SlideShare a Scribd company logo
TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking
Widows peak indicates
possible vampirism
Hang loose or devil
sign?

Smile that frightens small
children

Why would
you trust this
man?

Goatee shows he is from evil
alternate universe

Embroidered shirt
commonly worn by pirates
MS in Tech. Comm. from
Rensselaer Polytechnic
Institute

15 Books & 100s of
articles on digital media
design

Dozens of conference
presentations for SXSW,
HOW, WebVisions…

Why you
should trust
this man!

18 years of Web design
experience

Clients have included Marriott,
AOL, Bank of America, Virgin,
Coca-Cola, Aspen Ideas
Festival…
APPEAL TO
AUTHORITY
SHOW

Photo “Expose Yourself to Art” by M. Ryerson
GAINING TRUST
IS EASY

http://www.flickr.com/photos/adalieplain/370403491
One Third of 12–15 year olds
believe that if a search engine lists
information then it must be
truthful…
— Truth, Lies and the Internet
Demos.co.uk

         
         
         
         
         
         
         
         
     
      
http://www.flickr.com/photos/rcpl/5104874389
         
         
         
         
         
         
         
         
     
      
…15 per cent don’t consider the
veracity of results but just visit the
sites they ‘like the look of’.
— Truth, Lies and the Internet
Demos.co.uk
http://www.flickr.com/photos/rcpl/5104874389
ONLY 15%?!?

http://www.flickr.com/photos/amelia-janet-photography/4602487041
IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY DETERMINE WHETHER
THEY TRUST WHAT THEY ARE
SEEING

http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm
DESIGN = TRUST

http://www.flickr.com/photos/ooohoooh/1350774047
KEEPING TRUST
IS HARD

http://www.flickr.com/photos/josephb/5186482331
“

People think it's this veneer —
that the designers are handed
this box and told, 'Make it look
good!' That's not what we think
design is. It's not just what it
looks like and feels like. Design
is how it works.
— Steve Jobs
USER EXPERIENCE

http://www.flickr.com/photos/townhero/5557220801
EXPERIENCE = TRUST

http://www.flickr.com/photos/ooohoooh/1350774047
SEATTLE CENTRAL
LIBRARY
SHOULDN’T IT
FALL DOWN?
PEOPLE TRUST
THE DESIGN(ER)
WHO TRUSTED THE
DESIGNER FIRST?
THE CLIENT
TRUST ME,
I’M A DESIGNER
HOW DO WE
GAIN TRUST?

http://www.flickr.com/photos/adalieplain/370403491
SINCERITY

© copyright United Feature Syndicate
FIRST PRINCIPLE

KEEP PROMISES
“

The promise given was a
necessity of the past: the word
broken is a necessity of the
present.
— Niccolo Machiavelli
LingsCars.com

INCONSISTENT
INTERFACES ARE A
BROKEN PROMISE
FIRST PRINCIPLE

KEEP PROMISES
SECOND PRINCIPLE

SHOW RESULTS
StateNetwork.org

SECOND PRINCIPLE

SHOW RESULTS
SECOND PRINCIPLE

SHOW RESULTS
SECOND PRINCIPLE

SHOW RESULTS
KEEP THE USER IN
THE KNOW

SECOND PRINCIPLE

SHOW RESULTS
THIRD PRINCIPLE

KNOW YOUR VOICE
CLASSICAL

THIRD PRINCIPLE

KNOW YOUR VOICE
CONTEMPORARY

THIRD PRINCIPLE

KNOW YOUR VOICE
GRUNGE

THIRD PRINCIPLE

KNOW YOUR VOICE
fastcodesign.com

THIRD PRINCIPLE

KNOW YOUR VOICE
fastcocreate.com

THIRD PRINCIPLE

KNOW YOUR VOICE
fastcoexist.com

THIRD PRINCIPLE

KNOW YOUR VOICE
“

Words mean more than what is
set down on paper. It takes the
human voice to infuse them with
shades of deeper meaning.
— Maya Angelou
A CLEAR VOICE CAN
ACCOMPLISH ANYTHING
THIRD PRINCIPLE

