Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the City Manchester
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Consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organisations meet them there. We’ll explore why trust in the old guard has fallen apart - and then examine how today’s smartest companies and institutions rebuild trust by bolstering their customers’ knowledge. We’ll dig into examples from the public and private sector to ask: how do brands develop rapport when audiences let emotion cloud logic? What happens when cultural predisposition affects public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? You’ll see how to use tactics of design and content to empower users. The same tactics can work across industries, scale and audience. You’ll uncover a play-by-play approach to educating and empowering consumers and citizens alike - and learn how to operationalise vulnerability through design that rebuilds hope itself. Keynote presented at UX in the City Manchester, #UXCityMCR, on March 14, 2019, in Manchester UK.
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Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the City Manchester
- 1. DESIGNING FOR TRUST IN AN ERA OF SELF-VALIDATING FACTS Margot Bloomstein | @mbloomstein UX in the City Manchester | #UXCityMCR March 14, 2019
- 2. What do we look for in magic mirrors? ©Cayuga Productions and CBS
- 3. 3 • #UXCityMCR • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 3 • #UXCityMCR • @mbloomstein
- 4. 4 • #UXCityMCR • @mbloomstein4 • #aeasea • @mbloomstein Internal truths trump external facts
- 5. 5 • #UXCityMCR • @mbloomstein This is our problem now. 5 • #UXCityMCR • @mbloomstein
- 6. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
- 7. 7 • #UXCityMCR • @mbloomstein ©Victoria Jones/PA; https://www.theguardian.com/politics/2016/jun/29/leave-donor-plans-new-party-to-replace-ukip-without-farage
- 8. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
- 9. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
- 10. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
- 11. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
- 12. 12 • #UXCityMCR • @mbloomstein
- 13. 13 • #UXCityMCR • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
- 14. Inconsistency erodes our ability to evaluate and trust. 14 • #UXCityMCR • @mbloomstein
- 15. Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
- 16. 16 • #UXCityMCR • @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
- 17. 17 • #UXCityMCR • @mbloomstein Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
- 18. 18 • #UXCityMCR • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 18 • #UXCityMCR • @mbloomstein
- 19. 19 • #UXCityMCR • @mbloomstein expertise
- 20. 20 • #UXCityMCR • @mbloomstein expertise → homophily
- 21. 21 • #UXCityMCR • @mbloomstein expertise → homophily → narcissism
- 22. 22 • #UXCityMCR • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
- 23. 23 • #UXCityMCR • @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
- 24. 24 • #UXCityMCR • @mbloomstein Only 40% of Americans say they have a “great deal of confidence” in science. Source: AP-NORC Center study Confidence in Institutions: Trends in Americans’Attitudes toward Government, Media, and Business
- 25. (cc) xkcd, riffing on xkcd.com/208
- 26. 26 • #UXCityMCR • @mbloomstein Inconsistency undermines trust— externally and internally.
- 27. 27 • #UXCityMCR • @mbloomstein Does this information align with my viewpoint?
- 28. 28 • #UXCityMCR • @mbloomstein Do I feel good about this brand?
- 29. 29 • #UXCityMCR • @mbloomstein Does this brand make me feel good about myself?
- 30. ValidationDeliberation 30 • #UXCityMCR • @mbloomstein
- 31. Courage in our convictions Belief 31 • #UXCityMCR • @mbloomstein
- 32. Courage in our convictions Belief 32 • #UXCityMCR • @mbloomstein
- 33. “Feels right” empirical fact > 33 • #UXCityMCR • @mbloomstein
- 34. 34 • #UXCityMCR • @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
- 35. 35 • #UXCityMCR • @mbloomstein How we form our beliefs affects our reality more than what we already believe 35 • #UXCityMCR • @mbloomstein
- 36. 36 • #UXCityMCR • @mbloomstein Cultural predisposition > confirmation bias Vaccine hesitancy study source: Smith, David, Katie Attwell, and Paul Ward. “The Unhealthy Other”: How Vaccine Rejecting Parents Construct the Vaccinating Mainstream, Vaccine Volume 36, Issue 12, March 14, 2018, p. 1621 – 1626. 36 • #UXCityMCR • @mbloomstein
- 37. 37 • #UXCityMCR • @mbloomstein Empowerment reflects and rebuilds trust
- 38. 38 • #UXCityMCR • @mbloomstein Voice Volume Vulnerability
- 39. 39 • #UXCityMCR • @mbloomstein Voice
- 41. 41 • #UXCityMCR • @mbloomstein
- 42. 42 • #UXCityMCR • @mbloomstein Voice Volume
- 43. 43 • #UXCityMCR • @mbloomstein
- 44. 44 • #UXCityMCR • @mbloomstein
- 45. 45 • #UXCityMCR • @mbloomstein
- 46. 46 • #UXCityMCR • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 47. 47 • #UXCityMCR • @mbloomstein
- 48. 48 • #UXCityMCR • @mbloomstein
- 49. 49 • #UXCityMCR • @mbloomstein Courage in our convictions Empirical proof 49 • #UXCityMCR • @mbloomstein
- 50. 50 • #UXCityMCR • @mbloomstein
- 51. ©Yunghi Kim, Contact Press
- 52. 52 • #UXCityMCR • @mbloomstein Voice Volume Vulnerability
- 56. 56 • #UXCityMCR • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 57. 57 • #UXCityMCR • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 58. 58 • #UXCityMCR • @mbloomstein ADD OUTSIDE YOUR BUBBLE
- 59. 59 • #UXCityMCR • @mbloomstein A consistent and accessible voice, appropriate volume for the context, and humanizing vulnerability together empower users to build their confidence— and regain their trust.
- 60. 60 • #UXCityMCR • @mbloomstein Do we live in a post-fact era?
- 61. 61 • #UXCityMCR • @mbloomstein Do we live in a post-fact era? When was the fact era?
- 62. 62 • #UXCityMCR • @mbloomstein ©CBS
- 63. 63 • #UXCityMCR • @mbloomstein Design won’t save the world— but it may make it more worth saving.
- 64. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.net/mbloomstein → TRUSTWORTHY BOOK COMING SOON THANK YOU