Trust and Confidence Reviews

You’ve got a well designed product. It has good usability and you’ve nailed the top scenarios. Users perform basic tasks smoothly and generally have positive feedback. Still, your product isn’t as successful as you think it should be.

Chances are, while your product is enabling users mechanically, it’s not supporting them emotionally. For whatever reason, users lack confidence and don’t feel comfortable making the commitment to buy, use, or depend upon your product.

So what exactly is trust? Trust is a relationship that is earned by consistently demonstrating competent, open, respectful, honest behavior where people are willing to rely upon or take risks with something or someone. Sometimes great usability isn’t enough. If users don’t trust your product, nothing else matters!


We’ll review your product’s top tasks, focusing especially on those tasks that require trust and confidence. For each task, we’ll check for:

  • Unnecessary hurdles Does your product allow users to achieve their goals right away, or does it force them to jump through unnecessary hurdles. These hurdles may be actual or perceived. For example, does your site require users to sign in or pay money before doing anything?
  • Meeting expectations What are your user’s expectations? Does your product fulfill them? And do users believe that it does? Does it have the right functionality? Does using the product take the right amount of effort? Are there too many steps and options? Too few to do the job? Does your product provide the right value? Are there places where users frequently bail out (such as when they see shipping charges) because it no longer meets expectations?
  • Task confidence Can users perform the task steps confidently? Are they being asked questions that they can confidently answer? Do they have the information or easy access to the information they need? Are appropriate confirmations used for critical tasks? Can they easily recover from mistakes? Do users feel in control and believe they can bail out if they don’t want to commit? Are any preexisting concerns mitigated?
  • Clear communication and feedback Do users understand what your product does? Can they easily differentiate between the options? When performing a task, can they quickly determine if they are on the right track? Can they tell when they’ve made a mistake? Can users see the results and progress?
  • Confidence-building language Does the language used in the product inspire confidence and trust? Is its tone helpful and encouraging?
  • Security and privacy Are users confident that they aren’t putting themselves or their assets as risk? Are they confident that any personal information they provide is necessary and will be protected appropriately?
  • Making a commitment Do users complete critical tasks they’ve started or do they bail out early? What does it take for users to feel comfortable to make a commitment? Are those issues addressed by the UI?
  • Attention to detail Simple mistakes undermine trust and confidence, especially when they occur at inopportune moments. If your product can’t perform simple tasks well, users will assume that it can’t perform complex ones either. Does your product’s attention to detail build the user’s confidence or undermine it?

If anything comes up short, we’ll explain the problem and recommend solutions.


A report with an overall impression of the product, along with a complete list of any problems found with their priority and recommended solution. We recommend wrapping the design review with a conference call to discuss the results.


For more information, please contact


For more information, please contact

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