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

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We must empower our audiences to earn their trust—not the other way around—and our tactical choices in content and design can fuel empowerment. Margot will walk you through examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? Learn how these questions can drive design choices in organizations of any size and industry—and discover how your choices can empower users and rebuild our very sense of trust itself.

Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Seattle, #aeasea on March 4, 2019.

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

  1. DESIGNING FOR TRUST IN AN UNCERTAIN WORLD Margot Bloomstein / @mbloomstein An Event Apart Seattle #aeasea March 4, 2019
  2. What do we look for in magic mirrors? ©Cayuga Productions and CBS
  3. 3 • #aeasea • @mbloomstein We look to see ourselves. We look to see the truth. We hope the images coincide. 3 • #aeasea • @mbloomstein
  4. 4 • #aeasea • @mbloomstein4 • #aeasea • @mbloomstein Internal truths trump external facts
  5. 5 • #aeasea • @mbloomstein This is our problem now. 5 • #aeasea • @mbloomstein
  6. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
  7. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  8. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  9. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  10. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
  11. 11 • #aeasea • @mbloomstein
  12. 12 • #aeasea • @mbloomstein ©Sam Morrison / www.presidentflopflops.com
  13. Inconsistency erodes our ability to evaluate and trust. 13 • #aeasea • @mbloomstein
  14. Insert gut check cycle image Coached skepticism, false equivalency, rampant air quotes ©Fox News
  15. 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. 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. 17 • #aeasea • @mbloomstein Do we get comfortable in our faith, or confidently test our beliefs through education? 17 • #aeasea • @mbloomstein
  18. 18 • #aeasea • @mbloomstein expertise
  19. 19 • #aeasea • @mbloomstein expertise → homophily
  20. 20 • #aeasea • @mbloomstein expertise → homophily → narcissism
  21. 21 • #aeasea • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer
  22. 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. 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
  24. (cc) xkcd, riffing on xkcd.com/208
  25. 25 • #aeasea • @mbloomstein Inconsistency undermines trust— externally and internally.
  26. 26 • #aeasea • @mbloomstein Does this information align with my viewpoint?
  27. 27 • #aeasea • @mbloomstein Do I feel good about this brand?
  28. 28 • #aeasea • @mbloomstein Does this brand make me feel good about myself?
  29. ValidationDeliberation 29 • #aeasea • @mbloomstein
  30. Courage in our convictions Belief 30 • #aeasea • @mbloomstein
  31. Courage in our convictions Belief 31 • #aeasea • @mbloomstein
  32. “Feels right” empirical fact > 32 • #aeasea • @mbloomstein
  33. 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. 34 • #aeasea • @mbloomstein How we form our beliefs affects our reality more than what we already believe 34 • #aeasea • @mbloomstein
  35. 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. 36 • #aeasea • @mbloomstein Empowerment reflects and rebuilds trust
  37. 37 • #aeasea • @mbloomstein Voice Volume Vulnerability
  38. 38 • #aeasea • @mbloomstein Voice
  39. 40 • #aeasea • @mbloomstein
  40. 41 • #aeasea • @mbloomstein Voice Volume
  41. 42 • #aeasea • @mbloomstein
  42. 43 • #aeasea • @mbloomstein
  43. 44 • #aeasea • @mbloomstein
  44. 45 • #aeasea • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  45. 46 • #aeasea • @mbloomstein
  46. 47 • #aeasea • @mbloomstein
  47. 48 • #aeasea • @mbloomstein Courage in our convictions Empirical proof 48 • #aeasea • @mbloomstein
  48. 49 • #aeasea • @mbloomstein
  49. ©Yunghi Kim, Contact Press
  50. 51 • #aeasea • @mbloomstein Voice Volume Vulnerability
  51. COOK’S ILLUSTRATED EXAMPLE
  52. COOK’S ILLUSTRATED EXAMPLE
  53. 55 • #aeasea • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  54. 56 • #aeasea • @mbloomstein COOK’S ILLUSTRATED EXAMPLE
  55. 57 • #aeasea • @mbloomstein ADD OUTSIDE YOUR BUBBLE
  56. 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.
  57. 59 • #aeasea • @mbloomstein Do we live in a post-fact era?
  58. 60 • #aeasea • @mbloomstein Do we live in a post-fact era? When was the fact era?
  59. 61 • #aeasea • @mbloomstein ©CBS
  60. 62 • #aeasea • @mbloomstein Design won’t save the world— but it may make it more worth saving.
  61. Margot Bloomstein @mbloomstein margot@appropriateinc.com All this and more: slideshare.com/mbloomstein → TRUSTWORTHY BOOK COMING SOON  THANK YOU

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