Establishing

Trust to Change Teached by Amy Poon, Margaret Szeto (eBay) | Refined by Jayden Kong

What is TRUST ?

TRUST is the willingness to be vulnerable to another party ,expecting an important action from them without being able to monitoror control that other party.

Paraphrased from <Behavioral Definition of Personal Trust>Coleman2009

TRUST is like the air we breath.When it’s present, nobody really notices.But when it’s absent , everybody notices.

Warren Buffett

How to rebuild TRUST ？

1 Trust Indicators As Signals

EyeView’s Blog <Trust Indicators and Conversion>

Trust indicators are the visual clues you canuse to let your site visitors see that you can betrusted.

2 Social Proof

Ninja SEO methods

Social Proof means letting other customersprove to your reader that you are offering a qualityproduct or service.

eBay

Amazon

Taobao

360BUY

3 Consider Doses of Friction

Cognitive friction is the mental stretch usersmake when tools behave in a way that seemsunrelated to what they want.

Paraphrased from <The Inmates Are Running The Asylum>Alan Cooper

If you introducing something new against a deeply ingraineduser behavior, consider a dose of friction.

As user adopt new changes, enforce the new process loudand clear to not lose their trust relationship.

4 Consistency as guide

Use commonly understood concepts, terms andmetaphors, follow real-world conventions...and present information in a natural and logicalorder.

Usability Body of Knowledge

User engagement is often fragmented. In the midst of change,tell them one message again and again.

Consistency helps you set up a guard rail for users to hold onto while they undergo new changes.

5 Right Amounts of Transparency

A sincere apology is a perfect way to rebuildtrust after mistake or trouble.

<The People-Skill Coach>Kate Nasser

Transparency show your integrity, vulnerability, and willingnessto communicate.

Balance transparency and over-communication. Design for relevancy and set up a safe net.

The right amount of transparency can cast away users’ doubts, without overwhelming them with complexity.

6 Timely Feedback

Provide appropriate, clear, and timely feedback to the user so that he sees the resultsof his actions and knows what is going on with thesystem.

Usability Body of Knowledge

People expect a timely response . When there is a question, problem, concern, service interruption...you have a golden opportunity to build trust.

<People Buy You: The Real Secret to What Matters Most in Business by Jeb Blount>

When customers are confused, seize the opportunity to rebuildtheir trust.

When your customer engages in your new design, confirm their correct behavior right away.

7 Guard User Privacy

Empower individuals to retain control of information about themselves at all times.

Privacy by Design.An Overview of Privacy Enhancing Technologies

8 Long - term Relationship

Long-term Relationship is a relationship between two or more people with mutual trustthat sustains the relationship in long and relativestable period.

Levinger.G.(1983).Development and Change.In H.H.Kelley,et al.(Eds),Close relationships.(pp.315-359).New York: W.H. Freeman and Company.

Why do customers leave a Company ?

1%

3%

5%

9%

14%

68%

Customer dies - 1%Customer moves away - 3%Customer gets friend to provide service - 5%Customer persuaded to go to competitor - 9%Cusomer is dissatisfied with your service - 14%Customer believes you don’t care about them - 68%

Make customers feel taken seriously

Amy Poon Jayden Kong Margaret Szeto

THANK YOU