Consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organisations meet them there.
We’ll explore why trust in the old guard has fallen apart - and then examine how today’s smartest companies and institutions rebuild trust by bolstering their customers’ knowledge. We’ll dig into examples from the public and private sector to ask: how do brands develop rapport when audiences let emotion cloud logic? What happens when cultural predisposition affects public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy?
You’ll see how to use tactics of design and content to empower users. The same tactics can work across industries, scale and audience. You’ll uncover a play-by-play approach to educating and empowering consumers and citizens alike - and learn how to operationalise vulnerability through design that rebuilds hope itself.
Keynote presented at UX in the City Manchester, #UXCityMCR, on March 14, 2019, in Manchester UK.
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Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
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Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
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Do we get comfortable in our faith,
or confidently test our beliefs through education?
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63% of the general population finds it difficult
to differentiate between real and fake news.
Source: 2018 Edelman Trust Barometer
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Only 48% of Americans say they believe
climate change is mostly due to human
activity.
Source: Pew Research Center “The Politics of Climate”
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Only 40% of Americans say they have
a “great deal of confidence” in science.
Source: AP-NORC Center study Confidence in Institutions: Trends in Americans’Attitudes toward Government, Media, and Business
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A consistent and accessible voice,
appropriate volume for the context, and
humanizing vulnerability together
empower users to build their confidence—
and regain their trust.
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Do we live in a post-fact era?
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Do we live in a post-fact era?
When was the fact era?