Designing with transparency means you’re designing for trust. Trust creates value in relationships between real people, products and services. But establishing an honest relationship with customers does not only begin when they get to know your product. It starts from the inside — from product proposition, design, development and launch. If we embed it right from the beginning, we’re building high-trust / high-performing teams. We're making sure our customers know our real intent so that they invest and build a valuable relationship with us.

1. LINKEDIN/TBUESING
HOW TO DESIGN YOUR
OWN TRANSPARENCY

2. TRUST AND VALUE
GAME CHANGER
INSIDE OUT
WHY DO WE NEED TRANSPARENCY?
© LINKEDIN/TBUESING

3. the characteristic
of being easy to see through.
DEFINITION OF TRANSPARENCY =
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4. Lack of hidden agendas and
conditions,
accompanied by availability of
full information required
for collaboration, cooperation,
and collective decision making.
DEFINITION OF BUSINESS TRANSPARENCY =
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5. Always near
Always on
Always learning
LIVING SERVICES NEED TRUST SINCE THEY ARE

6. THEY HELP US BY …

7. A trend confirmed by Creepy or Cool? Installation
https://vimeo.com/293793002

8. But times have changed

10. Awareness
Trial
Consideration
Advocacy
Purchase
Loyalty
Use transparency to build bridges in the customer lifecycle
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11. Compliance
GDPR, open banking
Cost Saving
data breaches, avoid brand damage
Productivity
high-trust teams outperform
OTHER FORMS OF VALUE
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12. TRUST AND VALUE
GAME CHANGER
INSIDE OUT
HOW CAN IT BE DONE WELL?

13. Google Glass’ big mistake was…
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14. …not just the choice of models.

15. …it was in the frame of these glasses.

16. Signal to the world that you’re recording!

17. IntelSnap
Vue
How will this eviolve with ever slimmer frames?

18. Facebook’s video call Portal even has a clip…

19. …to assure you that nobody’s snooping.

20. something that people suspected iRobot’s Roomba of doing.

21. OR A GOOGLE VERSION OF YOURSELF?
Google Home’s only button is to turn the microphone off

22. Amazon’s smart lock Key gives you visual control over entries

23. How will transparency show within a car dashboard?

24. Level 1 Level 2
Level 3
Eggs
Baby Bots
self motivated trolls
Crafted Profiles
Bot farms
50 cent armies
Hybrid human-automation
Embedded in organic networks
Gaining transparency on disinformation in real time.

25. A business model can be built on transparency of fees…

26. …and disrupt a market that was built on lack of transparency.

27. Alternatively a fashion label can differentiate with transparency over pricing.

28. trends.fjordnet.com
Blockchain’s distributed ledger offers transparency over provenance, ownership, transactions or…

29. …Identity as in this United Nations project https://id2020.org

30. TRUST AND VALUE
GAME CHANGER
INSIDE OUT
BUT YOU HAVE TO START WITH YOURSELF
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31. REACTIVE / FJORD / ACCENTURE DYNAMIC BRANDING
THE TRUTH IS ON
THE WALL
Agile project rooms are about transparency of goals, methods, progress.

32. CONWAY’S LAW
Any organization that designs a system is constrained to produce a design
whose structure is a copy of the organization’s communication structure.
BARRIERS FROM WITHIN THE ORGANISATION

33. FRONT OF HOUSE BACK OF HOUSE
Customer CX can be limited by the painful Employee Experience (EX)

34. Start by making your team structure and decision making visible
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35. "I realized that without a common definition, you’ll
disappoint someone no matter what you do. You’re also
potentially opening up the door for someone to
weaponize the concept against you, leveling accusations
that you aren’t being transparent.”
James Everingham, Head of Engineering for Instagram
Clear and consistent communication
Clarity on how decisions get made
Honest and clear feedback
Admitting when we are wrong
Let decision making be transparent to the team:

36. think about your individual team structure and what strengths are represented.

37. and don’t wait for the end of the project to allow the team to (anonymously) voice their feelings.

38. REACTIVE / FJORD / ACCENTURE DYNAMIC BRANDING
OLD DAYS OF BRANDING
BRANDING AGENCY
TOP DOWN
INSIDE OUT
STYLEGUIDE
POLICING
SHOW STYLE POLICE
Transparency in visual design allows you to stop playing ‘Design Police’
© LINKEDIN/TBUESING

39. and publish it for everyone to understand.

40. More about how to apply it in design sprints at www.greaterthanexperience.design

41. CREATE TRUST = VALUE
MAKE IT A GAME CHANGER
START FROM THE INSIDE OUT
IN SUMMARY
© LINKEDIN/TBUESING

42. SO HOW CAN YOU BE
MORE TRANSPARENT
TODAY?
LINKEDIN/TBUESING