2021: Omnichannel presentation

Building trust with content design

Not too close for comfort

The pandemic forced us all to change our behaviours, in ways both big and small. And these behaviour changes often involved inserting a digital experience where a physical one used to occur – moving your coffee chats from the breakroom to Zoom, or paying via contactless instead of cash.

As the digital-physical divide continues to close, consumers are being confronted with new, crossover experiences that transform in-person interactions to online or relocate them from one channel to the next. As creators of these digital and digical (physical-digital) experiences that are becoming a more frequent part of the new normal, trust is a key ingredient to ensure that our products or services are understood and adopted.

During this session, Selene De La Cruz, Director of Content Design and Strategy at Mastercard, will take a deep dive into how content design can help engender trust – moving consumers from discomfort to acceptance, use, and even delight. Expect to explore examples from consumer goods, healthcare, Mastercard, and more.

 

What you’ll learn


  • Building trust-based relationships with our users by applying the principles of content design
  • Moving the needle from unknown to adoption through the strategic placement of information
  • Landing in the Goldilocks zone between over-explaining and under-explaining new experiences
  • Looking toward the future to understand what our customers want and expect from brands and experiences moving forward