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Hello, we are
FIXING USER EXPERIENCE THROUGH TRUST
About me
Why trust has broken
Introducing trust
Trust pillars:
- Put the human first
- Welcome regulation
- Privacy is a hu...
A digital agency focused on digital
transformation through UX and technology
@danny_bluestone
Hi, I am Danny Bluestone from Cyber-Duck
@danny_bluestone
WHY TRUST HAS BROKEN
Thanks to the Worldwide Web and Internet,
information spreads rapidly
@danny_bluestone
@danny_bluestone
More than this, the Internet powers many
products and services and even entire
economies
But something has gone wrong
@danny_bluestone
“We demonstrated that the Web failed instead to serve humanity,
as it was supposed to have done and failed in many places
...
The big tech giants dominate global media
@danny_bluestone
They thrive off our data (needed for ads)
@danny_bluestone
But, trust is not only about big tech firms
@danny_bluestone
What else has gone wrong?
@danny_bluestone
We haven’t benefited from security
@danny_bluestone
We haven’t enjoyed a lot of privacy either
@danny_bluestone
We’ve tolerated fraud
@danny_bluestone
We’ve offered inadequate regulation
@danny_bluestone
We’ve been too relaxed about fake news
@danny_bluestone
We’ve also been too greedy
@danny_bluestone
And ultimately, we failed to focus on
the user (and their wants and needs)!
@danny_bluestone
Governments are going to put tough
regulation in place
@danny_bluestone
INTRODUCING TRUST
Relationships with organisations are based on three things:
LOGOS
PATHOS ETHOS
Aristotle’s timeless
model of persuasion
@d...
Trust has always been broken (kind of)
@danny_bluestone
And for some, trust has always been a staple
@danny_bluestone
THE TRUST PILLARS
We developed 10 trust pillars that brands can
use to score and guide themselves to success
@danny_bluestone
Human
The 10 trust pillars
Regulated
Privacy
Security
Design
Responsive
Credible
Social
Adaptive
Sustainable
@danny_bluest...
THE TRUST PILLARS (1/5)
Put the human first
Brands that embrace sustainability and social
are winning in the long term
@danny_bluestone
At Bulb, we put members first. Which means empowering
our customers. Simpler, cheaper, greener.
In just three years Bulb
ha...
Facebook’s mission is to “connect the world” and “bring
the world closer together”
The problem with this
statement is that...
Where is the human focus with these values?
The only value that relates to people is ‘build social value’
Facebook was
cre...
A bank’s focus
The Bank of England puts the user at the heart of everything. All
decisions must focus on users needs
@dann...
@danny_bluestone
@danny_bluestone
Put the user before your brand and work
around what is moral and right for them
@danny_bluestone
Welcome regulation
THE TRUST PILLARS (2/5)
@danny_bluestone
Due to the misuse of data, lack of privacy and
poor security the EU introduced the GDPR
GDPR is about three things: Transparency,
Control and Privacy
@danny_bluestone
@danny_bluestone
— Senator Richard Blumenthal
@danny_bluestone
“We need strong, federal privacy rules…not a
weak set of carve-outs written ...
Constraint is good, it helps us to build better
products and be more creative within these
limitations
@danny_bluestone
The e-Privacy Laws 2019
Websites and apps like WhatsApp will need explicit consent from
users when carrying out third-part...
@danny_bluestone
Follow what regulatory bodies are debating to
ensure you remain ahead
Privacy is a human right
THE TRUST PILLARS (3/5)
To get inline with regulation, companies can
follow standards and improve the UX at the
same time
@danny_bluestone
Privacy by Design is a framework that bakes
customer protection into products and services
@danny_bluestone
Privacy by design (PbD)
1. Privacy must be proactive, not reactive.
2. Privacy must be the default setting.
3. Privacy mus...
If your staff converse with users, utilise secure
and moderated messaging functionality to
protect users
@danny_bluestone
Monzo messaging is moderated and private
@danny_bluestone
Be secure
THE TRUST PILLARS (4/5)
Organisations that follow the latest security
standards are trusted more
@danny_bluestone
ISO 27001
ISO standards allow Cyber-Duck as a design agency to be trusted by
banks, pharma and governments
@danny_bluestone
Defend your brand with an attackers mindset
@danny_bluestone
Proactive compliance analysis
By being data aware and proactive, organisations can protect their
customers
@danny_bluestone
“Know thy self, know they enemy. A thousand battles, a
thousand victories”
— Sun Tzu, The Art of War
@danny_bluestone
Brand Protection Security principles
Our security principles offer brands a practical model to implement
safeguards through...
Ethical Design
THE TRUST PILLARS (5/5)
What is design?
Before we talk about design, lets ask ourselves what is design.
@danny_bluestone
Design is not a look and feel, it is how it works.
@danny_bluestone
In the context of ethics, designers often sit in
the driving seat when it comes down to making
ethical decisions
@danny_bl...
