TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking
Widows peak indicates
possible vampirism
Hang loose or devil
sign?

Smile that frightens small
children

Why would
you tru...
MS in Tech. Comm. from
Rensselaer Polytechnic
Institute

15 Books & 100s of
articles on digital media
design

Dozens of co...
APPEAL TO
AUTHORITY
SHOW

Photo “Expose Yourself to Art” by M. Ryerson
GAINING TRUST
IS EASY

http://www.flickr.com/photos/adalieplain/370403491
One Third of 12–15 year olds
believe that if a search engine lists
information then it must be
truthful…
— Truth, Lies and...
         
         
         
         
         
         
 ...
ONLY 15%?!?

http://www.flickr.com/photos/amelia-janet-photography/4602487041
IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY DETERMINE WHETHER
THEY TRUST WHAT THEY ARE
SEEING

http://www.psychologicalsci...
DESIGN = TRUST

http://www.flickr.com/photos/ooohoooh/1350774047
KEEPING TRUST
IS HARD

http://www.flickr.com/photos/josephb/5186482331
“

People think it's this veneer —
that the designers are handed
this box and told, 'Make it look
good!' That's not what w...
USER EXPERIENCE

http://www.flickr.com/photos/townhero/5557220801
EXPERIENCE = TRUST

http://www.flickr.com/photos/ooohoooh/1350774047
SEATTLE CENTRAL
LIBRARY
SHOULDN’T IT
FALL DOWN?
PEOPLE TRUST
THE DESIGN(ER)
WHO TRUSTED THE
DESIGNER FIRST?
THE CLIENT
TRUST ME,
I’M A DESIGNER
HOW DO WE
GAIN TRUST?

http://www.flickr.com/photos/adalieplain/370403491
SINCERITY

© copyright United Feature Syndicate
FIRST PRINCIPLE

KEEP PROMISES
“

The promise given was a
necessity of the past: the word
broken is a necessity of the
present.
— Niccolo Machiavelli
LingsCars.com

INCONSISTENT
INTERFACES ARE A
BROKEN PROMISE
FIRST PRINCIPLE

KEEP PROMISES
SECOND PRINCIPLE

SHOW RESULTS
StateNetwork.org

SECOND PRINCIPLE

SHOW RESULTS
SECOND PRINCIPLE

SHOW RESULTS
SECOND PRINCIPLE

SHOW RESULTS
KEEP THE USER IN
THE KNOW

SECOND PRINCIPLE

SHOW RESULTS
THIRD PRINCIPLE

KNOW YOUR VOICE
CLASSICAL

THIRD PRINCIPLE

KNOW YOUR VOICE
CONTEMPORARY

THIRD PRINCIPLE

KNOW YOUR VOICE
GRUNGE

THIRD PRINCIPLE

KNOW YOUR VOICE
fastcodesign.com

THIRD PRINCIPLE

KNOW YOUR VOICE
fastcocreate.com

THIRD PRINCIPLE

KNOW YOUR VOICE
fastcoexist.com

THIRD PRINCIPLE

KNOW YOUR VOICE
“

Words mean more than what is
set down on paper. It takes the
human voice to infuse them with
shades of deeper meaning.
...
A CLEAR VOICE CAN
ACCOMPLISH ANYTHING
THIRD PRINCIPLE

KNOW YOUR VOICE
FOURTH PRINCIPLE

RESPECT CONTEXT
Credit: flickr - MeganMorris / CC License: NC-SA

FOURTH PRINCIPLE

RESPECT CONTEXT
Credit: flickr - shareski / CC License: NC-SA

FOURTH PRINCIPLE

RESPECT CONTEXT
Credit: flickr - Yourdon / CC License: NC-SA

FOURTH PRINCIPLE

RESPECT CONTEXT
“

Always design a thing by
considering it in its next larger
context — a chair in a room, a
room in a house, a house in a...
FreedomHouse.org
Web Page Title
http://freedomhouse.org/

FOURTH PRINCIPLE

Google

RESPECT CONTEXT
FOURTH PRINCIPLE

RESPECT CONTEXT
FOURTH PRINCIPLE

RESPECT CONTEXT
CONTEXT
PREVENTS
CONFUSION
FOURTH PRINCIPLE

RESPECT CONTEXT
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
CHANGE BLINDNESS

