Normative design for society and anticipatory technology development: A double challenge for design research

This paper analyzes the increasing use of design tools and methods towards societal goals, and the interrelated approach to technology development it necessitates. Specifically, we argue that design research can assist in developing an anticipatory approach to technology development, which in turn widens future design possibilities. The paper proceeds in four steps. First, a distinction is made between different approaches to normative design, contrasting a precautionary approach (in which societal goals are constraints to design) from a directive approach (in which these goals are situated as design requirements). Second, a similar distinction between two types of normative technology development is made: precautionary (in which technology is created that safeguards societal goals) and directed (in which technology is created that realizes these goals). Third, an alternative approach to technology development is presented, aimed at enabling future technologies to realize precautionary or directed normative design for societal goals, termed anticipatory normative technology development. Such an anticipatory approach is thus conceptualized as an important enabler of normative design. Fourth, questions of how design research can support normative design is explored, highlighting two key roles: design research can create methods for normative design, and it can provide tools for anticipatory normative technology development that enables future normative design. Related to the latter, design research can draw from its established knowledge and methods for driving innovation. To contextualize this analysis, a running example is used throughout: The development of autonomous vehicles for reducing light pollution. Developing the navigation and sensors of autonomous vehicles to operate in low-light conditions is shown to anticipate an emerging social and environmental goal, thus creating the possibility for future normative design innovations.