who want to use this practical tool that guides processes in an attempt to imagine what effect they will have in the future. Tangible has defined a model for exploring possible futures together, and the compass serves to not lose the long-term perspective and to maintain the goals.

“As designers, we often navigate in seas of uncertainty and complexity,” he says Nicolò Volpato, CEO of Tangible. “In this context, design decisions can affect people and communities. We wondered what we can do to have conversations within our team and with our customers su such implications so that we are all aware of the threats or blind spots that may affect our projects. How do we see the causes in the present? How can we define an ethical compass that guides decisions during the project? ”.

The ethical compass essentially refers to five macro areas that need to be explored by answering key questions and imagining the future consequences of the design and technological decisions we make today. This approach enables Tangible to trigger conversations and reasoning involving work teams and clients, enriching projects and improving foresight in decisions.

Let’s see the macro areas individually based on the indications of Tangible.

Accessibility and physical ergonomics. Design a service by removing barriers to entry and avoiding consequences for people’s health. Questions to be answered: Do we do everything to make the product available? Are our users exposed to physical and / or emotional hazards when using our product?

Security. The project must respect the user’s privacy by requesting only the strictly necessary data. The key questions: Do users have control over their data? Is the profiling we do in the interest of users?

Inclusion. The project is developed with respect for the user’s identity. Tangible’s question is: Do we look at different perspectives and different users? Do we inadvertently replicate social stereotypes and exclude anyone?

Confidence. Transparency of information is important for reliability. Therefore, the questions are: do we use dark patterns, persuasion techniques, or dynamics that cause addiction? Is the user aware of what is happening in relation to their interactions?

Autonomy and self-determination. The user must be able to make their own choices, and automations and algorithms must support, not replace. The basic questions that need to be ethical in this sense are: can users act on the choices made independently and transparently? Do we use algorithms and artificial intelligence in a way that can harm the user?

“Design can be absolutely ethical,” he says Ilaria Mauric, design manager and partner at Tangible. “More and more customers are appreciating the use of our ethical compass in project development. For example, in Coop Alleanza 3.0 and Reverse, the compass is constantly used on each new project. For these customers, one of the most analyzed and designed items thanks to the compass is undoubtedly inclusion, because they both interact with their users by suggesting different types of profiling, which we thanks to the compass gradually eliminate the collection of non-data necessary. An example: a profiling form that was asked to indicate the type of work, and among the various proposed options we also found “Entrepreneur” and “Housewife”, who today has become Entrepreneur / Entrepreneur “and” Housewife / Housewife ” (with the right not to answer this question). “

Tangible is a digital design company in terms of experience design and service design: it guides and supports companies in design and coordinate all the digital contact points they have for their customers and users. We are talking about projects ranging from the web to apps, through e-commerce channels, digital interfaces on touch screens, in stores, at airports. “These contact points need planning so that on the one hand they are able to pursue the business goals and results of the companies, and on the other hand to offer simple services and experiences to the people who are their users” explains Luca Scarpa, partner and team leader of Tangible. “Tangible does all this guided by the awareness of social and environmental contexts for use, to promote responsible innovation and a positive impact. It is no coincidence that we are a Benefit Company”.

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