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DESIGNING FOR TRUST
IN AN UNCERTAIN WORLD
Margot Bloomstein / @mbloomstein
An Event Apart Seattle #aeasea
March 4, 2019
What do we look for in magic mirrors?
©Cayuga Productions and CBS
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We look to see ourselves.
We look to see the truth.
We hope the images coincide.
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Internal truths trump external facts
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This is our problem now.
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Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
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©Sam Morrison / www.presidentflopflops.com
Inconsistency erodes our ability to evaluate and trust.
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Insert gut check cycle image
Coached skepticism, false equivalency, rampant air quotes
©Fox News
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Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overlo...
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Bill Kovach and Tom Rosenstiel, Blur: How to Know What’s True in the Age of Information Overlo...
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Do we get comfortable in our faith,
or confidently test our beliefs through education?
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expertise
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expertise → homophily
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expertise → homophily → narcissism
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63% of the general population finds it difficult
to differentiate between real and fake news.
...
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Only 48% of Americans say they believe
climate change is mostly due to human
activity.
Source:...
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Only 40% of Americans say they have
a “great deal of confidence” in science.
Source: AP-NORC C...
(cc) xkcd, riffing on xkcd.com/208
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Inconsistency undermines trust—
externally and internally.
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Does this information align
with my viewpoint?
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Do I feel good about
this brand?
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Does this brand make me
feel good about myself?
ValidationDeliberation
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Courage in our
convictions
Belief
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Courage in our
convictions
Belief
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“Feels right” empirical fact
>
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©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Me...
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How we form our beliefs affects our reality
more than what we already believe
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Cultural predisposition > confirmation bias
Vaccine hesitancy study source: Smith, David, Kati...
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Empowerment reflects and rebuilds trust
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Voice
Volume
Vulnerability
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Voice
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Voice
Volume
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Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
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Courage in our
convictions
Empirical
proof
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©Yunghi Kim, Contact Press
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Voice
Volume
Vulnerability
COOK’S ILLUSTRATED EXAMPLE
COOK’S ILLUSTRATED EXAMPLE
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COOK’S ILLUSTRATED EXAMPLE
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COOK’S ILLUSTRATED EXAMPLE
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ADD OUTSIDE YOUR BUBBLE
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A consistent and accessible voice,
appropriate volume for the context, and
humanizing vulnerab...
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Do we live in a post-fact era?
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Do we live in a post-fact era?
When was the fact era?
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©CBS
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Design won’t save the world—
but it may make it more worth saving.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
All this and more: slideshare.com/mbloomstein
→ TRUSTWORTHY BOOK ...
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Do I feel good about
this brand?

Publicada em: Marketing
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