KNOW YOUR VOICE
FOURTH PRINCIPLE

RESPECT CONTEXT
Credit: flickr - MeganMorris / CC License: NC-SA

FOURTH PRINCIPLE

RESPECT CONTEXT
Credit: flickr - shareski / CC License: NC-SA

FOURTH PRINCIPLE

RESPECT CONTEXT
Credit: flickr - Yourdon / CC License: NC-SA

FOURTH PRINCIPLE

RESPECT CONTEXT
“

Always design a thing by
considering it in its next larger
context — a chair in a room, a
room in a house, a house in an
environment, an environment in a
city plan.
— Eliel Saarinen
FreedomHouse.org
Web Page Title
http://freedomhouse.org/

FOURTH PRINCIPLE

Google

RESPECT CONTEXT
FOURTH PRINCIPLE

RESPECT CONTEXT
FOURTH PRINCIPLE

RESPECT CONTEXT
CONTEXT
PREVENTS
CONFUSION
FOURTH PRINCIPLE

RESPECT CONTEXT
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
CHANGE BLINDNESS

FIFTH PRINCIPLE

TRANSITION CHANGE
Utah.gov

FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
FIFTH PRINCIPLE

TRANSITION CHANGE
“

The real art of conducting consists
in transitions.
— Gustav Mahler

FIFTH PRINCIPLE

TRANSITION CHANGE
SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
comet.co.uk

SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
comet.co.uk (now)

SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
http://www.flickr.com/photos/stevendepolo/4027405769

DON’T FALL FOR
THE
SLIGHT OF HAND
SIXTH PRINCIPLE

GUIDE, DON’T DICTATE
“

No man has the right to dictate what
other men should perceive, create or
produce, but all should be encouraged
to reveal themselves, their perceptions
and emotions, and to build confidence
in the creative spirit.
— Ansel Adams
SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
http://www.flickr.com/photos/dolmansaxlil/5127200444

PAREIDOLIA

SEVENTH PRINCIPLE

SHOW, THEN TELL
http://www.flickr.com/photos/nottsexminer/5291486618

WE SEE
PATTERNS FIRST

SEVENTH PRINCIPLE

SHOW, THEN TELL
http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm

IT TAKES MOST PEOPLE .1 SECOND
TO INITIALLY DETERMINE WHETHER
THEY TRUST WHAT THEY ARE
SEEING

SEVENTH PRINCIPLE

SHOW, THEN TELL
“

Don't tell me the moon is shining;
show me the glint of light on
broken glass.
— Anton Chekhov
thenounproject.org

SEVENTH PRINCIPLE

SHOW, THEN TELL
annasafroncik.it

EIGTH PRINCIPLE

SHOW, THEN TELL
miessociety.org

SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
SEVENTH PRINCIPLE

SHOW, THEN TELL
The liquid metal inside a
thermometer is magnesium.
SEVENTH PRINCIPLE

SHOW, THEN TELL
“TRUTHINESS”

SEVENTH PRINCIPLE

SHOW, THEN TELL
EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
AOL.com (c.2007)

EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
http://www.netmagazine.com/interviews/steve-krug-diy-usability-testing

eve Krug
St

DON’T MAKE ME
*
THINK!

EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
http://www.flickr.com/photos/mutsmuts/4695658106/

DON’T LET ME
THINK!

EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
“

Truth is something which can't be
told in a few words. Those who
simplify the universe only reduce
the expansion of its meaning.
— Anaïs Nin
Netflix.com

EIGHTH PRINCIPLE

MAKE IT SIMPLE, NOT SIMPLISTIC
THANKS!
NINTH PRINCIPLE

ALWAYS LEAVE THEM WANTING MORE
“

To be persuasive we must be
believable; to be believable we
must be credible; to be credible
we must be truthful.
It is as simple as that.
—Edward R. Murrow
9 PRINCIPLES…
1. Keep Promises
2. Show Results
3. Know Your Voice
4. Respect Context
5. Transition Changes
6. Guide, Don’t Dictate
7. Show Then Tell
8. Make it Simple, Not Simplistic
9. Always Leave Them Wanting More
TRUST ME,
I’M A DESIGNER.
jason cranfordteague | jasonspeaking.com | @jasonspeaking

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