{
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    "type" : "single",
    "title" : "To Build Trust, Aim for Easy |Digital.gov",
    "description": "To Build Trust, Aim for Easy",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2022/12/13/to-build-trust-aim-for-easy/index.json","item" : [
    {"title" :"To Build Trust, Aim for Easy","summary" : "Trust is earned through consistency and commitment. Build sites that build trust by considering user needs, respecting people’s time, and avoiding customer experience pitfalls.","date" : "2022-12-13T10:12:00-05:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"amanda-dean" : "Amanda Dean"},"topics" : {
        
            "accessibility" : "Accessibility",
            "customer-experience" : "Customer experience",
            "digital-service-delivery" : "Digital service delivery",
            "plain-language" : "Plain language",
            "trust" : "Trust",
            "usability" : "Usability"
            },"primary_image" : { "uid" : "title-card-to-build-trust-aim-for-easy", "alt" :
  "A title card for the blog titled: To Build Trust, Aim for Easy. It has a dark background and multi-colored arrow shapes on the right. The top line has Customer Experience in small light blue text, while the title and summary are in larger white text. The summary says: Trust is earned through consistency and commitment. Build sites that build trust by considering user needs, respecting people’s time, and avoiding CX pitfalls. At the bottom left is the Digital.gov logo in white.", "width" :
  "1200", "height" :
  "630", "credit" :
  "", "caption" :
  "", "format" :
  "png" },"branch" : "bc-archive-content-3",
      "filename" :"2022-12-13-to-build-trust-aim-for-easy.md",
      
      "filepath" :"news/2022/12/2022-12-13-to-build-trust-aim-for-easy.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2022/12/2022-12-13-to-build-trust-aim-for-easy.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2022/12/2022-12-13-to-build-trust-aim-for-easy.md","slug" : "to-build-trust-aim-for-easy","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2022/12/13/to-build-trust-aim-for-easy/","weight" : "1","content" :"\u003cp\u003eWhat do you like about your favorite restaurant? It may be the service, the quality, the consistency — but what’s that thing that brings you back?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTrust\u003c/strong\u003e.\u003c/p\u003e\n\u003cp\u003eYou trust that they’ll get it right, that they’ll deliver what you want each time. You trust your decision to order from them. That trust can be built upon with good experiences and broken with bad ones. One cold pizza can leave even the most loyal customer reconsidering their next order.\u003c/p\u003e\n\u003cp\u003eWebsites aren’t all that different. Providing information and service that customers can rely on helps \u003cstrong\u003ebuild the trust\u003c/strong\u003e that keeps them coming back.\u003c/p\u003e\n\u003cp\u003eOur audiences want to feel like \u003cstrong\u003eexperts\u003c/strong\u003e, like they get it. If they trust that they can find what they need — delivered simply and clearly, where and when they need it — we validate them. The more easily they can complete tasks, the more confident they’ll feel.\u003c/p\u003e\n\u003cp\u003eThere are lots of ways to make things easier for the people that use our sites and digital services. You’re designing this experience, so help your users succeed!\u003c/p\u003e\n\u003ch2 id=\"let-your-users-be-your-guide\"\u003eLet your users be your guide\u003c/h2\u003e\n\u003cp\u003eThere’s that user experience adage, \u003cem\u003emeet people where they are\u003c/em\u003e. But where are they?\u003c/p\u003e\n\u003cp\u003eCheck \u003cstrong\u003esite visit data\u003c/strong\u003e to get an idea where people are going, and \u003cstrong\u003eengagement metrics\u003c/strong\u003e to learn what kind of information your visitors are interested in.\u003c/p\u003e\n\u003cp\u003eDetermine how customers are currently connecting with you, and:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eOffer a consistent place to go for information (often your website).\u003c/li\u003e\n\u003cli\u003eRemind people with clear, regular communications (like email or social media).\u003c/li\u003e\n\u003cli\u003eUpdate page descriptions and keep sentences short; use common words and phrases for \u003ca href=\"https://search.gov/indexing/how-search-engines-index-content-better-discoverability.html\"\u003esearch engine optimization\u003c/a\u003e and findability.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eCheck out this \u003ca href=\"https://digital.gov/2014/07/07/user-experience-ux-vs-customer-experience-cx-whats-the-dif/\"\u003earticle on the difference between customer experience (CX) and user experience (UX)\u003c/a\u003e and ways they overlap.