Now you have learned about the theory behind trust creation, seen examples in the industry and looked over the tools in this chapter. What do you do next? The below is a simple playbook of next steps.

Step 1

With your team, including management, product management, sales and customer research teams, identify all the trust points in your customers' journeys with your product or service. Use the Design for Trust Framework to identify all possible trust points. There may be more than one in each stage of the customer journey.

Step 2

After you have identified all the trust points, prioritize the trust points in order of potential to increase market share and feasibility. Make sure all stakeholders are represented in determining the priorities for your organization. Use the Trust Creation roadmap to plot out the priority along each stage of the customer journey that your company should pursue now. What do you need to achieve in each stage, and what metric do you measure against to assess if you are successfully creating trust?

Step 3

Apply the Dos and Don'ts to your approach.



  1. DO make the registration process as quick and simple as possible.

  2. DO give control to the user by confirming any transactions and status updates.

  3. DO have a dedicated customer questions hotline.

  4. DO have clear and compelling customer referral rewards.


  1. DON’T go to market  with a solution that is not designed with the needs of the target customers in mind.

  2. DON’T let bugs and errors ruin the customer experience. One bad experience, and people won’t trust you with their money.

  3. DON’T make your UI complicated and verbose.

  4. DON’T make it difficult for users to find out information on terms and conditions.

  5. DON’T assume that your customer does not need to interact or talk a human being, ever.