Some thoughts on trust points, trust enablers and the role of story and narrative to allow a community to create digital trust through a more personal UX. Presented at "Why trust is the new social glue" #sxsw interactive session March, 2013.

1. TRUST
designing social glue
Fred McClimans #sxsw2013
CORPORATE NARRATIVES
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2. TRUST
has always been
social glue
we have a million years of identifying trust points
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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3. TRUST points are
our markers
trust points tell our story and guide us in what we do
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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4. Is this possible? Could he expand welfare AND be true to his personal
brand - and your expectations?
strong narratives trump unexpected messages
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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5. DISTANCE
obscures trust
points
Your freaky Your freaky
uncle. uncle online.
physical and logical
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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6. RISK influences
trust points
high vs low risk good vs bad outcomes
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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7. EXPERIENCE
evolves trust
See this… …believe that
leads into new experiences, evolves what is possible
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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8. STORY helps us
trust, if it’s…
• Transparent and honest
• Baked into UX sandbox
• Lets interactions create trust
everything is part of your story, your narrative
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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9. TRUST Enablers
• Context and Perspective
• Predictability and Reliability
• Proactivity, Engagement and
Transparency
• For users AND software
enablers foster the creation of trust
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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10. CONTEXT
frames it
PERSPECTIVE
makes it unique
enablers help us interpret and use information
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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11. PREDICTABILITY
what next
RELIABILITY
consistency of next
enablers shape TЯUST – action vs content
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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12. PROACTIVITY
ENGAGEMENT
enablers define our actions
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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13. TRUST
via story
• Leverage trust enablers
• Create peer trust within stakeholders
• Trust can convey (our trust in friends
trumps our distrust in Facebook)
a sandbox must include / encourage stories
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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14. TRUST summary
• Trust points validate information
• Trust points are context-sensitive
• Trust points are easily disrupted
• Trust enablers are sandbox rules
• Stories & enablers develop trust that
transcends platform & time
leverage story to design long-term trust
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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15. TRUST
deconstruction
exercises
CORPORATE NARRATIVES
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16. #1 – FARS or farce?
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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17. #1 - context is a lens… it’s required for trust
ENGINEERING TRUST: The new social glue. #sxsw 2013 fredmcclimans.com
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18. TRUST?
#2 why is one believable (plausible) while the other is not?
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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19. LEEEEEROY…
#3 - yes, there is a leroy jenkins in each picture
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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20. JENKINS
#3 – two of the real leroy jenkins
TRUST: Designing Social Glue #sxsw 2013 fredmcclimans.com
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