Designer Brief — Russian Audience Trust Optimisation This brief supports a short optimisation test for a Russian audience viewing an international travel offer. The objective is to reduce early anxiety, increase trust, and encourage users to move deeper into the funnel. This is not a brand redesign — it is a focused trust and UX adjustment. Russian Audience Mindset (Design Lens) • Low default trust, especially with foreign brands • High sensitivity to scams, pressure, and irreversible actions • Preference for clarity, logic, and control over emotion • Human verification is more persuasive than polished marketing Designer Checklist (Must-Have) • Clear legitimacy and reassurance visible above the fold • Low-commitment CTA (e.g. “Reserve” instead of “Buy”) • Explain what happens next before asking for action • Visible human contact (Telegram / WhatsApp) • Calm layout, clean hierarchy, no visual noise • Fast loading, easy to A/B test, easy to roll back UI Patterns That Work Well for Russian Users • Step-based flows that show progress and reduce uncertainty • Reassurance blocks near CTAs explaining safety and reversibility • Matter-of-fact info panels instead of marketing banners • Persistent but non-intrusive contact options Reassurance Microcopy (Russian-Appropriate Tone) • «Без обязательств на этом этапе» (No commitment at this stage) • «Вы можете задать вопросы перед бронированием» (Ask questions before booking) • «Реальные люди на связи в мессенджерах» (Real people available via messengers) • «Оплата и детали подтверждаются позже» (Payment and details confirmed later) Guiding principle: The design should make the user feel safe enough to take the next step — not convinced enough to buy immediately