Building Online Trust with
Product Design
Nick Coster




                             –Page no.


                       ...
about brainmates
   brainmates is an Australian company established
   in 2004
   brainmates specialises in:
      Product...
The Role of Product Management
The role of Product Management is to deliver and maintain
products and services that

   1....
Provide more value than the
        competition




                              –Page no.


                            ...
Creating Value
Products are more valuable to a
customer when they address an
unsatisfied Need.

In the world of online soc...
A short history of online Trust
Web 1.0                    Web “1.5”                   Web 2.0
  Reading and Linking      ...
Web 2.0 Social Networks
are built on Trust




                          –Page no.


                                7
Unfortunately trust is complicated
Trust is…
        A human emotion
        An ongoing relationship
        Hard to estab...
Trust is….
Surprisingly easy to compromise in the short term




                                                    –Page...
Creating Value




By creating products that facilitate and build
  trust business can create value for their –Page no.

 ...
Build a sustainable competitive advantage




                                      –Page no.


                          ...
Invest in building trust into the product




                                            –Page no.


                    ...
First, Understand the Problem

                    Need

                  Consumer
Problem Space      Problem

Solution S...
First, Understand the Problem

                      Need


                     TRUST
Problem Space

Solution Space
     ...
Good Product Design
Step 1 – Understand the Target Market
       Create a Primary Persona

Step 2 – Understand the Primary...
Even Better Product Design
Step 1 - Understand the Attacker/Fraudster Target Markets
        Create one or more a Attacker...
Design Constraints
Product will be designed by delivering on
     The successful completion of the Primary Personas Goals
...
EXAMPLES

     eBay Feedback system




     User generated reviews



     And user rating of user generated reviews




...
Competitive
 Advantage




The challenge of addressing both the
Positive and Negative persona goals
        Make it harder...
Financial benefit to the business




                                    –Page no.


                                    ...
The Web 2.0 “Trust” Problem
              and Opportunity

Companies that are prepared to address the problems of
TRUST on...
By making valuable products that are safe and easy to use
                         by design,
      significant financial ...
Thanks and Questions
Nick Coster
Director, brainmates
Mob: + 61 401 803 926
E: nick@brainmates.com.au


Website:        ww...
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Building Online Trust with Product Design

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Trust is a intrinsic need that all market want to have satisfied in the products that they buy. This presentation provides some tips on how this can be achieved.

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Building Online Trust with Product Design

  1. 1. Building Online Trust with Product Design Nick Coster –Page no. 1
  2. 2. about brainmates brainmates is an Australian company established in 2004 brainmates specialises in: Product Management consulting services Strategic Product Management training Our team enjoys developing new, successful products, training Product Managers and nurturing the Product Management community in Australia –Page no. 2
  3. 3. The Role of Product Management The role of Product Management is to deliver and maintain products and services that 1. Provide more value than the competition. 2. Help build a sustainable competitive advantage. 3. Deliver financial benefit to the business. –Page no. 3
  4. 4. Provide more value than the competition –Page no. 4 –4
  5. 5. Creating Value Products are more valuable to a customer when they address an unsatisfied Need. In the world of online social networks consumers need to know who to trust. –Page no. 5
  6. 6. A short history of online Trust Web 1.0 Web “1.5” Web 2.0 Reading and Linking 1-way interactions 2 way interactions Closed Interactions User Generated User “Trusts” the Eg online banking, content source of the content online shopping. Amazon, eBay, No personal data User interacts with blogging and exchanged service provider commenting “social tools. media applications” User trusts the service User interacts with to work the Service Providers Services begin top tools validate users with AND other users “authentication” AND can create Eg early use of or add content cookies and login AND can publish screens “relationships” no. –Page with other users 6
  7. 7. Web 2.0 Social Networks are built on Trust –Page no. 7
  8. 8. Unfortunately trust is complicated Trust is… A human emotion An ongoing relationship Hard to establish, easy to erode Transferable or inferred Reputation based Changes over time –Page no. 8
  9. 9. Trust is…. Surprisingly easy to compromise in the short term –Page no. 9
  10. 10. Creating Value By creating products that facilitate and build trust business can create value for their –Page no. customers. 10
  11. 11. Build a sustainable competitive advantage –Page no. 11
  12. 12. Invest in building trust into the product –Page no. 12
  13. 13. First, Understand the Problem Need Consumer Problem Space Problem Solution Space Product Problem Technology Problem –Page no. 13
  14. 14. First, Understand the Problem Need TRUST Problem Space Solution Space Identification / Authentication Security / Data Protection –Page no. 14
  15. 15. Good Product Design Step 1 – Understand the Target Market Create a Primary Persona Step 2 – Understand the Primary Persona’s objectives and goals Eg shop online without getting ripped off Eg interact publicly without personal information being revealed Step 3 – Describe specific usage scenarios that enable them to meet these objectives Step 4 – Design and build product and service solutions that support the target markets goals in the usage scenarios. –Page no. 15
  16. 16. Even Better Product Design Step 1 - Understand the Attacker/Fraudster Target Markets Create one or more a Attacker/Fraudster Personas Step 2 – Understand their objectives and goals Eg Steal authentication information Eg capture personal information (often for other authentication) Eg steal or make money. Step 3 – Describe specific usage scenarios that describe how they may attempt to meet these objectives Step 4 – Design and build product and service solutions that cripple or prevents the Attacker target markets goals in their usage scenarios. –Page no. 16
  17. 17. Design Constraints Product will be designed by delivering on The successful completion of the Primary Personas Goals The prevention or disabling of the Attacker Persona goals By combining the requirements defined by the combination of both personas additional constraints will be included. –Page no. 17
  18. 18. EXAMPLES eBay Feedback system User generated reviews And user rating of user generated reviews –Page no. 18
  19. 19. Competitive Advantage The challenge of addressing both the Positive and Negative persona goals Make it harder to find a product solution Will ultimately improve the product Will better satisfy the –Page no. UNARTICULATED market need that support a trusted solution. 19
  20. 20. Financial benefit to the business –Page no. 20 –20
  21. 21. The Web 2.0 “Trust” Problem and Opportunity Companies that are prepared to address the problems of TRUST online have the potential to deliver: more value to their customers can create a competitive difference in the market place –Page no. 21
  22. 22. By making valuable products that are safe and easy to use by design, significant financial benefits can be attained. –Page no. 22
  23. 23. Thanks and Questions Nick Coster Director, brainmates Mob: + 61 401 803 926 E: nick@brainmates.com.au Website: www.brainmates.com.au Twitter: www.twitter.com/brainmates Linkedin Group: brainmates – product management people –Page no. 23
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