What is consumer trust?  5 strategies to get consumer trust.

The imagination that new technologies bring is very promising. Whether it’s autopilot or artificial intelligence, they mean we can be free from certain jobs. How far can we go? If you really want to let go of your mind, there is no limit to the brain hole. But the real product is not only a dimension of technology, but also a lot of quality. Will a product that meets the potential needs of users be successful? The answer is too open. When I asked me a year ago, I might simply analyze the feasibility from a technical perspective, but as the product goes deeper, at least in my opinion, whether the product itself is trustworthy and gives users a sense of security is far more important than the potential.

Why? Because trust is the foundation, users will only pay for it if they trust it, and the technology behind it will play its value. Users have faith in products and users will enjoy the process of using them when they pass through customs. But when things happen during the experience, users distrust them, and the distrust hurts more than the pleasure of a good experience. If you had just seen a self-driving car crash into a tree, would you have entered another self-driving car?

Creating a trusted experience and design through reasonable design is the foundation for ensuring product success. The following 5 strategies can help you do this.

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1. reduce bad experiences

At first glance, this is obvious, but the problems involved in the actual product design are not clear in a sentence. Many times distrust is not just about out-of-control functionality. Many times, when product functionality, experience, and user expectations are offset, distrust can result. The simplest and easiest cases, such as when you get to the dead end of a signal under an overpass, require a real-time online network service to shut down. If you’re using a navigation service, it’s even worse. You’re led to the wrong place. It’s very bad. How can you trust it?
How can we solve this problem? If such a bad situation is encountered at the beginning, then consider the possible problems, and build a monitoring module in the software to track the operation of software functions, record the user interaction data when the problem occurs, facilitate subsequent improvement. If it is a very specific problem to solve, you can build some suggestions to help users solve the problem, or then add a special case response function. This kind of service can not only tell the user product designer to predict and solve the problem carefully, but also enhance the sense of trust and alleviate the crisis of trust.

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2., use smaller steps and steps.

In order to increase users’ trust in products, many steps need to be carried out step by step. As mentioned above, people love the tremendous sense of accomplishment brought about by the leap of faith, and this experience of success can increase their trust in the product. Just like when you try a strange food you’ve never eaten before, a lot of times you need to believe it tastes good and then take a sip… Is it really delicious? Then take a sip. In fact, facing new food is the same as facing new digital products, we need to let users gradually experience step by step, gradually gain trust, and then products will be accepted by them, or even like.
Well, let me take my product as an example: automatic bookkeeping. In the past, bookkeeping was a labor-intensive job. Fortunately, it can now operate automatically. Historically, we can predict the behavior of some accounts, such as what G/L accounts should record. However, automated bookkeeping is not automatically run from the beginning, but we gradually guide users to accept various automated functions. First of all, according to the forecast to provide the corresponding recommendations, users can decide whether to accept the recommendations. Slowly, the user sees the value predicted in the proposal so that he can gradually trust the entire system and make it work automatically.

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3. give users control.

What do you do when you don’t understand the current situation and do not trust products or services? More simply, what do you do when you don’t know what happens when you press the current button? This is embarrassing. Because you have no control, you can not be responsible for this function. If you know what this function means and you have the right to control it, that’s not the case.

As for control, it’s not just control itself. First, users need to understand what they control and what it means, and then they have the right to choose. That’s control. Take the previous automatic bookkeeping products as a case to illustrate. First of all, as an accounting service, there are a lot of things happening in the background. When the bank’s statement is submitted into the system, sales begin to advance. In the dashboard, the system sends reminders and instructions to the administrator, at which point the administrator will trust the system and begin to have control. With the built-in functions of the system and the hints and instructions provided by the system, the administrator can control expenses. Correspondingly, although the background has a large number of data processing, but the results of processing will eventually be output to the administrator, where outliers will also be displayed, such information presented, will gradually win more and more trust from the administrator.

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4. provide feedback to help users confirm.

When you use APP to perform a complex operation, you want to see the result of the action. Is this operation going smoothly? Is the result normal? Usually, users need feedback to know if the operation is complete, confirm, build confidence, and trust the APP. Just like when you send an email and click the Send button, the status of the email changes from Draft to Sent, and you can get confirmation from this status change.
If you’re going to be more specific, it’s not just about validation, it’s about making sure the user doesn’t hesitate. When a user first uses a product, what is he not sure about? Let me explain it in a case. For example, electronic invoices are a completely new form of delivery, and you want to be able to deliver the invoices correctly and be handled by the right people in the process. The main reason for this is immediate remuneration. If it works properly, it is confident that it will provide a reliable solution. For example, knowing that the receipt of an invoice wants to receive the invoice in the form of an electronic invoice, or to provide a detailed delivery status immediately after the invoice is issued, you can be directly aware of the change in the status, i.e. that it has worked, and there is no reason to worry, because the payment may already be in progress. That’s right.

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5. consider potential risks

When the user is more cautious, he will not take a more risky approach, even when he feels capable of doing so. Sending and receiving email while driving on the highway, or buying wealth management products with mobile phones for retired elderly people, are risky practices. Try to focus on safe and less risky practices, try to provide the right way, and tell users where the potential risks are.
So how do we do it in product design? When important operations, such as submitting a tax application or paying a bill, are impossible to withdraw once they are performed, it is best to make a second confirmation to the user, such as prompting the user through a pop-up box, and asking the user, “Are you sure? “This is also an important way to improve product trust.

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