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SF Design Week: Designing for Trust
- 1. © 2018 Copyright - Confidential and Proprietary © 2018 Copyright - Confidential and Proprietary 1 Designing for Trust NAT BOLTON AND CAROL ROSSI
- 2. © 2018 Copyright - Confidential and Proprietary Nat Bolton Product Design Manager Carol Rossi Director of User Experience Research
- 3. © 2018 Copyright - Confidential and Proprietary
- 4. © 2018 Copyright - Confidential and Proprietary Defining trust
- 5. © 2018 Copyright - Confidential and Proprietary Defining trust Designing for trust
- 6. © 2018 Copyright - Confidential and Proprietary Defining trust Designing for trust Measuring trust
- 7. © 2018 Copyright - Confidential and Proprietary Defining trust Designing for trust Measuring trust Lifecycle of trust
- 8. © 2018 Copyright - Confidential and Proprietary
- 9. © 2018 Copyright - Confidential and Proprietary
- 10. © 2018 Copyright - Confidential and Proprietary
- 11. © 2018 Copyright - Confidential and Proprietary RAW TUNA REPLACED WITH CRAB & AVOCADO.
- 12. © 2018 Copyright - Confidential and Proprietary RAW TUNA REPLACED WITH CRAB & AVOCADO. INSIDE-OUT TO HIDE THE SEAWEED.
- 13. © 2018 Copyright - Confidential and Proprietary Minimum viable (sushi) product RAW TUNA REPLACED WITH CRAB & AVOCADO. INSIDE-OUT TO HIDE THE SEAWEED.
- 14. © 2018 Copyright - Confidential and Proprietary
- 15. © 2018 Copyright - Confidential and Proprietary
- 16. © 2018 Copyright - Confidential and Proprietary
- 17. © 2018 Copyright - Confidential and Proprietary Defining trust Designing for trust Measuring trust Trust lifecycle
- 18. © 2018 Copyright - Confidential and Proprietary Trust is an ongoing, fluid, evolving relationship. DEFINING TRUST
- 19. © 2018 Copyright - Confidential and Proprietary Trust cannot exist without risk. DEFINING TRUST
- 20. © 2018 Copyright - Confidential and Proprietary To design for trust, you must design for trustworthiness and assurance. DEFINING TRUST
- 21. © 2018 Copyright - Confidential and Proprietary To design for trust, you must design for trustworthiness and assurance. DEFINING TRUST
- 22. © 2018 Copyright - Confidential and Proprietary
- 23. © 2018 Copyright - Confidential and Proprietary
- 24. © 2018 Copyright - Confidential and Proprietary Trustworthiness is the look and feel. DEFINING TRUST
- 25. © 2018 Copyright - Confidential and Proprietary
- 26. © 2018 Copyright - Confidential and Proprietary
- 27. © 2018 Copyright - Confidential and Proprietary DEFINING TRUST Assurance is the experience and performance.
- 28. © 2018 Copyright - Confidential and Proprietary
- 29. © 2018 Copyright - Confidential and Proprietary Defining trust Designing for trust Measuring trust Trust lifecycle
- 30. © 2018 Copyright - Confidential and Proprietary Create a Minimum Trusted Experience DESIGNING FOR TRUST
- 31. © 2018 Copyright - Confidential and Proprietary DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE Trustworthiness + Assurance
- 32. © 2018 Copyright - Confidential and Proprietary DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE Trustworthiness + Assurance
- 33. © 2018 Copyright - Confidential and Proprietary DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE Authenticity Value Currency CommunicationConsistency Performance
- 34. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 34 Be authentic. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 35. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 35 Be authentic. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 36. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 36 Be authentic. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 37. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 37 Be authentic. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 38. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 38 DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE Be valuable.
- 39. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 39 DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE Be valuable.
- 40. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 40 Be consistent. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 41. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 41 Be consistent. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 42. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 42 Be consistent. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 43. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 43 UI goes here... Be current. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 44. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 44 UI goes here... Be current. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 45. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 45 Be current. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 46. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 46 Be current. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 47. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 47 DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE Be upfront.
- 48. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 48 Be timely. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 49. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 49 Be timely. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 50. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 50 Be open. DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE
- 51. © 2018 Copyright - Confidential and Proprietary© 2018 Copyright - Confidential and Proprietary 51 UI goes here... DESIGNING FOR TRUST: MINIMUM TRUSTED EXPERIENCE Be working.
