What makes us trust online?

What makes us online?

“She was pretty cool”

:) :) Pace Pitch Pause Volume Gestures Intonation

People like me

Survival of the least ﬁt

First impressions Someone :

First impressions Someone : 1. I know (Familiarity)

First impressions Someone : 1. I know (Familiarity) 2. Like me (Similarity)

First impressions Someone : 1. I know (Familiarity) 2. Like me (Similarity) 3. Respected (Authority)

Trust in advertising Recommendations from people known 90% 90% Consumer opinions posted 70% Newspaper 61% Online banner ads 33% Source: The Nielsen Company, April 2009

Would you recommend us to a friend?

Trusty tips & examples

1. People I know

Live in the comments

To err is human

2. People like me

Know thy user Source: Robert Barlow-Busch’s chopsticker.com, 2007

We trust ‘people like me’

Fri., 2008/04/09 "PDF Is Great" My son is going to play a trumpet piece in church on Easter Sunday morning, so I needed to e-mail the music to him so he could practice it at college. Scanning it into MS Word gave me a poor, blocky image. I couldn't tell sharps from flats! Using OpenOffice, I was able not only to scan in a great image of the music, but also tune the resulting PDF to be rendered beautifully on my son's inkjet printer. I was impressed and appreciative. Keep up the good work. D. Dahlke, Washington DC

1. Speciﬁc Fri., 2008/04/09 "PDF Is Great" My son is going to play a trumpet piece in church on Easter Sunday morning, so I needed to e-mail the music to him so he could practice it at college. Scanning it into MS Word gave me a poor, blocky image. I couldn't tell sharps from flats! Using OpenOffice, I was able not only to scan in a great image of the music, but also tune the resulting PDF to be rendered beautifully on my son's inkjet printer. I was impressed and appreciative. Keep up the good work. D. Dahlke, Washington DC

1. Speciﬁc 2. Overcome objections Fri., 2008/04/09 "PDF Is Great" My son is going to play a trumpet piece in church on Easter Sunday morning, so I needed to e-mail the music to him so he could practice it at college. Scanning it into MS Word gave me a poor, blocky image. I couldn't tell sharps from flats! Using OpenOffice, I was able not only to scan in a great image of the music, but also tune the resulting PDF to be rendered beautifully on my son's inkjet printer. I was impressed and appreciative. Keep up the good work. D. Dahlke, Washington DC

1. Speciﬁc 2. Overcome objections 3. Context Fri., 2008/04/09 "PDF Is Great" My son is going to play a trumpet piece in church on Easter Sunday morning, so I needed to e-mail the music to him so he could practice it at college. Scanning it into MS Word gave me a poor, blocky image. I couldn't tell sharps from flats! Using OpenOffice, I was able not only to scan in a great image of the music, but also tune the resulting PDF to be rendered beautifully on my son's inkjet printer. I was impressed and appreciative. Keep up the good work. D. Dahlke, Washington DC

Match existing knowledge

Argue against self-interest

Reciprocity

Identity

Empathy

3. Respected people

Authorities

Celebrities

Remember Someone : 1. I know (Familiarity) 2. Like me (Similarity) 3. Respected (Authority)

Ash Donaldson ash@produxi.com @ashdonaldson designing better user experiences

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What makes us trust online?

by Ash Donaldson on Sep 19, 2009

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What makes us trust online? — Presentation Transcript