Building Online Trust with
brainmates is an Australian company established
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
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.
Provide more value than the
Products are more valuable to a
customer when they address an
In the world of online social networks
consumers need to know who to trust.
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.
with other users
Web 2.0 Social Networks
are built on Trust
Unfortunately trust is complicated
A human emotion
An ongoing relationship
Hard to establish, easy to erode
Transferable or inferred
Changes over time
Surprisingly easy to compromise in the short term
By creating products that facilitate and build
trust business can create value for their –Page no.
Build a sustainable competitive advantage
Invest in building trust into the product
First, Understand the Problem
Problem Space Problem
Problem –Page no.
First, Understand the Problem
Security / Data
Protection –Page no.
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
Step 4 – Design and build product and service solutions that support the target
markets goals in the usage scenarios.
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
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.
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.
eBay Feedback system
User generated reviews
And user rating of user generated reviews
The challenge of addressing both the
Positive and Negative persona goals
Make it harder to find a product
Will ultimately improve the
Will better satisfy the –Page no.
UNARTICULATED market need
that support a trusted solution. 19
Financial benefit to the business
The Web 2.0 “Trust” Problem
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
By making valuable products that are safe and easy to use
significant financial benefits can be attained.
Thanks and Questions
Mob: + 61 401 803 926
Linkedin Group: brainmates – product management people