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      "body": "<center> https://steemitimages.com/DQmay1NALZJ9rp3UvLpkrLp57xVVNbxW4JSE2Lyu2E4YNzz/design-ethics-map.jpg</center>\n\nOur society has blurred the boundaries between individuals and businesses. Designers, gatekeepers of users’ needs and desires, are increasingly challenged with business briefs and constraints. Many of the designers and entrepreneurs I meet and interview are concerned about keeping their career positions or businesses alive and thriving, while social responsibility and authentic user-centered practices are left behind or completely disregarded.\n\n<h3> Designers are designing a world that is business-centered without knowing it. </h3>\nIn the past few years, design and startup culture have changed the rules of economics, reshaping various aspects of our lives. Creative and business people started to have a huge im![design-ethics-map.jpg]pact on our globalized society. However, not many of the designers and entrepreneurs I’ve met are fully aware of their social and environmental footprint. The perceived level of social responsibility is far lower than its real impact.\n\nBusiness thrives because of well-paid, good design and strategy, but rarely are social and environmental responsibility assessed. In addition no useful data is poured back into the pipeline. Internal transparency is sacrificed on the altar of productivity, and what should be human-centered design becomes too easily business-centered design.\n\nWhile I don’t expect super-capitalistic CEOs to be sustainable and ethical, I would love to consider designers and engineers a little more moral and sensitive to environmental issues. Unfortunately it seems that fast-paced economics and job instability are elements of designers that are irresponsible by design.\n\n<h3>Measuring Design Value and Impact.</h3>\nWhile many design-focused companies are improving their metrics regarding the impact of innovative design strategies, there are still a lot of companies that think they don’t need to improve their social or environmental footprint. Many of these companies think that if they recycle their paper or install waterless toilets, they have done their job correctly.\n\nFocusing on fast prototyping and testing to improve both the product and its outcomes has nothing to do with putting humans at the center of the stage. The assumption that if a product is successful it is also the best product for the user (and therefore the company) is a dangerous one. Measuring the social impact of a design choice is often hard and not always possible because data is not sufficient and evaluations are not part of the workflow.\n\nRenowned firms like Frog made their success by focusing on developing custom business strategies, reinventing the way system-level value piles up and fits within newly designed metrics. They know perfectly how to provide structural solutions for each business challenge, depending on industry, company, or timeframe. But what if you couldn’t hire a big design firm that improves business performance while minimizing social and environmental impact?\n\n<h3>Removing the Conflict of Interest.</h3>\nWe ask people. We ask designers and audiences to provide more useful and meaningful information and share their thoughts. New business opportunities can show up sooner in the design process. A.I. and algorithms can be used for disruption but also for building cohesive communities of users and customers. Design leaders of every breed and kind are converging on common grounds to ethically organize their teams, that are now winning public stages all over the world.\n\nIf you are a designer you may feel better (or worse) knowing that\n\n>  …over 70% of product’s life cycle costs and environmental footprint is determined during its design phase*.\n\nCompanies that are working out strategies to conquer the market as fast as possible are no longer serving the people that once constituted that market. Eventually, they may not be able to ethically serve the society as well.\nKnowing and measuring the social impact of a business strategy, a design choice, or a marketing campaign should be easier and more commonly recognized as a good practice at our workplaces and more widely practiced in our everyday lives. I personally apply few simple rules that help me navigate my own social and environmental impact.\n\n**Why are we making that choice?**\nWe need to keep asking ourselves for what final goal are we sacrificing our time, energy, and values. Every individual is at the center of their own diagram with input and output signals and graphs. Knowing where we stand as individuals makes it easier to compare our choices to the ones made by our managers or colleagues.\n\n**Grade every choice we make**\n(or do our best to do it), trying to be as rational as possible. I have seen many creatives and leaders starting their projects with all the best intentions but ending up in an intricate set of self-imposed rules and unmanageable complexity that makes it almost impossible to analyze the impact of those initial design choices.