- The document summarizes research on how quickly and subconsciously people form judgments of trust from website designs. Two experiments showed that over half of participants consistently rated website trust in a similar way after very brief (50ms) and slightly longer (1000ms) exposures, indicating trust can be processed pre-attentively.
- Factors like color, layout, images and other design elements may impact initial implicit trust judgments rapidly, before conscious consideration. The findings suggest website designs should be optimized to build trust from first impressions at an automatic, subconscious level.
How Quickly Do We Judge Trust? Pre-Attentive Processing of Website Design
1. How Quick Are We to Judge? A Case
Study of Trust and Web Site Design
Bill Albert, Ph.D.
Executive Director, Design and Usability Center
Bentley University
June 6, 2012
walbert@bentley.edu
781.891.2500 | www.bentley.edu/usability
2. Agenda
⢠Background
⢠Trust and web design
⢠Pre-attentive processing
⢠Our research
⢠What it means for you
⢠Discussion
2
4. About Me
⢠I love the science behind the user experience
⢠I am data driven!
⢠I create connections between research and practice
4
5. Bentley DUC
⢠Established in 1999
⢠Independent center within the
Human Factors in Information
Design graduate program at
Bentleyâs McCallum School of
Business
⢠Dual mission to support the
university and provide an
education experience to
graduate students
⢠Solutions delivered for over
200 clients
5
6. Motivation
Trust is the foundation of the user experience
Trust is not always conscious
6
11. What does trust with technology look like?
⢠The system must act in a reliable and predictable way
⢠The system must be transparent about intentions and
goals
⢠The system must not take advantage of the user
⢠The system must be truthful â delivering promises
⢠There must be an element of risk on behalf of the user
11
12. 10 design elements that impact trust
1. Content
⢠Tone
⢠Relevance
⢠Timeliness
⢠Typos
⢠Clarity
2. Consistency
⢠Visual
⢠Interaction
(navigation and
forms)
3. Color
4. Layout
⢠Information density www.georgehutchins.com
⢠White space
12
13. 10 design elements that impact trust
5. Design elements
⢠Buttons/links/call to
action
⢠Images
⢠Visual treatment
6. Changing behavior
⢠Default selections
⢠Visual prominence
7. Ads
⢠Type (especially
animated) www.lingscars.com
⢠Location
⢠Content
13
14. 10 design elements that impact trust
8. Contact information
⢠Clarity
⢠Ease of use
⢠Comprehensiveness
9. Community
⢠Photos
⢠Testimonials
⢠Affiliations
10. Logo / Brand /
Company
www.bostonbizlab.com
14
15. Work by BJ Fogg
perceived perceived perceived
trustworthiness expertise credibility
Presumed credibility
Reputed credibility
Surface credibility
Earned credibility
15
16. Questions about trust and design
⢠When do we begin to form opinions about trust?
⢠How dynamic is trust?
⢠Are their âdesign primitivesâ that impact trust?
16
18. What is pre-attentive processing?
⢠Precedes âfocused attentionâ
⢠âEffortlessâ or âautomaticâ
⢠< 200ms
⢠Basic features that are processed pre-attentively include:
colors, closure, contrast, size, flicker, orientation
⢠Judgments about faces such as attractiveness,
trustworthiness, and sexual orientation (men)
18
20. Lindgaard et al (2006)
⢠In Experiment 1 participants judged attractiveness of 100 web
pages at 500ms in two phases â very highly correlated
⢠Experiment 2 focused on 50 of the most/least visually
appealing pages, and included other dimensions of visual
attractiveness â same results as Experiment 1
⢠In Experiment 3 there were two group who judged 40 pages
at either 50ms or 500ms â both groups were consistent in
their judgment of visual appeal
⢠They conclude that people form reliable opinions about visual
appeal after only a brief exposure
Lindgaard, Fernandez, Dudek & Brown (2006). Attention web designers: You have 50ms to make
a good first impression! Behavior & Information Technology, 25(2), 115-126.
20
22. Experiment 1
⢠Based on HFES paper with Dr. Bill Gribbons
⢠Does trust form on a pre-attentive level?
