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Designing for Trust in an Uncertain World at An Event Apart Seattle

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Margot Bloomstein
Margot Bloomstein

The document discusses how trust has eroded in today's world due to inconsistent information, confirmation bias, and prioritizing feelings over facts. It argues that building trust requires showing consistency internally and externally, empowering users through an appropriate voice and transparency, and bringing people outside their "bubbles" to have discussions across differences. Designing experiences that are slow and encourage deliberation, as well as showing appropriate volume and vulnerability, can help people develop confidence and rebuild trust over time.

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DESIGNING FOR TRUST IN AN UNCERTAIN WORLD Margot Bloomstein / @mbloomstein An Event Apart Seattle #aeasea March 4, 2019
What do we look for in magic mirrors? ©Cayuga Productions and CBS
3 • #aeasea • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 3 • #aeasea • @mbloomstein
4 • #aeasea • @mbloomstein4 • #aeasea • @mbloomstein Internal truths trump external facts
5 • #aeasea • @mbloomstein This is our problem now. 5 • #aeasea • @mbloomstein
Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
©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
11 • #aeasea • @mbloomstein
12 • #aeasea • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
Inconsistency erodes our ability to evaluate and trust. 13 • #aeasea • @mbloomstein
Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
15 • #aeasea • @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
16 • #aeasea • @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
17 • #aeasea • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 17 • #aeasea • @mbloomstein
18 • #aeasea • @mbloomstein expertise
19 • #aeasea • @mbloomstein expertise → homophily
20 • #aeasea • @mbloomstein expertise → homophily → narcissism
21 • #aeasea • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
22 • #aeasea • @mbloomstein Only 48% of Americans say they believe climate change is mostly due to human activity. Source: Pew Research Center “The Politics of Climate”
23 • #aeasea • @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
25 • #aeasea • @mbloomstein Inconsistency undermines trust— externally and internally.
26 • #aeasea • @mbloomstein Does this information align with my viewpoint?
27 • #aeasea • @mbloomstein Do I feel good about this brand?
28 • #aeasea • @mbloomstein Does this brand make me feel good about myself?
ValidationDeliberation 29 • #aeasea • @mbloomstein
Courage in our convictions Belief 30 • #aeasea • @mbloomstein
Courage in our convictions Belief 31 • #aeasea • @mbloomstein
“Feels right” empirical fact > 32 • #aeasea • @mbloomstein
33 • #aeasea • @mbloomstein ©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
34 • #aeasea • @mbloomstein How we form our beliefs affects our reality more than what we already believe 34 • #aeasea • @mbloomstein
35 • #aeasea • @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 • #aeasea • @mbloomstein
36 • #aeasea • @mbloomstein Empowerment reflects and rebuilds trust
37 • #aeasea • @mbloomstein Voice Volume Vulnerability
38 • #aeasea • @mbloomstein Voice
40 • #aeasea • @mbloomstein
41 • #aeasea • @mbloomstein Voice Volume
42 • #aeasea • @mbloomstein
43 • #aeasea • @mbloomstein
44 • #aeasea • @mbloomstein
45 • #aeasea • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
46 • #aeasea • @mbloomstein
47 • #aeasea • @mbloomstein
48 • #aeasea • @mbloomstein Courage in our convictions Empirical proof 48 • #aeasea • @mbloomstein
49 • #aeasea • @mbloomstein
©Yunghi Kim, Contact Press
51 • #aeasea • @mbloomstein Voice Volume Vulnerability
COOK’S ILLUSTRATED EXAMPLE
COOK’S ILLUSTRATED EXAMPLE
55 • #aeasea • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
56 • #aeasea • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
57 • #aeasea • @mbloomstein ADD OUTSIDE YOUR BUBBLE
58 • #aeasea • @mbloomstein A consistent and accessible voice, appropriate volume for the context, and humanizing vulnerability together empower users to build their confidence— and regain their trust.
59 • #aeasea • @mbloomstein Do we live in a post-fact era?
60 • #aeasea • @mbloomstein Do we live in a post-fact era? When was the fact era?
61 • #aeasea • @mbloomstein ©CBS
62 • #aeasea • @mbloomstein 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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