The Trust Gap

Do customers actually trust brands?

The Trust Gap

Client:

  • Vodafone X Economist Impact

Role:

  • UX/UI Design

Vodafone Business came to Economist Impact with a research report already written. Its headline finding: customers don't trust businesses as much as businesses think they do. They called it the Trust Gap, and our job was to tell that story interactively.

I led the visual and UX/UI design for the campaign hub, which brings the research to life through interactive storytelling, questions for the reader, data viz, video case studies and a customer action plan, all in one place. I also made the 3D illustrations. The design had to comply strictly with Vodafone Business brand guidelines, under the Economist Impact banner.

Three articles tell the Trust Gap story, one each for Shared values, Consistency and Humanity. Each one starts with the problem, using clear data and real stories, then moves on to a practical action plan for how businesses can use technology to close the gap and win trust.

I designed a chatbot ui to ask questions ironically about customer attitudes towards Ai and automation.

The transition to dark background in each article denoted the start of the action plan, which gave key points to implement across each of the themes. These sections included interactive questions, data viz and interactive illustrations.

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