Trust as a design material morgen booster (2)
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Louise Vittrup's presentation on how to use trust as part of your design processl
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Trust as a design material morgen booster (2)
- 1. Trust as a design material Good morning Booster #100 1508™
- 2. What do you think of when you hear the word ‘trust’?
- 3. My name is Louise
- 7. The emotion of trust is not limited to humans anymore. The core of Human-Computer Interaction is this emotion of trust.
- 8. The question then becomes: How can the knowledge of this human behavior help us design better products?
- 9. From Tinder to Paris
- 10. What is trust?
- 11. Rachel Botsman, Author & Trust Expert Trust is a confident relationship to ‘the unknown’. It’s about making that step into somewhere that you’ve never been to or by taking a leap of faith.
- 14. The evolution of trust LOCAL INSTITUTIONAL DISTRIBUTED
- 15. Local trust
- 17. Breach of trust Because trust can be broken
- 19. Institutional trust was not made for the digital age
- 23. IF YOU THINK PEOPLE WON'T LIKE IT… YOU PROBABLY SHOULDN’T DO IT
- 24. So how then might we use trust as design material?
- 25. Here’s my top 10 top 7
- 27. From Tinder to Paris
- 28. 1. Could this site or service help me accomplish my goal? 2. Do I choose to use this site for this task? Is it better than other options? 3.Do I trust this site or service with my personal and sensitive data? 4.Am I willing to commit to an ongoing relationship? 5. Can I recommend this to my friends?
- 31. 2. EMPOWER YOUR CUSTOMERS Competence and Reliability
- 32. Always remember that your customer is the hero, not you.
- 33. And every decision they make by using your product should enable them to be better versions of themselves.
- 34. Act like an assistant Establish a relationship of trust by removing noise and chaos
- 35. Get your customer up when they’re down All journeys have their ups and downs - help your customers like a trusted friend would.
- 36. 3. MAKE TRANSPARANCY A DEFAULT DESIGN PRINCIPLE Honesty
- 37. Privacy not included If you’re not paying for the product, you are the product.
- 38. But I though we were friends Users need to know exactly what is going on and what is going to happen in the app or technology they are using.
- 39. Product transparency Through mutual vulnerability customers are able move up the trust ladder without hesitation.
- 40. Encourage feedback People trust others who are willing to listen and react accordingly.
- 41. Price transparency Without clear pricing models customers lose trust in ownership and product sustainability.
- 42. Show customers who you are Customers want to understand who you are, what drives you how you relate…
- 43. 4. MOVE SLOW BETWEEN THE KNOWN & THE UNKNOWN
- 44. From well known We trust systems that we are familiar with…
- 45. To new normals …but familiar changes over time
- 46. Customers need to stop up and think - designed moments of friction allow reflection Let friction and slow down
- 48. People have an affinity towards what they already know.
- 49. But what use is a bias like that in a world that is as diverse and varied as ours?
- 52. Trust recommendation from a peer 92%
- 53. Trust recommendation from someone they don’t even know 70%
- 54. Is about following the lead of others Social Proof
- 55. Social Proof It’s what gets a celebrity- endorsed product more sales
- 56. Social Proof It’s what gets a crowded restaurant bigger crowds
- 57. Social Proof And it’s what get’s me into trouble at parent school meetings.
- 58. Awards Certifications Credible organisations You can borrow trust from…
- 59. Awards Certifications Credible organisationsAwards Certifications Credible organisations You can borrow trust from…
- 60. Awards Certifications Credible organisationsAwards Certifications Credible organisations You can borrow trust from…
- 64. Customers are starting to judge brands through collective experiences… …and marketing teams can’t control the conversation
- 65. 7. DESIGN FOR THE SOCIAL PRESSURE THAT COMES WITH TRUST Competence
- 66. Distributed trust requires commitment to ongoing mutual accountability Social pressure can be very powerful
- 67. Meet Vish Vish, is the brainy and enthusiastic Uber driver in Toronto who has a 4.99 rating after 5,000 rides.
- 68. 3 of Vish’s 7 mantras 1. Make a 10-second offer, then confirm the deal
- 69. 3 of Vish’s mantras 2. It’s always the customer’s first time 1. Make a 10-second offer, then confirm the deal
- 70. 3. Understand your customer segment and be personable 3 of Vish’s 7 mantras 2. It’s always the customer’s first time 1. Make a 10-second offer, then confirm the deal Hi, is your name Louise?
- 71. Are you going with your customers to Paris?
- 72. Thank you 1508™
Hinweis der Redaktion
- Joe Gebbia from AirBnB did a joint study together with Standford University. They looked at people’s willingness to trust someone based on how similar they are in age, location and geography. The research showed, not surprisingly, we prefer people who are like us. The more different somebody is, the less we trust them. Now, that’s a natural social bias. But what’s interesting is what happens when you add reputation into the mix, in this case, with reviews.
- Now, if you’ve got less than three reviews, nothing changes. But if you’ve got more than 10, everything changes. High reputation beats high similarity. The right design can actually help us overcome one of our most deeply rooted biases.
- Trust is a human emotion that can be designed for and establishing it is important within the sharing economy, the trust economy and distributed trust. Trust is the secret ingredient to any successful product thus designing for it cannot be an afterthought. It’s not an easy task, but it will absolutely make your product stand out and could mean the difference between a visitor engaging with your product or leaving it after a few seconds.