Design for trust & confidence


For several years now, internet is faced to a stressful atmosphere. A lot of data base scandals appears from big companies. These multinational companies have in their hands millions of peoples information and have to take care about. More than these scandals, some of these big companies sold the people’s information to outside firms.
Scams, frauds, leaks: internet is a dangerous place. In this place full of fear, designer can play a crucial role to appease people.


How UX & UI can improve the lack of confidence when the user is using a web service?


These researchs results are guidelines destinated to designer & developper who are aware about the trust problem present in the internet.



To get a first view of the problem, I decided to send a survey about how people use internet in their everyday life. I received 80 answers from France, Japan, Mexixo, Tibet and Taiwan. These are the main results:

Beyond a technical question, give back confidence to user is crucial. If the user doesn’t trust the product she/he is using, it may appears very bad repercutions for the company. Creating an environment where users feel comfortable for registrating, using and buying from a website/service is essential. That is why my researches’s goal is to find leads about User Experience Design which could be an answer to the lack of user confident.

Semiotic Square
To make a resume of the existing researchs step, I created a semiotic square which contains the 4 main kind of interface.



The persona tool can help us to understand the user’s behavior and support our arguments. Each persona represents a type of user who has goals, desires, fears and frustrations. These persona users has been created from the information got during the surveys within the exploration part.

Journey map

According to the definition from the Nielson Norman Group website, the journey map is a « visualisation of the process that a person goes through to accomplish a goal ». In this case, the person correspond to the persona created before : Lisa & Éric.
The journey map contains 3 main parts which allow us to follow the user actions :

  1. Action story
  2. Each step include a action did by the user. The story simply in a few words and with a title.
  3. User’s emotion
  4. In order to improve the process and resolve the problems, we need to know the user’s emotions.
  5. User’s feeling
  6. The user’s feelings are short sentences said by the user which represent the situtation the user is living.


After founding out different ways to improve the user’s payment experience. Like using humor, character presence, security information and colors. We have to create prototypes that will include these parameters. After having create these prototypes, we will be able to begin the user’s tests.

Fun & Kawai


5 seconds test

The 5 seconds test is a limited test : it only reveals feedback about UI. That is why, in our case, the test is useful to review and know if the color parameter (parameter n°1) get good point from the users. After making a average of each prototypes scores, we got these results:

Prototype 1 : 3.5 Prototype 2 : 3.8 Prototype 3 : 3.4
As we can see, for the 5 seconds test, the prototype n°2 is approved by the users. We supposed that the prototype n°2 score is linked to the presence of the parameter color. However, even the prototype n°2 is approved by the users, it obtains a low score (3.8/5). We should improve this prototype's UI in order to give a better first good impression to users.


In order de get a quantitative analysis feedback of the user test, the AttrackDiff questions are a good way to obtain a hedonic view of the interaction. This method has been developped by Hassenzahl and his team in 2003 and is today one of the most famous tool for UX Designer.

You can see below one of the five questions the form contains. The answers go from «Strongly disagree» to «Strongly agree». To analyse and interpret the result with graphic, each answer corresponds to a score. It starts from -2 (strongly disagree) to +2 (strongly agree).