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

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

3. What is trust?
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4. 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

5. 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?

6. Trust and familiarity More fundamental work by Rajecki (1974)
‘Mere exposure effect’ (Zajonc 2001)
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7. 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?

8. 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

9. 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)

10. 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?

11. 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

12. Trust and identity
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13. 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

14. 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’

15. 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

16. 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

17. 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?

18. Further reading
Spirovski, V. (2015). The 22 Rules of UX, available at
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.