Ethical Evaluation of a Value Sensitive Persuasive System: Case Milky Way

Although persuasive technology is about influencing individuals without coercion, deception, or manipulation, ethical issues still must be considered in designing persuasive systems. In this paper, we utilized value sensitive analysis in evaluating a mobile application to examine how value sensitive analysis can benefit persuasive system design. The evaluated Milky Way application is meant for women with the intention to breastfeed. It supports the users in continuing to breastfeed for a longer period of time, being faithful to the recommendations by World Health Organization. Our results show, that value sensitive analysis brings new and valuable information to the design process of a persuasive system, which in turn can make it more meaningful for users as well as more efficient in supporting behavior change.