- 52. © 2018 Copyright - Confidential and Proprietary Defining trust Designing for trust Measuring trust Trust lifecycle
- 53. © 2018 Copyright - Confidential and Proprietary Don’t just ask “do you trust me.” MEASURING TRUST
- 54. © 2018 Copyright - Confidential and Proprietary MEASURING TRUST Instead, ask questions about: Authenticity Value Currency CommunicationConsistency Performance
- 55. © 2018 Copyright - Confidential and Proprietary Instead, ask questions about: MEASURING TRUST Credibility Integrity Competence Confidence in results Dependability Authenticity Value Currency CommunicationConsistency Performance
- 56. © 2018 Copyright - Confidential and Proprietary “How well did this site explain what you’d get in return for providing your financial info?” 1 2 3 4 5 6 7 MEASURING TRUST
- 57. © 2018 Copyright - Confidential and Proprietary Defining trust Designing for trust Measuring trust Trust lifecycle
- 58. © 2018 Copyright - Confidential and Proprietary Trust lifecycle. DESIGNING FOR TRUST ESTABLISH EARN MAINTAIN ✔ LEVERAGE ✘ RECOVER
- 59. © 2018 Copyright - Confidential and Proprietary Trust lifecycle. DESIGNING FOR TRUST ESTABLISH EARN MAINTAIN ✔ LEVERAGE ✘ RECOVER
- 60. © 2018 Copyright - Confidential and Proprietary Trust lifecycle. DESIGNING FOR TRUST ESTABLISH EARN MAINTAIN ✔ LEVERAGE ✘ RECOVER
- 61. © 2018 Copyright - Confidential and Proprietary Trust lifecycle. DESIGNING FOR TRUST ESTABLISH EARN MAINTAIN ✔ LEVERAGE ✘ RECOVER
- 62. © 2018 Copyright - Confidential and Proprietary DESIGNING FOR TRUST Refine your Minimum Trusted Experience? Enhance or expand your product offerings? or
- 63. © 2018 Copyright - Confidential and Proprietary Recap
- 64. © 2018 Copyright - Confidential and Proprietary RECAP Trustworthiness Assurance
- 65. © 2018 Copyright - Confidential and Proprietary RECAP Design for and measure... Authenticity Value Currency CommunicationConsistency Performance
- 66. © 2018 Copyright - Confidential and Proprietary RECAP ESTABLISH EARN MAINTAIN ✔ LEVERAGE ✘ RECOVER
- 67. © 2018 Copyright - Confidential and Proprietary The end!
- 68. © 2018 Copyright - Confidential and Proprietary © 2018 Copyright - Confidential and Proprietary 68 Thanks to the team who helped us pull this together, and thank you for trusting us with your time! NAT BOLTON AND CAROL ROSSI
Editor's Notes
- Hey. Hello! HI! Welcome to NerdWallet! We’re happy to have you here and excited to be talking about designing for trust with you today.
- My name is Nathaniel Bolton, I’m design manager. I’ve been in the industry for 17 years, and have worn all the hats. I ran a small studio in LA, worked just across the way at Twitter, and now I’m here at NerdWallet. As a systems thinker I always strive to solve problems as holistically as possible, which is also how I approach being a manager. Start by designing the team and environment so that the right experience can even be designed. CAROL Director of User Experience Research Recently joined NerdWallet At my last role before joining NerdWallet I led the UX research function at Edmunds We spent a lot of time thinking about how to instill trust in our consumers. We were trying to connect car buyers with dealers, and as we all know, car dealers have a reputation for being notoriously untrustworthy.
- At NerdWallet we provide our audience with unbiased and personalized financial guidance. To be able to do that we have ask them to give up their most intimate financial details. So... we think about trust A LOT. It’s paramount to our whole strategy.
- So here’s what we’re going to talk about. Defining trust? How can we break it down...
- Some techniques for designing for trust...
- ...how to measure its impact on users
- ...and finally how to manage the lifecycle of trust. But first, a story...
