This document discusses how product design can build online trust. It notes that trust is a human emotion that is difficult to establish but easy to erode. The role of product management is to deliver products that provide more value than competitors, build competitive advantages, and benefit businesses financially. Good product design involves understanding user and attacker personas to design for both positive and negative goals. Addressing trust problems through product design can deliver more customer value, competitive differentiation, and financial benefits.

1. Building Online Trust with
Product Design
Nick Coster
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2. about brainmates
brainmates is an Australian company established
in 2004
brainmates specialises in:
Product Management consulting services
Strategic Product Management training
Our team enjoys developing new, successful products,
training Product Managers and nurturing the Product
Management community in Australia
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3. The Role of Product Management
The role of Product Management is to deliver and maintain
products and services that
1. Provide more value than the competition.
2. Help build a sustainable competitive advantage.
3. Deliver financial benefit to the business.
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4. Provide more value than the
competition
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5. Creating Value
Products are more valuable to a
customer when they address an
unsatisfied Need.
In the world of online social networks
consumers need to know who to trust.
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6. A short history of online Trust
Web 1.0 Web “1.5” Web 2.0
Reading and Linking 1-way interactions 2 way interactions
Closed Interactions User Generated
User “Trusts” the Eg online banking, content
source of the content online shopping. Amazon, eBay,
No personal data User interacts with blogging and
exchanged service provider commenting “social
tools. media applications”
User trusts the service User interacts with
to work the Service Providers
Services begin top tools
validate users with AND other users
“authentication” AND can create
Eg early use of or add content
cookies and login AND can publish
screens “relationships” no.
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with other users
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7. Web 2.0 Social Networks
are built on Trust
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8. Unfortunately trust is complicated
Trust is…
A human emotion
An ongoing relationship
Hard to establish, easy to erode
Transferable or inferred
Reputation based
Changes over time
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9. Trust is….
Surprisingly easy to compromise in the short term
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10. Creating Value
By creating products that facilitate and build
trust business can create value for their –Page no.
customers. 10

11. Build a sustainable competitive advantage
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12. Invest in building trust into the product
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13. First, Understand the Problem
Need
Consumer
Problem Space Problem
Solution Space
Product
Problem
Technology
Problem –Page no.
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14. First, Understand the Problem
Need
TRUST
Problem Space
Solution Space
Identification /
Authentication
Security / Data
Protection –Page no.
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15. Good Product Design
Step 1 – Understand the Target Market
Create a Primary Persona
Step 2 – Understand the Primary Persona’s objectives and goals
Eg shop online without getting ripped off
Eg interact publicly without personal information being revealed
Step 3 – Describe specific usage scenarios that enable them to meet these
objectives
Step 4 – Design and build product and service solutions that support the target
markets goals in the usage scenarios.
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16. Even Better Product Design
Step 1 - Understand the Attacker/Fraudster Target Markets
Create one or more a Attacker/Fraudster Personas
Step 2 – Understand their objectives and goals
Eg Steal authentication information
Eg capture personal information (often for other
authentication)
Eg steal or make money.
Step 3 – Describe specific usage scenarios that describe how
they may attempt to meet these objectives
Step 4 – Design and build product and service solutions that
cripple or prevents the Attacker target markets goals
in their usage scenarios.
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17. Design Constraints
Product will be designed by delivering on
The successful completion of the Primary Personas Goals
The prevention or disabling of the Attacker Persona goals
By combining the requirements defined by the combination
of both personas additional constraints will be included.
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18. EXAMPLES
eBay Feedback system
User generated reviews
And user rating of user generated reviews
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19. Competitive
Advantage
The challenge of addressing both the
Positive and Negative persona goals
Make it harder to find a product
solution
Will ultimately improve the
product
Will better satisfy the –Page no.
UNARTICULATED market need
that support a trusted solution. 19

20. Financial benefit to the business
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21. The Web 2.0 “Trust” Problem
and Opportunity
Companies that are prepared to address the problems of
TRUST online have the potential to deliver:
more value to their customers
can create a competitive difference in the market
place
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22. By making valuable products that are safe and easy to use
by design,
significant financial benefits can be attained.
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23. Thanks and Questions
Nick Coster
Director, brainmates
Mob: + 61 401 803 926
E: nick@brainmates.com.au
Website: www.brainmates.com.au
Twitter: www.twitter.com/brainmates
Linkedin Group: brainmates – product management people
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24. contact details
Adrienne Tan Nick Coster
Director, brainmates Director, brainmates
Mob: + 61 402 803 926 Mob: + 61 401 803 926
E: actan@brainmates.com.au E: nick@brainmates.com.au
Website: www.brainmates.com.au
Twitter: www.twitter.com/brainmates
Linkedin Group: brainmates – product management people
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