Building Trust by Bringing Vulnerability Online

April 22, 2020, 10:30 am (40 Min)
Larger than life? Fake it ’til you make it? Those mantras have long guided product design, branding, and marketing to create brands that are impenetrable, hardened, and aggressively confident. Vulnerability was a weakness—but our relationship with brands has evolved. Consumers demand transparency and humanity. Discover how to design that humanity into our interfaces and communication to make vulnerability a strength for user experience.

Learn how smart brands operationalize vulnerability:

• Build customer loyalty by revealing behind-the-scenes challenges 

• Learn the new rules of vulnerable style and tone in games and chatbots

• Create copy that subconsciously converts customers into champions 


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