The empathy stuff I rambled about is a big part of creating a successful connection between humans. It builds trust. Without trust there isn’t much left.
The same is true for technology. After all, humans built the stuff so if a digital presence suddenly reveals itself to be untrustworthy, it gets shaky pretty fast. Just take a look at Facebook’s stock price as the news of their practices rolls out.
Is the old marketing adage “trust takes years to build, seconds to break, and forever to repair”, still true?
As a UX (user experience) person, I’ve worked with people to create good experiences in the both the digital and analog worlds since dial up. I’ve become acutely aware of something that appears common: humans are more apt to be trusting when they have a positive feeling about their interactions with a thing – be it a pencil a touchscreen or an online form.
No one wants a lousy experience (at least not consciously). There’s a ton of evidence that shows everyone loses when there are elements of a bad user experience in play. Most often, users blame themselves and no one notices. The person (user) feels stupid or inept but they accomplish the task – writing with the pencil or checking in for a flight with a touch screen or submitting a payment using an online form.
But, if UX processes are in place as a strategic underpinning, the whole is more than the sum of its parts. The user may not thank you but your business and your digital presence will. Trust is something that’s built intentionally, guarded and nurtured, just like good user experiences.