Fixing user experience (UX) through trust - SXSW keynote

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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

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

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

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

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