In this talk I will present how ethics and design might complement each other in the development of new technologies in two ways. First, on a methodological level design methodologies can be adopted to make ethics more practical in the innovation process. Second, on a creative level the approach of ‘speculative design’ can be helpful to stimulate ethical debate and reflection. Both ways of matching ethical reflection and design practice are interesting for creating a tangible, forward-looking form of ethics that moves beyond merely identifying issues towards imagining alternative futures and creating better technologies.