Trust Me, I'm a Designer

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

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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?

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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

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APPEAL TO AUTHORITY

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“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

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20 YEARS AGO…

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NOW…

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

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

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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

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…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

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ONLY 15%?!? http://www.flickr.com/photos/amelia-janet-photography/4602487041

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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

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

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

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“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

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USER EXPERIENCE http://www.flickr.com/photos/townhero/5557220801

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

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SEATTLE CENTRAL LIBRARY

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SHOULDN’T IT FALL DOWN?

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PEOPLE TRUST THE DESIGN(ER)

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WHO TRUSTED THE   DESIGNER FIRST?

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THE CLIENT?

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

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SINCERITY © copyright United Feature Syndicate

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No content

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FIRST PRINCIPLE KEEP PROMISES

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“The promise given was a necessity of the past: the word broken is a necessity of the present. — Niccolo Machiavelli FIRST PRINCIPLE KEEP PROMISES

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KEEP PROMISES FIRST PRINCIPLE USATODAY  News Alert! New Ebola Case in NYC More »

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usatoday.com FIRST PRINCIPLE KEEP PROMISES

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

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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CHANGE BLINDNESS SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE StateNetwork.org

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE

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SHOW RESULTS SECOND PRINCIPLE KEEP THE USER IN THE KNOW

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KNOW YOUR VOICE THIRD PRINCIPLE

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“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

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KNOW YOUR VOICE THIRD PRINCIPLE CLASSICAL

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KNOW YOUR VOICE THIRD PRINCIPLE CONTEMPORARY

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KNOW YOUR VOICE THIRD PRINCIPLE GRUNGE

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KNOW YOUR VOICE THIRD PRINCIPLE fastcodesign.com

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KNOW YOUR VOICE THIRD PRINCIPLE fastcocreate.com

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KNOW YOUR VOICE THIRD PRINCIPLE fastcoexist.com

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KNOW YOUR VOICE THIRD PRINCIPLE A CLEAR VOICE CAN ACCOMPLISH ANYTHING

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RESPECT CONTEXT FOURTH PRINCIPLE

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“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

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RESPECT CONTEXT Credit: flickr - MeganMorris / CC License: NC-SA FOURTH PRINCIPLE

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

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

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

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RESPECT CONTEXT FOURTH PRINCIPLE

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RESPECT CONTEXT FOURTH PRINCIPLE

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FOURTH PRINCIPLE RESPECT CONTEXT CONTEXT PREVENTS CONFUSION RESPECT CONTEXT FOURTH PRINCIPLE

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GUIDE, DON’T DICTATE FIFTH PRINCIPLE

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“ 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

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FIFTH PRINCIPLE GUIDE, DON’T DICTATE

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

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GUIDE, DON’T DICTATE FIFTH PRINCIPLE

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

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

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TRANSITION CHANGE SIXTH PRINCIPLE

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“The real art of conducting consists in transitions. — Gustav Mahler SIXTH PRINCIPLE TRANSITION CHANGE

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SIXTH PRINCIPLE TRANSITION CHANGE

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SIXTH PRINCIPLE TRANSITION CHANGE

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Provide a backdrop Preserve Fixed Points SIXTH PRINCIPLE TRANSITION CHANGE

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SIXTH PRINCIPLE TRANSITION CHANGE

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

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SHOW, THEN TELL SEVENTH PRINCIPLE

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“Don't tell me the moon is shining; show me the glint of light on broken glass. — Anton Chekhov SEVENTH PRINCIPLE SHOW, THEN TELL

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SEVENTH PRINCIPLE SHOW, THEN TELL

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

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

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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

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thenounproject.org SEVENTH PRINCIPLE SHOW, THEN TELL

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annasafroncik.it SEVENTH PRINCIPLE SHOW, THEN TELL

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miessociety.org SEVENTH PRINCIPLE SHOW, THEN TELL

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SHOW, THEN TELL SEVENTH PRINCIPLE

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SHOW, THEN TELL SEVENTH PRINCIPLE The liquid metal inside a thermomete r is

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SHOW, THEN TELL SEVENTH PRINCIPLE “TRUTHINESS”

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THANKS! MAKE IT SIMPLE, NOT SIMPLISTIC EIGHTH PRINCIPLE

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“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

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AOL.com (c.2007) EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC

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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

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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

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EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC Netflix.com EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC

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THANKS! DON’T BE A PEST NINTH PRINCIPLE

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DON’T BE A PEST NINTH PRINCIPLE

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

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DON’T BE A PEST NINTH PRINCIPLE

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THANKS! ALWAYS LEAVE THEM WANTING MORE TENTH PRINCIPLE

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“When you're finished changing, you're finished. — Benjamin Franklin TENTH PRINCIPLE ALWAYS LEAVE THEM WANTING MORE

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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

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http://bit.ly/1jIYOfm

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