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

2. 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

3. Next week’s class Wednesday 28th class cancelled Rescheduled class
Friday 2nd March
WW6

4. What is trust?
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5. 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

6. 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

7. 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?
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8. 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

9. 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’

10. Trust and sensitivity of data

11. 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

12. Trust and sensitivity of data

13. 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?

14. Trust and familiarity More fundamental work by Rajecki (1974)
‘Mere exposure effect’ (Zajonc 2001)
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15. 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?

16. 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

17. 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)

18. 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)
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19. 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

20. 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?

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

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

23. What do you think?
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24. What do you think?
Image from oireachtas.ie

25. What do you think?
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26. What do you think?
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27. What do you think?
Image from ebay.ie

28. For forum discussion: Coinbase
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29. 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):
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):
Morey, T., Forbath, T. T., & Schoop, A. (2015). Customer Data: Designing for Transparency and Trust. Harvard Business Review, 93(5),
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1):
Rajecki, D. W. (1974). Effects of prenatal exposure to auditory or visual stimulation on postnatal distress vocalizations in chicks. Behavioral Biology, 11(4):