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Fixing user experience (UX) through trust - SXSW keynote
After two decades of digital, trust in digital is broken. The centralisation of the Web within silos, walled gardens and controlling parties has ended up defying the spirit of the original web. On top of this numerous data scandals, hacking and online fraud has pushed customer trust to new lows. To share his ideas on how brands can try to earn user trust back, our CEO & Founder Danny Bluestone is heading to SXSW in March 2019. These slides are a summary of his keynote.
“We demonstrated that the Web failed instead to serve humanity,
as it was supposed to have done and failed in many places
The increasing centralization of the Web ended up producing—with no deliberate
action of the people who designed the platform—a large-scale emergent phenomenon
which is anti-human.”
— Tim Berners Lee
The big tech giants dominate global media
They thrive oﬀ our data (needed for ads)
But, trust is not only about big tech ﬁrms
Brands that embrace sustainability and social
are winning in the long term
At Bulb, we put members ﬁrst. Which means empowering
our customers. Simpler, cheaper, greener.
In just three years Bulb
has signed up over
across the UK.
74% of its renewable
energy comes from
Facebook’s mission is to “connect the world” and “bring
the world closer together”
The problem with this
statement is that ’it
brings together white
can now assemble far
Where is the human focus with these values?
The only value that relates to people is ‘build social value’
created to make the
world more open and
connected, not just to
build a company. We
expect everyone at
Facebook to focus
every day on how to
build real value for
the world in
everything they do.
A bank’s focus
The Bank of England puts the user at the heart of everything. All
decisions must focus on users needs
— Senator Richard Blumenthal
“We need strong, federal privacy rules…not a
weak set of carve-outs written by industry.”
Constraint is good, it helps us to build better
products and be more creative within these
The e-Privacy Laws 2019
Websites and apps like WhatsApp will need explicit consent from
users when carrying out third-party tracking via cookies
Follow what regulatory bodies are debating to
ensure you remain ahead
Privacy is a human right
THE TRUST PILLARS (3/5)
To get inline with regulation, companies can
follow standards and improve the UX at the
Privacy by Design is a framework that bakes
customer protection into products and services
Privacy by design (PbD)
1. Privacy must be proactive, not reactive.
2. Privacy must be the default setting.
3. Privacy must be embedded into design.
4. Privacy must contain a balance between privacy and security.
5. Privacy oﬀers end-to-end lifecycle protection of user data.
6. Privacy standards must be visible, transparent.
7. Privacy must be user-centric.
If your staﬀ converse with users, utilise secure
and moderated messaging functionality to
Monzo messaging is moderated and private
Organisations that follow the latest security
standards are trusted more
ISO standards allow Cyber-Duck as a design agency to be trusted by
banks, pharma and governments
Defend your brand with an attackers mindset
Proactive compliance analysis
By being data aware and proactive, organisations can protect their
“Know thy self, know they enemy. A thousand battles, a
— Sun Tzu, The Art of War
Brand Protection Security principles
Our security principles oﬀer brands a practical model to implement
safeguards throughout their digitised CX
1 billion people in India are now online
For many their ﬁrst point of contact to the internet is WhatsApp.
People from rural areas in particular are inundated with information
and are unable to distinguish what is real from what is not. They tend
to believe whatever is sent to them.
Not all our users are Stanford educated
Silicone Valley white dudes. We need to design
for edge cases and diversity from the outset.
1. To build trust, you need to question your ethics and values.
2. Look at regulation as an opportunity to improve, not a threat.
3. Privacy by design enables you to build secure systems from the outset.
4. If you’re not building security into your brand, you’re going to fail.
5. Design and ethics are nuanced: Put the user ﬁrst and design for edge cases.
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