TRUST: designing social glue. #SXSW2013

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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.

Technology

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

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

EXPERIENCE
evolves trust

See this… …believe that

leads into new experiences, evolves what is possible

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
7

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

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

CONTEXT
frames it

PERSPECTIVE
makes it unique
enablers help us interpret and use information

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
10

PREDICTABILITY
what next

RELIABILITY
consistency of next
enablers shape TЯUST – action vs content

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
11

PROACTIVITY
ENGAGEMENT

enablers define our actions

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
12

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

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

TRUST
deconstruction
exercises
CORPORATE NARRATIVES
15

#1 – FARS or farce?

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
16

#1 - context is a lens… it’s required for trust

ENGINEERING TRUST: The new social glue. #sxsw 2013 fredmcclimans.com
17

TRUST?

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

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
18

LEEEEEROY…

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

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
19

JENKINS

#3 – two of the real leroy jenkins

TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
20

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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

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

TRUST: designing social glue. #SXSW2013

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Editor's Notes