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

Design

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Universalis Cosmographia, Martin Waldseemüller, 1507

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Where does authority
come from?
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Portrait of the Merchant Georg Gisze, Hans Holbein the Younger, 1532

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“I’m here, you’re not, let me tell you about it.”
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“I’m here, you’re not, let me tell you about it.”
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360 With Anderson Cooper © CNN

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“I’m here, you’re not, let me tell you about it.”
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Ugly Delicious © Netflix

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Parts Unknown © CNN
“I’m here, you’re not, let me tell you about it.”

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Parts Unknown © CNN

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Authoritative brands offer authenticity to expectation.
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We look to see ourselves.
We look to see the truth.
We hope the images coincide.
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consistency

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© Porsche
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© Subaru
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© Volkswagen
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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/
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https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg
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https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg
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https://fortune.com/2018/02/06/volkswagen-vw-emissions-scandal-penalties/ Source: Bloomberg

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For better or worse,
our internal truths trump external facts

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©Sam Morrison / www.presidentflopflops.com

Inconsistency erodes our ability to evaluate and trust.
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This is our problem.
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expertise → homophily

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expertise → homophily → narcissism

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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 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

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Inconsistency undermines trust—
externally and internally.

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Does this information align
with my viewpoint?

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©Jana 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
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.
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Empowerment rebuilds trust

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Voice
Volume
Vulnerability

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Voice: champion familiarity over precision
and consistency over novelty

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Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.

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Courage in our
convictions
Empirical
proof

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Voice
Volume: offer enough detail to convey
a complete story and make the user feel smart

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Voice
Volume
Vulnerability

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COOK’S ILLUSTRATED EXAMPLE

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COOK’S ILLUSTRATED EXAMPLE

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ADD OUTSIDE YOUR BUBBLE

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Voice
Volume
Vulnerability: compare, don’t exclude, and
prototype in public to work with users,
not for them

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To regain trust, we must empower people and
build their confidence in themselves and in us.

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Authority earns trust—
because empowerment
fuels it
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Portrait of the Merchant Georg Gisze, Hans Holbein the Younger, 1532

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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

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Do we live in a post-fact era?

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Do we live in a post-fact era?
When was the fact era?

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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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Establishing a Brand-driven Message Architecture WebVisions NYC

Margot Bloomstein

Trying to manage scope, stakeholders, and shifting priorities? Need to determine a consistent voice among multiple authors? Content strategy can help. Amid constrained resources, competing priorities, and a contributory culture, content strategy can help us focus and do less—but do what really matters. Margot will discuss how to empower communicators and rally everyone around a common vocabulary for use in print, traditional web communication, and social media. Presented at Converge 2015, #Converge2015, October 22, 2015 in New Orleans.

Jumpstarting content strategy with a message architecture at Converge2015

Margot Bloomstein

Content strategy both champions and makes possible the idea that "everyone is a publisher." New platforms and approaches to collaboration let us reframe the conversation beyond traditional book publishing. But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of "everyone" to just the white and wealthy world and the more cutting-edge businesses it spawns? Maybe that's the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic. Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades. The author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define "publishing," anyhow? Presented at Content Strategy Summit, #CSSummit, online, on September 22, 2015

Expanding our expectations of "everyone" at Content Strategy Summit 2015

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Presented as a three-hour workshop at Confab Intensive, #ConfabINT, in Portland OR on August 31, 2015.

Brand-driven Content Strategy: Developing a Message Architecture at Confab In...

Margot Bloomstein

Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. Users click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right. By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. We’ll look at REI, Target, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all with more deliberate content strategy. Presented at Web Design Day in Pittsburgh, #WDD2015, June 12, 2015.

Content Strategy for Slow Experiences at Web Design Day

Margot Bloomstein

What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise that we individually offer and that our clients expect. Is this a problem, or an opportunity? Do you really have to do it all? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? Looking at examples in a variety of industries, we’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise. Delivered at Confab Central, #ConfabMN, May 22, 2015.

Defining Our Profession Defining Ourselves at Confab

Margot Bloomstein

Online experiences can be fast, efficient and easy—but sometimes, that’s all wrong! Users click Buy too soon, miss important details or don’t find content that aids conversion. Efficient isn’t always effective and fast isn’t always functional. In fact, some of the most memorable web engagements employ “slow content strategy” with design considerations and content types that aid stickiness and retention. Margot Bloomstein will lead you through examples from a range of industries to see how you can manage—and slow—the pace at which users move through your website designs to create experiences that aid learning, fuel anticipation and create memories.

Content strategy for Slow Experiences at HowLive15

Margot Bloomstein

Arm yourself with personas, research, and KPIs. Look out at data you’re chasing. Then look in. What do you see? We spawn sites, create content, and chase new platforms without always knowing why. To keep up with competitors? To keep up with users? We know them better than we know ourselves, then burn resources racing toward questionable destinations and burn out in the process. That’s where content strategy can help. We’ll discuss forging a path from where you are and who you are. Learn how to allot constrained resources and engage your audience. Eager to reach them? To know them, first know yourself. Presented as keynote at Now What 2015, #NowWhat15, April 30, 2015, in Sioux Falls SD.

Knowing Yourself Amid Constraints NowWhat15

Margot Bloomstein

Online experiences can be fast, easy, and orderly—and sometimes, that’s all wrong for both users and brands. Not all websites need to be efficient to be effective. Some of the most memorable and profitable web experiences help users slow down, engage in discovery, and learn by doing. Brands like IKEA use “slow content strategy” to encourage discovery and create a new level of brand engagement. Other companies such as outdoor specialist Patagonia and investment bank Fidelity use content types and editorial styles to help customers focus. Content strategist and author Margot Bloomstein explains how such a slow content strategy can pack a target audience for the brand and thus propel customer engagement to new heights. Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands.

Content strategy for deliberate discovery at CongresCM

Margot Bloomstein

Content strategy champions and makes possible the idea that “everyone is a publisher.” But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of “everyone” to just the white and wealthy world and the more cutting edge businesses it spawns? Maybe that’s the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic. Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades. The author of Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define “publishing,” anyhow? Presented November 5, 2014 as part of the UX Futures Summit.

UX Futures: Publishing and Expanding Our Expectations of Everyone

Margot Bloomstein

Content Strategy for Slow Experiences at LevelUpCon

Margot Bloomstein

What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise individual practitioners offer and our clients expect. Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? We’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise. Presented at Environments for Humans Content Strategy Summit, #CSSummit, August 19, 2014.

Defining Our Profession, Defining Ourselves at CSSummit14

Margot Bloomstein

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