Design decisions include setting core values as
well as deciding how the interface will work
@danny_bluestone
Whatever design we do, we need to be decisive
@danny_bluestone
“The most evil is done by those who haven’t decided
about whether to be good or evil.”
— Mike Monteiro
Following ‘designed’ policies?
Under the Twitter usage policy, users are not allowed to threaten
@danny_bluestone
AI BOT
A new AI fake text generator may be too dangerous to release, say its
creators. The designers in this instance made...
WhatsApp
…
@danny_bluestone
1 billion people in India are now online
For many their first point of contact to the internet is WhatsApp.
People from rur...
Not all our users are Stanford educated
Silicone Valley white dudes. We need to design
for edge cases and diversity from t...
THE TRUST PILLARS
Wrapping up
Wrapping up
@danny_bluestone
1. To build trust, you need to question your ethics and values.
2. Look at regulation as an o...
@CYBERDUCK_UK
THANKS FOR JOINING US
All images in this presentation
are copyright of their
respective owners
Fixing user experience (UX) through trust - SXSW keynote
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Fixing user experience (UX) through trust - SXSW keynote

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After two decades of digital, trust in digital is broken. The centralisation of the Web within silos, walled gardens and controlling parties has ended up defying the spirit of the original web. On top of this numerous data scandals, hacking and online fraud has pushed customer trust to new lows. To share his ideas on how brands can try to earn user trust back, our CEO & Founder Danny Bluestone is heading to SXSW in March 2019. These slides are a summary of his keynote.

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Fixing user experience (UX) through trust - SXSW keynote

  1. 1. Hello, we are FIXING USER EXPERIENCE THROUGH TRUST
  2. 2. About me Why trust has broken Introducing trust Trust pillars: - Put the human first - Welcome regulation - Privacy is a human right - Be secure - Ethical design Concluding thoughts
  3. 3. A digital agency focused on digital transformation through UX and technology @danny_bluestone
  4. 4. Hi, I am Danny Bluestone from Cyber-Duck @danny_bluestone
  5. 5. WHY TRUST HAS BROKEN
  6. 6. Thanks to the Worldwide Web and Internet, information spreads rapidly @danny_bluestone
  7. 7. @danny_bluestone More than this, the Internet powers many products and services and even entire economies
  8. 8. But something has gone wrong @danny_bluestone
  9. 9. “We demonstrated that the Web failed instead to serve humanity, as it was supposed to have done and failed in many places The increasing centralization of the Web ended up producing—with no deliberate action of the people who designed the platform—a large-scale emergent phenomenon which is anti-human.” — Tim Berners Lee @danny_bluestone
  10. 10. The big tech giants dominate global media @danny_bluestone
  11. 11. They thrive off our data (needed for ads) @danny_bluestone
  12. 12. But, trust is not only about big tech firms @danny_bluestone
  13. 13. What else has gone wrong? @danny_bluestone
  14. 14. We haven’t benefited from security @danny_bluestone
  15. 15. We haven’t enjoyed a lot of privacy either @danny_bluestone
  16. 16. We’ve tolerated fraud @danny_bluestone
  17. 17. We’ve offered inadequate regulation @danny_bluestone
  18. 18. We’ve been too relaxed about fake news @danny_bluestone
  19. 19. We’ve also been too greedy @danny_bluestone
  20. 20. And ultimately, we failed to focus on the user (and their wants and needs)! @danny_bluestone
  21. 21. Governments are going to put tough regulation in place @danny_bluestone
  22. 22. INTRODUCING TRUST
  23. 23. Relationships with organisations are based on three things: LOGOS PATHOS ETHOS Aristotle’s timeless model of persuasion @danny_bluestone
  24. 24. Trust has always been broken (kind of) @danny_bluestone
  25. 25. And for some, trust has always been a staple @danny_bluestone
  26. 26. THE TRUST PILLARS
  27. 27. We developed 10 trust pillars that brands can use to score and guide themselves to success @danny_bluestone
  28. 28. Human The 10 trust pillars Regulated Privacy Security Design Responsive Credible Social Adaptive Sustainable @danny_bluestone
  29. 29. THE TRUST PILLARS (1/5) Put the human first
  30. 30. Brands that embrace sustainability and social are winning in the long term @danny_bluestone
  31. 31. At Bulb, we put members first. Which means empowering our customers. Simpler, cheaper, greener. In just three years Bulb has signed up over 300,000 households across the UK. 74% of its renewable energy comes from hydropower stations in Scotland. @danny_bluestone
  32. 32. Facebook’s mission is to “connect the world” and “bring the world closer together” The problem with this statement is that ’it brings together white supremacists, who can now assemble far more effectively @danny_bluestone
  33. 33. Where is the human focus with these values? The only value that relates to people is ‘build social value’ Facebook was created to make the world more open and connected, not just to build a company. We expect everyone at Facebook to focus every day on how to build real value for the world in everything they do. @danny_bluestone
  34. 34. A bank’s focus The Bank of England puts the user at the heart of everything. All decisions must focus on users needs @danny_bluestone
  35. 35. @danny_bluestone
  36. 36. @danny_bluestone
  37. 37. Put the user before your brand and work around what is moral and right for them @danny_bluestone
  38. 38. Welcome regulation THE TRUST PILLARS (2/5)
  39. 39. @danny_bluestone Due to the misuse of data, lack of privacy and poor security the EU introduced the GDPR
  40. 40. GDPR is about three things: Transparency, Control and Privacy @danny_bluestone
  41. 41. @danny_bluestone
  42. 42. — Senator Richard Blumenthal @danny_bluestone “We need strong, federal privacy rules…not a weak set of carve-outs written by industry.”
