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Trust By Design

Trust By Design

Trust is easy to gain but just as easy to lose. It’s our nature to quickly decide whether we trust a product or not based on its appearance, but a poor experience can taint that trust forever. In this session, we will explore the traits that make an experience design trustworthy, integrating trust for design into design thinking activities, and how to explain design decisions made for trust to team members and clients.

Jason CranfordTeague

October 13, 2017
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  1. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    NOW CRANFORDTEAGUE www.cranfordteague.com SPEAKER | WRITER | INNOVATOR
  2. ? You can have me but cannot hold me; I

    am easy to gain, but hard to keep. 
 
 What am I? Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  3. HOW DO WE MEASURE TRUST? Net Promoter®Score (NPS®) Jason Cranford

    Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  4. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    "How likely is it that you would recommend [Organization/Product/Service] to a friend or colleague?"
  5. To keep trust, create a GREAT experience! Jason Cranford Teague

    @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  6. BE consistent BE transparent BE kind Jason Cranford Teague @CranfordTeague

    | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE To create a GREAT Experience…
  7. HOW DO WE GAIN TRUST? We want to believe! Jason

    Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  8. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    IT TAKES MOST PEOPLE .1 SECOND TO INITIALLY DETERMINE WHETHER THEY TRUST WHAT THEY ARE SEEING
  9. HOW DO WE KEEP TRUST? Trust by Design Jason Cranford

    Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  10. Trust is lost in a Death by a thousand cuts

    Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  11. How do we explain decisions intended to keep faith with

    our audience? Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  12. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    Principles of Design Trust 1. Keep Promises 2. Know Your Voice 3. Respect Context 4. Guide, Don’t Dictate 5. Transition Change 6. Show, Then Tell 7. Make Them The Hero 8. Take & Give 9. Simple, Not Simplistic Be CONSISTENT Be TRANSPARENT Be KIND
  13. The promise given was a necessity of the past: the

    word broken is a necessity of the present. — Niccolo Machiavelli “ Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT
  14. People stop trusting you when you make a promise you

    don’t keep. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 1. KEEP PROMISES
  15. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    USATODAY
 News Alert! New Ebola Case in NYC More » BE CONSISTENT | 1. KEEP PROMISES
  16. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    AN INCONSISTENT INTERFACE IS A BROKEN PROMISE. BE CONSISTENT | 1. KEEP PROMISES
  17. KNOW YOUR VOICE PRINCIPLE 2 Jason Cranford Teague @CranfordTeague |

    #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE CONSISTENT
  18. People inherently trust a confident and unwavering voice, but that

    voice needs to be your own. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 2. KNOW YOUR VOICE
  19. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    A Confident 
 voice can 
 change the world BE CONSISTENT | 2. KNOW YOUR VOICE
  20. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    WHAT IS 
 YOUR VOICE? BE CONSISTENT | 2. KNOW YOUR VOICE
  21. A button is never just a button. Consider it in

    context: a button in a module, a module in a section, a section in an interface, an interface in an experience. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 3. RESPECT CONTEXT
  22. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    BE CONSISTENT | 3. RESPECT CONTEXT SNAKE LEAF TREE DON’T FOCUS ON DETAILS & MISS THE BIGGER PICTURE
  23. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    BE CONSISTENT | 3. RESPECT CONTEXT PROVIDE CONTEXT TO AVOID 
 CONFUSION
  24. Don't tell me the moon is shining; show me the

    glint of light on broken glass. — Anton Chekhov “ Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT
  25. GUIDE, DON’T DICTATE PRINCIPLE 4 Jason Cranford Teague @CranfordTeague |

    #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE TRANSPARENT
  26. No one likes to feel coerced or tricked. Jason Cranford

    Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 4. GUIDE, DON'T DICTATE
  27. When you take choice away from your audience or make

    choices for them that they wouldn't likely make for themselves, then you're betraying their trust. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 4. GUIDE, DON'T DICTATE
  28. DON’T USE
 SLEIGHT OF HAND WITH YOUR CUSTOMERS HTTP://WWW.FLICKR.COM/PHOTOS/STEVENDEPOLO/4027405769 Jason

    Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 4. GUIDE, DON'T DICTATE
  29. Humans suffer from change blindness. We have difficulty detecting even

    substantial changes in our environment unless there is an obvious transition in the states. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 5. TRANSITION CHANGE
  30. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    CHANGE BLINDNESS BE TRANSPARENT | 5. TRANSITION CHANGE
  31. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    CHANGE WITHOUT TRANSITION IS
 CONFUSING! BE TRANSPARENT | 5. TRANSITION CHANGE
  32. SHOW, THEN TELL PRINCIPLE 6 Jason Cranford Teague @CranfordTeague |

    #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE TRANSPARENT
  33. We see before we understand Jason Cranford Teague @CranfordTeague |

    #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 6. SHOW, THEN TELL
  34. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    HTTP://WWW.FLICKR.COM/PHOTOS/DOLMANSAXLIL/5127200444 Pareidolia BE TRANSPARENT | 6. SHOW, THEN TELL
  35. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    She is happy She is angry BE TRANSPARENT | 6. SHOW, THEN TELL
  36. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    She is happy She is angry BE TRANSPARENT | 6. SHOW, THEN TELL
  37. We decide in less than a second whether we trust

    something or not, and we see patterns first. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 6. SHOW, THEN TELL
  38. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    OFFER VISUAL CUES BEFORE TEXTUAL EXPLANATIONS BE TRANSPARENT | 6. SHOW, THEN TELL
  39. Winning? Is that what you think it’s about? I’m not

    trying to win! I’m not doing this because I want to beat someone! I do what I do because it’s RIGHT! Because it’s decent! And above all, it’s kind. It’s just that. 
 Just kind. — The Doctor “ Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE KIND
  40. MAKE THEM THE HERO PRINCIPLE 7 Jason Cranford Teague @CranfordTeague

    | #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE KIND
  41. Constantly cloying and annoying your audience is a sure way

    to lose trust. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE KIND | 7. MAKE THEM THE HERO
  42. A Game of Phones Jason Cranford Teague @CranfordTeague | #TrustByDesign

    TRUST BY DESIGN CRANFORDTEAGUE BE KIND | 7. MAKE THEM THE HERO
  43. Everyone wants to be the 
 hero of their own

    story Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE KIND | 7. MAKE THEM THE HERO
  44. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    YOU ARE THE STORY TELLER BE KIND | 7. MAKE THEM THE HERO
  45. TAKE & GIVE PRINCIPLE 8 Jason Cranford Teague @CranfordTeague |

    #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE KIND
  46. We are constantly asking customers for things: money, information, time…

    Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE KIND | 8. TAKE & GIVE
  47. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    THE MOBILE 
 WEB IN 2017 BE KIND | 8. TAKE & GIVE Newsletter signup
  48. If you take something from somebody, give them something in

    return and they will trust you more. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE KIND | 8. TAKE & GIVE
  49. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    IT IS BETTER TO GIVE… BE KIND | 7. MAKE THEM THE HERO
  50. Experiences should feel natural and easy to use. However, that

    doesn't mean that you also remove all options, only that the options are presented honestly, consistently, and clearly. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE KIND | 9. SIMPLE, NOT SIMPLISTIC
  51. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    Don’t Make Me Think!* STEVE KRUG BE KIND | 9. SIMPLE, NOT SIMPLISTIC
  52. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    Don’t Let Me Think! BE KIND | 9. SIMPLE, NOT SIMPLISTIC
  53. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    KNOW YOUR CUSTOMER BE KIND | 9. SIMPLE, NOT SIMPLISTIC
  54. Just one more thing… — Steve Jobs “ Jason Cranford

    Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE
  55. NEVER LEAVE THEM 
 WANTING MORE PRINCIPLE 10 Jason Cranford

    Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN ONE MORE THING
  56. Surprise & Delight 
 are always attractive qualities Jason Cranford

    Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE ONE MORE THING | 10. NEVER LEAVE THEM WANTING MORE
  57. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    CRANFORDTEAGUE www.cranfordteague.com SPEAKER | WRITER | INNOVATOR ONE MORE THING | 10. NEVER LEAVE THEM WANTING MORE
  58. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

    Principles of Design Trust 1. Keep Promises 2. Know Your Voice 3. Respect Context 4. Guide, Don’t Dictate 5. Transition Change 6. Show, Then Tell 7. Make Them The Hero 8. Take & Give 9. Simple, Not Simplistic Be CONSISTENT Be TRANSPARENT Be KIND 10. NEVER Leave Them Wanting More