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

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