\u003c/p\u003e\n\u003ch2 id=\"identify-and-fix-cx-and-ux-pitfalls\"\u003eIdentify and fix CX and UX pitfalls\u003c/h2\u003e\n\u003cp\u003eA poor or confusing experience around their intended task can impact the way a customer feels about your whole site or organization.\u003c/p\u003e\n\u003cp\u003eListen to what people are saying about their experiences.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eConduct user testing for major user journeys and audiences.\u003c/li\u003e\n\u003cli\u003eReview help desk feedback and site surveys to identify targeted improvements (following the requirements for information collections in the \u003ca href=\"https://pra.digital.gov/about/\"\u003ePaperwork Reduction Act\u003c/a\u003e, of course!).\u003c/li\u003e\n\u003cli\u003ePerform automated and manual scans to test for accessibility and usability issues.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eCheck out the \u003ca href=\"https://digital.gov/resources/customer-experience-toolkit\"\u003eCX Toolkit\u003c/a\u003e and the Department of Veteran Affairs’ \u003ca href=\"https://www.va.gov/ve/docs/cx/customer-experience-cookbook.pdf\"\u003eCX Cookbook (PDF, 1.8 MB, 34 pages)\u003c/a\u003e for more ideas.\u003c/p\u003e\n\u003ch2 id=\"respect-peoples-time\"\u003eRespect people’s time\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eInformation overload\u003c/strong\u003e is real. When given too many options, people can get fatigued, frustrated, or afraid they’ll make the wrong choice. It creates work for the reader and implies that we expect them to sort through it all to find what they need.\u003c/p\u003e\n\u003cp\u003eOur sites are a crucial part of connecting government, industry, and the public.\u003c/p\u003e\n\u003cp\u003eWe’re \u003ca href=\"https://www.plainlanguage.gov/law/\"\u003elegally required to communicate clearly\u003c/a\u003e, and less is often more when it comes to clarity.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eBe direct, with clear calls-to-action.\u003c/li\u003e\n\u003cli\u003eConsistently use definitions, labels, and tags across pages and sites.\u003c/li\u003e\n\u003cli\u003eCut the \u003ca href=\"https://www.plainlanguage.gov/resources/articles/keep-it-jargon-free/\"\u003eacronyms\u003c/a\u003e and \u003ca href=\"https://www.plainlanguage.gov/search/?q=jargon\"\u003ejargon\u003c/a\u003e to reduce complexity.\u003c/li\u003e\n\u003cli\u003eDefine any confusing terms or topics.\u003c/li\u003e\n\u003cli\u003eFocus on top tasks at site and page level, removing anything unnecessary or unused.\u003c/li\u003e\n\u003cli\u003eStructure information for easy navigation (especially when user journeys span sites or include multiple tasks).\u003c/li\u003e\n\u003cli\u003eUse \u003ca href=\"https://www.plainlanguage.gov/guidelines/\"\u003eplain language\u003c/a\u003e, easy-to-read \u003ca href=\"https://designsystem.digital.gov/components/typography/\"\u003efonts\u003c/a\u003e, and \u003ca href=\"https://www.plainlanguage.gov/guidelines/design/\"\u003escannable layouts\u003c/a\u003e.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"use-formats-that-work-for-everyone\"\u003eUse formats that work for everyone\u003c/h2\u003e\n\u003cp\u003ePretty is nice, but can people read it? If a person can’t \u003cstrong\u003efind\u003c/strong\u003e, \u003cstrong\u003euse\u003c/strong\u003e, and \u003cstrong\u003eunderstand\u003c/strong\u003e web content the first time, it’s not doing its job (or \u003ca href=\"https://www.plainlanguage.gov/guidelines/\"\u003ecomplying with federal plain language guidelines\u003c/a\u003e).\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003ca href=\"https://digital.gov/resources/introduction-accessibility/\"\u003eAccessibility\u003c/a\u003e\u003c/strong\u003e is paramount, and a best practice for reaching your widest possible audience. Make your information easy to find by putting it in accessible, convenient locations and formats.\u003c/p\u003e\n\u003cp\u003eRemember that you’re \u003cstrong\u003edesigning for people\u003c/strong\u003e, and real people have a wide variety of needs and expectations. Promotional videos can annoy, distract, or slow load times. Images intended to provide clarity can confuse readers or bury useful information.\u003c/p\u003e\n\u003cp\u003eRemove unnecessary barriers where you can.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eKeep it simple: only include extras that add value, context, or are required by law.\u003c/li\u003e\n\u003cli\u003eTry \u003ca href=\"https://designsystem.digital.gov/components/overview/\"\u003eU.S. Web Design System components\u003c/a\u003e for consistent, accessible designs.\u003c/li\u003e\n\u003cli\u003eUse active voice and easy-to-understand words.