Although digital artefacts constitute a fundamental part of thecontemporary lifestyle it is seldom discussed how the use of such objects affect the way we understand the world. We propose a new concept, norm-­critical design, in which the unit of analysis is the interaction design consisting of technology, interaction, images, sounds, text and how they together construct meaning. We argue that there is a need to unpack how digital design embeds norms and to examine how the relationship between norms and design can becritically examined. We base our discussion on studies of online youth counselling.