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TRUST      designing social glue                Fred McClimans #sxsw2013CORPORATE NARRATIVES                              ...
TRUST     has always been       social glue          we have a million years of identifying trust pointsTRUST: Designing S...
TRUST points are    our markers        trust points tell our story and guide us in what we doTRUST: Designing Social Glue ...
Is this possible? Could he expand welfare AND be true to his personal             brand - and your expectations?          ...
DISTANCE           obscures trust              points    Your freaky                                        Your freaky   ...
RISK influences         trust points           high vs low risk                 good vs bad outcomesTRUST: Designing Socia...
EXPERIENCE           evolves trust    See this…                                        …believe that       leads into new ...
STORY helps us      trust, if it’s…              • Transparent and honest              • Baked into UX sandbox            ...
TRUST Enablers              • Context and Perspective              • Predictability and Reliability              • Proacti...
CONTEXT                           frames it       PERSPECTIVE              makes it unique            enablers help us int...
PREDICTABILITY                         what next             RELIABILITY       consistency of next              enablers s...
PROACTIVITY       ENGAGEMENT                         enablers define our actionsTRUST: Designing Social Glue      #sxsw 20...
TRUST                        via story              • Leverage trust enablers              • Create peer trust within stak...
TRUST summary              •    Trust points validate information              •    Trust points are context-sensitive    ...
TRUST              deconstruction                exercisesCORPORATE NARRATIVES                               15
#1 – FARS or farce?TRUST: Designing Social Glue        #sxsw 2013       fredmcclimans.com                                 ...
#1 - context is a lens… it’s required for trustENGINEERING TRUST: The new social glue. #sxsw 2013      fredmcclimans.com  ...
TRUST?    #2 why is one believable (plausible) while the other is not?TRUST: Designing Social Glue   #sxsw 2013           ...
LEEEEEROY…           #3 - yes, there is a leroy jenkins in each pictureTRUST: Designing Social Glue   #sxsw 2013          ...
JENKINS                     #3 – two of the real leroy jenkinsTRUST: Designing Social Glue     #sxsw 2013               fr...
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TRUST: designing social glue. #SXSW2013

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Some thoughts on trust points, trust enablers and the role of story and narrative to allow a community to create digital trust through a more personal UX. Presented at "Why trust is the new social glue" #sxsw interactive session March, 2013.

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  • Fred, thanks for posting these slides from the NewsiT session. Invaluable. A lot of great feedback still coming from the #socialglue meetup. Melinda
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  • You can’t make an informed decision without context. Context yields trust in your decision.
  • Transcript of "TRUST: designing social glue. #SXSW2013"

    1. 1. TRUST designing social glue Fred McClimans #sxsw2013CORPORATE NARRATIVES 1
    2. 2. TRUST has always been social glue we have a million years of identifying trust pointsTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 2
    3. 3. TRUST points are our markers trust points tell our story and guide us in what we doTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 3
    4. 4. Is this possible? Could he expand welfare AND be true to his personal brand - and your expectations? strong narratives trump unexpected messagesTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 4
    5. 5. DISTANCE obscures trust points Your freaky Your freaky uncle. uncle online. physical and logicalTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 5
    6. 6. RISK influences trust points high vs low risk good vs bad outcomesTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 6
    7. 7. EXPERIENCE evolves trust See this… …believe that leads into new experiences, evolves what is possibleTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 7
    8. 8. STORY helps us trust, if it’s… • Transparent and honest • Baked into UX sandbox • Lets interactions create trust everything is part of your story, your narrativeTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 8
    9. 9. TRUST Enablers • Context and Perspective • Predictability and Reliability • Proactivity, Engagement and Transparency • For users AND software enablers foster the creation of trustTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 9
    10. 10. CONTEXT frames it PERSPECTIVE makes it unique enablers help us interpret and use informationTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 10
    11. 11. PREDICTABILITY what next RELIABILITY consistency of next enablers shape TЯUST – action vs contentTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 11
    12. 12. PROACTIVITY ENGAGEMENT enablers define our actionsTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 12
    13. 13. TRUST via story • Leverage trust enablers • Create peer trust within stakeholders • Trust can convey (our trust in friends trumps our distrust in Facebook) a sandbox must include / encourage storiesTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 13
    14. 14. TRUST summary • Trust points validate information • Trust points are context-sensitive • Trust points are easily disrupted • Trust enablers are sandbox rules • Stories & enablers develop trust that transcends platform & time leverage story to design long-term trustTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 14
    15. 15. TRUST deconstruction exercisesCORPORATE NARRATIVES 15
    16. 16. #1 – FARS or farce?TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 16
    17. 17. #1 - context is a lens… it’s required for trustENGINEERING TRUST: The new social glue. #sxsw 2013 fredmcclimans.com 17
    18. 18. TRUST? #2 why is one believable (plausible) while the other is not?TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 18
    19. 19. LEEEEEROY… #3 - yes, there is a leroy jenkins in each pictureTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 19
    20. 20. JENKINS #3 – two of the real leroy jenkinsTRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 20

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