\u003c/li\u003e\n\u003cli\u003eUse \u003ca href=\"https://www.section508.gov/create/pdfs/authoring-guides/\"\u003eaccessible PDFs\u003c/a\u003e, but only when absolutely necessary. Opt for HTML for more accessible, searchable content. If you need assistance, reach out to \u003ca href=\"https://www.section508.gov/tools/coordinator-listing/\"\u003eyour agency\u0026rsquo;s 508 Program Manager\u003c/a\u003e.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"make-it-easy-on-yourself\"\u003eMake it easy on yourself\u003c/h2\u003e\n\u003cp\u003eWhen we focus on making things easier for the people using our sites and digital services, there’s a surprise benefit: it gets easier on us, too!\u003c/p\u003e\n\u003cp\u003eMaintaining less information in fewer places means faster reviews and posting times, freeing us up for more strategic work and ultimately benefiting our users.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eStreamline journeys and limit the number of places people have to go to find what they need.\u003c/li\u003e\n\u003cli\u003eReview content regularly and remove anything that shows no or low engagement.\u003c/li\u003e\n\u003cli\u003eStrategically promote your content and comms channels so people know where to go.\u003c/li\u003e\n\u003cli\u003eUse the same words when talking about the same thing across pages and platforms.\u003c/li\u003e\n\u003c/ul\u003e\n\n\n\n\n  \n\u003carticle\n  class=\"dg-note dg-note--activity\"\n\u003e\n  \u003ch4 class=\"dg-note__heading\"\u003e\n    \u003csvg\n      class=\"dg-note__icon usa-icon dg-icon dg-icon--large\"\n      aria-hidden=\"true\"\n      focusable=\"false\"\n    \u003e\n      \u003cuse xlink:href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/uswds/img/sprite.svg#assessment\"\u003e\u003c/use\u003e\n    \u003c/svg\u003e\n    \n      \n        Activity\n      \n    \n  \u003c/h4\u003e\n  \u003cp\u003e\u003cstrong\u003eJoin the UX Community\u003c/strong\u003e\u003cbr /\u003e\nThe \u003ca href=\"https://digital.gov/communities/user-experience/\"\u003eUser Experience Community of Practice\u003c/a\u003e (UX CoP) brings together government user experience practitioners to create better user-centered products for the public.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJoin the CX Community\u003c/strong\u003e\u003cbr /\u003e\nThe \u003ca href=\"https://coe.gsa.gov/communities/cx.html\"\u003eCustomer Experience Community of Practice\u003c/a\u003e (CX CoP) unites federal employees to improve the experience that the public has with government services, organizations, and agencies.\u003c/p\u003e\n\n\u003c/article\u003e\n\n\u003ch2 id=\"resources\"\u003eResources\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://www.youtube.com/watch?v=U0Rk0euqKWw\u0026amp;list=PLd9b-GuOJ3nH7xSSjL1XBXPfVqw68BNbW\"\u003eDigital.gov YouTube playlist: Government Customer Experience\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://digital.gov/resources/21st-century-integrated-digital-experience-act/\"\u003e21st Century Integrated Digital Experience Act\u003c/a\u003e (21st Century IDEA)\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://designsystem.digital.gov/\"\u003eU.S. Web Design System\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.section508.gov\"\u003eSection508.gov\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.plainlanguage.gov\"\u003ePlainLanguage.gov\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://pra.digital.gov\"\u003eGuide to the Paperwork Reduction Act\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.whitehouse.gov/briefing-room/presidential-actions/2021/12/13/executive-order-on-transforming-federal-customer-experience-and-service-delivery-to-rebuild-trust-in-government/\"\u003eExecutive Order on Transforming Federal Customer Experience and Service Delivery to Rebuild Trust in Government\u003c/a\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://www.whitehouse.gov/briefing-room/statements-releases/2021/12/13/fact-sheet-putting-the-public-first-improving-customer-experience-and-service-delivery-for-the-american-people/\"\u003eFACT SHEET: Putting the Public First: Improving Customer Experience and Service Delivery for the American People\u003c/a\u003e.\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.performance.gov/pma/cx/\"\u003ePresident’s Management Agenda (PMA) Priority 2: Delivering Excellent, Equitable, and Secure Federal Services and Customer Experience\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://digital.gov/resources/required-web-content-and-links/\"\u003eRequired Web Content and Links\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://digital.gov/2022/01/13/go-live-checklist-for-federal-websites/\"\u003eGo-Live Checklist for Federal Websites\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n"}
  ]
}