Designing For Credibility

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Many Web producers adopt the attitude of, “If I build it, they will come,” when developing a site, as if by their simply building a great new mousetrap, the world will beat a path to their door (or …

Many Web producers adopt the attitude of, “If I build it, they will come,” when developing a site, as if by their simply building a great new mousetrap, the world will beat a path to their door (or URL, as the case may be). But it takes much more than an innovative idea to make a successful Web site. This session explores one of the most easily overlooked factors—visual credibility: Does your site look trustworthy to your audience? In this session, Jason will lead you through exercises to determine the most effective designs you can use to inspire confidence in your visitors.

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  • And you feel like Linus in the pumpkin patch, waiting for an audien
  • whether you are trying to attract the great pumpkin or an audience to your Web site, they both require the same thing
  • believe what you are communicating
  • believe what you are communicating
  • believe what you are communicating
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Message - Start with defining Clearly
    Many factors can blur, complicate, obscure
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Make the logo bigger
  • Limits
    That's what design is about
    Design is about overcoming the limits of the medium.

    talk about overcoming blur, complicate, obscure
  • Limits
    That's what design is about
    Design is about overcoming the limits of the medium.

    talk about overcoming blur, complicate, obscure
  • Limits
    That's what design is about
    Design is about overcoming the limits of the medium.

    talk about overcoming blur, complicate, obscure
  • by making the design
    three principles of creating credible designs
  • by making the design
    three principles of creating credible designs
  • by making the design
    three principles of creating credible designs
  • Color and images
    Typography
    Layout

    Process and controls
  • Color and images
    Typography
    Layout

    Process and controls
  • remember
  • Search engines circa 1998
  • Search engines circa 1998
  • Search engines circa 1998
  • Search engines circa 1998
  • Yahoo trying to put ads as close to the action as possible.
  • Yahoo trying to put ads as close to the action as possible.
  • Yahoo trying to put ads as close to the action as possible.
  • Google (Beta) simple and clear
    The message- What do you want to find?
  • Still works for them today
  • Early Firefox page.
    A lot going on
  • Show it, don’t say it
  • Adapted by IE
  • and Safari
  • Sincerity implies credibility and trust. you have to believe in what you are saying
    Too much information in the universe for one mind
  • We live in a multi-facted world with many perspectives of the same thing.
  • Need outside “filter” to help bring us that info
    A credible site is one that serves as a trusted filter
  • When i was a kid, this man was the trusted filter
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • many filters erupted in the 1980‘s through 90’s

