Designers in most cases think that user is known to us. Unfortunately many times we are not able to understand thoroughly the complex nature of human behaviour. Hence, understanding human behaviour is one of the most challenging aspects in the design solution process.

• Is the ‘preconceived user’ is a wrong notion? Does it restrict your options?
• Is the concept of ‘user’ is our own conceived image?
• What is the scope of user? Is he/ she is the real user?
• Design is solutions always address a set of problems. Therefore, what we design today would shape us in future.
• Build a kind of sensitive user that you think would be ethical from your point of view
• Your ethical design is going to reflect your own choices. Be honest to compare your ethical decisions with the others.

Needs and wants

• Ethical design has to serve ‘needs’, not only what user wants
• Ethical Designer has to identify between ‘need’and ‘want’. Because in many cases external forces can create artificial demand leading to the notion- ‘want’.
• Designers have to apply between ‘need’ and ‘want’ rationally
• The healthy practice in ethical design is to create a balance between the two

Plate 4A Paper Bag	4B Plastic Bag	4C Tortoise Eating Plastic Bag	4D Dumped Plastic Bag