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Building Online Trust with
Product Design
Nick Coster
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about brainmates
brainmates is an Australian company established in 2004
brainmates specialises in:
Product Management consulting services
Strategic Product Management training
Our team enjoys developing new, successful products, training Product Managers and nurturing the Product Management community in Australia
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The Role of Product Management
The role of Product Management is to deliver and maintain
products and services that
1. Provide more value than the competition.
2. Help build a sustainable competitive advantage.
3. Deliver financial benefit to the business.
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Provide more value than the
competition
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Creating Value
Products are more valuable to a
customer when they address an
unsatisfied Need.
In the world of online social networks
consumers need to know who to trust.
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A short history of online Trust
Web 1.0
Reading and Linking
User “Trusts” the
source of the content
No personal data
exchanged
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Web “1.5”
1-way interactions
Closed Interactions
Eg online banking,
online shopping.
User interacts with
service provider
tools.
User trusts the service
to work
Services begin top
validate users with
“authentication”
Eg early use of
cookies and login
screens
Web 2.0
2 way interactions
User Generated
content
Amazon, eBay,
blogging and
commenting “social
media applications”
User interacts with
the Service Providers
tools
AND other users
AND can create
or add content
AND can publish
“relationships”
with other users
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Web 2.0 Social Networks
are built on Trust
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Unfortunately trust is complicated
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Trust is…
A human emotion
An ongoing relationship
Hard to establish, easy to erode
Transferable or inferred
Reputation based
Changes over time
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Trust is….
Surprisingly easy to compromise in the short term
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Creating Value
By creating products that facilitate and build
trust business can create value for their
customers.
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Build a sustainable competitive advantage
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Invest in building trust into the product
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Need
ConsumerProblem
ProductProblem
TechnologyProblem
First, Understand the Problem
Problem Space
Solution Space
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Need
TRUST
Identification / Authentication
Security / Data Protection
Problem Space
Solution Space
First, Understand the Problem
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Good Product Design
Step 1 – Understand the Target Market
Create a Primary Persona
Step 2 – Understand the Primary Persona’s objectives and goals
Eg shop online without getting ripped off
Eg interact publicly without personal information being revealed
Step 3 – Describe specific usage scenarios that enable them to meet these
objectives
Step 4 – Design and build product and service solutions that support the target
markets goals in the usage scenarios.
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Even Better Product Design
Step 1 - Understand the Attacker/Fraudster Target Markets
Create one or more a Attacker/Fraudster Personas
Step 2 – Understand their objectives and goals
Eg Steal authentication information
Eg capture personal information (often for other
authentication)
Eg steal or make money.
Step 3 – Describe specific usage scenarios that describe how
they may attempt to meet these objectives
Step 4 – Design and build product and service solutions that
cripple or prevents the Attacker target markets goals
in their usage scenarios.
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Design Constraints
Product will be designed by delivering on
The successful completion of the Primary Personas Goals
The prevention or disabling of the Attacker Persona goals
By combining the requirements defined by the combination
of both personas additional constraints will be included.
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EXAMPLES
eBay Feedback system
User generated reviews
And user rating of user generated reviews
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Competitive
Advantage
The challenge of addressing both the
Positive and Negative persona goals
Make it harder to find a product
solution
Will ultimately improve the
product
Will better satisfy the
UNARTICULATED market need
that support a trusted solution.19
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Financial benefit to the business
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The Web 2.0 “Trust” Problem
and Opportunity
Companies that are prepared to address the problems of
TRUST online have the potential to deliver:
more value to their customers
can create a competitive difference in the market
place
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By making valuable products that are safe and easy to use by design,
significant financial benefits can be attained.
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Thanks and Questions
Website: www.brainmates.com.au
Twitter: www.twitter.com/brainmates
Linkedin Group: brainmates – product management people
Nick Coster
Director, brainmates
Mob: + 61 401 803 926
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contact details
Adrienne Tan
Director, brainmates
Mob: + 61 402 803 926
Website: www.brainmates.com.au
Twitter: www.twitter.com/brainmates
Linkedin Group: brainmates – product management people
Nick Coster
Director, brainmates
Mob: + 61 401 803 926
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