Rob Gleasure R.Gleasure@ucc.ie www.robgleasure.com IS3320 Developing and Using Management Information Systems Lecture 19: Trust and User Experience Rob Gleasure R.Gleasure@ucc.ie www.robgleasure.com

IS3320 Today’s lecture Topics Trust Introduction to user experience (UX)

What is trust? Image from http://www.dailykos.com/story/2015/05/15/1384025/-Connect-Unite-Act-Denver-NYC-Dallas-Houston-Seattle-Meet-up-Info-Ever-Hitchhiked

Why does trust matter? Some things can be planned out in advance, with accepted contingencies for every important detail For everything else, we need trust How many important tasks do you perform where absolutely no uncertainty exists at the outset? "Trust is the lubrication that makes it possible for organizations to work." --Warren Bennis Trust is especially important for digital business, due to the novelty of the space and fears around the use of data

Initial trust vs. long-term trust Study by Zajonc (1968) Manipulated an ad on the front page of two American student newspapers Different Turkish words appeared in the newspapers on different days (with no explanation) Words appearing most frequently in one newspaper appeared least frequently in the other After several weeks, readers were sent a questionnaire asking whether they thought each of the words meant something "good", or "bad" Which did they rate more favourably? Why?

Trust and familiarity More fundamental work by Rajecki (1974) ‘Mere exposure effect’ (Zajonc 2001) Image from http://timefortheholidays.net/funny-easter-eggs/

Trust and expectations Trust evolves over time We typically gauge something new in terms of three things Is it useful? Do we know how to use it? Can we trust it to do what it says it does?

Trust and expectations Initial trust focuses on the third question (can we trust it?) Heavily dependent on the truster Often a feeling or emotion Some people have greater propensity to trust than others, either because of their personality or previous relatable experience Over time, experience lets us answer this question more definitively, hence long-term trust focuses on the first two questions (is it useful/useable?) This means long-term trust tends to be more information-based, more externally-focused, and (arguably) reasoning-based

Trust and expectations Long-term trust also tends to be a little more nuanced and situationally aware “You can't trust Melanie but you can trust Melanie to be Melanie.” (Quote from Ordell Robbie, from the movie Jackie Brown, 1997)

Trust as enabler of a social economy Trusting is part personal but mostly social (and reactive) Allows people to act as a superorganism with capabilities that extend beyond those accessible to any one individual Trust assumes an interaction is at least partly collaborative between trusting actors, rather than purely competitive What happens when Actors are collaborating towards different goals? Some actors are more collaborative than others?

Trust and identity The most powerful social networks ultimately determine our sense of identity Identity is a complex social construct, again with a lot of research behind it At a fundamental-level Each person is made up of a stack of many different identities Each identity corresponds to how you are in one of your social networks Each social network requires you to take on a slightly different role, ergo to act slightly differently

Trust and identity Images from http://blog.viil.net/2009/12/generic-social-networks-and-your-identity/

Trust, identity, and interaction The more closely you can match your performance of your role with others’ expectations, the more trust they will have in you (for that role) An individual’s core identity is defined not just by their range of identities, but also by the priorities of those identities The more salient a particular role is for you, the more likely you will understand the expectations and garner trust within it Less salient roles will likely get contaminated with perceived expectations from other networks, meaning you will act inappropriately in the less salient network and lose trust

Interaction and User Experience (UX) design The field of user experience design (UX) has grown to capture important but intangible aspects of product/service design Product boxes, animations, imagery, screen transitions, etc. Several companies have thrived in this space, e.g. Bang & Olufsen, Apple UX has steadily increased in importance for two main reasons Mass consumer markets have grown for IT products and non-specialists People use many systems because ‘they just like them’

Rules for UX design In it’s simplest sense, it can be broken down into a handful of key ideas Design for an intelligent but lazy user Design around a goal-oriented user story (note - the whole story) Keep it simple, life is complicated enough Once it’s useful, make it useable. Once it’s useable, make it pretty Design should follow the user, even it’s inconvenient

Or another way to put it… Spirovski (2011) adapted Pixar’s 22 rules for designing a journey You admire a designer for their iterations, rather than successes Keep in mind what’s fun to use, rather than design You don’t understand a user’s story until you reach the end of it ‘Once upon a time, there was ___. Every day, ___, so that ___. One day, ___. Because of that, ___. Because of that, ___. Until finally, ___. Simplify, focus, combine features Throw stuff at your design it’s not supposed to be able to handle Know your product/service goals before you start It’s never perfect – let go, make it better next time When you’re stuck, make a list of things that wouldn’t work Pull apart designs and experiences you like

Spirovski’s (2011) adapted Pixar rules (continued) Put it on paper Get past the obvious ideas Give user personas and stories depth Why is this experience so important to you as a designer? How would you honestly feel in the target scenario as a user? What are the stakes for a user in this scenario? Move past ideas – it will be useful somewhere else, eventually Avoid fussing over details if they’re not worth making work Hypotheticals should be used to create problems, not solve them For things you don’t like, ask yourself how could you fix them? Identify with the context What’s the shortest way you can describe an experience?

Further reading Spirovski, V. (2015). The 22 Rules of UX, available at https://www.thoughtworks.com/insights/blog/22-rules-ux Garrett, J.J. (2011). The Elements of User Experience: User-Centered Design for the Web and Beyond. New Riders, California. Scott, B. & Neil, T. (2009). Designing Web Interfaces: Principles and Patterns for Rich Interactions. O’Reilly, California. Weinschenk, S. (2011). 100 Things Every Designer Needs to Know About People. New Riders, California.