TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking

Widows peak indicates
possible vampirism
Hang loose or devil
sign?
Smile that frightens small
children
Why would
you trust this
man?
Goatee shows he is from evil
alternate universe
Embroidered shirt
commonly worn by pirates

MS in Tech. Comm. from
Rensselaer Polytechnic
Institute
15 Books & 100s of
articles on digital media
design
Dozens of conference
presentations for SXSW,
HOW, WebVisions…
Why you
should trust
this man!
18 years of Web design
experience
Clients have included Marriott,
AOL, Bank of America, Virgin,
Coca-Cola, Aspen Ideas
Festival…

APPEAL TO
AUTHORITY

SHOW
Photo “Expose Yourself to Art” by M. Ryerson

GAINING TRUST
IS EASY
http://www.flickr.com/photos/adalieplain/370403491

One Third of 12–15 year olds
believe that if a search engine lists
information then it must be
truthful…
— Truth, Lies and the Internet
Demos.co.uk
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http://www.flickr.com/photos/rcpl/5104874389

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…15 per cent don’t consider the
veracity of results but just visit the
sites they ‘like the look of’.
— Truth, Lies and the Internet
Demos.co.uk
http://www.flickr.com/photos/rcpl/5104874389

ONLY 15%?!?
http://www.flickr.com/photos/amelia-janet-photography/4602487041

IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY DETERMINE WHETHER
THEY TRUST WHAT THEY ARE
SEEING
http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm

DESIGN = TRUST
http://www.flickr.com/photos/ooohoooh/1350774047

KEEPING TRUST
IS HARD
http://www.flickr.com/photos/josephb/5186482331

“
People think it's this veneer —
that the designers are handed
this box and told, 'Make it look
good!' That's not what we think
design is. It's not just what it
looks like and feels like. Design
is how it works.
— Steve Jobs

USER EXPERIENCE
http://www.flickr.com/photos/townhero/5557220801

EXPERIENCE = TRUST
http://www.flickr.com/photos/ooohoooh/1350774047

SEATTLE CENTRAL
LIBRARY

SHOULDN’T IT
FALL DOWN?

PEOPLE TRUST
THE DESIGN(ER)

WHO TRUSTED THE
DESIGNER FIRST?

THE CLIENT

TRUST ME,
I’M A DESIGNER

HOW DO WE
GAIN TRUST?
http://www.flickr.com/photos/adalieplain/370403491

SINCERITY
© copyright United Feature Syndicate

FIRST PRINCIPLE
KEEP PROMISES

“
The promise given was a
necessity of the past: the word
broken is a necessity of the
present.
— Niccolo Machiavelli

LingsCars.com
INCONSISTENT
INTERFACES ARE A
BROKEN PROMISE
FIRST PRINCIPLE
KEEP PROMISES

SECOND PRINCIPLE
SHOW RESULTS

StateNetwork.org
SECOND PRINCIPLE
SHOW RESULTS

SECOND PRINCIPLE
SHOW RESULTS

SECOND PRINCIPLE
SHOW RESULTS

KEEP THE USER IN
THE KNOW
SECOND PRINCIPLE
SHOW RESULTS

THIRD PRINCIPLE
KNOW YOUR VOICE

CLASSICAL
THIRD PRINCIPLE
KNOW YOUR VOICE

CONTEMPORARY
THIRD PRINCIPLE
KNOW YOUR VOICE

GRUNGE
THIRD PRINCIPLE
KNOW YOUR VOICE

fastcodesign.com
THIRD PRINCIPLE
KNOW YOUR VOICE

fastcocreate.com
THIRD PRINCIPLE
KNOW YOUR VOICE

fastcoexist.com
THIRD PRINCIPLE
KNOW YOUR VOICE

“
Words mean more than what is
set down on paper. It takes the
human voice to infuse them with
shades of deeper meaning.
— Maya Angelou

A CLEAR VOICE CAN
ACCOMPLISH ANYTHING
THIRD PRINCIPLE
KNOW YOUR VOICE

FOURTH PRINCIPLE
RESPECT CONTEXT

Credit: flickr - MeganMorris / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT

Credit: flickr - shareski / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT

Credit: flickr - Yourdon / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT

“
Always design a thing by
considering it in its next larger
context — a chair in a room, a
room in a house, a house in an
environment, an environment in a
city plan.
— Eliel Saarinen

FreedomHouse.org
Web Page Title
http://freedomhouse.org/
FOURTH PRINCIPLE
Google
RESPECT CONTEXT

FOURTH PRINCIPLE
RESPECT CONTEXT

FOURTH PRINCIPLE
RESPECT CONTEXT

CONTEXT
PREVENTS
CONFUSION
FOURTH PRINCIPLE
RESPECT CONTEXT

FIFTH PRINCIPLE
TRANSITION CHANGE

FIFTH PRINCIPLE
TRANSITION CHANGE

FIFTH PRINCIPLE
TRANSITION CHANGE

FIFTH PRINCIPLE
TRANSITION CHANGE

CHANGE BLINDNESS
FIFTH PRINCIPLE
TRANSITION CHANGE

Utah.gov
FIFTH PRINCIPLE
TRANSITION CHANGE

FIFTH PRINCIPLE
TRANSITION CHANGE

FIFTH PRINCIPLE
TRANSITION CHANGE

“
The real art of conducting consists
in transitions.
— Gustav Mahler
FIFTH PRINCIPLE
TRANSITION CHANGE

SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

comet.co.uk
SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

comet.co.uk (now)
SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

http://www.flickr.com/photos/stevendepolo/4027405769
DON’T FALL FOR
THE
SLIGHT OF HAND
SIXTH PRINCIPLE
GUIDE, DON’T DICTATE

“
No man has the right to dictate what
other men should perceive, create or
produce, but all should be encouraged
to reveal themselves, their perceptions
and emotions, and to build confidence
in the creative spirit.
— Ansel Adams

SEVENTH PRINCIPLE
SHOW, THEN TELL

SEVENTH PRINCIPLE
SHOW, THEN TELL

http://www.flickr.com/photos/dolmansaxlil/5127200444
PAREIDOLIA
SEVENTH PRINCIPLE
SHOW, THEN TELL

http://www.flickr.com/photos/nottsexminer/5291486618
WE SEE
PATTERNS FIRST
SEVENTH PRINCIPLE
SHOW, THEN TELL

http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm
IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY DETERMINE WHETHER
THEY TRUST WHAT THEY ARE
SEEING
SEVENTH PRINCIPLE
SHOW, THEN TELL

“
Don't tell me the moon is shining;
show me the glint of light on
broken glass.
— Anton Chekhov

thenounproject.org
SEVENTH PRINCIPLE
SHOW, THEN TELL

annasafroncik.it
EIGTH PRINCIPLE
SHOW, THEN TELL

miessociety.org
SEVENTH PRINCIPLE
SHOW, THEN TELL

SEVENTH PRINCIPLE
SHOW, THEN TELL

SEVENTH PRINCIPLE
SHOW, THEN TELL

SEVENTH PRINCIPLE
SHOW, THEN TELL

The liquid metal inside a
thermometer is magnesium.
SEVENTH PRINCIPLE
SHOW, THEN TELL

“TRUTHINESS”
SEVENTH PRINCIPLE
SHOW, THEN TELL

EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

AOL.com (c.2007)
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

http://www.netmagazine.com/interviews/steve-krug-diy-usability-testing
eve Krug
St
DON’T MAKE ME
*
THINK!
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

http://www.flickr.com/photos/mutsmuts/4695658106/
DON’T LET ME
THINK!
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

“
Truth is something which can't be
told in a few words. Those who
simplify the universe only reduce
the expansion of its meaning.
— Anaïs Nin

Netflix.com
EIGHTH PRINCIPLE
MAKE IT SIMPLE, NOT SIMPLISTIC

THANKS!
NINTH PRINCIPLE
ALWAYS LEAVE THEM WANTING MORE

“
To be persuasive we must be
believable; to be believable we
must be credible; to be credible
we must be truthful.
It is as simple as that.
—Edward R. Murrow

9 PRINCIPLES…
1. Keep Promises
2. Show Results
3. Know Your Voice
4. Respect Context
5. Transition Changes
6. Guide, Don’t Dictate
7. Show Then Tell
8. Make it Simple, Not Simplistic
9. Always Leave Them Wanting More

TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking