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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.

1 of 20
TRUST
      designing social glue

                Fred McClimans #sxsw2013
CORPORATE NARRATIVES
                                           1
TRUST
     has always been
       social glue

          we have a million years of identifying trust points

TRUST: Designing Social Glue   #sxsw 2013             fredmcclimans.com
                                                                          2
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
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
DISTANCE
           obscures trust
              points
    Your freaky                                        Your freaky
         uncle.                                        uncle online.



                               physical and logical

TRUST: Designing Social Glue        #sxsw 2013        fredmcclimans.com
                                                                          5
RISK influences
         trust points


           high vs low risk                 good vs bad outcomes

TRUST: Designing Social Glue   #sxsw 2013               fredmcclimans.com
                                                                            6

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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

Editor's Notes

  1. You can’t make an informed decision without context. Context yields trust in your decision.