trust me, i'm a designer: 9 principles for creative credibility
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TRUST ME,I’M A DESIGNER.jason cranfordteague | jasonspeaking.com | @jasonspeaking
Goatee shows he is from evil alternate universe
Smile that frightens small children
Hang loose or devil sign?
Widows peak indicates possible vampirism
Embroidered shirt commonly worn by pirates
Why would you trust this man?
18 years of Web design experience
Dozens of conference presentations for SXSW,
HOW, WebVisions…
15 Books & 100s of articles on digital media
design
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!
APPEAL TO AUTHORITY
SHOW
Photo “Expose Yourself to Art” by M. Ryerson
GAINING TRUST IS EASY
http://www.flickr.com/photos/adalieplain/370403491
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
…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
ONLY 15%?!?
http://www.flickr.com/photos/amelia-janet-photography/4602487041
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
DESIGN = TRUST
http://www.flickr.com/photos/ooohoooh/1350774047
KEEPING TRUSTIS HARD
http://www.flickr.com/photos/josephb/5186482331
“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
USER EXPERIENCE
http://www.flickr.com/photos/townhero/5557220801
EXPERIENCE = TRUST
http://www.flickr.com/photos/ooohoooh/1350774047
SEATTLE CENTRAL LIBRARY
SHOULDN’T IT FALL DOWN?
PEOPLE TRUST THE DESIGN(ER)
WHO TRUSTED THE DESIGNER FIRST?
THE CLIENT
TRUST ME,I’M A DESIGNER
HOW DO WE GAIN TRUST?
http://www.flickr.com/photos/adalieplain/370403491
SINCERITY
© copyright United Feature Syndicate
FIRST PRINCIPLE KEEP PROMISES
“The promise given was a necessity of the past: the word broken is a necessity of the present.
— Niccolo Machiavelli
FIRST PRINCIPLE KEEP PROMISES
INCONSISTENT INTERFACES ARE A BROKEN PROMISE
LingsCars.com
SHOW RESULTSSECOND PRINCIPLE
SHOW RESULTSSECOND PRINCIPLE
StateNetwork.org
SHOW RESULTSSECOND PRINCIPLE
SHOW RESULTSSECOND PRINCIPLE
SHOW RESULTSSECOND PRINCIPLE
KEEP THE USER IN THE KNOW
KNOW YOUR VOICETHIRD PRINCIPLE
KNOW YOUR VOICETHIRD PRINCIPLE
CLASSICAL
KNOW YOUR VOICETHIRD PRINCIPLE
CONTEMPORARY
KNOW YOUR VOICETHIRD PRINCIPLE
GRUNGE
KNOW YOUR VOICETHIRD PRINCIPLE
fastcodesign.com
KNOW YOUR VOICETHIRD PRINCIPLE
fastcocreate.com
KNOW YOUR VOICETHIRD PRINCIPLE
fastcoexist.com
“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
KNOW YOUR VOICETHIRD PRINCIPLE
A CLEAR VOICE CAN ACCOMPLISH ANYTHING
RESPECT CONTEXTFOURTH PRINCIPLE
RESPECT CONTEXT
Credit: flickr - MeganMorris / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT
Credit: flickr - shareski / CC License: NC-SA
FOURTH PRINCIPLE
RESPECT CONTEXT
Credit: flickr - Yourdon / CC License: NC-SA
FOURTH PRINCIPLE
“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
RESPECT CONTEXT
Googlehttp://freedomhouse.org/
Web Page Title
FOURTH PRINCIPLE
FreedomHouse.org
RESPECT CONTEXTFOURTH PRINCIPLE
RESPECT CONTEXTFOURTH PRINCIPLE
FOURTH PRINCIPLE RESPECT CONTEXT
CONTEXT PREVENTS
CONFUSION
TRANSITION CHANGEFIFTH PRINCIPLE
TRANSITION CHANGEFIFTH PRINCIPLE
TRANSITION CHANGEFIFTH PRINCIPLE
TRANSITION CHANGEFIFTH PRINCIPLE
TRANSITION CHANGEFIFTH PRINCIPLE
CHANGE BLINDNESS
FIFTH PRINCIPLE TRANSITION CHANGE
Utah.gov
FIFTH PRINCIPLE TRANSITION CHANGE
FIFTH PRINCIPLE TRANSITION CHANGE
“The real art of conducting consists in transitions.
— Gustav Mahler
FIFTH PRINCIPLE TRANSITION CHANGE
GUIDE, DON’T DICTATESIXTH PRINCIPLE
SIXTH PRINCIPLE GUIDE, DON’T DICTATE
comet.co.uk
GUIDE, DON’T DICTATESIXTH PRINCIPLE
GUIDE, DON’T DICTATESIXTH PRINCIPLE
comet.co.uk (now)
SIXTH PRINCIPLE GUIDE, DON’T DICTATE
DON’T FALL FOR THE
SLIGHT OF HAND
http://www.flickr.com/photos/stevendepolo/4027405769
“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
SHOW, THEN TELLSEVENTH PRINCIPLE
SEVENTH PRINCIPLE SHOW, THEN TELL
SEVENTH PRINCIPLE SHOW, THEN TELL
http://www.flickr.com/photos/dolmansaxlil/5127200444
PAREIDOLIA
SEVENTH PRINCIPLE SHOW, THEN TELL
http://www.flickr.com/photos/nottsexminer/5291486618
WE SEE PATTERNS FIRST
SEVENTH PRINCIPLE SHOW, THEN TELL
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
“Don't tell me the moon is shining; show me the glint of light on broken glass.
— Anton Chekhov
SEVENTH PRINCIPLE SHOW, THEN TELL
thenounproject.org
EIGTH PRINCIPLE SHOW, THEN TELL
annasafroncik.it
SEVENTH PRINCIPLE SHOW, THEN TELL
miessociety.org
SHOW, THEN TELLSEVENTH PRINCIPLE
SHOW, THEN TELLSEVENTH PRINCIPLE
SHOW, THEN TELLSEVENTH PRINCIPLE
SHOW, THEN TELLSEVENTH PRINCIPLE
The liquid metal inside a thermometer is magnesium.
SHOW, THEN TELLSEVENTH PRINCIPLE
“TRUTHINESS”
MAKE IT SIMPLE, NOT SIMPLISTICEIGHTH PRINCIPLE
EIGHTH PRINCIPLE MAKE IT SIMPLE, NOT SIMPLISTIC
AOL.com (c.2007)
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
DON’T LET ME THINK!
http://www.flickr.com/photos/mutsmuts/4695658106/
“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
Netflix.com
THANKS!ALWAYS LEAVE THEM WANTING MORENINTH PRINCIPLE
“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
9 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. Always Leave Them Wanting More
TRUST ME,I’M A DESIGNER.jason cranfordteague | jasonspeaking.com | @jasonspeaking
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