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Designing for Trust at design monat graz

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Margot Bloomstein
Margot Bloomstein

Mass media and our most cynical memes say that we live in a post-fact era. So who can we trust and how do our users use their trust? Expert opinions are a thing of the past, and we prefer user reviews written by "people like us", whether we select a restaurant or scan a newsfeed. But when the filter bubbles burst, consumers and citizens alike turn back inside to find the truth. Through designs that "empower", the smartest organizations meet them right there. We need to empower and empower our audience to gain their trust, not the other way around, and only through tactical decisions about content and design, empowerment can be initiated. Margot Bloomstein presents examples from a variety of industries and shows in detail how to deal with unexpected problems in the consumption of information. Learn how language, volume, and vulnerabilities can influence your design and content strategy to win the trust of your users. It asks the difficult questions, such as "How can brands build a harmonious bond when the logic of their audience is overshadowed by their emotions? Can one "design around" cultural dispositions to improve public safety? And how do your voice and vulnerability stand out against mere buzz words and penetrate into a broader business strategy? Presented at design monat Graz, #designmonatgraz2019, in Graz Austria in conjunction with FH | Joanneum by Margot Bloomstein, @mbloomstein. (c) 2019 Margot Bloomstein.

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Margot Bloomstein / @mbloomstein Confab April 25, 2019 #Confab2019 DESIGNING FOR TRUST Margot Bloomstein • @mbloomstein • #designmonatgraz2019 • May 14, 2019
2 • #designmonatgraz2019 • @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 • #designmonatgraz2019 • @mbloomstein
4 • #designmonatgraz2019 • @mbloomstein
What do we look for in magic mirrors? ©Cayuga Productions and CBS
7 • #designmonatgraz2019 • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 7 • #designmonatgraz2019 • @mbloomstein
8 • #designmonatgraz2019 • @mbloomstein8 • #designmonatgraz2019 • @mbloomstein Internal truths trump external facts
9 • #designmonatgraz2019 • @mbloomstein This is our problem now. 9 • #designmonatgraz2019 • @mbloomstein
©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
14 • #designmonatgraz2019 • @mbloomstein
15 • #designmonatgraz2019 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
16 • #designmonatgraz2019 • @mbloomstein
Inconsistency erodes our ability to evaluate and trust. 17 • #designmonatgraz2019 • @mbloomstein
We can literally walk through life in cynicism 18 • #designmonatgraz2019 • @mbloomstein
We can literally walk through life in cynicism— or we can stride with purpose and confidence 19 • #designmonatgraz2019 • @mbloomstein
Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
21 • #designmonatgraz2019 • @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 • #designmonatgraz2019 • @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 • #designmonatgraz2019 • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 23 • #designmonatgraz2019 • @mbloomstein
24 • #designmonatgraz2019 • @mbloomstein Affirmation mirrors feelings to maintain stasis. Validation acknowledges experiences to foster growth. 24 • #designmonatgraz2019 • @mbloomstein
25 • #designmonatgraz2019 • @mbloomstein expertise
26 • #designmonatgraz2019 • @mbloomstein expertise → homophily
27 • #designmonatgraz2019 • @mbloomstein expertise → homophily → narcissism
28 • #designmonatgraz2019 • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
29 • #designmonatgraz2019 • @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 • #designmonatgraz2019 • @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 • #designmonatgraz2019 • @mbloomstein Inconsistency undermines trust— externally and internally.
“Feels right” empirical fact > 33 • #Confab2019 • @mbloomstein
34 • #designmonatgraz2019 • @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
35 • #designmonatgraz2019 • @mbloomstein How we form our beliefs affects our reality more than what we already believe
36 • #designmonatgraz2019 • @mbloomstein Cultural predisposition > confirmation bias 36 • #designmonatgraz2019 • @mbloomstein
37 • #designmonatgraz2019 • @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 • #designmonatgraz2019 • @mbloomstein
38 • #designmonatgraz2019 • @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 • #designmonatgraz2019 • @mbloomstein
39 • #designmonatgraz2019 • @mbloomstein Empowerment reflects and rebuilds trust
40 • #designmonatgraz2019 • @mbloomstein Voice Volume Vulnerability
41 • #designmonatgraz2019 • @mbloomstein Voice
43 • #designmonatgraz2019 • @mbloomstein
44 • #designmonatgraz2019 • @mbloomstein
45 • #designmonatgraz2019 • @mbloomstein
46 • #designmonatgraz2019 • @mbloomstein “Confident and ready” “Informed enough to make good decisions” 46 • #designmonatgraz2019 • @mbloomstein
47 • #designmonatgraz2019 • @mbloomstein Voice Volume
48 • #designmonatgraz2019 • @mbloomstein
49 • #designmonatgraz2019 • @mbloomstein
50 • #designmonatgraz2019 • @mbloomstein
51 • #designmonatgraz2019 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
52 • #designmonatgraz2019 • @mbloomstein
53 • #designmonatgraz2019 • @mbloomstein
54 • #designmonatgraz2019 • @mbloomstein54 • #designmonatgraz2019 • @mbloomstein
©Yunghi Kim, Contact Press
56 • #designmonatgraz2019 • @mbloomstein Voice Volume Vulnerability
COOK’S ILLUSTRATED EXAMPLE
COOK’S ILLUSTRATED EXAMPLE
60 • #designmonatgraz2019 • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
61 • #designmonatgraz2019 • @mbloomstein ADD OUTSIDE YOUR BUBBLE
62 • #designmonatgraz2019 • @mbloomstein A consistent and accessible voice, appropriate volume for the context, and humanizing vulnerability together empower users and regain their trust.
63 • #designmonatgraz2019 • @mbloomstein Do we live in a post-fact era?
64 • #designmonatgraz2019 • @mbloomstein Do we live in a post-fact era? When was the fact era?
65 • #designmonatgraz2019 • @mbloomstein Cynicism is intellectual cowardice.
66 • #designmonatgraz2019 • @mbloomstein Huck Magazine © Heidi May
67 • #designmonatgraz2019 • @mbloomstein ©CBS
68 • #designmonatgraz2019 • @mbloomstein Design won’t save the world— but it may make it more worth saving.
69 • #designmonatgraz2019 • @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  DANKE SCHÖN!

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