Mass media and our most cynical memes say that we live in a post-fact era. So who can we trust and how do our users use their trust? Expert opinions are a thing of the past, and we prefer user reviews written by "people like us", whether we select a restaurant or scan a newsfeed. But when the filter bubbles burst, consumers and citizens alike turn back inside to find the truth. Through designs that "empower", the smartest organizations meet them right there. We need to empower and empower our audience to gain their trust, not the other way around, and only through tactical decisions about content and design, empowerment can be initiated.
Margot Bloomstein presents examples from a variety of industries and shows in detail how to deal with unexpected problems in the consumption of information. Learn how language, volume, and vulnerabilities can influence your design and content strategy to win the trust of your users. It asks the difficult questions, such as "How can brands build a harmonious bond when the logic of their audience is overshadowed by their emotions? Can one "design around" cultural dispositions to improve public safety? And how do your voice and vulnerability stand out against mere buzz words and penetrate into a broader business strategy?
Presented at design monat Graz, #designmonatgraz2019, in Graz Austria in conjunction with FH | Joanneum by Margot Bloomstein, @mbloomstein. (c) 2019 Margot Bloomstein.
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Designing for Trust at design monat graz
1. Margot Bloomstein / @mbloomstein
Confab April 25, 2019 #Confab2019
DESIGNING FOR TRUST
Margot Bloomstein ⢠@mbloomstein ⢠#designmonatgraz2019 ⢠May 14, 2019
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L â R: Š Jessie Braham White, Jacob Grimm, Wilhelm Grimm, Edmond W. Rickett, and Charles Buckles Falls; Š R. Anning Bell; Š Joseph Jacobs and John Dickson Batten
6. What do we look for in magic mirrors?
ŠCayuga Productions and CBS
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We look to see ourselves.
We look to see the truth.
We hope the images coincide.
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17. Inconsistency erodes our ability to evaluate and trust.
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18. We can literally walk through life in cynicism
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19. We can literally walk through life in cynicismâ
or we can stride with purpose and confidence
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20. Insert gut check cycle image
Coached skepticism, false equivalency, rampant air quotes
ŠFox News
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Bill Kovach and Tom Rosenstiel, Blur: How to Know Whatâs True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
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Bill Kovach and Tom Rosenstiel, Blur: How to Know Whatâs True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
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Do we get comfortable in our faith,
or confidently test our beliefs through education?
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63% of the general population finds it difficult
to differentiate between real and fake news.
Source: 2018 Edelman Trust Barometer
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Only 48% of Americans say they believe
climate change is mostly due to human
activity.
Source: Pew Research Center âThe Politics of Climateâ
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Only 40% of Americans say they have
a âgreat deal of confidenceâ in science.
Source: AP-NORC Center study Confidence in Institutions: Trends in AmericansâAttitudes toward Government, Media, and Business
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ŠJana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
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How we form our beliefs affects our reality
more than what we already believe
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Cultural predisposition > confirmation bias
âŚand we can work with that.
Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. âThe Unhealthy Otherâ: How Vaccine Rejecting Parents
Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 â 1626.
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Cultural predisposition > confirmation bias
Reflect the audienceâs beliefs, offer resources
to self-educate, and use their language.
Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. âThe Unhealthy Otherâ: How Vaccine Rejecting Parents
Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 â 1626.
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âConfident and readyâ
âInformed enough to make good decisionsâ
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A consistent and accessible voice,
appropriate volume for the context, and
humanizing vulnerability together
empower users and regain their trust.