  43. 43. Constraint is good, it helps us to build better products and be more creative within these limitations @danny_bluestone
  44. 44. The e-Privacy Laws 2019 Websites and apps like WhatsApp will need explicit consent from users when carrying out third-party tracking via cookies @danny_bluestone
  45. 45. @danny_bluestone Follow what regulatory bodies are debating to ensure you remain ahead
  46. 46. Privacy is a human right THE TRUST PILLARS (3/5)
  47. 47. To get inline with regulation, companies can follow standards and improve the UX at the same time @danny_bluestone
  48. 48. Privacy by Design is a framework that bakes customer protection into products and services @danny_bluestone
  49. 49. Privacy by design (PbD) 1. Privacy must be proactive, not reactive. 2. Privacy must be the default setting. 3. Privacy must be embedded into design. 4. Privacy must contain a balance between privacy and security. 5. Privacy offers end-to-end lifecycle protection of user data. 6. Privacy standards must be visible, transparent. 7. Privacy must be user-centric. @danny_bluestone
  50. 50. If your staff converse with users, utilise secure and moderated messaging functionality to protect users @danny_bluestone
  51. 51. Monzo messaging is moderated and private @danny_bluestone
  52. 52. Be secure THE TRUST PILLARS (4/5)
  53. 53. Organisations that follow the latest security standards are trusted more @danny_bluestone
  54. 54. ISO 27001 ISO standards allow Cyber-Duck as a design agency to be trusted by banks, pharma and governments @danny_bluestone
  55. 55. Defend your brand with an attackers mindset @danny_bluestone
  56. 56. Proactive compliance analysis By being data aware and proactive, organisations can protect their customers @danny_bluestone
  57. 57. “Know thy self, know they enemy. A thousand battles, a thousand victories” — Sun Tzu, The Art of War @danny_bluestone
  58. 58. Brand Protection Security principles Our security principles offer brands a practical model to implement safeguards throughout their digitised CX @danny_bluestone ED U C ATE PEO PLE VA LID ATE SERV ER C O D E U SE SSL U SE SC A N N IN G TO O LS FIX ER R O R M ESSA G ES U PD ATE SO FTW A R E U PLO A D PR O TEC TIO N X XS SC R IPTIN G SEC U R E LO G IN S
  59. 59. Ethical Design THE TRUST PILLARS (5/5)
  60. 60. What is design? Before we talk about design, lets ask ourselves what is design. @danny_bluestone
  61. 61. Design is not a look and feel, it is how it works. @danny_bluestone
  62. 62. In the context of ethics, designers often sit in the driving seat when it comes down to making ethical decisions @danny_bluestone
  63. 63. Design decisions include setting core values as well as deciding how the interface will work @danny_bluestone
  64. 64. Whatever design we do, we need to be decisive @danny_bluestone
  65. 65. “The most evil is done by those who haven’t decided about whether to be good or evil.” — Mike Monteiro
  66. 66. Following ‘designed’ policies? Under the Twitter usage policy, users are not allowed to threaten @danny_bluestone
  67. 67. AI BOT A new AI fake text generator may be too dangerous to release, say its creators. The designers in this instance made the right ethical choice. @danny_bluestone
  68. 68. WhatsApp … @danny_bluestone
  69. 69. 1 billion people in India are now online For many their first point of contact to the internet is WhatsApp. People from rural areas in particular are inundated with information and are unable to distinguish what is real from what is not. They tend to believe whatever is sent to them. @danny_bluestone
  70. 70. Not all our users are Stanford educated Silicone Valley white dudes. We need to design for edge cases and diversity from the outset. @danny_bluestone
  71. 71. THE TRUST PILLARS Wrapping up
  72. 72. Wrapping up @danny_bluestone 1. To build trust, you need to question your ethics and values. 2. Look at regulation as an opportunity to improve, not a threat. 3. Privacy by design enables you to build secure systems from the outset. 4. If you’re not building security into your brand, you’re going to fail. 5. Design and ethics are nuanced: Put the user first and design for edge cases.
  73. 73. @CYBERDUCK_UK THANKS FOR JOINING US All images in this presentation are copyright of their respective owners

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