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Jason Cranford Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE www.cranfordteague.com TRUST BY DESIGN Keeping The Audience on Your Side

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE 1994

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE 1998

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE 2006

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE NOW CRANFORDTEAGUE www.cranfordteague.com SPEAKER | WRITER | INNOVATOR

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

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

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Appeal to Authority Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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? 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

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

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HOW DO WE MEASURE TRUST? Net Promoter®Score (NPS®) Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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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?"

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Trusting Customers are Satisfied Customers Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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To keep trust, create a GREAT experience! Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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BE consistent BE transparent BE kind Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE To create a GREAT Experience…

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HOW DO WE GAIN TRUST? We want to believe! Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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GAINING TRUST IS EASY Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE KEEPING TRUST IS HARD

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HOW DO WE KEEP TRUST? Trust by Design Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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THE DESIGN RULES! Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE Principles of Design Trust

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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

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Consistant Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE Be

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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

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KEEP PROMISES PRINCIPLE 1 Jason Cranford Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE CONSISTENT

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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

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 1. KEEP PROMISES

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE EXPLICIT or IMPLICIT BE CONSISTENT | 1. KEEP PROMISES

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE AN INCONSISTENT INTERFACE IS A BROKEN PROMISE. BE CONSISTENT | 1. KEEP PROMISES

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KNOW YOUR VOICE PRINCIPLE 2 Jason Cranford Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE CONSISTENT

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 2. KNOW YOUR VOICE

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 2. KNOW YOUR VOICE

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE WHAT IS 
 YOUR VOICE? BE CONSISTENT | 2. KNOW YOUR VOICE

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RESPECT CONTEXT PRINCIPLE 3 Jason Cranford Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE CONSISTENT

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 3. RESPECT CONTEXT

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE CONSISTENT | 3. RESPECT CONTEXT PROVIDE CONTEXT TO AVOID 
 CONFUSION

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Transparent Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE Be

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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

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GUIDE, DON’T DICTATE PRINCIPLE 4 Jason Cranford Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE TRUST BY DESIGN BE TRANSPARENT

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No one likes to feel coerced or tricked. Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 4. GUIDE, DON'T DICTATE

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 4. GUIDE, DON'T DICTATE

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 4. GUIDE, DON'T DICTATE

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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

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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

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

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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

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

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

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

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

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

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

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

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

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

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE CHANGE WITHOUT TRANSITION IS
 CONFUSING! BE TRANSPARENT | 5. TRANSITION CHANGE

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

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We see before we understand Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE TRANSPARENT | 6. SHOW, THEN TELL

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

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

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

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE WATCH CLOSELY

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE WATCH CLOSELY

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

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

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE OFFER VISUAL CUES BEFORE TEXTUAL EXPLANATIONS BE TRANSPARENT | 6. SHOW, THEN TELL

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Kind Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE Be

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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

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

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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

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

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

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE YOU ARE THE STORY TELLER BE KIND | 7. MAKE THEM THE HERO

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

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We are constantly asking customers for things: money, information, time… Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE BE KIND | 8. TAKE & GIVE

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE THE MOBILE 
 WEB IN 2017 BE KIND | 8. TAKE & GIVE Newsletter signup

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE IT IS BETTER TO GIVE… BE KIND | 7. MAKE THEM THE HERO

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PRINCIPLE 9 Jason Cranford Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE SIMPLE, NOT SIMPLISTIC TRUST BY DESIGN BE KIND

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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

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

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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE KNOW YOUR CUSTOMER BE KIND | 9. SIMPLE, NOT SIMPLISTIC

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That’s all… Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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Just one more thing… — Steve Jobs “ Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE

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

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Surprise & Delight 
 are always attractive qualities Jason Cranford Teague @CranfordTeague | #TrustByDesign TRUST BY DESIGN CRANFORDTEAGUE ONE MORE THING | 10. NEVER LEAVE THEM WANTING MORE

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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

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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

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Jason Cranford Teague @CranfordTeague | #TrustByDesign CRANFORDTEAGUE www.cranfordteague.com TRUST BY DESIGN Keeping The Audience on Your Side