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Designing for Trust
April 30, 2015
Gerry McGovern
gerry@customercarewords.com
www.customercarewords.com
@gerymcgovern
2© Customer Carewords Ltd. customercarewords.com
3© Customer Carewords Ltd. customercarewords.com
Trust in US Government
Trust in the EU
72%
50%
58%
32%
36%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2007 2011
Belgium
Italy
UK
Eurobarometer
COMPLEXITY
2015
0%
10%
20%
30%
40%
50%
60%
70%
A Person Like Yourself CEO
2015
8© Customer Carewords Ltd. customercarewords.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
2000 2005 2010 2015
Me & My Peers Vs Organizations
Me & My Peers
Organizations
9© Customer Carewords Ltd. customercarewords.com
Towers Watson Global Workforce Study 2014
Trust
55%
Distrust
45%
US Worker Trust in Senior Leaders 2014
10© Customer Carewords Ltd. customercarewords.com
2014
© 2014, Search for a Simpler Way: Future of Work Study
0%
40%
100% 100%
60%
100%
230%
350%
480%
535%
3% 6% 9% 12% 15% 18% 21% 24% 28% 32%
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
HOW THE TOP 1% BECAME THE 1%
CEO PAY
WORKER PAY
0%
40%
100% 100%
60%
100%
230%
350%
480%
535%
0%
30%
40%
50%
60%
75%
100%
130%
220%
300%
0%
10%
20%
30%
50%
75%
95%
105% 110% 115%
3% 6% 9% 12% 15% 18% 21% 24% 28% 32%
0% 3% 6% 9% 12% 15% 18% 21% 24% 27%
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
HOW THE TOP 1% BECAME THE 1%
CEO Pay S&P 500 Corp Profits Worker Pay Inflation
CEO PAY
WORKER PAY, INFLATION
STOCK MARKET
PROFITS
E
t
h
i
c
a
l
S
k
e
p
ti
c
al
An
aly
tic
al
Cy
nic
al
Dis
loy
al
Mill
enn
ial
15© Customer Carewords Ltd. customercarewords.com
27.50%
29.60%
30.90%
38.30%
28.90%
32% 32.70%
42.20%
MILLENIALS GENERATION X BABY BOOMERS TRADITIONALISTS
US Employee Engagement by Generation, 2013 vs 2014
2013 2014
“On the Internet, nobody knows you’re a dog.”“Remember when, on the Internet, nobody knew who you were?”
“Styling for
its own
sake is a
lazy 20th-
Century
conceit.”
James Dyson
18© Customer Carewords Ltd. customercarewords.com
20
The World’s Very
First Website (1992)
2014
21© Customer Carewords Ltd. customercarewords.com
2013 Best
Design of
the Year
We focus on
user needs.
RELENT
LESSLY
23© Customer Carewords Ltd. customercarewords.com
24© Customer Carewords Ltd. customercarewords.com
“Of US government sites, the IRS is rated
most frustrating, with Healthcare.gov
ranked as the easiest, just edging out the
Department of Motor Vehicles.”
AnswerDash survey, 2014
25© Customer Carewords Ltd. customercarewords.com
26© Customer Carewords Ltd. customercarewords.com
27© Customer Carewords Ltd. customercarewords.com
During treatment for a
stomach ulcer, Deborah
Knifton was devastated to
find out that she had
stomach cancer. At the age
of 40, she had surgery to
remove her stomach.
28© Customer Carewords Ltd. customercarewords.com
29© Customer Carewords Ltd. customercarewords.com
“dublin
sunrise”
30© Customer Carewords Ltd. customercarewords.com
31© Customer Carewords Ltd. customercarewords.com
32© Customer Carewords Ltd. customercarewords.com
33© Customer Carewords Ltd. customercarewords.com
34© Customer Carewords Ltd. customercarewords.com
35© Customer Carewords Ltd. customercarewords.com
36
37© Customer Carewords Ltd. customercarewords.com
@gerrymcgovern
38© Customer Carewords Ltd. customercarewords.com
+353 87 238 6136
@gerrymcgovern
gerry@customercarewords.com
Thank you
customercarewords.comWWW.

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Designing for trust intersection 2015 gerry mc govern