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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We look to see ourselves.
We look to see the truth.
We hope the images coincide.
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Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 45
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Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overload. Bloomsbury, New York, 2010, p. 47
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Do we get comfortable in our faith,
or confidently test our beliefs through education?
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63% of the general population finds it difficult
to differentiate between real and fake news.
Source: 2018 Edelman Trust Barometer
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Only 48% of Americans say they believe
climate change is mostly due to human
activity.
Source: Pew Research Center “The Politics of Climate”
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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
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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.
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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.
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A consistent and accessible voice,
appropriate volume for the context, and
humanizing vulnerability together
empower users and regain their trust.