FIFTH PRINCIPLE

TRANSITION CHANGE
Utah.gov

FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
“

The real art of conducting consists
in transitions.
— Gustav Mahler

FIFTH PRINCIPLE

TRANSITION CHANGE
SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
comet.co.uk

SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
comet.co.uk (now)

SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
http://www.flickr.com/photos/stevendepolo/4027405769

DON’T FALL FOR
THE
SLIGHT OF HAND
SIXTH PRINCIPLE

GUIDE, DON’T DICT...
“

No man has the right to dictate what
other men should perceive, create or
produce, but all should be encouraged
to reve...
SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
http://www.flickr.com/photos/dolmansaxlil/5127200444

PAREIDOLIA

SEVENTH PRINCIPLE

SHOW, THEN TELL
http://www.flickr.com/photos/nottsexminer/5291486618

WE SEE
PATTERNS FIRST

SEVENTH PRINCIPLE

SHOW, THEN TELL
http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm

IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY D...
“

Don't tell me the moon is shining;
show me the glint of light on
broken glass.
— Anton Chekhov
thenounproject.org

SEVENTH PRINCIPLE

SHOW, THEN TELL
annasafroncik.it

EIGTH PRINCIPLE

SHOW, THEN TELL
miessociety.org

SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
The liquid metal inside a
thermometer is magnesium.
SEVENTH PRINCIPLE

SHOW, THEN TELL
“TRUTHINESS”

SEVENTH PRINCIPLE

SHOW, THEN TELL
EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
AOL.com (c.2007)

EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
http://www.netmagazine.com/interviews/steve-krug-diy-usability-testing

eve Krug
St

DON’T MAKE ME
*
THINK!

EIGHTH PRINCI...
http://www.flickr.com/photos/mutsmuts/4695658106/

DON’T LET ME
THINK!

EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
“

Truth is something which can't be
told in a few words. Those who
simplify the universe only reduce
the expansion of its...
Netflix.com

EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
THANKS!
NINTH PRINCIPLE

ALWAYS LEAVE THEM WANTING MORE
“

To be persuasive we must be
believable; to be believable we
must be credible; to be credible
we must be truthful.
It is...
9 PRINCIPLES…
1. Keep Promises
2. Show Results
3. Know Your Voice
4. Respect Context
5. Transition Changes
6. Guide, Don’t...
TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking
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Trust Me, I'm a Designer: 9 Principles for Creative Credibility

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A recent study by Demos (Demos.co.uk) called Truth, Lies and the Internet found that a third of teens polled in the UK believe any information they find on line is true without qualification. Even more staggering is that a 15% of that group admit to making their decision about the truthfulness of the content of a Web page based on appearance alone.

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Trust Me, I'm a Designer: 9 Principles for Creative Credibility

