Persuasion, Emotion and Trust (PET) is a design methodology that enables design more technologically engaging products. PET uses three main design values, Persuasion – Triggers actions; Emotion - Generate an emotional response; and Trust – Leveraging credibility and cooperation. This design methodology main aim is to incentives people to become more engaged and connected with a certain product or ecosystems. Our main aim is to stress the role of trust on persuasive design. In general, we will focus on the following aspects: 1) First we will start by creating a clear understanding on the challenges of transferring Human Computer Trust (HCT) values to influence user engagement and fostering trust-enabling interactions. 2) Then, in the second part we will learn to analyze interaction design sequences from digital products that changes human trust behaviors. As well as explore different methodologies for testing. 3) We will end by presenting and reflection on the result achieved. For more information read my human computer trust blog https://humancomputertrust.wordpress.com

1. Trust
Human Computer Interaction
perspective

2. Plan for today
• We will start by setting
– The theoretical underpinnings of
• Human Computer Trust
• Design Persuasion, Emotion & Trust
– Address the key principles of design for
– Persuasion, Emotion & Trust
– Focus on design for Trust

3. Trust and HCI
• HCI
– Study computing and computational artifacts as
they relate to the human condition.
• Trust
– Study the dynamic nature of trust in relationships
Human Computer Trust
– how trust influences the human interactions
• Study the socio-technical nature of trust
• Study the role of Trust in user leverage engagement

4. Theoretical underpinnings
• Persuasion is…
– The act of changing people’s behaviors and beliefs
• Dictionary
– The action or process of persuading
• To make someone to act or believe in something
• HCI perspective
– Design actions or processes of persuading
• To change an attitude or behavior

5. Theoretical underpinnings
• HCI perspective
– Studding design methodologies to:
• Incentives people to become
– More engaged; and
– More connected with a certain product or ecosystems
• Change an attitude or behavior
– Attitude:
» reflects the way we think of fell about something
– Behaviour:
» reflects The way in which one acts or conducts oneself,
special towards the other

6. Persuasion, Emotion
& Trust
Design for…

7. key principles
• The ongoing cultural shift
– The existing ever-widening range of digital
artifacts is transforming our daily lives.
• New design methodologies are needed
– More engaging, compelling, and effective
• PET complements classic
– Usability & user experience best practices

8. Key principles
• PET aims is to
– Facilitates the “will do”
• Motivates people to complete the task
– Encourage. Motivates, constrains
• Usability aims is to
– Facilitates the “can do”
• Facilitates activities

9. key principles
• PET assumptions
– Persuasion
• Foster triggers actions;
– Emotion
• Generate an emotional response; and
– Trust
• Leverage credibility and cooperation.

10. WHY TRUST….

11. The trust role in…
• Leverage credibility and cooperation
– To assures the success of
• the action/process of persuading
• How it works?
?

12. Trust is crucial element
• Create trust enabling actions to make…
– activities proceed more smoothly,
– Ensure more transparent behaviours,
– people work with greater confidence.
• To encourage people to
– Cooperate
– Accept certain technologies
– Execute more positive actions
– Creates social bounds
– Establish empathic relations

13. Trust represents a key value
• In foster more
– Social participation
• eParticipation through civil engagement
– Cooperation
• Peer to peer work
• In encouraging
– Economical transactions
• Ecommerce
– sharing practices
• sharing economy
– Sustainability
• Changing user behaviours incentive more reuse practices

14. Trust represents a key value
• In incentive designers
– To provide
• GOOD DESIGN patterns
– Avoiding the Evil UX design
• Done by not so honest people
– That deliberately design to fool, trick or exploit users
– To balance on what some refer to
• The vision and values of dark vs good design patterns.
• Examples of this exist on the web,
in software and even in the real world
See http://darkpatterns.org

15. The challenge to design for trust
• Lies on two main approaches
– one that reflects a strict operational standpoint; and
another
– that sees trust as an internal quality.
• Although both views seem divergent in nature
– We believe that they complement each other
• One focus on technical aspects
– designing for reliable systems with the main aim of preventing
risks
• The other supports the social component of the system
– that sits upon a technical base

16. Trust is a of a state of mind
• Trust reflects
– a confidence and the predisposition to trust another.
• This come based on a set of perceptions of
– another as 'trustworthy’.
– Gain by the ability to observe reinsurance elements
• Looking for a balance between
– an individual's commitments and the risk involved

17. Trust is a reinsurance element,
• Trust reflects certain properties that
– help users to cope with the risk
– Support users to perceive intended behaviours
• Trust reflects a balance between
– individual's commitments to engage with
• a certain Tasks,
• a certain person,
• A system or community
– and the risk involved

18. How it works?
• Trust is dynamic
– It changes through time
• It is likely to have impact on the parties and on the
relationship.
• To trust we rely on
– The identification of certain
• Trustworthy making qualities
– The identification of signs that lead you to perceive
• A society, a person, and or a technological artifact
– Is in fact 'trustworthy’

19. Common touch points
• Within the user centered design framework
Analysis Design Implementation
Evaluation
Contextual inquiry
Ethnographic research
Competitive research
Interviews
Personas and scenarios
Information architecture
Prototyping
Standard & guidelines
Mental mapping
Design frameworks
Storyboards
Cognitive walkthrough
Usability testing
Wizard of OZ
Thinkaloud protocol

20. Design challenge
• Contextual overview
– The Sharing Economy has brought new attention
to the everyday practice of sharing.
– Digital tools are changing both what we can do
together across neighbourhoods and
• Reshaping the way we
– think about sharing our time, materials and skills.
• By fostering more trustful sharing practices.

