After two decades of digital, trust in digital is broken. The centralisation of the Web within silos, walled gardens and controlling parties has ended up defying the spirit of the original web. On top of this numerous data scandals, hacking and online fraud has pushed customer trust to new lows. To share his ideas on how brands can try to earn user trust back, our CEO & Founder Danny Bluestone is heading to SXSW in March 2019. These slides are a summary of his keynote.

2. Hello, we are
FIXING USER EXPERIENCE THROUGH TRUST

3. About me
Why trust has broken
Introducing trust
Trust pillars:
- Put the human first
- Welcome regulation
- Privacy is a human right
- Be secure
- Ethical design
Concluding thoughts

4. A digital agency focused on digital
transformation through UX and technology
@danny_bluestone

5. Hi, I am Danny Bluestone from Cyber-Duck
@danny_bluestone

6. WHY TRUST HAS BROKEN

7. Thanks to the Worldwide Web and Internet,
information spreads rapidly
@danny_bluestone

8. @danny_bluestone
More than this, the Internet powers many
products and services and even entire
economies

9. But something has gone wrong
@danny_bluestone

10. “We demonstrated that the Web failed instead to serve humanity,
as it was supposed to have done and failed in many places
The increasing centralization of the Web ended up producing—with no deliberate
action of the people who designed the platform—a large-scale emergent phenomenon
which is anti-human.”
— Tim Berners Lee
@danny_bluestone

11. The big tech giants dominate global media
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12. They thrive off our data (needed for ads)
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13. But, trust is not only about big tech firms
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14. What else has gone wrong?
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15. We haven’t benefited from security
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16. We haven’t enjoyed a lot of privacy either
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17. We’ve tolerated fraud
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18. We’ve offered inadequate regulation
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19. We’ve been too relaxed about fake news
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20. We’ve also been too greedy
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21. And ultimately, we failed to focus on
the user (and their wants and needs)!
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22. Governments are going to put tough
regulation in place
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23. INTRODUCING TRUST

24. Relationships with organisations are based on three things:
LOGOS
PATHOS ETHOS
Aristotle’s timeless
model of persuasion
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25. Trust has always been broken (kind of)
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26. And for some, trust has always been a staple
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27. THE TRUST PILLARS

28. We developed 10 trust pillars that brands can
use to score and guide themselves to success
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29. Human
The 10 trust pillars
Regulated
Privacy
Security
Design
Responsive
Credible
Social
Adaptive
Sustainable
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30. THE TRUST PILLARS (1/5)
Put the human first

31. Brands that embrace sustainability and social
are winning in the long term
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32. At Bulb, we put members first. Which means empowering
our customers. Simpler, cheaper, greener.
In just three years Bulb
has signed up over
300,000 households
across the UK.
74% of its renewable
energy comes from
hydropower stations
in Scotland.
@danny_bluestone

33. Facebook’s mission is to “connect the world” and “bring
the world closer together”
The problem with this
statement is that ’it
brings together white
supremacists, who
can now assemble far
more effectively
@danny_bluestone

34. Where is the human focus with these values?
The only value that relates to people is ‘build social value’
Facebook was
created to make the
world more open and
connected, not just to
build a company. We
expect everyone at
Facebook to focus
every day on how to
build real value for
the world in
everything they do.
@danny_bluestone

35. A bank’s focus
The Bank of England puts the user at the heart of everything. All
decisions must focus on users needs
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36. @danny_bluestone

37. @danny_bluestone

38. Put the user before your brand and work
around what is moral and right for them
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39. Welcome regulation
THE TRUST PILLARS (2/5)

40. @danny_bluestone
Due to the misuse of data, lack of privacy and
poor security the EU introduced the GDPR

41. GDPR is about three things: Transparency,
Control and Privacy
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42. @danny_bluestone

43. — Senator Richard Blumenthal
@danny_bluestone
“We need strong, federal privacy rules…not a
weak set of carve-outs written by industry.”

44. Constraint is good, it helps us to build better
products and be more creative within these
limitations
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45. The e-Privacy Laws 2019
Websites and apps like WhatsApp will need explicit consent from
users when carrying out third-party tracking via cookies
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46. @danny_bluestone
Follow what regulatory bodies are debating to
ensure you remain ahead

47. Privacy is a human right
THE TRUST PILLARS (3/5)

48. To get inline with regulation, companies can
follow standards and improve the UX at the
same time
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49. Privacy by Design is a framework that bakes
customer protection into products and services
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50. Privacy by design (PbD)
1. Privacy must be proactive, not reactive.
2. Privacy must be the default setting.
3. Privacy must be embedded into design.
4. Privacy must contain a balance between privacy and security.
5. Privacy offers end-to-end lifecycle protection of user data.
6. Privacy standards must be visible, transparent.
7. Privacy must be user-centric.
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51. If your staff converse with users, utilise secure
and moderated messaging functionality to
protect users
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52. Monzo messaging is moderated and private
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53. Be secure
THE TRUST PILLARS (4/5)

54. Organisations that follow the latest security
standards are trusted more
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55. ISO 27001
ISO standards allow Cyber-Duck as a design agency to be trusted by
banks, pharma and governments
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56. Defend your brand with an attackers mindset
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57. Proactive compliance analysis
By being data aware and proactive, organisations can protect their
customers
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58. “Know thy self, know they enemy. A thousand battles, a
thousand victories”
— Sun Tzu, The Art of War
@danny_bluestone

59. Brand Protection Security principles
Our security principles offer brands a practical model to implement
safeguards throughout their digitised CX
@danny_bluestone
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60. Ethical Design
THE TRUST PILLARS (5/5)

61. What is design?
Before we talk about design, lets ask ourselves what is design.
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62. Design is not a look and feel, it is how it works.
@danny_bluestone

63. In the context of ethics, designers often sit in
the driving seat when it comes down to making
ethical decisions
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64. Design decisions include setting core values as
well as deciding how the interface will work
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65. Whatever design we do, we need to be decisive
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66. “The most evil is done by those who haven’t decided
about whether to be good or evil.”
— Mike Monteiro

67. Following ‘designed’ policies?
Under the Twitter usage policy, users are not allowed to threaten
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68. AI BOT
A new AI fake text generator may be too dangerous to release, say its
creators. The designers in this instance made the right ethical choice.
@danny_bluestone

69. WhatsApp
…
@danny_bluestone

70. 1 billion people in India are now online
For many their first point of contact to the internet is WhatsApp.
People from rural areas in particular are inundated with information
and are unable to distinguish what is real from what is not. They tend
to believe whatever is sent to them.
@danny_bluestone

71. Not all our users are Stanford educated
Silicone Valley white dudes. We need to design
for edge cases and diversity from the outset.
@danny_bluestone

72. THE TRUST PILLARS
Wrapping up

73. Wrapping up
@danny_bluestone
1. To build trust, you need to question your ethics and values.
2. Look at regulation as an opportunity to improve, not a threat.
3. Privacy by design enables you to build secure systems from the outset.
4. If you’re not building security into your brand, you’re going to fail.
5. Design and ethics are nuanced: Put the user first and design for edge cases.

74. @CYBERDUCK_UK
THANKS FOR JOINING US
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