
The topic of credibility in Product Design solutions has kept popping in my mind recently because I’ve been revisiting the Principles of Design from Dieter Rams, and I’ve also been fascinated by the intersection of good Design and impactful Customer Experiences (I’ve been reading quite a few articles from the blogs of Qualtrics and Pendo). I revisit the principles of Design quite frequently, since they’re always a healthy reminder that at the core of every task a Product Designer does, there’s an inherent aspect of Honesty/Innovation/Thoroughness/Clarity/Usefulness (to name just a few principles) that one must keep on top of mind as we navigate complex scenarios, with various stakeholders and users, and also a global environment that seems to be getting more challenging. The topic of Credibility also popped up as an important consideration to tackle, because of all the nefarious and pernicious emails that I’m getting bombarded with on a daily basis, from impersonators, from fraudsters, all trying to get funds, or information, all of them piggybacking on well established brands, on their value, and how most people don’t even realize what they sometimes click on. Here’s some brief considerations on why solid Product Solutions walk hand in hand with building a credible experience for users.
A Product Experience is more than just downloading an app. Every Professional involved in the gestation and release of a product solution knows that a customer/user experience goes beyond what happens on the digital application itself (be it mobile, desktop or wearable). Whenever a user journey is created, there’s a focus in illustrating and documenting all the steps a user/customer take before they start using the solution, which includes how they become aware of that solution, the process of making the decision of starting to explore and then using it (downloading it if that’s the case), the in-product experience, and the post usage experience. The User Journeys typically allow for an understanding of the relevance, clarity, value, friction, distractions, that the user experiences as they go through the awareness, decision making path, and usage of a solution. These days, with the proliferation of dark UX patterns, and scamming tactics that are quite elaborate (and that AI has empowered even further), the topic of credibility is of the utmost importance, since it ties itself with how a brand presents itself on the market, how that brand communicates with its users across all different channels, since these aspects demonstrate an attention to detail, a thoroughness, that is indeed a Design principle, but that is also revelatory of something else: a concern with the overall customer experience, one that distinguishes solid product experiences from mediocre ones. And that’s something that users are starting to notice further, as behaviors change, due to our ever evolving habits of using new applications, new digital solutions, and how we expect them to embed themselves in all our habits.
Thoroughness, innovation, and respecting users. A large component of building credible solutions, is of course tied with the aspect of understanding users needs, and delivering experiences that address those gaps in meaningful ways. However the topic of “meaningful” also implies that whatever solutions are created, they need to understand the customer journey holistically, and not be myopically focused on a narrative that is pushing a particular agenda. What I mean by this is: independently of whatever product, feature, micro-experience that is being carved and released, always be mindful that overall experience is part of something bigger, of a context in which the brand, or other products from that brand, or from competitors, has already established, and that causes users to develop expectations when they come into the universe of the solution you (and your team) have generated. There’s always going to be a certain level of expectations, which implies a steeper level of credibility that needs to be imparted on whatever is being released. Remember that credibility associates itself with conviction, which is essential for users to be able to develop a sense of trust with a solution.
My other point en suite from the prior one is: Product Professionals (Designers, Product Experts, Developers, Go To Market, Legal Professionals and the list goes on) who are expecting their solution to piggyback on prior user knowledge, or brand recognition, or a devilishly smart release campaign, simply don’t. Don’t rely on context to do the homework of establishing credibility for you and for your solution. Credibility is built by being thorough in every aspect of a solution that is released, to the last detail. It’s not about perfection, it’s about the strategy, the reach of what you’re launching to the market (that includes omnichannel experiences, that trickle to email communications, SMS notifications, awareness campaigns, customer support teams, and the list goes on). Having an innovative solution that pierces through the core of a need is imperative, but being thorough not only on the solution itself but across all the aspects of the journey of utilization, that’s what establishes further credibility, and enhances desirability (that partnered with performance as well of course). Respecting users means releasing solutions that perform solidly, that are clearly thought through, even if they’re on a journey towards something more ambitious. The introduction chapter of a product solution won’t cover all the ground for the experience that is being devised, meaning that first release won’t have all the features immediately. But the ones that it does have, they should perform, they should address the needs, and they should communicate the value statement clearly. Because that’s ultimately building credibility for the solution, and for the relationship that is being created with the user/customer.
Funny, quirky will only go so far. So many brands aim to be quirky and funny, develop a personality that makes them stand out in the market. They want to create a rapport with their clients/users, one that cements the commitment of that relationship which they expect to be one for the long-haul. However these days, where brands fall from grace so rapidly, and where everyone’s attention span is at the reach of their smart phone, it’s important to consider the credibility of a product strategy, of how the engagement with the client is done consistently throughout that product lifecycle. Interestingly enough, most of the scamming/fraud emails that I get in my inbox are always related to PayPal, an organization that has became a paradigm in the digital payments arena (amongst many other aspects). These fraud attempts are becoming more and more sophisticated, with the emails resembling authentic ones from PayPal (save for the sender email address of course, which users should always check before clicking anything), however one thing to always keep in mind and pay attention to, is tied to how brands interact with their users. What is their tone, what is the frequency of their interactions, and what is the credibility that comes from those means of communication. The fraudsters I mentioned piggyback on the credibility of the brand in order to get something from unsuspecting users/clients, however for users themselves, they have to navigate and filter these fake scenarios that keep getting more and more polished, particularly as AI makes some of these criminal techniques more polished and effective. My point is: brands do need to find their own footing in terms of identity, tone, and output. That means finding a way to keep their clients/users engaged, continuously build credibility, and not let a vacuum occur, one that allows for crime and less scrupulous situations to occur.
Reality Check. Building credibility is an ongoing process. It takes constant effort, and it can be quickly destroyed if a release is poorly managed, or a communication is daftly released. However, it’s something that brands should always be investing in. Credibility is ultimately what creates retention, what enables relationships to remain persistent. Persistence in product relationships is something challenging, considering the plethora of options available, all of them with deeply convincing narratives being told, however when that credibility is achieved, and the trust is forged, it’s something that generates a value that brands can reap value from for a considerable amount of time.
I’m finishing this article with a quote from Maya Angelou.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”.
Why does Credibility matter in Product Design Solutions was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.