Margot Bloomstein is a speaker, strategic adviser, and the principal of Appropriate, Inc., a brand and content strategy consultancy. For two decades, she’s helped organizations improve communication through brand-driven content strategy. Her clients include Al Jazeera America, the American Montessori Society, the American Veterinary Medical Association, Harvard University, Lovehoney, Pitney Bowes, and Sallie Mae. She is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project and the creator of BrandSort™. Margot teaches in the content strategy graduate program at FH Joanneum University in Graz, Austria, and lectures around the world about brand-driven content strategy and designing for trust.
UX Camp Winter 2021
Design for Trust: Our Opportunity, Our Responsibility
Cynicism is easy. Hope takes work. Trust bridges the distance between them, and designers have a unique opportunity to foster it. In today’s economy, we need new strategies to earn trust and help consumers and citizens alike make more confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, science, and consumer brands. To regain trust, we’ll go beyond the buzzwords of empathy, transparency, and authenticity. Drawing on examples from publishing, retail, government, and beyond, we’ll discuss how a new framework for content and design can empower people and renew their confidence—and even strengthen society itself.