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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 • @mbloomstein
4 • #aeadc • @mbloomstein
We look to see ourselves.
We look to see the truth.
We hope the images coincide.
4 • #aeadc • @mbloomstein
consistency
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 Overload. Bloomsbury, New York, 2010, p. 45
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 • #aeadc • @mbloomstein
Do we get comfortable in our faith,
or confidently test our beliefs through education?
14 • #aeadc • @mbloomstein
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.
Source: 2018 Edelman Trust Barometer
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 • #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
(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: Media in Election Years at SXSW
31 • #aeadc • @mbloomstein
How we form our beliefs affects our reality
more than what we already believe
31 • #aeadc • @mbloomstein
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 • #aeadc • @mbloomstein
Empowerment reflects and rebuilds trust
34 • #aeadc • @mbloomstein
Voice
Volume
Vulnerability
35 • #aeadc • @mbloomstein
Voice
Designing for Trust in an Uncertain World An Event Apart DC
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
Designing for Trust in an Uncertain World An Event Apart DC
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,
not for them
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.
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
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 COMING SOON 
THANK YOU

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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?
  • 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
  • 37. 37 • #aeadc • @mbloomstein
  • 38. 38 • #aeadc • @mbloomstein
  • 39. 39 • #aeadc • @mbloomstein
  • 40. 40 • #aeadc • @mbloomstein
  • 41. 41 • #aeadc • @mbloomstein
  • 42. 42 • #aeadc • @mbloomstein
  • 43. 43 • #aeadc • @mbloomstein Voice: champion familiarity over precision and consistency over novelty
  • 44. 44 • #aeadc • @mbloomstein Voice Volume
  • 45. 45 • #aeadc • @mbloomstein
  • 46. 46 • #aeadc • @mbloomstein
  • 47. 47 • #aeadc • @mbloomstein
  • 48. 48 • #aeadc • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  • 49. 49 • #aeadc • @mbloomstein
  • 50. 50 • #aeadc • @mbloomstein
  • 51. 51 • #aeadc • @mbloomstein Courage in our convictions Empirical proof 51 • #aeadc • @mbloomstein
  • 52. 52 • #aeadc • @mbloomstein
  • 54. 54 • #aeadc • @mbloomstein Voice Volume: offer enough detail to convey a complete story and make the user feel smart
  • 55. 55 • #aeadc • @mbloomstein Voice Volume Vulnerability
  • 59. 59 • #aeadc • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  • 60. 60 • #aeadc • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  • 61. 61 • #aeadc • @mbloomstein ADD OUTSIDE YOUR BUBBLE
  • 62. 62 • #aeadc • @mbloomstein Voice Volume Vulnerability: compare, don’t exclude, and prototype in public to work with users, not for them
  • 63. 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.
  • 64. 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
  • 65. 65 • #aeadc • @mbloomstein Do we live in a post-fact era?
  • 66. 66 • #aeadc • @mbloomstein Do we live in a post-fact era? When was the fact era?
  • 67. 67 • #aeadc • @mbloomstein ©CBS
  • 68. 68 • #aeadc • @mbloomstein Design won’t save the world— but it may make it more worth saving.
  • 69. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.com/mbloomstein → TRUSTWORTHY BOOK COMING SOON  THANK YOU