Designing for Trust in an Uncertain World at An Event Apart San Francisco
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Mass media and our most cynical memes say we live in a post-fact era. So who can we trust—and how do our users invest their trust? 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. We must empower our audiences to earn their trust—not the other way around—and our tactical choices in content and design can fuel empowerment. Margot will walk you through examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? Learn how these questions can drive design choices in organizations of any size and industry—and discover how your choices can empower users and rebuild our very sense of trust itself. Presented at An Event Apart San Francisco, #aeasf, on December 9, 2019 by Margot Bloomstein
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Designing for Trust in an Uncertain World at An Event Apart San Francisco
- 1. Margot Bloomstein / @mbloomstein An Event Apart San Francisco #aeasf / December 9, 2019 DESIGNING FOR TRUST IN AN UNCERTAIN WORLD
- 2. 2 • #aeasf • @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507
- 3. 3 • #aeasf • @mbloomstein3 • #aeasf • @mbloomstein
- 4. 4 • #aeasf • @mbloomstein Where does authority come from? 4 • #aeasf • @mbloomstein Portrait of the Merchant Georg Gisze, Hans Holbein the Younger, 1532
- 5. 5 • #aeasf • @mbloomstein “I’m here, you’re not, let me tell you about it.” 5 • #aeasf • @mbloomstein
- 6. 6 • #aeasf • @mbloomstein “I’m here, you’re not, let me tell you about it.” 6 • #aeasf • @mbloomstein 360 With Anderson Cooper © CNN
- 7. 7 • #aeasf • @mbloomstein “I’m here, you’re not, let me tell you about it.” 7 • #aeasf • @mbloomstein Ugly Delicious © Netflix
- 8. 8 • #aeasf • @mbloomstein8 • #aeasf • @mbloomstein Parts Unknown © CNN “I’m here, you’re not, let me tell you about it.”
- 9. 9 • #aeasf • @mbloomstein9 • #aeasf • @mbloomstein Parts Unknown © CNN
- 10. 10 • #aeasf • @mbloomstein10 • #aeasf • @mbloomstein
- 11. 11 • #aeasf • @mbloomstein
- 12. 12 • #aeasf • @mbloomstein Authoritative brands offer authenticity to expectation. 12 • #aeasf • @mbloomstein
- 13. 13 • #aeasf • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 13 • #aeasf • @mbloomstein consistency
- 14. 14 • #aeasf • @mbloomstein © Porsche 14 • #aeasf • @mbloomstein
- 15. 15 • #aeasf • @mbloomstein © Subaru 15 • #aeasf • @mbloomstein
- 16. 16 • #aeasf • @mbloomstein © Volkswagen 16 • #aeasf • @mbloomstein
- 17. 17 • #aeasf • @mbloomstein https://www.theguardian.com/business/2019/sep/30/volkswagen-emissions-scandal-mass-lawsuit-opens-in-Germany https://www.usatoday.com/story/money/cars/2015/11/03/vw-emissions-irregularities-gas-mileage-fuel-economy/75101432/ https://fortune.com/2015/11/03/volkswagen-diesel-emissions/ https://knowledge.wharton.upenn.edu/article/volkswagen-diesel-scandal/ 17 • #aeasf • @mbloomstein
- 18. 18 • #aeasf • @mbloomstein https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg 18 • #aeasf • @mbloomstein
- 19. 19 • #aeasf • @mbloomstein https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg 19 • #aeasf • @mbloomstein
- 20. 20 • #aeasf • @mbloomstein20 • #aeasf • @mbloomstein https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg
- 21. 21 • #aeasf • @mbloomstein21 • #aeasf • @mbloomstein For better or worse, our internal truths trump external facts
- 22. 22 • #aeasf • @mbloomstein
- 23. 23 • #aeasf • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
- 24. Inconsistency erodes our ability to evaluate and trust. 24 • #aeasf • @mbloomstein
- 25. 25 • #aeasf • @mbloomstein This is our problem. 25 • #aeasf • @mbloomstein
- 26. 26 • #aeasf • @mbloomstein expertise → homophily
- 27. 27 • #aeasf • @mbloomstein expertise → homophily → narcissism
- 28. 28 • #aeasf • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
- 29. 29 • #aeasf • @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
- 30. 30 • #aeasf • @mbloomstein Inconsistency undermines trust— externally and internally.
- 31. 31 • #aeasf • @mbloomstein Does this information align with my viewpoint?
- 32. 32 • #aeasf • @mbloomstein Does this brand make me feel good about myself?
- 33. 33 • #aeasf • @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
- 34. 34 • #aeasf • @mbloomstein How we form our beliefs affects our reality more than what we already believe 34 • #aeasf • @mbloomstein
- 35. 35 • #aeasf • @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. 35 • #aeasf • @mbloomstein
- 36. 36 • #aeasf • @mbloomstein Empowerment rebuilds trust
- 37. 37 • #aeasf • @mbloomstein Voice Volume Vulnerability
- 38. 38 • #aeasf • @mbloomstein Voice
- 40. 40 • #aeasf • @mbloomstein
- 41. 41 • #aeasf • @mbloomstein
- 42. 42 • #aeasf • @mbloomstein
- 43. 43 • #aeasf • @mbloomstein
- 44. 44 • #aeasf • @mbloomstein
- 45. 45 • #aeasf • @mbloomstein
- 46. 46 • #aeasf • @mbloomstein Voice: champion familiarity over precision and consistency over novelty
- 47. 47 • #aeasf • @mbloomstein Voice Volume
- 48. 48 • #aeasf • @mbloomstein
- 49. 49 • #aeasf • @mbloomstein
- 50. 50 • #aeasf • @mbloomstein
- 51. 51 • #aeasf • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 52. 52 • #aeasf • @mbloomstein
- 53. 53 • #aeasf • @mbloomstein
- 54. 54 • #aeasf • @mbloomstein Courage in our convictions Empirical proof
- 55. 55 • #aeasf • @mbloomstein
- 56. ©Yunghi Kim, Contact Press
- 57. 57 • #aeasf • @mbloomstein Voice Volume: offer enough detail to convey a complete story and make the user feel smart
- 58. 58 • #aeasf • @mbloomstein Voice Volume Vulnerability
- 62. 62 • #aeasf • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 63. 63 • #aeasf • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
- 64. 64 • #aeasf • @mbloomstein ADD OUTSIDE YOUR BUBBLE
- 65. 65 • #aeasf • @mbloomstein Voice Volume Vulnerability: compare, don’t exclude, and prototype in public to work with users, not for them
- 66. 66 • #aeasf • @mbloomstein To regain trust, we must empower people and build their confidence in themselves and in us.
- 67. 67 • #aeasf • @mbloomstein Authority earns trust— because empowerment fuels it 67 • #aeasf • @mbloomstein Portrait of the Merchant Georg Gisze, Hans Holbein the Younger, 1532
- 68. 68 • #aeasf • @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
- 69. 69 • #aeasf • @mbloomstein Do we live in a post-fact era?
- 70. 70 • #aeasf • @mbloomstein Do we live in a post-fact era? When was the fact era?
- 71. 71 • #aeasf • @mbloomstein Design won’t save the world— but it may make it more worth saving.
- 72. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.com/mbloomstein → TRUSTWORTHY BOOK COMING SOON THANK YOU