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Trust Me, I'm a Designer

Trust Me, I'm a Designer

Jason CranfordTeague

August 17, 2015
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  1. TRUST ME, I’M A DESIGNER. jason cranfordteague | jasonspeaking.com |

    @jasonspeaking
  2. Hooligan Leather Biker Jacket A Face that Frightens Small Children

    And this his son! Widows peak indicates possible vampirism Hipster Facial hair Why would you trust this man?
  3. 20 years of Web design experience Dozens of conference presentations

    for SXSW, HOW, WebVisions… 15 Books & 100s of articles on digital media MS in Tech. Comm. from Rensselaer Polytechnic Institute Clients have included Marriott, AOL, Bank of America, Virgin, Coca-Cola, Aspen Ideas Festival… Why you should trust this man! And his son is an Honors student
  4. APPEAL TO AUTHORITY

  5. “To be persuasive we must be believable; to be believable

    we must be credible; to be credible we must be truthful.  It is as simple as that. —Edward R. Murrow
  6. 20 YEARS AGO…

  7. NOW…

  8. SHOW Photo “Expose Yourself to Art” by M. Ryerson

  9. GAINING TRUST IS EASY http://www.flickr.com/photos/adalieplain/370403491

  10. One Third of 12–15 year olds believe that if a

    search engine lists information then it must be truthful… — Truth, Lies and the Internet Demos.co.uk ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! http://www.flickr.com/photos/rcpl/5104874389
  11. …15 per cent don’t consider the veracity of results but

    just visit the sites they ‘like the look of’. — Truth, Lies and the Internet Demos.co.uk ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! http://www.flickr.com/photos/rcpl/5104874389
  12. ONLY 15%?!? http://www.flickr.com/photos/amelia-janet-photography/4602487041

  13. IT TAKES MOST PEOPLE .1 SECOND TO INITIALLY DETERMINE WHETHER

    THEY TRUST WHAT THEY ARE SEEING http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm
  14. DESIGN = TRUST http://www.flickr.com/photos/ooohoooh/1350774047

  15. KEEPING TRUST IS HARD http://www.flickr.com/photos/josephb/5186482331

  16. “People think it's this veneer — that the designers are

    handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works. — Steve Jobs
  17. USER EXPERIENCE http://www.flickr.com/photos/townhero/5557220801

  18. EXPERIENCE = TRUST http://www.flickr.com/photos/ooohoooh/1350774047

  19. SEATTLE CENTRAL LIBRARY

  20. SHOULDN’T IT FALL DOWN?

  21. PEOPLE TRUST THE DESIGN(ER)

  22. WHO TRUSTED THE 
 DESIGNER FIRST?

  23. THE CLIENT?

  24. THE  FOUNDATION OF TRUST? http://www.flickr.com/photos/adalieplain/370403491

  25. SINCERITY © copyright United Feature Syndicate

  26. None
  27. FIRST PRINCIPLE KEEP PROMISES

  28. “The promise given was a necessity of the past: the

    word broken is a necessity of the present. — Niccolo Machiavelli FIRST PRINCIPLE KEEP PROMISES
  29. KEEP PROMISES FIRST PRINCIPLE USATODAY
 News Alert! New Ebola Case

    in NYC More »
  30. usatoday.com FIRST PRINCIPLE KEEP PROMISES

  31. EXPLICIT OR IMPLICIT FIRST PRINCIPLE KEEP PROMISES https://www.flickr.com/photos/daniel_gies/5052886953

  32. SHOW RESULTS SECOND PRINCIPLE

  33. SHOW RESULTS SECOND PRINCIPLE

  34. SHOW RESULTS SECOND PRINCIPLE

  35. SHOW RESULTS SECOND PRINCIPLE

  36. SHOW RESULTS SECOND PRINCIPLE

  37. SHOW RESULTS SECOND PRINCIPLE

  38. SHOW RESULTS SECOND PRINCIPLE

  39. SHOW RESULTS SECOND PRINCIPLE

  40. CHANGE BLINDNESS SHOW RESULTS SECOND PRINCIPLE

  41. SHOW RESULTS SECOND PRINCIPLE StateNetwork.org

  42. SHOW RESULTS SECOND PRINCIPLE

  43. SHOW RESULTS SECOND PRINCIPLE

  44. SHOW RESULTS SECOND PRINCIPLE KEEP THE USER IN THE KNOW

  45. KNOW YOUR VOICE THIRD PRINCIPLE

  46. “Words mean more than what is set down on paper.

    It takes the human voice to infuse them with shades of deeper meaning. — Maya Angelou THIRD PRINCIPLE KNOW YOUR VOICE
  47. KNOW YOUR VOICE THIRD PRINCIPLE CLASSICAL

  48. KNOW YOUR VOICE THIRD PRINCIPLE CONTEMPORARY

  49. KNOW YOUR VOICE THIRD PRINCIPLE GRUNGE

  50. KNOW YOUR VOICE THIRD PRINCIPLE fastcodesign.com

  51. KNOW YOUR VOICE THIRD PRINCIPLE fastcocreate.com

  52. KNOW YOUR VOICE THIRD PRINCIPLE fastcoexist.com

  53. KNOW YOUR VOICE THIRD PRINCIPLE A CLEAR VOICE CAN ACCOMPLISH

    ANYTHING
  54. RESPECT CONTEXT FOURTH PRINCIPLE

  55. “Always design a thing by considering it in its next

    larger context — a chair in a room, a room in a house, a house in an environment, an environment in a city plan. — Eliel Saarinen FOURTH PRINCIPLE RESPECT CONTEXT
  56. RESPECT CONTEXT Credit: flickr - MeganMorris / CC License: NC-SA

