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Margot Bloomstein / @mbloomstein
Confab April 25, 2019 #Confab2019
Rebuilding trust:
Validate users by starting where they are
Margot Bloomstein • @mbloomstein • Confab • April 25, 2019 • #Confab2019
2 • #Confab2019 • @mbloomstein
L – R: © Jessie Braham White, Jacob Grimm, Wilhelm Grimm, Edmond W. Rickett, and Charles Buckles Falls; © R. Anning Bell; © Joseph Jacobs and John Dickson Batten
3 • #Confab2019 • @mbloomstein
4 • #Confab2019 • @mbloomstein
Rebuilding Trust: Validate users by starting where they are at Confab 2019
What do we look for in magic mirrors?
©Cayuga Productions and CBS
7 • #Confab2019 • @mbloomstein
We look to see ourselves.
We look to see the truth.
We hope the images coincide.
7 • #Confab2019 • @mbloomstein
8 • #Confab2019 • @mbloomstein8 • #Confab2019 • @mbloomstein
Internal truths trump external facts
9 • #Confab2019 • @mbloomstein
This is our problem now.
9 • #Confab2019 • @mbloomstein
©CBS
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
Inconsistency erodes our ability to evaluate and trust.
15 • #Confab2019 • @mbloomstein
16 • #Confab2019 • @mbloomstein
17 • #Confab2019 • @mbloomstein
©Sam Morrison / www.presidentflopflops.com
We can literally walk through life in cynicism
18 • #Confab2019 • @mbloomstein
We can literally walk through life in cynicism—
or we can stride with purpose and confidence
toward hope
19 • #Confab2019 • @mbloomstein
Insert gut check cycle image
Coached skepticism, false equivalency, rampant air quotes
©Fox News
21 • #Confab2019 • @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
22 • #Confab2019 • @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
23 • #Confab2019 • @mbloomstein
Do we get comfortable in our faith,
or confidently test our beliefs through education?
23 • #Confab2019 • @mbloomstein
24 • #Confab2019 • @mbloomstein
Affirmation mirrors feelings to maintain stasis.
Validation acknowledges experiences to foster growth.
24 • #Confab2019 • @mbloomstein
25 • #Confab2019 • @mbloomstein
expertise
26 • #Confab2019 • @mbloomstein
expertise → homophily
27 • #Confab2019 • @mbloomstein
expertise → homophily → narcissism
28 • #Confab2019 • @mbloomstein
63% of the general population finds it difficult
to differentiate between real and fake news.
Source: 2018 Edelman Trust Barometer
29 • #Confab2019 • @mbloomstein
Only 48% of Americans say they believe
climate change is mostly due to human
activity.
Source: Pew Research Center “The Politics of Climate”
30 • #Confab2019 • @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
32 • #Confab2019 • @mbloomstein
Inconsistency undermines trust—
externally and internally.
“Feels right” empirical fact
>
33 • #Confab2019 • @mbloomstein
34 • #Confab2019 • @mbloomstein
©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
35 • #Confab2019 • @mbloomstein
How we form our beliefs affects our reality
more than what we already believe
35 • #Confab2019 • @mbloomstein
36 • #Confab2019 • @mbloomstein
Cultural predisposition > confirmation bias
36 • #Confab2019 • @mbloomstein
37 • #Confab2019 • @mbloomstein
Cultural predisposition > confirmation bias
…and we can work with that.
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.
37 • #Confab2019 • @mbloomstein
38 • #Confab2019 • @mbloomstein
Cultural predisposition > confirmation bias
Reflect the audience’s beliefs, offer resources
to self-educate, and use their language.
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.
38 • #Confab2019 • @mbloomstein
39 • #Confab2019 • @mbloomstein
Empowerment reflects and rebuilds trust
40 • #Confab2019 • @mbloomstein
Voice
Volume
Vulnerability
41 • #Confab2019 • @mbloomstein
Voice
Rebuilding Trust: Validate users by starting where they are at Confab 2019
43 • #Confab2019 • @mbloomstein
44 • #Confab2019 • @mbloomstein
45 • #Confab2019 • @mbloomstein
46 • #Confab2019 • @mbloomstein
“Confident and ready”
“Informed enough to make good decisions”
47 • #Confab2019 • @mbloomstein
Voice
Volume
48 • #Confab2019 • @mbloomstein
49 • #Confab2019 • @mbloomstein
50 • #Confab2019 • @mbloomstein
51 • #Confab2019 • @mbloomstein
Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
52 • #Confab2019 • @mbloomstein
53 • #Confab2019 • @mbloomstein
54 • #Confab2019 • @mbloomstein
©Yunghi Kim, Contact Press
56 • #Confab2019 • @mbloomstein
Voice
Volume
Vulnerability
COOK’S ILLUSTRATED EXAMPLE
Rebuilding Trust: Validate users by starting where they are at Confab 2019
COOK’S ILLUSTRATED EXAMPLE
60 • #Confab2019 • @mbloomstein
COOK’S ILLUSTRATED EXAMPLE
61 • #Confab2019 • @mbloomstein
ADD OUTSIDE YOUR BUBBLE
62 • #Confab2019 • @mbloomstein
A consistent and accessible voice,
appropriate volume for the context, and
humanizing vulnerability together
empower users and regain their trust.
63 • #Confab2019 • @mbloomstein
Do we live in a post-fact era?
64 • #Confab2019 • @mbloomstein
Do we live in a post-fact era?
When was the fact era?
65 • #Confab2019 • @mbloomstein
©CBS
66 • #Confab2019 • @mbloomstein
Design won’t save the world—
but it may make it more worth saving.
67 • #Confab2019 • @mbloomstein
You’re okay. Where you are is okay.