    Today?
  • Why? Sincerity
  • News Web sites have to be trusted and credible
  • need to show that in their design
  • But just saying it does not make it so.
  • Get Satisfaction
  • Politicians need to be trusted
    Barack Obama
    Rahaf Harfoush
  • Activists
    Casusecast - builds communities around progressive issues
  • Religions
  • Andrew Keen - The Cult of the Amateur
  • But how do they gain your audiences trust?
  • But how do they gain your audiences trust?
  • So, how do we design for credibility?
  • We think the question is...
  • Most people form a lasting opinion of someone with in the first 15 seconds of meeting them.
    The elevator speech
  • How do you project a feeling of being trustworthy and credible.
  • The important question is...
    Why do the keep clicking
  • If you are an ad supported site
    Mediametrics
    comscore
    Google Analytics
  • More page views means more ads and more ad revenues
    More clicks does not lead to more page views
  • More clicks does not lead to more page views
    What does?
    The three principals of Design credibilty
    applied to visual and interface
  • Make it
  • Make it
  • Make it
  • Pixcetera 2.0
    average of 75 Million uniques
  • Clear - Make it obvious
    Size matters - Scroll lines less so
    Above the fold
  • Important sections undifferentiated
    Following functionality buried and not diverse
    Visual flat with not clear eye path
  • Important sections undifferentiated
    Following functionality buried and not diverse
    Visual flat with not clear eye path
  • Placed important features front and center
    Pulled following functionality into one spot
    Used gradients and patters to create visual differentiation
  • Placed important features front and center
    Pulled following functionality into one spot
    Used gradients and patters to create visual differentiation
  • Placed important features front and center
    Pulled following functionality into one spot
    Used gradients and patters to create visual differentiation
  • Placed important features front and center
    Pulled following functionality into one spot
    Used gradients and patters to create visual differentiation
  • Simple - Make it Easy
    Steve Krug and _Don’t Make Think_
  • Sort control UI using both drop downs and toggle
    Sorting types (popular and new) mixed
    Two kinds of popular Most Viewed and Highest rated
    Visual thumbnails tiny, and made to mimic real world photo stack.
  • Sort control UI using both drop downs and toggle
    Sorting types (popular and new) mixed
    Two kinds of popular Most Viewed and Highest rated
    Visual thumbnails tiny, and made to mimic real world photo stack.
  • Sort control UI using both drop downs and toggle
    Sorting types (popular and new) mixed
    Two kinds of popular Most Viewed and Highest rated
    Visual thumbnails tiny, and made to mimic real world photo stack.
  • New and popular already mad more clear
    Controls simplified so that popular just means most viewed
    Thumbnails now large and compelling to attract the eye
    info appears on rollover
  • New and popular already mad more clear
    Controls simplified so that popular just means most viewed
    Thumbnails now large and compelling to attract the eye
    info appears on rollover
  • New and popular already mad more clear
    Controls simplified so that popular just means most viewed
    Thumbnails now large and compelling to attract the eye
    info appears on rollover
  • New and popular already mad more clear
    Controls simplified so that popular just means most viewed
    Thumbnails now large and compelling to attract the eye
    info appears on rollover
  • Transparent - Make it so
    Captain Picard was in control - User in control and feel secure
    functionality does not need a page load
  • Report this functionality
    Sent email or takes user to new page with report form
  • Pop-up over offending comment.
    Can still see through to originating page
    Transparency = Security
  • Pop-up over offending comment.
    Can still see through to originating page
    Transparency = Security
  • The three principals of Design Credibility
  • The three principals of Design Credibility
  • The three principals of Design Credibility
  • The three principals of Design Credibility
  • The three principals of Design Credibility
  • The three principals of Design Credibility

Transcript

  • 1. <The Trusted Filter> D e s i g n i n g for C r e d i b i l i t y Jason Cranford Teague Bright Eye Media jasonspeaking Voices That Matter | 28 April 2009 San Francisco, California
  • 2. Sincerity
  • 3. Sincerity
  • 4. Credibility Sincerity Trust
  • 5. MESSAGE
  • 6. what is your MESSAGE ?
  • 7. MARKETING what is your MESSAGE BRANDING ADVERTISING ?
  • 8. what is your MESSAGE ?
  • 9. what is your MESSAGE
  • 10. what is your MESSAGE
  • 11. e enemy of art is the absence of limitations. — Orson Welles
  • 12. limits
  • 13. design is about limits
  • 14. design is about overcoming limits
  • 15. Clear
  • 16. Clear Simple
  • 17. Clear Simple Transparent
  • 18. DESIGN
  • 19. Visual DESIGN
  • 20. Visual DESIGN Interface
  • 21. It’s the little things.
  • 22. Why is it important to be sincere?
  • 23. Trusted Filters
  • 24. Trust
  • 25. Trust It’s the little things.
  • 26. Designing for Credibility
  • 27. Why will people come to your Web Site?
  • 28. 7 Seconds
  • 29. Visceral
  • 30. Why will they come back?
  • 31. Metrics
  • 32. Metrics Page Views
  • 33. Success = Page More Views
  • 34. Clicks = Page More More Views
  • 35. Clicks = Page More More = Views
  • 36. Clear
  • 37. Clear Transparent
  • 38. Clear Transparent Simple
  • 39. what is your MESSAGE ?
  • 40. It’s all about what is your MESSAGE the Photographs ?
  • 41. Clear
  • 42. Clear Make it obvious
  • 43. Simple
  • 44. Simple Make it easy
  • 45. Transparent
  • 46. Transparent Make it so
  • 47. Clear Simple Transparent
  • 48. Clear Make it obvious Simple Transparent
  • 49. Clear Make it obvious Simple Make it easy Transparent
  • 50. Clear Make it obvious Simple Make it easy Transparent Make it so
  • 51. Designing for Credibility
  • 52. <The Trusted Filter> D e s i g n i n g for C r e d i b i l i t y Questions jasonspeaking www.brighteyemedia.com