Ignore These At Your Peril: Ten principles for trust design
Abstract: Online trust has been discussed for more than 10 years, yet
little practical guidance has emerged that has proven to be applicable across contexts
or useful in the long run. 'Trustworthy UI design guidelines' created in the late 90ies
to address the then big question of online trust: how to get shoppers online, are now
happily employed by people preparing phishing scams. In this paper we summarize, in
practical terms, a conceptual framework for online trust we've established in 2005.
Because of its abstract nature it is still useful as a lens through which to view the
current big questions of the online trust debate - largely focused on usable security
and phishing attacks. We then deduct practical 10 rules for providing effective trust
support to help practitioners and researchers of usable security.