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The article provides various principles and their guidelines for designing trust into online experiences. These principles and guidelines enhance cooperative behaviors and win user/customer loyalty by giving assurances, references, certifications from third parties and guarantees of privacy and security. Designers must develop strategies for facilitating e-commerce and auctions. Since users can't make eye contact and judge intonations online, designers must create new social norms for professional services. The designer's goal is to engage users quickly and establish and preserve strategic trust under challenging situations. But for many users, strategic trust is difficult to generate, shaken easily and once shaken extremely difficult to rebuild. Understanding the explicit and contract-like nature of trust between people and organizations leads to clearer guidelines for e-developers. These designers and researchers need to be refined and validated in field trials and carefully controlled empirical studies.
Ben Shneiderman (Fri,) studied this question.