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TRUST
      designing social glue

                Fred McClimans #sxsw2013
CORPORATE NARRATIVES
                         ...
TRUST
     has always been
       social glue

          we have a million years of identifying trust points

TRUST: Desig...
TRUST points are
    our markers


        trust points tell our story and guide us in what we do

TRUST: Designing Social...
Is this possible? Could he expand welfare AND be true to his personal
             brand - and your expectations?



     ...
DISTANCE
           obscures trust
              points
    Your freaky                                        Your freaky...
RISK influences
         trust points


           high vs low risk                 good vs bad outcomes

TRUST: Designing...
EXPERIENCE
           evolves trust

    See this…                                        …believe that




       leads i...
STORY helps us
      trust, if it’s…
              • Transparent and honest
              • Baked into UX sandbox
        ...
TRUST Enablers
              • Context and Perspective
              • Predictability and Reliability
              • Proa...
CONTEXT
                           frames it

       PERSPECTIVE
              makes it unique
            enablers help u...
PREDICTABILITY
                         what next

             RELIABILITY
       consistency of next
              enabl...
PROACTIVITY
       ENGAGEMENT


                         enablers define our actions

TRUST: Designing Social Glue      #s...
TRUST
                        via story
              • Leverage trust enablers
              • Create peer trust within s...
TRUST summary
              •    Trust points validate information
              •    Trust points are context-sensitive
 ...
TRUST
              deconstruction
                exercises
CORPORATE NARRATIVES
                               15
#1 – FARS or farce?

TRUST: Designing Social Glue        #sxsw 2013       fredmcclimans.com
                              ...
#1 - context is a lens… it’s required for trust

ENGINEERING TRUST: The new social glue. #sxsw 2013      fredmcclimans.com...
TRUST?



    #2 why is one believable (plausible) while the other is not?

TRUST: Designing Social Glue   #sxsw 2013     ...
LEEEEEROY…



           #3 - yes, there is a leroy jenkins in each picture

TRUST: Designing Social Glue   #sxsw 2013    ...
JENKINS



                     #3 – two of the real leroy jenkins

TRUST: Designing Social Glue     #sxsw 2013           ...
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TRUST: designing social glue. #SXSW2013

Some thoughts on trust points, trust enablers and the role of story and narrative to allow a community to create digital trust through a more personal UX. Presented at "Why trust is the new social glue" #sxsw interactive session March, 2013.

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TRUST: designing social glue. #SXSW2013

  1. TRUST designing social glue Fred McClimans #sxsw2013 CORPORATE NARRATIVES 1
  2. TRUST has always been social glue we have a million years of identifying trust points TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 2
  3. TRUST points are our markers trust points tell our story and guide us in what we do TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 3
  4. Is this possible? Could he expand welfare AND be true to his personal brand - and your expectations? strong narratives trump unexpected messages TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 4
  5. DISTANCE obscures trust points Your freaky Your freaky uncle. uncle online. physical and logical TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 5
  6. RISK influences trust points high vs low risk good vs bad outcomes TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 6
  7. EXPERIENCE evolves trust See this… …believe that leads into new experiences, evolves what is possible TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 7
  8. STORY helps us trust, if it’s… • Transparent and honest • Baked into UX sandbox • Lets interactions create trust everything is part of your story, your narrative TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 8
  9. TRUST Enablers • Context and Perspective • Predictability and Reliability • Proactivity, Engagement and Transparency • For users AND software enablers foster the creation of trust TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 9
  10. CONTEXT frames it PERSPECTIVE makes it unique enablers help us interpret and use information TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 10
  11. PREDICTABILITY what next RELIABILITY consistency of next enablers shape TЯUST – action vs content TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 11
  12. PROACTIVITY ENGAGEMENT enablers define our actions TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 12
  13. TRUST via story • Leverage trust enablers • Create peer trust within stakeholders • Trust can convey (our trust in friends trumps our distrust in Facebook) a sandbox must include / encourage stories TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 13
  14. TRUST summary • Trust points validate information • Trust points are context-sensitive • Trust points are easily disrupted • Trust enablers are sandbox rules • Stories & enablers develop trust that transcends platform & time leverage story to design long-term trust TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 14
  15. TRUST deconstruction exercises CORPORATE NARRATIVES 15
  16. #1 – FARS or farce? TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 16
  17. #1 - context is a lens… it’s required for trust ENGINEERING TRUST: The new social glue. #sxsw 2013 fredmcclimans.com 17
  18. TRUST? #2 why is one believable (plausible) while the other is not? TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 18
  19. LEEEEEROY… #3 - yes, there is a leroy jenkins in each picture TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 19
  20. JENKINS #3 – two of the real leroy jenkins TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com 20
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    Jul. 23, 2013
  • ericronne

    Mar. 25, 2013
  • marisa

    Mar. 14, 2013
  • fredmcclimans

    Mar. 14, 2013
  • wprasit

    Mar. 14, 2013

Some thoughts on trust points, trust enablers and the role of story and narrative to allow a community to create digital trust through a more personal UX. Presented at "Why trust is the new social glue" #sxsw interactive session March, 2013.

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