Designing for Trust - Creating Certainty Through UX and Content
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The document discusses the importance of designing for users and building trust through user experience (UX) and content. It traces the early history of computers from the first machines that took up large rooms and required teams of "computers" or programmers to operate, to the development of monitors, graphical user interfaces (GUI), and personal computers like the original Macintosh. It emphasizes that companies like Amazon and AirBnB invested heavily in customer experience rather than just advertising. Finally, it discusses how meaningful UX design, clear and relevant content, and protecting user data can build trust with online users.
Designing for Trust - Creating Certainty Through UX and Content
- 1. UNLEASH POTENTIAL Designing for Trust Creating Certainty Through UX and Content
- 3. • Visual communication of ideas through logical and ordered visual elements • Essential part of the user’s experience of your product or offering • Could be the difference between conversion or a failed project What is design? “Jeff Bezos invested 100 times more into customer experience than advertising during the first year of Amazon. AirBnB’s Mike Gebbia credits UX with taking the company to $10 billion.” Forbes Technology Council
- 5. • Turing’s BOMBE, electro-mechanical device used by British cryptologists • Early 1940s only a handful of ‘computers’ existed, ENIAC said to be first • Enormous machines – ENIAC was over 200m2 and 27 tons • ‘Computers’ referred to people who used machines (computers) to calculate ballistic trajectories • The ‘computers’ later ‘programmers’ were people who hauled cables – the first ‘user’ Why design for the user? > The first computers
- 6. “I've thought about what it must have been like to stand inside that huge computer. There would be the smell of hot electronics….it was just a giant humming machine” Bill Mauchly, son of Kathleen Mauchly (Progammer) Why design for the user? > The first computers
- 7. • Early computers had panel of light bulbs – state of bulb indicated on/off state inside – first ‘user feedback’ • Allowed engineers to monitor computer, panel of lights became known as 'monitor'. • Early monitors only displayed limited information, not considered for output – printers used instead Why design for the user? > Need for an interface
- 8. • Technology developed, engineers used output of CRT (cathode ray tube) - more flexible than a panel of light • Monochrome and fuzzy - use of large text, limited information displayed at any one time • First commercial computers to use CRT were TRS-80 and Commodore PET Why design for the user? > Need for an interface
- 9. • Use of icons, imagery, symbols as metaphors and pointing device (mouse) to control computer • Xerox Alto (later Xerox Star) early personal computer developed Xerox PARC in 1973 • First computer to use desktop metaphor and mouse-driven graphical user interface (GUI). Why design for the user? > The GUI revolution
- 11. It has to say
- 12. It has to say
- 13. • Jobs knew XEROX PARC was onto something, he saw computers in every home • ‘System 1’ was first Mac OS and the beginning of Mac OS series • Company’s first mass-market personal computer featuring integral GUI and mouse Why design for the user? > The GUI revolution
- 14. Why design for the user? > Power of the interface
- 15. Why design for the user? > Power of the interface
- 16. Why design for the user? > Power of the interface
- 17. Why design for the user? > Power of the interface
- 18. Why design for the user? > Power of the interface
- 19. Why design for the user? > Power of the interface
- 20. do you?
- 21. Who is the user?
- 29. What makes us trust a machine?
- 30. Meaningful UX and relevant content
- 31. • Honest values — product description does what it says, use feedback to engender trust i.e. payment confirmation • Clear communication — tell it like it is, don’t hide behind superficial content, present precise content clearly • User protection — consumers increasingly concerned about data security, be explicit how you protect their data What is trust online? Source: thenextweb.com
- 32. • Honest values — product description does what it says, use feedback to engender trust i.e. payment confirmation • Clear communication — tell it like it is, don’t hide behind superficial content, present precise content clearly • User protection — consumers increasingly concerned about data security, be explicit how you protect their data What is trust online? Source: thenextweb.com
- 33. • Honest values — product description does what it says, use feedback to engender trust i.e. payment confirmation • Clear communication — tell it like it is, don’t hide behind superficial content, present precise content clearly • User protection — consumers increasingly concerned about data security, be explicit how you protect their data What is trust online? Source: thenextweb.com
- 34. “Creating a website that reassures the protection of sensitive information, has explicit design, and gives visitors an easy way to navigate the website for finding answers and solutions to their problems, you’re naturally going to create trust.” The Next Web
- 35. • First step is design itself - homepage, product features, blog and about need to be aligned with values • Work together to create a meaningful user experience from one page to the next • User never feels like they’re seeing something that contradicts their first impression Case study: Superbalist > Meaningful design Source: thenextweb.com
- 36. • Trust is created when authors ensure that their content is authentic and relevant • Ensure content always matches user’s goals and motivations • Navigation and search ensure content following user interaction is content user was seeking Case study: Superbalist > Relevant content Source: thenextweb.com
- 37. • Quality of content drives user adoption and social sharing – grammar, spelling, formatting, length • Retain focus, speak to one topic per content section, always ensure content is clear and readable Case study: Superbalist > Quality content Source: thenextweb.com
- 38. • A picture speaks a thousand words, especially true for web content as often displayed on mobile browsers • Use visuals to create immediate understanding within your content • Provide alternative for those who don’t have time to read content thoroughly Case study: Superbalist > Visual content Source: thenextweb.com
- 40. Thank You.
- 41. Website: www.decisioninc.co.za Email: info@decisioninc.co.za UNLEASH POTENTIAL decisioninc @DecisionInc. Decision Inc.