designing for trust (2nd midterm review)
TRANSCRIPT
BETWEEN THE THREE OF US
YOU, ME AND THE INTERNET
Theodor Henriksen // TheodorHe // Diploma 2015 // Supervisors: Einar Sneve Martiniussen and Mosse Sjåstad
A DIPLOMA ON HOW TO DESIGN FOR TRUST IN DIGITAL SERVICES
http://www.datatilsynet.no/Global/04_planer_rapporter/Personvernunders%C3%B8kelsen%202013_14/h%C3%B8y%20og%20stabil%20tillit_nettversjon.pdf
Varierende grad av tillit by Datatilsynet 2013/14
TRUST IN THE NORWEGIAN SOCIETY
0 %
100 %PRIVATE COMPANIES
0 %
100 %PUBLIC SERVICES
0 %
100 %IN THE
POLICE AND
HEALTH CARE
0 %
100 %IN SOCIAL
MEDIA
DESIGNER PROJECT OWNER
WHO IS IT FOR?
END USERDIGITAL SERVICE DESIGN
RESEARCH
PSYCHOLOGY, MANAGEMENT, PHILOSOPHY AND ECONOMY
TRUST AS A TOPIC IS RARE WITHIN DESIGN
RESEARCH
SYNTHESIZE INTO SOMETHING CONCRETE
Information
Achievements
Quality
Delight
Appealing
Review
Relevance
Understandable
Details
Overview
Participation
Social Proof
Testemonials
Referals
Motives
Familiarization
Disruptions
Expectations
Competence
Value
Convenience
Transparency
Importance
Culture
AppearanceControl Reputation
Security Attitude Evaluation
Information
Achievements
Quality
Delight
Appealing
Review
Relevance
Understandable
Details
Overview
Participation
Social Proof
Testemonials
Referals
Motives
Familiarization
Disruptions
Expectations
Competence
Value
Convenience
Transparency
Importance
Culture
AppearanceControl Reputation
Security Attitude Evaluation
SELF?
RELATIONSHIPS?
MARKET?
SOCIETAL?
CONVENIENCE
The possible advantage
of using the service,
trumps the possible
disadvantage
EXPECTATIONS
Disclose and reveal
expectations and
experiences
TRANSPARENCY
Integrity of the provider,
and full disclosure of
motive and data usage
SECURITY
Reliable provider who
is responsible for your
transaction
CONFIDENCIALITY
Privacy, handeling
and protection of data
as agreed.
REPUTATION
As a contextual
currency that can be
traded for higher
revenue
CULTURE
The grounds for use.
A common understanding
of a shared risk and a
possible gain
CULTUREWe are moving from a business to user way of thinking when it comes to economy. What is happening is that the new internet marketplaces allows us to connect and exhange what we offer and what we need or desire, between peers, from user to user sort of thing, where we understand the risks and expect a gain.
SECURITYTo be able to use these markets, the user need to feel a sense of security towards the ones who is facilitation the transaction. They need to trust the capability of the provider to get things done the way they said they would do.
TRANSPARANCYBeing on the same page, feeling a mutual bond of respect between eachother, and being able to coprehend the motive of the provider of a service. The user also need to fully understand why and how their collected data will be put in to use, and whow this will benefit them, or if it will benefit the provider only.
CONFIDENCIALITYOnce the data is collected, and the user have agreed to sign up for the service, the user needs to get a confirmation of confidenciality. How the data is stored, and why someone would possibly have access.
EXPECTATIONThere need to be a communication on what the provider offers, and that is expected of the user. Clarifying the roles.
REPUTATIONReputations means either good or bad, which will urge you to do thing in order to enhance your self compared to others. It can be ratings, comments or feedback from previous costumers. A good reputation equals a higher value
CONVENIENCEIs the benefits of using the service so satisfying that it is better to use it that not to use it?
DECIDES TO USE
ONCE IN USE
TRANSPARENCY
The openess and disclosure of the company and the actions of
the service provider.
EXPECTATIONS
Match what the user expects to the experience of the
service
CONTROL
The ability for the user to understand and manage their
settings and actions.
COMPENTENCE
The proof of the service providers capability, knowledge and skill
THE HONEYCOMB OF TRUST
APPEARANCE
The propriety of the services communication,feedbacksystem
and reputation.
CULTURE
The understanding of the usergroup and their culture. How they adapt, experience
and accept new services.
CONVENIENCE
EXPECTATIONS
TRANSPARENCY
SECURITY
REPUTATION
NEED
CULTURE
oppstart Aktører/ansatte
Conceptutvikling Design Konsept
Ferdigstille design
Lansering
DESIGNING FOR
TRUST
START RESEARCH CONCEPT PROTOTYPE PRODUCTION FINISH
START RESEARCH CONCEPT PROTOTYPE PRODUCTION FINISH
Competence
Prove your capability Show your achievements
Liability in brand
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
COMPETENCE
About mePreform simple tasks at the set time and price. Quick and ef f icient. Call me, I ’m ready!
Months active at Småjobber
Tasks done!
Tasks posted
DO
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
COMPETENCE
DON’T
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Transparency
Be honest on what you do and the way you do it Be sure the user have full insight in their own process
Make yourself available to the user
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Screendump Storenvy
DO
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Screendump Storenvy
DON’T
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Control
Let the users manage their actions Make settings manageable for the user
Don’t make people doubt
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
DuoLingo
http://img-9gag-ftw.9cache.com/photo/aE10eyx_700b.jpg, http://9gag.com/gag/aE10eyx
DO
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
GameSation.co.uk
DON’T
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Expectations
Match the users mental model Have a common understanding of what is going to occur
Rather exceed than fail
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
https://www.airbnb.no/
DO
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Screendump Skype
DON’T
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
http://www.reddit.com/r/funny/comments/2wr97k/looked_underneath_my_bed_at_the_hilton_hotel/
DO
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Appearance
UI and Graphic design Language and communication
Concistency and quality
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
http://www.nytimes.com/projects/2012/snow-fall/?forceredirect=yes#/?part=tunnel-creek
New York Times
DO
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
Intranet (Privat tjeneste)
DON’T
COMPETENCE
TRANSPARENCY
CONTROL
EXPECTATION
APPEARANCE
COMPETENCY
CONTROL
EXPECTATIONS
TRANSPARENCY
APPROPRIATE APPEARANCE
MEETING EXPECTATIONS
PROVIDING CONTROL
BEING TRANSPARENT
PROVING COMPETENCY
=
TRUST IN DIGITAL SERVICES
Theodor Henriksen // TheodorHe // Diploma 2015
THANK YOU