Why Your UX Needs a Trust Audit
Boagworld: UX, Design Leadership, Marketing & Conversion Optimization
How does human tone affect trust online?
They argue for using 'we' and natural language rather than distant corporate phrasing to make sites feel trustworthy.
In this episode, we look at why trust is key to good UX, especially with scams, deepfakes, and AI blurring the line between helpful and deceptive. We also ask if emotion-reading apps are helpful or just unsettling, and explore the tricky process of turning services into products. Plus, we discuss a framework from Nielsen Norman Group, tackle a listener's question on productization, and end with Marcus's joke.
App of the Week
Check out Emotion Sense Pro—a Chrome extension that analyzes micro‑expressions and emotional tone in real time during Google Meet calls, while keeping all data safely on your device. It's privacy-first, insightful, and a bit unsettling. But if you're moderating user tests, hosting webinars, or running interviews, it gives a useful look into unseen emotional cues.
Topic of the Week: Trust as Your UX Superpower
This week's topic dives into why trust is absolutely essential in today's digital landscape. Here's a summary of what was discussed, but we encourage you to listen to the whole show for more detailed insights.
We're convinced trust isn't optional, it's foundational. Amid a haze of misinformation, broken customer promises, slick AI-generated content, and user fatigue, building trust isn't just ethical, it's strategic.
Why Trust Is Harder to Earn (But More Rewarding)
Trust isn't automatic anymore. Big brands used to get the benefit of the doubt. Now users are skeptical. Scams and data breaches have made people cautious. Small problems like unfamiliar checkout pages, strange wording, or awkward user flows make people suspicious.
UX Choices That Build (or Break) Trust
Keep your visuals and interface consistent so users don't have to work hard. When people get confused, they put their guard up. Think about clicking through to a payment page with no familiar branding. That tiny moment can kill trust. Messages like "Only 3 left in stock" can seem manipulative if users don't trust you yet.
Speak Like a Human
Talking about "the company" instead of "we" creates distance. Use normal conversation with "you" and "we" instead of "students" or "customers." Skip the marketing language. And remember that if your photos don't show people like your users, they might leave without saying why.
Trust-Building in Action
Here are concrete steps that showcase trust-building in real-world scenarios. Implementing these practices can transform how users perceive and interact with your digital experiences:
- Audit for trust breakpoints. Look for spots where your UI might confuse users.
- Loop in legal early. This stops compliance from ruining your tone with last-minute jargon.
- Test trust directly. Ask "Would you feel comfortable sharing your data here?" during testing.
- Use authentic social proof. Link testimonials to sources, use third-party reviews. Even better? Simple, unpolished video testimonials.
- Prioritize clarity over cleverness. Skip the buzzwords.
- Make human support obvious. This is one of the strongest trust signals you can offer.
Trust runs through every part of your experience. Get it right and it becomes your biggest advantage.
Read of the Week
This week's read is "Hierarchy of Trust: The 5 Experiential Levels of Commitment" by Nielsen Norman Group. They outline a trust pyramid:
- Baseline trust. Can the site meet my needs?
- Interest & preference. Is this better than alternatives?
- Trust with personal info. Worth registering?
- Trust with sensitive data. Can I trust you with payments?
- Long-term commitment. Will I come back?
Main point? Don't ask for level-3 or level-4 commitments before earning levels 1 and 2. Users leave when you push for sign-ups or newsletter pop-ups too early. Build trust in stages.
Listener Question of the Week
"Is productizing my services a good idea, and if so, how should I approach it?
It depends. Productisation can add clarity but might limit your value by putting your service in a rigid box. We find it works better to focus on outcomes rather than fixed processes.
If you do want to productise:
- Focus on the outcome, not the deliverable. Example: "Conversion rate strategy" not "5 interviews and wireframes."
- Stay flexible. Your process should change as the project develops.
- Don't use fixed pricing that punishes change.
- Think about your service's value, not just features.
Most of us will get further with a custom toolkit and clear outcomes than a one-size-fits-all "product."
Marcus’s Joke
“I removed the shell from my racing snail. I thought it would make it faster, but if anything, it’s more sluggish.”
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