How to Design for Trust in Digital Services

Branding, Interaction Design, Service Design

The importance of emotional awareness in business development; When trust becomes a currency

  • Supervisors: Mosse Sjåstad and Einar Sneve Martiniussen
  • Master Thesis
  • Completed: May 2015

Between the three of us 
is an interaction and service design diploma that explores how trust affects digital services. The project focuses on the relationship between the user and the service provider.

Technique and Technology is important, but adding trust is the issue of the decade.” – Tom Peters


The project is done with a theoretical approach while using design methods to reach an outcome. The research consists of findings from a wide range of fields such as psychology, management and economy. The outcome has become a five principle model. The five principles of trust is competence, transparency, control, expectation and appearance. The model suggest elements that need to be present in order to obtain trust from the users. In addition to the principles there is an elaboration on a set of structural levels in which the principles can be applied. The principles are used as an evaluation tool of existing services, in analysis, workshops and are presented to various established design professionals.