Designing for Trust – Presentation at Interact 2011, Lisbon, Portugal
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There is a discrepancy between actual and perceived risk. To tackle this perception issue, we created a design framework and defined design principles based on customer insights and expert knowledge to build a common understanding of how to develop a holistic and consistent approach towards trust and safety on eBay.
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Designing for Trust – Presentation at Interact 2011, Lisbon, Portugal
- 1. eBay, Inc. Proprietary & Confidential DESIGNING FOR TRUST Understanding and influencing the perceptions of trust within a dynamic, global marketplace Andreas Woelk, Manager User Experience Design, eBay Inc. September 6, 2011
- 2. What were we solving for? The Problem: There is a discrepancy between actual and perceived risk. We have a perception issue!
- 3. What were we solving for? The Objective: Increase the perception of trustworthiness.
- 4. What were we solving for? The Strategy: Create a design framework and define design principles based on customer insights and expert knowledge that build a common understanding of how to develop a holistic and consistent approach towards trust and safety on eBay.
- 5. A user-centered, iterative approach 5 Understand customer needs Create design framework and principles Apply Test and measure Evaluate results Update if needed Leverage internal and external research Listen to our customers
- 6. A pragmatic definition of trust Trust is the willingness of one party (trustor) to be vulnearble to the actions of another party (trustee) based on expectation that the other party will perform a particular action important to the trustor, irrespective of the abilty to monitor or control that other party. 6 Behavioral definition of personal trust. Coleman, 2009
- 7. …and a few principles Trust is ... about meeting expectations. ... growing over time. ... both rational and emotional. ... hard to build, but easy to lose. 7
- 8. How do we want to be perceived? 8 Enforcement Educationlow high high
- 9. Design principles 1. Formulate the relationship between eBay and its users; set clear expectations. 2. Make security an implicit part of eBay (e. g. protect privacy). 3. Build a population of informed, confident and competent buyers and sellers. 4. Be transparent, consistent and predictable. 5. Design for ease of use. 6. All messages must be contextual and relevant. 7. Provide easy access to customer services. 8. Give customers control over their personal information and privileges. 9. Offer incentives for taking responsibility. 10. Stay true to the eBay brand.
- 10. The principles applied – seller registration Ease of use and meeting needs of different user segments: • Offer fast track for users who just want to complete the task. • Provide additional information for those interested. Clearly set expectations for the user for what needs to be done. Be transparent about what eBay does. Clearly set expectations for future interaction to avoid surprises. Protect privacy: • Assurance that eBay takes the privacy of its users seriously. • Provide quick and easy access to privacy policy (in plain English).
- 11. 11 Thank you.
- 12. 12 Appendix
- 13. How do we want to be perceived? 13 Source: http://www.ok.gov/opm/jfd/g-specs/g28.htm Are we a police officer? Enforce laws and regulations Eliminate hazards, vandalism or other criminal activity Provide protection for individuals and property (may carry firearms and be required to use force to enforce security, apprehend suspects, or protect lives) Provide assistance to authorities in the handling or investigation of emergency situations and incidents Plan, coordinate and direct law enforcement programs
- 14. How do we want to be perceived? 14 Protection of property Gathering and dissemination of information Development of interpretive material Enforcement of law and regulations Investigation of violations, complaints, trespass/encroachment, and accidents Perform safety inspections Are we a park ranger? Source: www.nps.gov/personnel/rangers.html
- 15. How do we want to be perceived? 15 Are we a community support officer? Provide a familiar, visible and accessible uniformed presence Listen and talk to the public, staff and local businesses and communities to identify and tackle local concerns Take effective and appropriate action and find long-term solutions Communicate progress back to community Be accountable to the community for actions Provide personal safety and crime prevention advice Carry out patrols to identify and deter suspicious activity Source: http://www.met.police.uk/saferneighbourhoods/safertransport/index.htm
- 16. Building a trusted relationship with buyers 16 Meet buyer expectations Improve feedback system Introduce seller standards Offer resolutions Manage risk from unknown sellers
- 17. 17 Control Unconditional trust Confidencepath 3rd party Internal (eBay)Source of evidence Control Knowledge Values Interaction Reputation Coorperation Understanding Based on a model by Hazel, Lacohée, Piotr Cofta, Andy Phippen, Steven Furnell, 2009 Verification Authentication Monitoring Privileges Identity + Track Record Trust, but verify eBay never gets beyond this threshold Building a trusted relationship with sellers
- 18. The principles applied – phishing education Who will see this? Users who received a spoof email and clicked on a link pointing to a phishing website. If the site was reported and taken down by the ISP, we‘ll redirect the user to this educational page. Why do we do it? PayPal has a page like this. 16K users were redirected there (instead of landing on one of the 21 phishing sites that had been taken down). This is an excellent moment of truth, were we can educate our users and they are willing to listen (because it is highly contextual).