\n\n**Share and inform**\nIf everybody else in the room knows the why and the weight of our choices, it’s easier to stimulate constructive conversations about good design and values. Without creative participation and quality time to play, any statistic or number may be challenged or manipulated. But if team members can immediately experience the benefits of a more participative and socially responsible design practice, this will allow for the creation of advocates within the same team.\n\nIf you really feel nerdy about what international leaders and lawmakers are trying to achieve these days, you may be interested in [The Question of a Frugal Mindset in Western MNCs](https://tubdok.tub.tuhh.de/bitstream/11420/1580/1/2018-03-05%20Working%20Paper_Frugal%20Mindset.pdf) by the Hamburg University of Technology (TUHH) Institute for Technology and Innovation Management.\n<hr>\nIf you want to share your thoughts and ideas about how to improve Froog or participate to the surveys don’t hesitate to write to me or just comment to Froog’s posts when possible. Every contribution is appreciated.\n*cit. Frugal Innovation – how to do more with less by Navi Radjou and Jaideep Prabhu – The Economist – ED. profile Books – ISBN-13:978-1-61039-505-2",
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      "body": "design is everything, but design for the sake of design is a waste. i agree, we need to ask the why. figure out what the problem is and design to solve it. good post!",
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      "body": "![2013_06_art_3_1.gif](https://steemitimages.com/DQmQkWPWXfr6zRNZqzadvjHRQ6rgd6wu7GieNkW2PFMdMJK/2013_06_art_3_1.gif)\n\nAfter several years in the design industry I lost some memory on the reasons I wanted to become a designer, make things and deliver innovative products. Recollecting my thoughts and having had the time to re-compose my last ten years of professional adventures, a clearer picture slowly came up again.\n\nAsking WHY we design and mass produce hardware and software is still a tough question to answer. Most of designers and engineers are constantly working to make things work, deploy the next version, reduce manufacturing costs, achieve higher retention rates, use as much data as possible to contain marketing failures, gamify the experience as much as possible to have a competitive edge.\n\nBig design firms and a good number of tech companies are integrating Design Thinking practices into their business model, offering a better understanding of what customers really want but still serving the main purpose of creating, expanding or manipulating markets and customers to maximize profit. In a world were optimisms about tech and social innovation sparked by new IT products and services the three main elements of the Design Thinking definition are placed on the same equal plane.\n\nDesign thinking  “is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” – Tim Brown\n\nAs opposed to this very positive vision of today’s society I can probably try to give my personal twist to Tim Brown’s excellent definition, let’s say, for fun:\n\nToday’s Design practice is “a human-centered approach to business success that draws from the designer’s toolkit to exploit the needs of people, the possibilities of technology, for the requirements of business.”\n\nI obviously don’t want to compare myself to the mighty god of Design Thinking is just that I’m always really intrigued by logical substitutions and word play. In this case I felt also that restating a definition of what design was in its ideal state of balance becomes cynically a truth for many of my fellow designers and engineers. If we play with words and meanings we can easily reach a point where business and success must be defined precisely as well as adjusting the weight of the words needs of people. Without an ethical definition of these concepts the entire equation to succeed in innovating for the good of people may end up harming the public or mining the very reason designers and engineers started inventing new products and services.\n\nNavi Radjou, a brilliant scholar and TED speaker, defines 3 points in practicing good frugal innovation:\n\n - Keep it simple.\n-  Don’t reinvent the wheel.\n-  Think and act horizontally.\n\nIt looks simple to apply to our workflows and organization but there’s something in our human nature that tents to always push us back to complex systems where the best we can do is with the most resources and the highest performances – the more with more philosophy.  What Prof. Radjou and other notable scholars are re-discovering is instead that we can do better with less, and that as humans we always did.\n\nConclusions\nDesigners and engineers, entrepreneurs and CEOs, Marketers and Advertisers, all of the creative staff members involved in sensitive human activities have a growing responsibility towards the public.\n\nAsking ourselves WHY we design something is healthy but we also need to act wisely and chorally to be able to thrive in an overpopulated world.\n\nFor the first time we can use technology and innovation to not only do better with less but also create business opportunities that are not harming the planet and ultimately its inhabitants.",
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