  1. 1. TRUST ME, I’M A DESIGNER. jason cranfordteague | jasonspeaking.com | @jasonspeaking
  2. 2. Widows peak indicates possible vampirism Hang loose or devil sign? Smile that frightens small children Why would you trust this man? Goatee shows he is from evil alternate universe Embroidered shirt commonly worn by pirates
  3. 3. MS in Tech. Comm. from Rensselaer Polytechnic Institute 15 Books & 100s of articles on digital media design Dozens of conference presentations for SXSW, HOW, WebVisions… Why you should trust this man! 18 years of Web design experience Clients have included Marriott, AOL, Bank of America, Virgin, Coca-Cola, Aspen Ideas Festival…
  4. 4. APPEAL TO AUTHORITY
  5. 5. SHOW Photo “Expose Yourself to Art” by M. Ryerson
  6. 6. GAINING TRUST IS EASY http://www.flickr.com/photos/adalieplain/370403491
  7. 7. One Third of 12–15 year olds believe that if a search engine lists information then it must be truthful… — Truth, Lies and the Internet Demos.co.uk                                                                                              http://www.flickr.com/photos/rcpl/5104874389
  8. 8.                                                                                              …15 per cent don’t consider the veracity of results but just visit the sites they ‘like the look of’. — Truth, Lies and the Internet Demos.co.uk http://www.flickr.com/photos/rcpl/5104874389
  9. 9. ONLY 15%?!? http://www.flickr.com/photos/amelia-janet-photography/4602487041
  10. 10. IT TAKES MOST PEOPLE .1 SECOND TO INITIALLY DETERMINE WHETHER THEY TRUST WHAT THEY ARE SEEING http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm
  11. 11. DESIGN = TRUST http://www.flickr.com/photos/ooohoooh/1350774047
  12. 12. KEEPING TRUST IS HARD http://www.flickr.com/photos/josephb/5186482331
  13. 13. “ People think it's this veneer — that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works. — Steve Jobs
  14. 14. USER EXPERIENCE http://www.flickr.com/photos/townhero/5557220801
  15. 15. EXPERIENCE = TRUST http://www.flickr.com/photos/ooohoooh/1350774047
  16. 16. SEATTLE CENTRAL LIBRARY
  17. 17. SHOULDN’T IT FALL DOWN?
  18. 18. PEOPLE TRUST THE DESIGN(ER)
  19. 19. WHO TRUSTED THE DESIGNER FIRST?
  20. 20. THE CLIENT
  21. 21. TRUST ME, I’M A DESIGNER
  22. 22. HOW DO WE GAIN TRUST? http://www.flickr.com/photos/adalieplain/370403491
  23. 23. SINCERITY © copyright United Feature Syndicate
  24. 24. FIRST PRINCIPLE KEEP PROMISES
  25. 25. “ The promise given was a necessity of the past: the word broken is a necessity of the present. — Niccolo Machiavelli
  26. 26. LingsCars.com INCONSISTENT INTERFACES ARE A BROKEN PROMISE FIRST PRINCIPLE KEEP PROMISES
  27. 27. SECOND PRINCIPLE SHOW RESULTS
  28. 28. StateNetwork.org SECOND PRINCIPLE SHOW RESULTS
  29. 29. SECOND PRINCIPLE SHOW RESULTS
  30. 30. SECOND PRINCIPLE SHOW RESULTS
  31. 31. KEEP THE USER IN THE KNOW SECOND PRINCIPLE SHOW RESULTS
  32. 32. THIRD PRINCIPLE KNOW YOUR VOICE
  33. 33. CLASSICAL THIRD PRINCIPLE KNOW YOUR VOICE
  34. 34. CONTEMPORARY THIRD PRINCIPLE KNOW YOUR VOICE
  35. 35. GRUNGE THIRD PRINCIPLE KNOW YOUR VOICE
  36. 36. fastcodesign.com THIRD PRINCIPLE KNOW YOUR VOICE
  37. 37. fastcocreate.com THIRD PRINCIPLE KNOW YOUR VOICE
  38. 38. fastcoexist.com THIRD PRINCIPLE KNOW YOUR VOICE
  39. 39. “ Words mean more than what is set down on paper. It takes the human voice to infuse them with shades of deeper meaning. — Maya Angelou
  40. 40. A CLEAR VOICE CAN ACCOMPLISH ANYTHING THIRD PRINCIPLE KNOW YOUR VOICE
  41. 41. FOURTH PRINCIPLE RESPECT CONTEXT
  42. 42. Credit: flickr - MeganMorris / CC License: NC-SA FOURTH PRINCIPLE RESPECT CONTEXT
  43. 43. Credit: flickr - shareski / CC License: NC-SA FOURTH PRINCIPLE RESPECT CONTEXT
  44. 44. Credit: flickr - Yourdon / CC License: NC-SA FOURTH PRINCIPLE RESPECT CONTEXT
