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DESIGNING FOR TRUST
IN AN UNCERTAIN WORLD
Margot Bloomstein / @mbloomstein
An Event Apart DC #aeadc
July 29, 2019
What do we look for in magic mirrors?
©Cayuga Productions and CBS
3 • #aeadc • @mbloomstein
We look to see ourselves.
We look to see the truth.
We hope the images coincide.
3 • #aeadc • @m...
4 • #aeadc • @mbloomstein
We look to see ourselves.
We look to see the truth.
We hope the images coincide.
4 • #aeadc • @m...
5 • #aeadc • @mbloomstein5 • #aeadc • @mbloomstein
Internal truths trump external facts
6 • #aeadc • @mbloomstein
This is our problem.
6 • #aeadc • @mbloomstein
Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
8 • #aeadc • @mbloomstein
9 • #aeadc • @mbloomstein
©Sam Morrison / www.presidentflopflops.com
Inconsistency erodes our ability to evaluate and trust.
10 • #aeadc • @mbloomstein
Insert gut check cycle image
Coached skepticism, false equivalency, rampant air quotes
©Fox News
12 • #aeadc • @mbloomstein
Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overloa...
13 • #aeadc • @mbloomstein
Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overloa...
14 • #aeadc • @mbloomstein
Do we get comfortable in our faith,
or confidently test our beliefs through education?
14 • #ae...
15 • #aeadc • @mbloomstein
expertise
16 • #aeadc • @mbloomstein
expertise → homophily
17 • #aeadc • @mbloomstein
expertise → homophily → narcissism
18 • #aeadc • @mbloomstein
63% of the general population finds it difficult
to differentiate between real and fake news.
S...
19 • #aeadc • @mbloomstein
Only 48% of Americans say they believe
climate change is mostly due to human
activity.
Source: ...
20 • #aeadc • @mbloomstein
Only 40% of Americans say they have
a “great deal of confidence” in science.
Source: AP-NORC Ce...
(cc) xkcd, riffing on xkcd.com/208
22 • #aeadc • @mbloomstein
Inconsistency undermines trust—
externally and internally.
23 • #aeadc • @mbloomstein
Does this information align
with my viewpoint?
24 • #aeadc • @mbloomstein
Do I feel good about
this brand?
25 • #aeadc • @mbloomstein
Does this brand make me
feel good about myself?
ValidationDeliberation
26 • #aeadc • @mbloomstein
Courage in our
convictions
Belief
27 • #aeadc • @mbloomstein
Courage in our
convictions
Belief
28 • #aeadc • @mbloomstein
“Feels right” empirical fact
>
29 • #aeadc • @mbloomstein
30 • #aeadc • @mbloomstein
©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Med...
31 • #aeadc • @mbloomstein
How we form our beliefs affects our reality
more than what we already believe
31 • #aeadc • @mb...
32 • #aeadc • @mbloomstein
Cultural predisposition > confirmation bias
Vaccine hesitancy study source: Smith, David, Katie...
33 • #aeadc • @mbloomstein
Empowerment reflects and rebuilds trust
34 • #aeadc • @mbloomstein
Voice
Volume
Vulnerability
35 • #aeadc • @mbloomstein
Voice
37 • #aeadc • @mbloomstein
38 • #aeadc • @mbloomstein
39 • #aeadc • @mbloomstein
40 • #aeadc • @mbloomstein
41 • #aeadc • @mbloomstein
42 • #aeadc • @mbloomstein
43 • #aeadc • @mbloomstein
Voice: champion familiarity over precision
and consistency over novelty
44 • #aeadc • @mbloomstein
Voice
Volume
45 • #aeadc • @mbloomstein
46 • #aeadc • @mbloomstein
47 • #aeadc • @mbloomstein
48 • #aeadc • @mbloomstein
Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
49 • #aeadc • @mbloomstein
50 • #aeadc • @mbloomstein
51 • #aeadc • @mbloomstein
Courage in our
convictions
Empirical
proof
51 • #aeadc • @mbloomstein
52 • #aeadc • @mbloomstein
©Yunghi Kim, Contact Press
54 • #aeadc • @mbloomstein
Voice
Volume: offer enough detail to convey
a complete story and make the user feel smart
55 • #aeadc • @mbloomstein
Voice
Volume
Vulnerability
COOK’S ILLUSTRATED EXAMPLE
COOK’S ILLUSTRATED EXAMPLE
59 • #aeadc • @mbloomstein
COOK’S ILLUSTRATED EXAMPLE
60 • #aeadc • @mbloomstein
COOK’S ILLUSTRATED EXAMPLE
61 • #aeadc • @mbloomstein
ADD OUTSIDE YOUR BUBBLE
62 • #aeadc • @mbloomstein
Voice
Volume
Vulnerability: compare, don’t exclude, and
prototype in public to work with users,...
63 • #aeadc • @mbloomstein
To regain trust, we must empower people and
build their confidence—in themselves and in
their a...
64 • #aeadc • @mbloomstein
Voice: champion familiarity over precision
and consistency over novelty
Volume: offer enough de...
65 • #aeadc • @mbloomstein
Do we live in a post-fact era?
66 • #aeadc • @mbloomstein
Do we live in a post-fact era?
When was the fact era?
67 • #aeadc • @mbloomstein
©CBS
68 • #aeadc • @mbloomstein
Design won’t save the world—
but it may make it more worth saving.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
All this and more: slideshare.com/mbloomstein
→ TRUSTWORTHY BOOK ...
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DC
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Designing for Trust in an Uncertain World An Event Apart DC

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To regain their trust, we must empower our users. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there.

