Written by Trine Falbe, Martin Michael Frederiksen and Kim Andersen
368 pages. Quality hardcover with stitched binding and ribbon page marker
ISBN: 978-3-945749-83-8

Many business models thrive on ingeniously deceptive and manipulative digital products. Not because they have to; mostly because dark patterns have become such an accepted norm. But what happens when ad-blockers, cross-browser tracking protection and data regulation (e.g. GDPR & CCPA) become a norm, too? That’s when an honest, ethical design could be a competitive advantage.

To grow a sustainable business, we need to learn how to leave dark patterns behind. We also need to figure out how to make honest digital products financially viable. Products that enable and respect customer choices and are built and designed with ethics in mind.

It’s not just the poor state of the web that brings us here though. It’s the lack of alternatives that companies can rely on. Ethical Design Handbook explores alternative, sustainable business models and shows how businesses can move towards ethical design and become more profitable as a result. It’s a very practical and tactical guide for designers, developers and management, with case studies and techniques applicable to every digital product.



Recently we’ve started seeing a shift in user perception. People are increasingly fighting back against tracking, manipulation, overwhelming advertising and ambiguous interfaces. There is a growing expectation of transparency and respect. Failure to meet these expectations is regulated by law, in the form of GDPR and CCPA, as well as the press and the people taking it to social media.


Now is a good time to shift to ethical design to get things right. But first we need to understand what ethical design actually means, then make the case for ethical design principles, and then introduce an ethical transformation roadmap. By adopting and embracing a new set of design principles, we can grow a sustainable digital business.

These tasks aren’t easy, and you might need some help to get there. The Ethical Design Handbook helps you get through all of it. It’s a practical guide on ethical decisionswith guidelines on how to help companies leave dark patterns behind and boost business KPIs along the way.

You’ll learn how to:

  • explain what ethical design is
  • justify and prove a business case for ethical design
  • grow a sustainable business built on ethical design principles
  • strike the balance between data collection and ethics
  • embed ethical design into your workflow
  • get started with ethical transformation

“This is the book designers have all been missing: a practical reference book on how to work ethically in design. Starting with the why — what does ‘ethical design’ mean, and why this book is even necessary or important — the book easily morphs into the business value of ethical design, best practices in ethical design, and how you can influence positive change.”

Helle Martens, UX consultant

USD $45.00