Now let’s move forward together.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
All this and more: slideshare.net/mbloomstein
→ TRUSTWORTHY BOOK COMING SOON 
THANK YOU

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Rebuilding Trust: Validate users by starting where they are at Confab 2019

  • 1. Margot Bloomstein / @mbloomstein Confab April 25, 2019 #Confab2019 Rebuilding trust: Validate users by starting where they are Margot Bloomstein • @mbloomstein • Confab • April 25, 2019 • #Confab2019
  • 2. 2 • #Confab2019 • @mbloomstein L – R: © Jessie Braham White, Jacob Grimm, Wilhelm Grimm, Edmond W. Rickett, and Charles Buckles Falls; © R. Anning Bell; © Joseph Jacobs and John Dickson Batten
  • 3. 3 • #Confab2019 • @mbloomstein
  • 4. 4 • #Confab2019 • @mbloomstein
  • 6. What do we look for in magic mirrors? ©Cayuga Productions and CBS
  • 7. 7 • #Confab2019 • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 7 • #Confab2019 • @mbloomstein
  • 8. 8 • #Confab2019 • @mbloomstein8 • #Confab2019 • @mbloomstein Internal truths trump external facts
  • 9. 9 • #Confab2019 • @mbloomstein This is our problem now. 9 • #Confab2019 • @mbloomstein
  • 10. ©CBS
  • 11. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  • 12. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  • 13. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  • 14. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
  • 15. Inconsistency erodes our ability to evaluate and trust. 15 • #Confab2019 • @mbloomstein
  • 16. 16 • #Confab2019 • @mbloomstein
  • 17. 17 • #Confab2019 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
  • 18. We can literally walk through life in cynicism 18 • #Confab2019 • @mbloomstein
  • 19. We can literally walk through life in cynicism— or we can stride with purpose and confidence toward hope 19 • #Confab2019 • @mbloomstein
  • 20. Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
  • 21. 21 • #Confab2019 • @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
  • 22. 22 • #Confab2019 • @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
  • 23. 23 • #Confab2019 • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 23 • #Confab2019 • @mbloomstein
  • 24. 24 • #Confab2019 • @mbloomstein Affirmation mirrors feelings to maintain stasis. Validation acknowledges experiences to foster growth. 24 • #Confab2019 • @mbloomstein
  • 25. 25 • #Confab2019 • @mbloomstein expertise
  • 26. 26 • #Confab2019 • @mbloomstein expertise → homophily
  • 27. 27 • #Confab2019 • @mbloomstein expertise → homophily → narcissism
  • 28. 28 • #Confab2019 • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
  • 29. 29 • #Confab2019 • @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
  • 30. 30 • #Confab2019 • @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
  • 31. (cc) xkcd, riffing on xkcd.com/208
  • 32. 32 • #Confab2019 • @mbloomstein Inconsistency undermines trust— externally and internally.
  • 33. “Feels right” empirical fact > 33 • #Confab2019 • @mbloomstein
  • 34. 34 • #Confab2019 • @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 • #Confab2019 • @mbloomstein How we form our beliefs affects our reality more than what we already believe 35 • #Confab2019 • @mbloomstein
  • 36. 36 • #Confab2019 • @mbloomstein Cultural predisposition > confirmation bias 36 • #Confab2019 • @mbloomstein
  • 37. 37 • #Confab2019 • @mbloomstein Cultural predisposition > confirmation bias …and we can work with that. 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. 37 • #Confab2019 • @mbloomstein
  • 38. 38 • #Confab2019 • @mbloomstein Cultural predisposition > confirmation bias Reflect the audience’s beliefs, offer resources to self-educate, and use their language. 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. 38 • #Confab2019 • @mbloomstein
  • 39. 39 • #Confab2019 • @mbloomstein Empowerment reflects and rebuilds trust
  • 40. 40 • #Confab2019 • @mbloomstein Voice Volume Vulnerability
  • 41. 41 • #Confab2019 • @mbloomstein Voice
  • 43. 43 • #Confab2019 • @mbloomstein
  • 44. 44 • #Confab2019 • @mbloomstein
  • 45. 45 • #Confab2019 • @mbloomstein
  • 46. 46 • #Confab2019 • @mbloomstein “Confident and ready” “Informed enough to make good decisions”
  • 47. 47 • #Confab2019 • @mbloomstein Voice Volume
  • 48. 48 • #Confab2019 • @mbloomstein
  • 49. 49 • #Confab2019 • @mbloomstein
  • 50. 50 • #Confab2019 • @mbloomstein
  • 51. 51 • #Confab2019 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  • 52. 52 • #Confab2019 • @mbloomstein
  • 53. 53 • #Confab2019 • @mbloomstein
  • 54. 54 • #Confab2019 • @mbloomstein
  • 56. 56 • #Confab2019 • @mbloomstein Voice Volume Vulnerability
  • 60. 60 • #Confab2019 • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  • 61. 61 • #Confab2019 • @mbloomstein ADD OUTSIDE YOUR BUBBLE
  • 62. 62 • #Confab2019 • @mbloomstein A consistent and accessible voice, appropriate volume for the context, and humanizing vulnerability together empower users and regain their trust.
  • 63. 63 • #Confab2019 • @mbloomstein Do we live in a post-fact era?
  • 64. 64 • #Confab2019 • @mbloomstein Do we live in a post-fact era? When was the fact era?
  • 65. 65 • #Confab2019 • @mbloomstein ©CBS
  • 66. 66 • #Confab2019 • @mbloomstein Design won’t save the world— but it may make it more worth saving.
  • 67. 67 • #Confab2019 • @mbloomstein You’re okay. Where you are is okay. Now let’s move forward together.
  • 68. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.net/mbloomstein → TRUSTWORTHY BOOK COMING SOON  THANK YOU