⢠A total of 72 participants took part in the study
⢠Recruited through the uTest panel, compensated $10
⢠Reside in US, UK, Canada, India, and The Netherlands
⢠8 participants were removed due to satisficing behavior
⢠50 home page screenshots (25 financial, 25 healthcare)
⢠Within-subjects design
⢠Each participant rated trust on the same screenshot in two trials
⢠Screenshots presented randomly in each trial
22
24. Experiment 1 Results
⢠Significant correlation between the average trust assessments in
trials 1 and 2 (r = 0.81, p < .001)
Trust Assesments for all 50 Web Sites by Trial (Expt 1)
6.5
6.0
Trial 2 (avg)
5.5
5.0
4.5
4.0
4.0 4.5 5.0 5.5 6.0 6.5
Trial 1 (avg)
24
25. Experiment 1 Results (contd)
⢠48% of participants (31 out of 64) exhibited a significant
correlation in their trust assessments
Significance # of Participants % of Participants
p<.01 21 32.8%
p<.05 10 15.6%
p<.10 5 7.8%
p>.10 28 43.8%
Correlation
Coefficient # of Participants % of Participants
<.10 11 17.2%
.10 - .19 13 20.3%
.20 - .29 12 18.8%
.30 - .39 13 20.3%
.40 - .49 4 6.3%
.50 - .59 6 9.4%
.60 - .69 3 4.7%
.70 - .79 1 1.6%
.80 - .89 1 1.6%
.90 - 1.0 0 0.0%
25
26. Experiment 2
⢠Concerns about satisficing behavior in Experiment 1
⢠Experiment 2 was conducted in a classroom setting
⢠Same procedure as Experiment 1
⢠Eleven participants
⢠Graduate students in the Human Factors & Information
Design Program at Bentley University
26
27. Experiment 2 Results
⢠Significant Trust Asesments for all 50 Web Sites (Expt 2)
correlation 6.5
6.0
between trust 5.5
Trial 2 (avg)
assessments in 5.0
trials 1 and 2 (r = 4.5
4.0
0.76, p<.001) 3.5
3.0
3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5
⢠64% of participants Trial 1 (avg)
(7 out of 11) Significance # of Participants % of Participants
exhibited a p<.01 7 63.6%
significant p<.05 0 0.0%
correlation in their p<.10 1 9.1%
trust assessments p>.10 3 27.3%
27
28. Summary of our research
⢠Individuals are capable of processing trust on a pre-attentive
level
⢠Approximately one-half of participants in Experiment 1 and two-thirds of
participants in Experiment 2 demonstrated a consistent level of trust
assessments
⢠Significant correlation between trust assessments in the first and second
trials when averaging across participants
⢠Preconscious mind may play a larger role in how websites are
judged than previously believed
28
29. Next Steps
⢠What is the relationship between trust assessments on a
pre-attentive and conscious level? (Stage 2)
⢠What are the specific design attributes that impact pre-
attentive trust assessments? (Stage 3)
⢠What are the effects of trust/distrust primes on subsequent
cognitive acts? (Stage 4)
⢠Are there other aspects of the user experience that may be
developed pre-attentively?
29
30. Stages of trust in web design
Inspection Opinion
⢠<200ms ⢠> 3 seconds
⢠Based on ⢠Based on an
design ⢠< 3 seconds ⢠Based on
interaction multiple
primitives ⢠Based on brief with specific
(color, density, inspection of interactions
elements
layout) specific ⢠Takes into
elements account the
entire design
Exposure Interaction
30
32. Why it matters
⢠Trust is a key element in web design that impacts short-
term and long-term behaviors and perceptions
⢠Trust directly impacts:
⢠Sales
⢠Customer loyalty
⢠Support costs
⢠Session duration
⢠Satisfaction
⢠Ease of use
⢠Efficiency of use
32
33. What you should do
⢠Review designs prior to launch and on a periodic basis
⢠Brief exposures âblink testsâ to evaluate âpre-attentiveâ trust
⢠Deep dive usability evaluations to identify specific elements
⢠Quantitative-based user research to validate the design
⢠Look at the design as a dialogue with the user
33
34. Wrap up
Sweat the little thingsâŚ
It makes a big difference
34
35. Questions?
Bill Albert, PhD
Executive Director
Design and Usability Center, Bentley University
walbert@bentley.edu
@UXMetrics | @BentleyDUC
http://usability.bentley.edu
Hinweis der Redaktion
Mission in briefApply cutting edge user experience research and evaluation services to critical business problems while leveraging exceptional UX thought leadership Teaching hospital Academic edge and distinction: staying on the leading edge of HF/UX science (research, whitepapers, etc.) MIT Media Lab ď need to look at what type of âresearchâ the HFID faculty is doingâŚif any⌠(What is Bill Gâs âvisionâ for the HFID program, how does he want it to grow, what type of faculty does he plan to bring in, what are his thoughts about the MIT Media Lab?)
Mission in briefApply cutting edge user experience research and evaluation services to critical business problems while leveraging exceptional UX thought leadership Teaching hospital Academic edge and distinction: staying on the leading edge of HF/UX science (research, whitepapers, etc.) MIT Media Lab ď need to look at what type of âresearchâ the HFID faculty is doingâŚif any⌠(What is Bill Gâs âvisionâ for the HFID program, how does he want it to grow, what type of faculty does he plan to bring in, what are his thoughts about the MIT Media Lab?)
Mission in briefApply cutting edge user experience research and evaluation services to critical business problems while leveraging exceptional UX thought leadership Teaching hospital Academic edge and distinction: staying on the leading edge of HF/UX science (research, whitepapers, etc.) MIT Media Lab ď need to look at what type of âresearchâ the HFID faculty is doingâŚif any⌠(What is Bill Gâs âvisionâ for the HFID program, how does he want it to grow, what type of faculty does he plan to bring in, what are his thoughts about the MIT Media Lab?)
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.
Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you wonât easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road) ď need to test this with a pseudo research projectâŚmaybe âwhitepaperâ work that can involve an easy interview/research component? Ask for permission to use the interviews.