    FOURTH PRINCIPLE
  57. RESPECT CONTEXT Credit: flickr - shareski / CC License: NC-SA

    FOURTH PRINCIPLE
  58. RESPECT CONTEXT Credit: flickr - Yourdon / CC License: NC-SA

    FOURTH PRINCIPLE
  59. RESPECT CONTEXT Google http://freedomhouse.org/ Web Page Title FOURTH PRINCIPLE FreedomHouse.org

  60. RESPECT CONTEXT FOURTH PRINCIPLE

  61. RESPECT CONTEXT FOURTH PRINCIPLE

  62. FOURTH PRINCIPLE RESPECT CONTEXT CONTEXT PREVENTS CONFUSION RESPECT CONTEXT FOURTH

    PRINCIPLE
  63. GUIDE, DON’T DICTATE FIFTH PRINCIPLE

  64. “ No man has the right to dictate what other

    men should perceive, create or produce, but all should be encouraged to reveal themselves, their perceptions and emotions, and to build confidence in the creative spirit. — Ansel Adams FIFTH PRINCIPLE GUIDE, DON’T DICTATE
  65. FIFTH PRINCIPLE GUIDE, DON’T DICTATE

  66. comet.co.uk FIFTH PRINCIPLE GUIDE, DON’T DICTATE

  67. GUIDE, DON’T DICTATE FIFTH PRINCIPLE

  68. GUIDE, DON’T DICTATE FIFTH PRINCIPLE comet.co.uk (now)

  69. DON’T FALL FOR THE 
 SLEIGHT OF HAND http://www.flickr.com/photos/stevendepolo/4027405769 FIFTH

    PRINCIPLE GUIDE, DON’T DICTATE
  70. TRANSITION CHANGE SIXTH PRINCIPLE

  71. “The real art of conducting consists in transitions. — Gustav

    Mahler SIXTH PRINCIPLE TRANSITION CHANGE
  72. SIXTH PRINCIPLE TRANSITION CHANGE

  73. SIXTH PRINCIPLE TRANSITION CHANGE

  74. Provide a backdrop Preserve Fixed Points SIXTH PRINCIPLE TRANSITION CHANGE

  75. SIXTH PRINCIPLE TRANSITION CHANGE

  76. SUDDEN CHANGE IS
 SCARY! FIFTH PRINCIPLE GUIDE, DON’T DICTATE

  77. SHOW, THEN TELL SEVENTH PRINCIPLE

  78. “Don't tell me the moon is shining; show me the

    glint of light on broken glass. — Anton Chekhov SEVENTH PRINCIPLE SHOW, THEN TELL
  79. SEVENTH PRINCIPLE SHOW, THEN TELL

  80. http://www.flickr.com/photos/dolmansaxlil/5127200444 PAREIDOLIA SEVENTH PRINCIPLE SHOW, THEN TELL

  81. http://www.flickr.com/photos/nottsexminer/5291486618 WE SEE PATTERNS FIRST SEVENTH PRINCIPLE SHOW, THEN TELL

  82. IT TAKES MOST PEOPLE .1 SECOND TO INITIALLY DETERMINE WHETHER

    THEY TRUST WHAT THEY ARE SEEING http://www.psychologicalscience.org/onlyhuman/2006/07/velocity-of-trust.cfm SEVENTH PRINCIPLE SHOW, THEN TELL
  83. thenounproject.org SEVENTH PRINCIPLE SHOW, THEN TELL

  84. annasafroncik.it SEVENTH PRINCIPLE SHOW, THEN TELL

  85. miessociety.org SEVENTH PRINCIPLE SHOW, THEN TELL

  86. SHOW, THEN TELL SEVENTH PRINCIPLE

  87. SHOW, THEN TELL SEVENTH PRINCIPLE The liquid metal inside a

    thermomete r is
  88. SHOW, THEN TELL SEVENTH PRINCIPLE “TRUTHINESS”

  89. THANKS! MAKE IT SIMPLE, NOT SIMPLISTIC EIGHTH PRINCIPLE

  90. “Truth is something which can't be told in a few

    words. Those who simplify the universe only reduce the expansion of its meaning. — Anaïs Nin EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  91. AOL.com (c.2007) EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC

  92. EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC DON’T MAKE ME

    THINK!* http://www.netmagazine.com/interviews/steve-krug-diy-usability-testing Steve Krug EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  93. EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC DON’T LET ME

    THINK! http://www.flickr.com/photos/mutsmuts/4695658106/ EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
  94. EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC Netflix.com EIGHTH PRINCIPLE

    MAKE IT SIMPLE, NOT SIMPLISTIC
  95. THANKS! DON’T BE A PEST NINTH PRINCIPLE

  96. DON’T BE A PEST NINTH PRINCIPLE

  97. A GAME OF PHONES DON’T BE A PEST NINTH PRINCIPLE

  98. DON’T BE A PEST NINTH PRINCIPLE

  99. THANKS! ALWAYS LEAVE THEM WANTING MORE TENTH PRINCIPLE

  100. “When you're finished changing, you're finished. — Benjamin Franklin TENTH

    PRINCIPLE ALWAYS LEAVE THEM WANTING MORE
  101. 10 PRINCIPLES… 1. Keep Promises 2. Show Results 3. Know

    Your Voice 4. Respect Context 5. Transition Changes 6. Guide, Don’t Dictate 7. Show Then Tell 8. Make it Simple, Not Simplistic 9. Don’t be A Pest 10.Always Leave Them Wanting More
  102. http://bit.ly/1jIYOfm

  103. TRUST ME, I’M A DESIGNER. jason cranfordteague | jasonspeaking.com |

    @jasonspeaking