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Trust as a design material morgen booster (2)

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Louise Vittrup's presentation on how to use trust as part of your design processl

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Trust as a design material morgen booster (2)

  1. 1. Trust as a design material Good morning Booster #100 1508™
  2. 2. What do you think of when you hear the word ‘trust’?
  3. 3. My name is Louise
  4. 4. Persuassion Emotions Trust
  5. 5. Persuassion Emotions Trust
  6. 6. The emotion of trust is not limited to humans anymore. The core of Human-Computer Interaction is this emotion of trust.
  7. 7. The question then becomes: How can the knowledge of this human behavior help us design better products?
  8. 8. From Tinder to Paris
  9. 9. What is trust?
  10. 10. Rachel Botsman, Author & Trust Expert Trust is a confident relationship to ‘the unknown’. It’s about making that step into somewhere that you’ve never been to or by taking a leap of faith.
  11. 11. Known Uncertainty UnknownTRUST
  12. 12. The evolution of trust LOCAL INSTITUTIONAL DISTRIBUTED
  13. 13. Local trust
  14. 14. Institutional trust
  15. 15. Breach of trust Because trust can be broken
  16. 16. Distributed trust ?
  17. 17. Institutional trust was not made for the digital age
  18. 18. INSTITUTIONAL DISTRIBUTED Opaque Closed Centralised Licensed Top-down Transparent Inclusive Decentralised Accountable Bottom-upTRUST
  19. 19. Known TRUSTWORTHY UnknownTRUST Competence Honesty Reliable
  20. 20. IF YOU THINK PEOPLE WON'T LIKE IT… YOU PROBABLY SHOULDN’T DO IT
  21. 21. So how then might we use trust as design material?
  22. 22. Here’s my top 10 top 7
  23. 23. 1. YOU BUILD TRUST
  24. 24. From Tinder to Paris
  25. 25. 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 relationship? 5. Can I recommend this to my friends?
  26. 26. 2. EMPOWER YOUR CUSTOMERS Competence and Reliability
  27. 27. Always remember that your customer is the hero, not you.
  28. 28. And every decision they make by using your product should enable them to be better versions of themselves.
  29. 29. Act like an assistant Establish a relationship of trust by removing noise and chaos
  30. 30. Get your customer up when they’re down All journeys have their ups and downs - help your customers like a trusted friend would.
  31. 31. 3. MAKE TRANSPARANCY A DEFAULT DESIGN PRINCIPLE Honesty
  32. 32. Privacy not included If you’re not paying for the product, you are the product.
  33. 33. 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.
  34. 34. Product transparency Through mutual vulnerability customers are able move up the trust ladder without hesitation.
  35. 35. Encourage feedback People trust others who are willing to listen and react accordingly.
  36. 36. Price transparency Without clear pricing models customers lose trust in ownership and product sustainability.
  37. 37. Show customers who you are Customers want to understand who you are, what drives you how you relate…
  38. 38. 4. MOVE SLOW BETWEEN THE KNOWN & THE UNKNOWN
  39. 39. From well known We trust systems that we are familiar with…
  40. 40. To new normals …but familiar changes over time
  41. 41. Customers need to stop up and think - designed moments of friction allow reflection Let friction and slow down
  42. 42. 5. BORROW TRUST Reliability
  43. 43. People have an affinity towards what they already know.
  44. 44. But what use is a bias like that in a world that is as diverse and varied as ours?
  45. 45. Trust recommendation from a peer 92%
  46. 46. Trust recommendation from someone they don’t even know 70%
  47. 47. Is about following the lead of others Social Proof
  48. 48. Social Proof It’s what gets a celebrity- endorsed product more sales
  49. 49. Social Proof It’s what gets a crowded restaurant bigger crowds
  50. 50. Social Proof And it’s what get’s me into trouble at parent school meetings.
  51. 51. Awards Certifications Credible organisations You can borrow trust from…
  52. 52. Awards Certifications Credible organisationsAwards Certifications Credible organisations You can borrow trust from…
  53. 53. Awards Certifications Credible organisationsAwards Certifications Credible organisations You can borrow trust from…
  54. 54. 5. SHOW YOUR KNOWLEDGE Competence
  55. 55. 6. DISEMPOWER YOUR MARKETING TEAM Honesty
  56. 56. Customers are starting to judge brands through collective experiences… …and marketing teams can’t control the conversation
  57. 57. 7. DESIGN FOR THE SOCIAL PRESSURE THAT COMES WITH TRUST Competence
  58. 58. Distributed trust requires commitment to ongoing mutual accountability Social pressure can be very powerful
  59. 59. Meet Vish Vish, is the brainy and enthusiastic Uber driver in Toronto who has a 4.99 rating after 5,000 rides.
  60. 60. 3 of Vish’s 7 mantras 1. Make a 10-second offer, then confirm the deal
  61. 61. 3 of Vish’s mantras 2. It’s always the customer’s first time 1. Make a 10-second offer, then confirm the deal
  62. 62. 3. Understand your customer segment and be personable 3 of Vish’s 7 mantras 2. It’s always the customer’s first time 1. Make a 10-second offer, then confirm the deal Hi, is your name Louise?
  63. 63. Are you going with your customers to Paris?
  64. 64. Thank you 1508™

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