- 19. The principles applied – integrated approach 2. The vitamins (e.g. Security Center) Provide contextual educational Trust messages • We empower you to take control. • We have the tools and resources to keep you safe. 1. The aspirin (remedy flow) Acknowledge and remedy pain Trust messages • We‘re watching out for you. • It‘s quick and easy to reinstate your account. • We‘re there for you. User scenario eBay detects an ATO and strips the account of all privileges except for signing in. The compromised user signs in with his or her credentials and learns about the situation.
Hinweis der Redaktion
- Hi and good morning. I’m Andreas Woelk, and I work for eBay as a manager for user experience design. I’ll give you a very high-level overview of what my team and I have been working on, and then I can get into more detail when we have our workshop this afternoon. Make sense? Okay, let’s get started. [click]
- About two and a half years ago the company asked me to take a closer look into what we could do from a design perspective to increase the perception of trust. We had found that while we were actually doing a good job in keeping eBay a safe place to buy and sell online and keeping the bad guys at bay, the customer satisfaction scores didn’t reflect this. We’re using the NPS system – the net promoter score – where we ask our customers several questions and whether they would recommend eBay to a friend. One of the questions we ask is whether they consider eBay a safe place to shop online. While eBay is a safe marketplace, a noteworthy number of our customers didn’t give us the highest marks. We had to realized that we have a perception issue. [click]
- And the goal of my project was to change this perception. [click]
- The way we went about it was: First, gather quantitative and qualitative data to understand the root courses. Second, define trust design principles and a trust framework. And third, put it to the test. [click]
- Here’s the model that we were using. Two critical constituents: One, It had to be user-centered. And two, It had to be iterative to allow for corrections and improvements. [click]
- As you know there are many different definitions of trust. Sometimes they even contradict each other. For our purpose we agreed on a pragmatic approach, following the behavioral definition of trust by James Coleman. [Read out] In short: you take a risk and trust someone, because the other one acts in a trustworthy manner. [click]
- We also used the following statements as our guiding principles. [Read out] Pretty much common sense. But before we even geared into research mode, I conducted an exercise with our executives and key stakeholders in the project. I asked: Ho do we want to be perceived by our customers? [click]
- When I joined the trust and safety team, I often heard that we were policing the site. My assumption was: if we continuously see ourselves as cops, we would act as cops and through our actions externalize this image to our users. Now, a cop certainly comes in handy when you witness a robbery or attack. However, how would you feel when you’re jaywalking and a cop slaps you with a hefty fine? Or, if you’re being pulled over for going too fast and an armed highway patrolman approaches your car? - This can be quite intimidating. Do we want to convey this image? Also, can it be part of our brand personality? Doctor Jekyll and Mister Hyde? Well, that’s a different story. So I asked, what could be an alternative to being a cop? [click] A park ranger? Park rangers are nice guys. True, they can kick you out of Yosemite if you light a campfire where you’re not allowed to. But by and large their role is to educate visitors. Is this something we can aspire to become? A park ranger? It seems that these two personas are at the opposite ends of the spectrum. Is there another alternative? [click] So I followed my European roots to London. They have what is officially called a community support officer, but is commonly know as a Bobby; a uniformed police presence, yet not carrying firearms. And something else is different: their responsibilities include working closely with the community. So is this our sweet spot? Well, in reality, we need to wear different hats at different times, depending on the respective situation. For instance, wear your cop hat, when you’re cracking down on fraudsters. But put on your ranger hat, when you’re lenient toward new or inexperienced sellers, who unknowingly violated a listing policy. We’ve conducted extensive research. For the sake of time – I know you all must be really hungry by now – let me fast-forward to some of the results, our design principles. [click]
- [Go through line items one by one and elaborate with examples.] Offer incentives for taking responsibility: this may include being transparent about shipping cost, accepting returns and offering great customer service. [click]
- Let me show you an example of how we applied the principles. [Skip if running out of time] And that’s it. Thanks for listening. If you have any questions, I’m here all day and happy to discuss my work. Now enjoy your lunch!
- Meeting buyer expectations: increase buyers’ awareness and consideration of what they’re purchasing – and from whom Feedback system: collect more accurate and predictive data from the buyers (DSR) Seller standards: raise and sustain the level of performance of our sellers (and eliminating the bad) Resolutions: make it right when something goes wrong Risk management: manage risk from fraudulent and unknown users