21. Design challenge
• Create a set of
– Trust enabling sharing task scenarios to persuade
TLU students to
• share time, materials and skills among themselves.
– Context the TLU student community
• The exchange students
• Students that use the dormitory.

22. The design process
User
Research
&
Understanding
STARTS
Set the Goals
Definition &
Design
Create task
scenarios
ENDS

23. Procedure
• Step 1
– Create a set of possible sharing goals;
– and
• Step 2
– Create a set of possible sharing tasks;
• Step 3
– Create a set of Trust enabling sharing actions;
• Step 4
– Select the most relevant actions to your trust enabling
sharing scenario

24. STEP 1 – WHAT DO WE SHARE

25. What do we share?
• space,
• time,
• things,
• transport,
• skills,
• childcare,
• buying decisions,
• meals,
• celebration

26. STEP 2 - WHY DO WE SHARE?

27. Why do we share?
• For sustainability…
– For cooperation and trust
– When facing difficult times;
– For sense and purpose
– Create more gainful activities that give a sense of
purpose;
– To spend less, waste less, consume less.

28. Why do we share?
• Create a set possible sharing behaviours
What makes us share Why we avoid sharing
To save money Unclear responsibilities and legal
issues of what happens to the property
Students travel light, sharing
is convenient
The fear of not getting one’s item
back.
Get to know people The question of who’s responsible
when an item gets broken.

29. Third step
• inspection technique
– Use the toolkit to identify a set of
• Trust enabling sharing actions
• The products we will examine are
– http://neighborgoods.net
– http://www.streetbank.com
– https://www.peerby.com
– http://www.justshareit.com
– https://www.airbnb.com

30. STEP 3 – ANALYTIC TECHNIQUES

31. The socio-technical model of trust
Trust Predisposition
Competency
Predictability
Reciprocity
Benovelence
Honesty
Motivation
Willingness
Expectations
Rational perception
Emotional
perception
Relationships
Commitments
Engagement
AttitudesQualities IntentionsBeliefs

32. The model
• This model depicts trust as a construct
– informed by 7 (seven) individual qualities
• The model determines the extent
– to which one relates with one's social and
technical environment.

33. Toolkit
• Working with user’s expectations
– Incentive or Motivate
• Represents the degree to which an individual believes
(even under conditions of vulnerability and
dependence) h/she has the ability to perform specific
beneficial actions when using a computer.
– Creating Willingness
• Reflects positive or negative feelings about performing
a given action while considering the risk and incentives.

34. Toolkit
• Working with user’s perceptions
– Perceiving competency
• Reflects the degree of ease of use when associated
with the use of the system.
– Perceiving predictability
• Represents a user's confidence that the system will
help him to perform a desired action in accordance
with what is expected.

35. Toolkit
• Working with user’s emotions
– Express benevolence
• reflects a user's perception that most people share
similar behaviours and values.
– Show reciprocity
• represents the degree to which an individual sees
oneself as a part of a group.
– Transmit honesty
• reflects an insurance quality when facing apprehension,
or even fear with the possibility of being deceived.

36. STEP 4 – ANALYTIC TECHNIQUES

37. Fourth step
• Perform a starfish analysis
– Connecting steps 1 and 2 With 3
• Look at the previous identified set of
– Trust enabling sharing task scenarios;
– Possible sharing goals;
– Possible sharing activities; and
• Select
– The ones that…

38. Stop
The ones that…
do not bring any added value to
your design solution
Starfish method

39. Less
The ones that…
don’t bring so much benefits to your
design solution
Starfish method

40. Keep
The ones that…
are good examples or practices and
you want to use...
Starfish method

41. More
The ones that…
are good examples or practices that
you fell that you should focus more
on.
Starfish method

42. Start
The ones that represent the…
Atomic actions or ideas that a team
wants to bring into the design.
Starfish method

43. Solution
• Create a set of
– Trust enabling sharing scenarios to persuade TLU
students to share time, materials and skills among
themselves.

44. Resources
• Sousa et al. (2014). A design space for trust
enabling interaction design. In Proceedings of the
International Conference on Multimedia,
Interaction, Design and Innovation MIDI 2014.
ACM.
• Sousa et al. (2015). Value creation through trust
in technologically-mediated social participation.
Technology, Innovation and Education, 1 - 9.
[forthcoming]
• https://humancomputertrust.wordpress.com