Rob Gleasure R.Gleasure@ucc.ie www.robgleasure.com IS4446 Advanced Interaction Design Lecture 6: Designing the community 1 (trusting a platform) Rob Gleasure R.Gleasure@ucc.ie www.robgleasure.com

Today’s session Semester 2 Week 1: Introduction Week 2: Designing the interface 1 (perception) Week 3: Designing the interface 2 (affordances) Week 4: Designing the interface 3 (aesthetics and colour) Week 5: Designing the interface 4 (aesthetics and form) Week 6: Designing the community 1 (trusting a platform) Week 7: Designing the community 2 (trusting a group) Week 8: Designing the community 3 (boundaries) Week 9: Designing the practices 1 (tools as mediators) Week 10: Designing the practices 2 (social mediators) Week 11: Designing the practices 3 (socio-materiality) Week 12: Revision

Next week’s class Wednesday 28th class cancelled Rescheduled class Friday 2nd March WW6 13.00-15.00

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

What is trust? What is trust? Lots of research done in this area… Several key distinctions Initial trust vs. long-term trust ‘Trust’ vs. ‘trustworthiness’ Trust vs. risk

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 in physical vs. digital products and services Apple’s iCloud service was responsible for leaking hundreds of personal images from celebrities How did that make people feel about buying Apple products? Images from https://www.etoro.com/blog/etoro-voice/02062015/hackers-attack-stocks-suffer/

Why does trust matter so much for digital products and services? At the heart of digital business is the gathering and analysis of consumers’ data The degree of trust involved in this gathering and analysis of data may be considered along two dimensions (Morey et al. 2015) Sensitivity of that data Beneficiary of that data

Trust and sensitivity of data Morey et al. argue people create roughly three types of data of increasing sensitivity Self-reported data Digital exhaust Profiling data Due to the growth in biotechnologies and sensors, there’s an argument that ‘profiling data’ could be further broken down to differentiate between ‘digital profile’ data and ‘biometric data’

Trust and sensitivity of data

Trust and data beneficiaries Companies may then use the data in three different ways Improve product or service Facilitate targeted marketing Sell data to third parties Google search is an example of a digital business that combines all of these Your search behaviour becomes customised Ads are placed in front of you according to your history and location Click-through behaviour and user overviews are provided to third parties

Trust and sensitivity 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 vs trustworthiness and risk Worth distinguishing between ‘Trust’ as a behaviour (the act of depending on someone or something) ‘Trustworthiness’ as an attribute (the deservingness of the trustee) Image from https://www.pinterest.com/explore/funny-weekend-quotes/

Risk and information asymmetry Trust is something that accumulates between people, however that doesn’t mean the institution providing the environment doesn’t play a role In many instances, it is institution-based trust that lays the foundation for interpersonal trust This is particularly true where networks on a platform are large Image from theheritagecook.com

Risk and information asymmetry Institutions have to mitigate risk and information asymmetry This means they are typically judged according to three criteria Feedback mechanisms (are previous consumers satisfied?) Escrow services and credit card guarantees (is payment safe?) Trustworthiness of the intermediary (is this a legitimate and credible platform?) How does eBay compare to an ad in the national paper? What about an ad in the local paper? Assuming you don’t know the seller, from whom would you feel most comfortable ordering €10,000 worth of computing hardware?

Summary of trust Model from Maher, Davis, and Schoorman (1995)

Perceived benevolence Summary Perceived benevolence Perceived ability Trust in platform Perceived integrity Perceived lack of risk

What do you think? Image from https://www.nasa.gov/

What do you think? Image from oireachtas.ie

What do you think? Image from https://beta.oireachtas.ie/

What do you think? Image from https://www.water.ie/

What do you think? Image from ebay.ie

For forum discussion: Coinbase Image from https://www.technologyreview.com/s/609648/the-six-apps-that-mattered-most-in-2017/

Readings Akerlof, G. A. (1970). The Market for 'Lemons': Quality Uncertainty and the Market Mechanism. Quarterly Journal of Economics, 84(3): 488–500 Gefen, D., Benbasat, I., & Pavlou, P. (2008). A research agenda for trust in online environments. Journal of Management Information Systems, 24(4): 275-286. Hoehle, H., Huff, S., & Goode, S. (2012). The role of continuous trust in information systems continuance. Journal of Computer Information Systems, 52(4): 1-9. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3): 709-734. Morey, T., Forbath, T. T., & Schoop, A. (2015). Customer Data: Designing for Transparency and Trust. Harvard Business Review, 93(5), 96-105. Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1): 37-59. Rajecki, D. W. (1974). Effects of prenatal exposure to auditory or visual stimulation on postnatal distress vocalizations in chicks. Behavioral Biology, 11(4): 525-536.