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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
Designing for Trust at design monat graz
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
Designing for Trust at design monat graz
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
Designing for Trust at design monat graz
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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