As the social networks thrive on every corner and people get to know each other mainly via dating apps, the things that design can do and what responsibilities come with it are undergoing a paradigm shift. We know by now what impact good or well done bad design can have on an individuum, a community or a whole society. Lucky strike showed us quite well how it works. What makes a good design these days? And what are the ethics that should be looked at during the design process?