Elize Bosker "Radical Transparency: How to Build Trust with Customers" Productized19
If we want our products to be deemed trustworthy and reliable, we need to be transparent about how we work with people’s data. In this talk, Elize will share examples of products and companies who are at the forefront of humanizing technology by applying good ethics and using kind technology. How to build more meaningful conversations with customers is key when working with recommender systems and implementing personalization features. How can you build a better and more trustworthy product yourself? By using radical transparency: give customers more control over their data, share what you know about them and how you use this information, and open up a bigger conversation between citizens and tech companies. Elize challenges all product managers to pass the transparency test: how much information should you share to help people understand your product, its features and the data you use?
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Elize Bosker "Radical Transparency: How to Build Trust with Customers" Productized19
- 1. elizebosker.com @bombeztic How to build trust with customers Radical Transparency Elize Bosker VP Product @ Spideo
- 4. elizebosker.com @bombeztic Fan of Game of Thrones? Here’s what we have for you next: Personalization
- 5. elizebosker.com @bombeztic What does your product do? Is it a vitamin or a pain killer?
- 6. elizebosker.com @bombeztic • External triggers: place information in the user’s environment • Internal triggers: through associations stored in the user’s memory Hooked: Habit-forming products
- 7. elizebosker.com @bombeztic Hooked: variable reward • The Tribe: relationships • The Hunt: skill or competence • The Self: autonomy StackOverflow
- 8. elizebosker.com @bombeztic Hooked: investment PEOPLE • are consistent with past behaviours • anticipate future rewards Brainstorm card: Board of Innovation
- 9. elizebosker.com @bombeztic Good Ethics And why this is important
- 10. elizebosker.com @bombeztic 8/10 in France Declare hyperconnectivity is negative and provokes anxiety Source: IFOP / Securex
- 11. elizebosker.com @bombeztic Reducing the use of technology Brainstorm card: Board of Innovation
- 12. elizebosker.com @bombeztic Social credit: influence citizens Brainstorm card: Board of Innovation
- 13. elizebosker.com @bombeztic How to apply good ethics • Create positive habits • Use technology as a friendly helper • Remain critical about people’s privacy
- 15. elizebosker.com @bombeztic Radical Transparency Trailblazers in different industries
- 16. elizebosker.com @bombeztic – Daniel Schreiber (CEO and cofounder of Lemonade) “Are you withholding information to maximize understanding–or to obstruct it?” The Transparency Test
- 18. elizebosker.com @bombeztic Traceability in Fashion and eCommerce Brainstorm card: Board of Innovation
- 19. elizebosker.com @bombeztic The average time adults spend searching on SVOD platforms before watching content - Nielsen Total Audience Report 2019 8-10 minutes
- 23. elizebosker.com @bombeztic elizebosker.com @bombeztic The Copenhagen Catalog copenhagencatalog.org
- 24. elizebosker.com @bombeztic How to be Transparent • Maximise understanding • Explain the “why” • Use the Copenhagen Catalog for inspiration
- 25. elizebosker.com @bombeztic Kind Technology Use kindness to set an example
- 26. elizebosker.com @bombeztic Kindness as a KPI 42% of consumers walk away when disappointed by a brand - 2018 Brand Purpose study by Accenture
- 27. elizebosker.com @bombeztic Human contact is a luxury good “Screens used to be for the elite. Now avoiding them is a status symbol.” - The New York Times
- 28. elizebosker.com @bombeztic Personal data: taking control Wired: Cartoon by Jeremy Nguyen
- 29. elizebosker.com @bombeztic How to use Kind Tech • Think of Kindness as a KPI • Make technology human • Build trust through transparency