In an age of cynicism, we can design for trust: our tactical choices in content and design can fuel empowerment. Examples from the FBI, Mailchimp, NIH, GOV.UK, and America's Test Kitchen demonstrate what you can do to meet unprecedented problems in information consumption. Focusing on voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users and rebuild our very sense of trust itself.

Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Washington DC, #aeadc, on July 29, 2019.

Veröffentlicht in: Design
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Designing for Trust in an Uncertain World An Event Apart DC

  1. DESIGNING FOR TRUST IN AN UNCERTAIN WORLD Margot Bloomstein / @mbloomstein An Event Apart DC #aeadc July 29, 2019
  2. What do we look for in magic mirrors? ©Cayuga Productions and CBS
  3. 3 • #aeadc • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 3 • #aeadc • @mbloomstein
  4. 4 • #aeadc • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 4 • #aeadc • @mbloomstein consistency
  5. 5 • #aeadc • @mbloomstein5 • #aeadc • @mbloomstein Internal truths trump external facts
  6. 6 • #aeadc • @mbloomstein This is our problem. 6 • #aeadc • @mbloomstein
  7. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
  8. 8 • #aeadc • @mbloomstein
  9. 9 • #aeadc • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
  10. Inconsistency erodes our ability to evaluate and trust. 10 • #aeadc • @mbloomstein
  11. Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
  12. 12 • #aeadc • @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
  13. 13 • #aeadc • @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
  14. 14 • #aeadc • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 14 • #aeadc • @mbloomstein
  15. 15 • #aeadc • @mbloomstein expertise
  16. 16 • #aeadc • @mbloomstein expertise → homophily
  17. 17 • #aeadc • @mbloomstein expertise → homophily → narcissism
  18. 18 • #aeadc • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
  19. 19 • #aeadc • @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
  20. 20 • #aeadc • @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
  21. (cc) xkcd, riffing on xkcd.com/208
  22. 22 • #aeadc • @mbloomstein Inconsistency undermines trust— externally and internally.
  23. 23 • #aeadc • @mbloomstein Does this information align with my viewpoint?
  24. 24 • #aeadc • @mbloomstein Do I feel good about this brand?
  25. 25 • #aeadc • @mbloomstein Does this brand make me feel good about myself?
  26. ValidationDeliberation 26 • #aeadc • @mbloomstein
  27. Courage in our convictions Belief 27 • #aeadc • @mbloomstein
  28. Courage in our convictions Belief 28 • #aeadc • @mbloomstein
  29. “Feels right” empirical fact > 29 • #aeadc • @mbloomstein
  30. 30 • #aeadc • @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
  31. 31 • #aeadc • @mbloomstein How we form our beliefs affects our reality more than what we already believe 31 • #aeadc • @mbloomstein
  32. 32 • #aeadc • @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. 32 • #aeadc • @mbloomstein
  33. 33 • #aeadc • @mbloomstein Empowerment reflects and rebuilds trust
  34. 34 • #aeadc • @mbloomstein Voice Volume Vulnerability
  35. 35 • #aeadc • @mbloomstein Voice
  36. 37 • #aeadc • @mbloomstein
  37. 38 • #aeadc • @mbloomstein
  38. 39 • #aeadc • @mbloomstein
  39. 40 • #aeadc • @mbloomstein
  40. 41 • #aeadc • @mbloomstein
  41. 42 • #aeadc • @mbloomstein
  42. 43 • #aeadc • @mbloomstein Voice: champion familiarity over precision and consistency over novelty
  43. 44 • #aeadc • @mbloomstein Voice Volume
  44. 45 • #aeadc • @mbloomstein
  45. 46 • #aeadc • @mbloomstein
  46. 47 • #aeadc • @mbloomstein
  47. 48 • #aeadc • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  48. 49 • #aeadc • @mbloomstein
  49. 50 • #aeadc • @mbloomstein
  50. 51 • #aeadc • @mbloomstein Courage in our convictions Empirical proof 51 • #aeadc • @mbloomstein
  51. 52 • #aeadc • @mbloomstein
  52. ©Yunghi Kim, Contact Press
  53. 54 • #aeadc • @mbloomstein Voice Volume: offer enough detail to convey a complete story and make the user feel smart
  54. 55 • #aeadc • @mbloomstein Voice Volume Vulnerability
  55. COOK’S ILLUSTRATED EXAMPLE
  56. COOK’S ILLUSTRATED EXAMPLE
  57. 59 • #aeadc • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  58. 60 • #aeadc • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  59. 61 • #aeadc • @mbloomstein ADD OUTSIDE YOUR BUBBLE
  60. 62 • #aeadc • @mbloomstein Voice Volume Vulnerability: compare, don’t exclude, and prototype in public to work with users, not for them
  61. 63 • #aeadc • @mbloomstein To regain trust, we must empower people and build their confidence—in themselves and in their ability to learn and shift beliefs as they take in new information.
  62. 64 • #aeadc • @mbloomstein Voice: champion familiarity over precision and consistency over novelty Volume: offer enough detail to convey a complete story and make the user feel smart Vulnerability: compare, don’t exclude, and prototype in public to work with users, not for them
  63. 65 • #aeadc • @mbloomstein Do we live in a post-fact era?
  64. 66 • #aeadc • @mbloomstein Do we live in a post-fact era? When was the fact era?
  65. 67 • #aeadc • @mbloomstein ©CBS
  66. 68 • #aeadc • @mbloomstein Design won’t save the world— but it may make it more worth saving.
  67. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.com/mbloomstein → TRUSTWORTHY BOOK COMING SOON  THANK YOU

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