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Zero Moment of Trust

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As a brand, how do you earn consumer respect and loyalty via your digital brand presence? This presentation delves into key mobile and online trust indicators that you need to pay attention to when constructing and maintaining a healthy digital brand presence.

Published in: Design
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Zero Moment of Trust

  1. 1. ZeroMomentof#Trust Earningconsumerrespectandloyaltythrough yourdigitalbrandpresence © 2015 Eric Bryn #trust
  2. 2. Issue:Howdoesabrandconveya legitimatesenseoftrustthroughthe scrimofadigitalscreen? #TrustandDigital BrandPresence © 2015 Eric Bryn #trust
  3. 3. ZeroMomentof#Trust relatestoGoogle’s © 2015 Eric Bryn #trust
  4. 4. Purchaseorienteddecisions enabledbycontextuallyrelevant informationaccessedbyconsumers atthepointofdecisionmaking. ZeroMomentofTruth ( ) © 2015 Eric Bryn #trust
  5. 5. TRUST enables mobileandonline © 2015 Eric Bryn #trust
  6. 6. Understandingofbrandhonestyand commitmentimbuedbyperformance, design,andinformationalcues experiencedbyconsumersatthe pointofdecisionmaking. ZeroMomentof#Trust © 2015 Eric Bryn #trust
  7. 7. Howdousersevaluatewebsitecredibility? BJFogg PersuasiveTechnologyLab, StanfordUniversity Digital#TrustResearch © 2015 Eric Bryn #trust
  8. 8. Designingtrustintoonlineexperiences. BenShneiderman Human-ComputerInteractionLab, UniversityofMaryland Digital#TrustResearch © 2015 Eric Bryn #trust
  9. 9. Whatinstillstrust,aqualitative studyofphishing. FinancialCryptographyandDataSecurity, 11thAnnualConference Digital#TrustResearch © 2015 Eric Bryn #trust
  10. 10. Continuityacrossdevices,platforms Fastloadingtimes Easytounderstandnavigation Data-drivenfeaturedeployment Example:G+/Gmail Performance#Trust Indicators © 2015 Eric Bryn #trust
  11. 11. © 2015 Eric Bryn #trust
  12. 12. Userexperience(UX)) Userinterface(UI) Informationdesign(ID) Customerexperience(CX) Userempathy Example:Spotify Design#TrustIndicators © 2015 Eric Bryn #trust
  13. 13. © 2015 Eric Bryn #trust
  14. 14. Simplicityofmessage Usefulnessofinformation Notrickery Ratingsandtestimonials Example:airbnb Informational#Trust Indicators © 2015 Eric Bryn #trust
  15. 15. © 2015 Eric Bryn All Rights Reserved.© 2015 Eric Bryn #trust
  16. 16. ZeroMomentof#Trust © 2015 Eric Bryn #trust
  17. 17. Courtesyof: GratisographyandUnsplash Photos © 2015 Eric Bryn #trust

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