- When we starting thinking about this talk, and designing for trust, I immediately thought about my favorite sushi restaurant. It was 15 years ago, I had just moved to LA from Savannah, Georgia. Up till that point my experience with sushi was all rolls. California rolls, rainbow rolls, spider rolls, caterpillar rolls, you get it... Then I found Sushi Nozawa in Studio City and my view on sushi was radically changed. Did any of you ever eat there before he retired? It was a super simple dining experience. No frills at all.
- A little bit about chef Kazunori Nozawa... In 1987 moved to the US to open a traditional sushi restaurant. His menu didn’t include sushi rolls at all, nor chicken teriyaki, or even miso soup. (Legend has it he would kick you out if you ordered a california roll at his counter) In the early days he also didn’t have customers. His friends told him he was crazy and that authentic sushi would never appeal to Americans. But he had found his calling, to educate Americans on the value of traditional sushi. Some people say that without him we would have never advanced beyond the california roll.
- But hey, nothing wrong with a good california roll. I still love em. It gets credit for making sushi accessible to Americans back in the 1960’s.
- But for it to gain adoption it had to swap out the raw fish for trusted ingredients, cooked crab and avocado.
- It was also made ‘inside-out’ to hide the seaweed, which was seen as foreign and challenging to eat.
- You could say it was the minimum viable product, or MVP, of sushi.
- Once diners got comfortable with the california roll, they had enough confidence to take a chance on other rolls, even those with raw fish. This is where my, and many other Americans, relationship was with sushi before we met Nozawa.
- Enter Mr Nozawa’s famous, “TRUST ME,” motto. The walls of his LA restaurant were covered in TRUST ME signs from floor to ceiling. Today’s special TRUST ME… Trust me written in Japanese... Trust me license plates... As a curious kid from the southeast this left a huge impression on me. Anyone confident enough to cover their place TRUST ME signs had to know something I didn’t. In a flash I went from being content munching on sushi rolls, to wondering what I was missing out on. By using only the best fish he convinced us to trust a chef to choose what we eat. He played off of the trust we had established with sushi rolls to accelerate the zeitgeist…
- ...and get us to make the leap into trying, and loving, authentic sushi.
- So what does this sushi story teach us about the nature of trust?
- Trust is not a final state. It is fluid and continually changing. What was untrustworthy yesterday might be trusted today, and vice versa.
- Trust can’t exist without risk. This is obvious, but important. You can’t have a trusting relationship without being vulnerable and giving something up.
- There are two things we have to manage while designing for trust...
- ...trustworthiness and assurance. Here are examples of what that means.
- Imagine that you’re stepping into a restaurant. This is what you see. Chances are you’d be pretty open to the idea of ordering some sushi.
- Now imagine you’re hungry and you stop here for gas. You’d probably give the sushi some serious side eye before ordering.
- Unlike trust, trustworthiness doesn’t require time, gauging trustworthiness can happen immediately. Symbols and signals tell the person they can engage with the service. This is the difference between getting sushi from a sushi restaurant, or from the gas station on the corner.
- Now let’s talk assurance... Assurance comes into play once your user sits down and makes their order.
- And eats well prepared, fresh fish.
- Assurance will come from what you get. Even if the restaurant looks the part, and the sushi is beautiful, if it tastes off or makes you sick you won’t be trusting this place again.
- Oh and side note: I know this looks photoshopped but Lee’s Fresh Sushi and Deli is a real place in Memphis and apparently their sushi is pretty decent. Even though they are challenged on trustworthiness, they are nailing it with assurance.
- So now that we know what we’re really designing for--trustworthiness and assurance--how do we actually get there? And for that I turn things over to Carol... LAST SLIDE OF NAT’S
- CAROL The way to design for trust is to build a Minimum Trusted Experience. What do we mean by Minimum Trusted Experience?
- Like a Minimum Viable Product, a Minimum Trusted Experience is a simple but delightful version of the experience you’re striving for in the long run, in this case one that incorporates Trustworthiness and Assurance. As we all know, with MVPs corners are cut. The focus is on “just getting something out there” and often the user experience is the thing that suffers. When the UX is reduced to a bare minimum, trust is lost.
- And trust can’t be earned by just a visual shorthand like a padlock icon next to a payment flow. Sure, it can’t hurt to slap a padlock icon on your site, but we need to think about Trustworthiness and Assurance holistically. Chef Nozawa didn’t earn trust by just posting “Trust me” signs, the trust that had already been established by years of sushi roll popularity. He was leveraging that trust to get people to try food outside of their comfort zone. He won people over with assurance by delivering a top quality product. We argue that, just like every day we quickly create Minimum Viable Products, it’s possible to quickly create a Minimum Trusted Experience that can establish and maintain trust. Let’s break down how we can do that.
- Here are the areas we’ll talk about that make up the Minimum Trusted Experience.
- First of all, be authentic. Don’t try to be someone you’re not. Authenticity underpins all the other elements of the Minimum Trusted Experience. At NerdWallet, we pride ourselves on being Nerds. Let me tell you what authenticity means to us.
- NerdWallet was founded by Tim Chen in 2009 to provide unbiased, expert advice that helps people make sound financial decisions, initially about credit cards. Financial institutions had made comparing credit cards difficult and Tim wanted to solve that problem for consumers. The first NerdWallet was a true Minimum Trusted Experience. From there NerdWallet slowly developed a solid following of dedicated consumers.
- NerdWallet started with credit card advice and has expanded to 11 areas of personal finance. We’ve become a trusted source and have 100M users per year and over $100M in revenue. Why am I focusing on our corporate story? Because the culture of expertise (or as we say “Be Nerdy”) is folded into our company It manifests in our internal culture, and ultimately in our user experience through our expert advice and products Everything we do is in service to our consumers, whether it’s educating them about the best financial products, negotiating their bills for them, or helping them get out of debt. That’s what makes NerdWallet NerdWallet.
- Another example of a company leading by authenticity is Dove. Dove’s mission is “beauty should be a source of confidence and not anxiety.” They’ve become champions of women’s empowerment and their marketing is focused on helping women develop a positive relationship with their appearance. They use real women in advertising and celebrate things about appearance that have traditionally been denounced, like one area close to me: curly hair. How can you Be Authentic? Be clear about who you are and let that drive everything else.
- Make your value proposition obvious. What are you offering people in return for their engagement? Like Nat said earlier, trust isn’t possible without risk. Your users are taking a risk by giving you something and it’s important to clearly explain what people will get out of engaging with your experience.
- How can you Be Valuable? At NerdWallet, we often get user input on potential value propositions through usability testing or surveys to see what people expect to get in return for giving up their personal financial info. Then we AB test a smaller set to see which messaging gets more engagement.
- The next principle: Be consistent. Once you figure out who you are, bake that into everything you do, consistently. Keep consistency across all platforms and experiences - anywhere your customer interacts with your brand We’re talking about visual, copy, usability, or even job postings
- Standardizing the look and feel of your design is crucial to creating trust. Here’s the NerdWallet Design System that we follow for all products and communications - including internal. The standards immediately create an impression, and this impression will become an expectation. Deviating from the standards (unless you’re rolling out a major rebranding) will suggest some instability or amateurism — none of which screams “trust me with your personal data.”
- Target does this really well Yes, they’ve had to recover from a data breach, but they do a good job of creating trust by carefully managing their brand expression. Their brand shows up consistently along all touchpoints on a user’s journey; from print ad, to in-store experience, to mobile Target looks and feels like Target, which provides a strong sense of consistency and trust. How can you Be Consistent? Invest in creating brand guidelines and a design system if you don’t already have one so your visual design is consistent. Think through how interactions will play out within and across different platforms
- The next principle of the Minimum Trusted Experience: Be current. This is kind of obvious, right?
- Update your visual design regularly. Think about those sites that are so 2015 - you’re likely to find them less trustworthy, and you’re less likely to engage.
- Another aspect of being current: be responsive. Be mobile first Or at least mobile enabled
- Use interaction modes that are current. Use standard conventions for taps, swipes, etc.
- Okay, let’s talk about communication. Communication involves a few different elements. The first is Be Upfront. If you’re collecting user data, be upfront about what you’re collecting, how you collect, and how you will use it. Give users an opportunity to change the info you have about them and be clear how that will impact their experience. Say it over and over. This is a time to over-communicate. Repetition is a good thing when you’re telling people how you’re using their data.
- Provide relevant and timely notifications Give users relevant info that will help them achieve their goals But don’t be creepy. Don’t over-disclose or provide info that’ll make people say “oh my God how did you know that about me”
- Think about Lyft. By telling you how many minutes away your Lyft is, the name and picture of the driver, and the driver’s star rating, Lyft conveys a tremendous amount of valuable information in one screen that instills trust and doesn’t creep you out.
- Convey openness and a willingness to listen Remember, you’re trying to develop a relationship with your customers. Like in any good relationship it’s important to listen. How can you Be open? Let people know how they can contact you if needed (like through a contact us page or live chat). Pay attention to how people talk about you on social media and incorporate feedback.
- Performance is critical to trust. In the Be Working category I’d also put usability. Let’s talk about performance first. Experiences with poor performance negatively impact customer’s perceptions of the whole brand. Think about an SLA (System Level Agreement) that outlines what your expectation should be when you buy enterprise software. If the software is supposed to be up and running 99.9% of the time and it goes down all the time, is buggy, or has other performance issues, you’d think the provider didn’t care. You’d lose trust in them and they might lose your business. Snapchat’s recent redesign disaster is a good example of what not to do. They buried Stories within a Discover tab (which created a giant usability issue) and even after trying to recover on iOS there were lingering performance issues on Android devices. The situation caused Snap’s earnings and growth rate to drop considerably.
- Okay, so now you’re Minimum Trusted Experience is out in the world. Let’s talk about how to measure how much your users trust you.
- If you were to ask users “How trustworthy do you think this site is” you run a risk of unintentionally changing the user’s perception. They may not have been thinking about trust and you’ve now indicated it’s important and forced them into an answer. Obviously you can observe things like, did users convert or not? Did they complete their tasks or not? Do they have any hesitations with certain elements of the experience? Do they organically mention anything that is concerning to them?
- You can also survey users about their perceptions about the things we’ve talked about: How authentic do they find your experience? How consistent is the experience within and across platforms? What’s their perception of your site’s performance?
- I’ve also surveyed users about more cognitive elements related to trust, like: Credibility Integrity Dependability Competence Confidence in results You can certainly ask about these areas too. ---- OLD How credible users find your company How much integrity do they think your company has How dependable do they find you - how much do they think you’ll act consistently How competent do they find your organization Or how confident are they in the results they’re getting OR define Competence; the belief that an organization has the ability to deliver on what it says it will do. That it has the ability to sustain and compete in the marketplace. Integrity; the belief that an organization is fair and just. Dependability; the belief that an organization will do what it says it will and act consistently
- How do we do this? Ask on a 1-5 or 1-7 scale “How well did this site explain what you’d get by providing your financial info?” How many people do you need to ask? That depends. Do you want to get a general direction or be able to trend over time? To get a general direction You can ask at the end of a usability study, when people have just used your product If you do that, just be sure you describe the results as directional Don’t tell your product manager that 25% of users find the site Valuable when you only asked 4 people! To get data you can trend over time, you could survey people. Work with your Market Research, stats, or analytics team to set this up If you measure at various points over time you can see how changes to the experience make the score go up or down. NOW I’m going to hand it back to Nat.
- HAND OVER TO NAT Now you’ve delivered and measured your Minimum Trusted Experience let’s talk about the lifecycle of trust.
- Trust is an ecosystem and designing for trust requires a holistic view.
- You have to establish trustworthiness, and earn trust through assurance.
- You have to constantly re-examine the trust you’ve built to maintain it and ensure you’ve built a successful and healthy relationship with your users.
- And depending on how you do you’ll either need to recover trust or consider leveraging it.
- Which means you’ll either have to go back and repair issues, or leverage the trust you’ve built to take it to the next level. Even one case of lost trust can be severely damaging. So if trust is lost recovery is necessary so you can re-establish trust. We only need to look at recent examples where trust has been violated — Cambridge Analytica, Equifax, Wells Fargo, or Uber, to name a few - to appreciate that trust, or lack thereof, can literally make or break your business.
- BACK TO NAT OK so recap, a reminder of what we talked about today...
- Trust is an ongoing, fluid, evolving relationship with your user. You have to be asking them to give something up or take a risk for this sort of relationship to build. The components of Trust are Trustworthiness and Assurance.
- Design for trust by making sure that you have a plan to maintain a certain level of quality in these areas, then… ...measure Trust by asking your users to rank you in these same areas.
- Then based on your results identify what you need to do next. Are there issues to repair? Can you leverage the trust you’ve built to push your product to the next level?
- Thanks so much to the team here at NerdWallet, and thank YOU for trusting us with your time today!