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DESIGNING FOR
TRUST
@steph_hay
2
3
Master the addictive qualities
of television and do
something good with them
5
6
NOPE
A diverse team researching and
designing to connect with kids on
the other side of the TV
The kids needed to trust
what they were watching in
order to learn from it
10
11
The kids started
counting out loud
Designing
authentically to
connect with
humans
Using
technology to
connect with
humans
Empowering a
diverse team to
connect with
humans
14
15
16
To design for trust, we must
embrace human emotions
ex-Chicago Sun
ex-Pixar
ex-Bakery Shop Owner
ex-Xerox PARC
what’s my
balance?
i need to move
money
i want a credit
limit increase
when is my bill
due?
money is transactional
Just got paid
HOLLAAAAAAA
AAAAAAA$$$$
i just got a fraud
alert and am
scared someone
stole my
identity
people are emotional
I’m overseas
and am locked
out of my
account!!!!
I’m afraid to ask
my balance :(
Day 1 Day 60 Launch
Nap
21 v. 74
Boundaries
Humor
Designing
authentically to
connect with
humans
Using
technology to
connect with
humans
Empowering a
diverse team to
connect with
humans
The I love you metric
(back to work)
To design for trust, we must
embrace human emotions
“There is no tutorial, no prompt that
pops up on screen, nobody telling
you where you’re going or why”
“The storytelling is purely about the
game experience itself”
Late
Over budget
Most players cried
Designing
authentically to
connect with
humans
Using
technology to
connect with
humans
Empowering a
diverse team to
connect with
humans
What it sounds like when we
design with emotion in mind …
05
37
39
To design for trust, we must
embrace human emotions
@steph_hay

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Steph Hay: Designing For Trust