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Designing trust in an era of self-validating facts at Fluxible 2018

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Mass media and our most cynical memes say we live in a post-fact era. If that’s the case, who can we trust — and how do we invest our trust? We used to seek experts as arbiters of reality, but then looked to “people like us” whether we were picking a restaurant, planning a vacation, or clicking on a trending news item. But as our filter bubbles burst, consumers and citizens alike began to turn inward for the truth — and by designing for empowerment, the smartest organizations meet them there.

In this exploration of some of today’s most engaging brands, content strategist Margot Bloomstein draws on two decades of personal experience building trust into companies, their websites, and their broader messaging. Author of Content Strategy at Work and the forthcoming Trustworthy, she explores why trust in the old guard has fallen apart — and then presents how today’s smartest companies and institutions rebuild trust by building and bolstering the knowledge of their customers. We’ll dig into examples from America’s Test Kitchen, Volkswagen, Crutchfield, GOV.UK, and other organizations of 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 design and content come together to empower users — and how 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 thoughtful design and content can rebuild our sense of trust itself.

Presented by Margot Bloomstein at Fluxible 2018, #fluxible2018, on September 23, 2018, in Kitchener-Waterloo, Ontario Canada.

Published in: Design
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Designing trust in an era of self-validating facts at Fluxible 2018

  1. DESIGNING TRUST IN AN ERA OF SELF-VALIDATING FACTS Margot Bloomstein @mbloomstein | #fluxible2018 Fluxible, September 23, 2018
  2. What do we look for in magic mirrors? ©Cayuga Productions and CBS
  3. 3 | #fluxible2018 | @mbloomstein Who do we look for in magic mirrors? ©Cayuga Productions and CBS
  4. 4 | #fluxible2018 | @mbloomstein Our internal truths trump external facts. ©Cayuga Productions and CBS 4 | #fluxible2018 | @mbloomstein
  5. 5 | #fluxible2018 | @mbloomstein This is our problem now.
  6. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
  7. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  8. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  9. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  10. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
  11. 11 | #fluxible2018 | @mbloomstein Inconsistency may not affect our loyalty, but it undermines our ability to evaluate and trust. It didn’t matter to supporters.
  12. 12 | #fluxible2018 | @mbloomstein Do we live in a post-fact era?
  13. 13 | #fluxible2018 | @mbloomstein Do we live in a post-fact era? When was the fact era?
  14. ©CBS
  15. 15 | #fluxible2018 | @mbloomstein Design won’t save the world— but it may make it more worth saving.
  16. Insert gut check cycle imageCoached skepticism, false equivalency, rampant air quotes ©Fox News
  17. 17 | #fluxible2018 | @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
  18. 18 | #fluxible2018 | @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
  19. 19 | #fluxible2018 | @mbloomstein expertise
  20. 20 | #fluxible2018 | @mbloomstein expertise → homophily
  21. 21 | #fluxible2018 | @mbloomstein expertise → homophily → self interest
  22. 22 | #fluxible2018 | @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
  23. 23 | #fluxible2018 | @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
  24. 24 | #fluxible2018 | @mbloomstein 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
  25. 25 | #fluxible2018 | @mbloomstein Inconsistency undermines trust— externally and internally.
  26. 26 | #fluxible2018 | @mbloomstein Does this information align with my viewpoint?
  27. 27 | #fluxible2018 | @mbloomstein Do I feel good about this brand?
  28. 28 | #fluxible2018 | @mbloomstein Does this brand make me feel good about myself?
  29. We see what we what we already believe (and test accuracy against how we think) ©Cayuga Productions and CBS
  30. 30 | #fluxible2018 | @mbloomstein ValidationDeliberation
  31. 31 | #fluxible2018 | @mbloomstein Courage in our convictionsBelief
  32. 32 | #fluxible2018 | @mbloomstein Courage in our convictions Belief
  33. 33 | #fluxible2018 | @mbloomstein “Feels right” empirical fact >
  34. 34 | #fluxible2018 | @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
  35. 35 | #fluxible2018 | @mbloomstein How we form our beliefs affects our reality more than what we believe 35 | #fluxible2018 | @mbloomstein
  36. 36 | #fluxible2018 | @mbloomstein Cultural predisposition > confirmation bias Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. “The Unhealthy Other”: How Vaccine Rejecting Parents Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 – 1626. 36 | #fluxible2018 | @mbloomstein
  37. 37 | #fluxible2018 | @mbloomstein Empowerment reflects and rebuilds trust
  38. 38 | #fluxible2018 | @mbloomstein Empowerment reflects and rebuilds trust because design is a force multiplier
  39. 39 | #fluxible2018 | @mbloomstein Volume Validation Vulnerability
  40. 40 | #fluxible2018 | @mbloomstein Volume
  41. 41 | #fluxible2018 | @mbloomstein
  42. 42 | #fluxible2018 | @mbloomstein
  43. 43 | #fluxible2018 | @mbloomstein
  44. 44 | #fluxible2018 | @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  45. 45 | #fluxible2018 | @mbloomstein
  46. 46 | #fluxible2018 | @mbloomstein
  47. 47 | #fluxible2018 | @mbloomstein Courage in our convictions Empirical proof
  48. 48 | #fluxible2018 | @mbloomstein
  49. 49 | #fluxible2018 | @mbloomstein © Yunghi Kim, Contact Press
  50. 50 | #fluxible2018 | @mbloomstein Volume Validation
  51. 51 | #fluxible2018 | @mbloomstein Validation is representation.
  52. 52 | #fluxible2018 | @mbloomstein
  53. 53 | #fluxible2018 | @mbloomstein
  54. 54 | #fluxible2018 | @mbloomstein Volume Validation Vulnerability
  55. 55 | #fluxible2018 | @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  56. 56 | #fluxible2018 | @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  57. 57 | #fluxible2018 | @mbloomstein Host opposing viewpoints
  58. 58 | #fluxible2018 | @mbloomstein ADD OUTSIDE YOUR BUBBLE
  59. 59 | #fluxible2018 | @mbloomstein COOK’S ILLUSTRATED EXAMPLE ©Cook’s Illustrated
  60. 60 | #fluxible2018 | @mbloomstein Do lies matter? Or do we twist reality to convene with our version of the truth? 60 | #UIEVS | @mbloomstein ©Michael Ochs/Getty Images
  61. 61 | #fluxible2018 | @mbloomstein empowerment → insight
  62. 62 | #fluxible2018 | @mbloomstein Margot Bloomstein @mbloomstein margot@appropriateinc.com http://cards.appropriateinc.com → TRUSTWORTHY BOOK COMING SOON  THANK YOU

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