  45. 45. “ Always design a thing by considering it in its next larger context — a chair in a room, a room in a house, a house in an environment, an environment in a city plan. — Eliel Saarinen
  46. 46. FreedomHouse.org Web Page Title http://freedomhouse.org/ FOURTH PRINCIPLE Google RESPECT CONTEXT
  47. 47. FOURTH PRINCIPLE RESPECT CONTEXT
  48. 48. FOURTH PRINCIPLE RESPECT CONTEXT
  49. 49. CONTEXT PREVENTS CONFUSION FOURTH PRINCIPLE RESPECT CONTEXT
  50. 50. FIFTH PRINCIPLE TRANSITION CHANGE
  51. 51. FIFTH PRINCIPLE TRANSITION CHANGE
  52. 52. FIFTH PRINCIPLE TRANSITION CHANGE
  53. 53. FIFTH PRINCIPLE TRANSITION CHANGE
  54. 54. CHANGE BLINDNESS FIFTH PRINCIPLE TRANSITION CHANGE
  55. 55. Utah.gov FIFTH PRINCIPLE TRANSITION CHANGE
  56. 56. FIFTH PRINCIPLE TRANSITION CHANGE
  57. 57. FIFTH PRINCIPLE TRANSITION CHANGE
  58. 58. “ The real art of conducting consists in transitions. — Gustav Mahler FIFTH PRINCIPLE TRANSITION CHANGE
  59. 59. SIXTH PRINCIPLE GUIDE, DON’T DICTATE
  60. 60. comet.co.uk SIXTH PRINCIPLE GUIDE, DON’T DICTATE
  61. 61. SIXTH PRINCIPLE GUIDE, DON’T DICTATE
  62. 62. comet.co.uk (now) SIXTH PRINCIPLE GUIDE, DON’T DICTATE
  63. 63. http://www.flickr.com/photos/stevendepolo/4027405769 DON’T FALL FOR THE SLIGHT OF HAND SIXTH PRINCIPLE GUIDE, DON’T DICTATE
  64. 64. “ No man has the right to dictate what other men should perceive, create or produce, but all should be encouraged to reveal themselves, their perceptions and emotions, and to build confidence in the creative spirit. — Ansel Adams
  65. 65. SEVENTH PRINCIPLE SHOW, THEN TELL
  66. 66. SEVENTH PRINCIPLE SHOW, THEN TELL
  67. 67. http://www.flickr.com/photos/dolmansaxlil/5127200444 PAREIDOLIA SEVENTH PRINCIPLE SHOW, THEN TELL
  68. 68. http://www.flickr.com/photos/nottsexminer/5291486618 WE SEE PATTERNS FIRST SEVENTH PRINCIPLE SHOW, THEN TELL
  69. 69. http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm IT TAKES MOST PEOPLE .1 SECOND TO INITIALLY DETERMINE WHETHER THEY TRUST WHAT THEY ARE SEEING SEVENTH PRINCIPLE SHOW, THEN TELL
  70. 70. “ Don't tell me the moon is shining; show me the glint of light on broken glass. — Anton Chekhov
  71. 71. thenounproject.org SEVENTH PRINCIPLE SHOW, THEN TELL
  72. 72. annasafroncik.it EIGTH PRINCIPLE SHOW, THEN TELL
  73. 73. miessociety.org SEVENTH PRINCIPLE SHOW, THEN TELL
  74. 74. SEVENTH PRINCIPLE SHOW, THEN TELL
  75. 75. SEVENTH PRINCIPLE SHOW, THEN TELL
  76. 76. SEVENTH PRINCIPLE SHOW, THEN TELL
  77. 77. The liquid metal inside a thermometer is magnesium. SEVENTH PRINCIPLE SHOW, THEN TELL
  78. 78. “TRUTHINESS” SEVENTH PRINCIPLE SHOW, THEN TELL
  79. 79. EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  80. 80. AOL.com (c.2007) EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  81. 81. http://www.netmagazine.com/interviews/steve-krug-diy-usability-testing eve Krug St DON’T MAKE ME * THINK! EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  82. 82. http://www.flickr.com/photos/mutsmuts/4695658106/ DON’T LET ME THINK! EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  83. 83. “ Truth is something which can't be told in a few words. Those who simplify the universe only reduce the expansion of its meaning. — Anaïs Nin
  84. 84. Netflix.com EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  85. 85. THANKS! NINTH PRINCIPLE ALWAYS LEAVE THEM WANTING MORE
  86. 86. “ To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful. It is as simple as that. —Edward R. Murrow
  87. 87. 9 PRINCIPLES… 1. Keep Promises 2. Show Results 3. Know Your Voice 4. Respect Context 5. Transition Changes 6. Guide, Don’t Dictate 7. Show Then Tell 8. Make it Simple, Not Simplistic 9. Always Leave Them Wanting More
  88. 88. TRUST ME, I’M A DESIGNER. jason cranfordteague | jasonspeaking.com | @jasonspeaking
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