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Only a handful of designers directly create things that are ethical. Gabriel White of frog design explained his theories on how any designer has the potential to make an impact by applying ethical standards to the design process. Although the idea of ethical heuristics sounds contradictory, the defense is that, based on strong ethical principles, heuristics can be flexible and will ultimately aid in the spread of understanding and good behavior of users.

White says the first step is to make people aware of their behavior. Designers have the power to structure the actions of people, determining what is the "right" way to act. Design can discourage addictive and compulsive behaviors while helping users develop life skills, encouraging personal growth. It has the ability to create and carry awareness especially if digital resources are used efficiently and to their maximum potential. Ultimately, White hopes to develop a toolset of principles and heuristics that will facilitate the practice of ethical design across all design disciplines.