UPA2011 Workshop

1. Establishing
Trust to Change
Teached by Amy Poon, Margaret Szeto (eBay) | Refined by Jayden Kong

2. What is

3. Paraphrased from
<Behavioral Definition of Personal Trust>
Coleman
2009
TRUST is the willingness to be vulnerable to
another party ,expecting an important action from
them without being able to monitoror control that
other party.

4. Warren Buffett
TRUST is like the air we breath.
When it’s present, nobody really notices.
But when it’s absent , everybody notices.

5. How to rebuild

6. 1 Trust Indicators As Signals

7. EyeView’s Blog
<Trust Indicators and Conversion>
Trust indicators are the visual clues you can
use to let your site visitors see that you can be
trusted.

10. 2 Social Proof

11. Ninja SEO methods
Social Proof means letting other customers
prove to your reader that you are offering a quality
product or service.

12. eBay

13. Amazon

14. Taobao

15. 360BUY

16. 3 Consider Doses of Friction

17. Paraphrased from
<The Inmates Are Running The Asylum>
Alan Cooper
Cognitive friction is the mental stretch users
make when tools behave in a way that seems
unrelated to what they want.

18. If you introducing something new against a deeply ingrained
user behavior, consider a dose of friction.
As user adopt new changes, enforce the new process loud
and clear to not lose their trust relationship.

19. 4 Consistency as guide

20. Usability Body of Knowledge
Use commonly understood concepts, terms and
metaphors, follow real-world conventions...
and present information in a natural and logical
order.

21. User engagement is often fragmented. In the midst of change,
tell them one message again and again.
Consistency helps you set up a guard rail for users to hold
onto while they undergo new changes.

22. 5 Right Amounts of Transparency

23. <The People-Skill Coach>
Kate Nasser
A sincere apology is a perfect way to rebuild
trust after mistake or trouble.

24. Transparency show your integrity, vulnerability, and willingness
to communicate.
Balance transparency and over-communication. Design for
relevancy and set up a safe net.
The right amount of transparency can cast away users’ doubts,
without overwhelming them with complexity.

25. 6 Timely Feedback

26. Usability Body of Knowledge
Provide appropriate, clear, and timely
feedback to the user so that he sees the results
of his actions and knows what is going on with the
system.

27. <People Buy You: The Real Secret to What Matters Most in Business by Jeb Blount>
People expect a timely response . When there
is a question, problem, concern, service interruption
...you have a golden opportunity to build trust.

28. When customers are confused, seize the opportunity to rebuild
their trust.
When your customer engages in your new design, confirm their
correct behavior right away.

29. 7 Guard User Privacy

30. Privacy by Design.
An Overview of Privacy Enhancing Technologies
Empower individuals to retain control of
information about themselves at all times.

31. 8 Long - term Relationship

32. Levinger.G.(1983).Development and Change.
In H.H.Kelley,et al.(Eds),Close relationships.(pp.315-359).
New York: W.H. Freeman and Company.
Long-term Relationship is a relationship
between two or more people with mutual trust
that sustains the relationship in long and relative
stable period.

33. Why do customers

34. Customer dies - 1%
Customer moves away - 3%
Customer gets friend to provide service - 5%
Customer persuaded to go to competitor - 9%
Cusomer is dissatisfied with your service - 14%
Customer believes you don’t care about them - 68% 1% 5%
3% 9%
14%
68%

35. Make customers feel taken seriously

36. Amy Poon Jayden Kong Margaret Szeto

37. THANK YOU