Early Signals : Design + Trust Q1 2025
We’ve wrapped up our Design + Trust Pulse Report: Q1 2025, and while the full report is on its way, we wanted to share a few early insights. The goal of the study is to understand audience context and what they bring to an interaction with regards to trust. We set out to explore what drives trust in organizations, gathering responses from a diverse range of people across the US—spanning geography, gender, education, income, and profession. From nonprofits to federal agencies, we aimed to understand the factors shaping public trust and uncover the key reasons people feel confident (or cautious) about different types of organizations. We also examined how organization websites might move the needle with content, features and design to build trust.
One standout finding: trust is often driven by organizational purpose, not just customer value or company success. Nonprofits and state governments were viewed as particularly trustworthy, with respondents highlighting their commitment to causes over personal gain. On the flip side, trust in the federal government was notably low, with concerns about historical cover-ups, financial waste, and political influence shaping perceptions. The survey also captured how recent political events are reshaping trust across the spectrum, adding new dimensions to how organizations are evaluated.
Design takeaways: People value straightforward communication that avoids jargon and fine print. Ratings and reviews matter—peer validation builds confidence. And transparency isn’t optional; it’s essential. Respondents also emphasized the need for concise, easy-to-understand design, reinforcing that clarity and simplicity are key to trustworthiness.
In short, designing for trust means designing for transparency, accessibility, and user-friendliness. More insights to come in the full report—stay tuned!
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