Joe Gebbia from AirBnB did a joint study together with Standford University.
They looked at people’s willingness to trust someone based on how similar they are in age, location and geography. The research showed, not surprisingly, we prefer people who are like us. The more different somebody is, the less we trust them. Now, that’s a natural social bias. But what’s interesting is what happens when you add reputation into the mix, in this case, with reviews.
Now, if you’ve got less than three reviews, nothing changes. But if you’ve got more than 10, everything changes. High reputation beats high similarity. The right design can actually help us overcome one of our most deeply rooted biases.
Trust is a human emotion that can be designed for and establishing it is important within the sharing economy, the trust economy and distributed trust.
Trust is the secret ingredient to any successful product thus designing for it cannot be an afterthought. It’s not an easy task, but it will absolutely make your product stand out and could mean the difference between a visitor engaging with your product or leaving it after a few seconds.
Trust as a design material morgen booster (2)
Trust as a design
What do you think of when you hear
the word ‘trust’?
1. Could this site or service help me
accomplish my goal?
2. Do I choose to use this site for this task? Is
it better than other options?
3.Do I trust this site or service with my personal
and sensitive data?
4.Am I willing to commit to an ongoing
5. Can I recommend this to my friends?
Competence and Reliability
that your customer is
the hero, not you.
And every decision
they make by using
your product should
enable them to be
better versions of
Act like an assistant
Establish a relationship of trust
by removing noise and chaos
Get your customer up when
All journeys have their ups and
downs - help your customers
like a trusted friend would.
If you’re not paying for the
product, you are the product.
But I though we were friends
Users need to know exactly what is
going on and what is going to happen in
the app or technology they are using.
Through mutual vulnerability customers
are able move up the trust ladder
People trust others who are willing
to listen and react accordingly.
Without clear pricing models customers
lose trust in ownership and product
who you are
Customers want to understand
who you are, what drives you
how you relate…