In this chapter I will first elaborate on the effect of 'moral distance' in the different information and communication technologies, to come to the realisation that the possibility to receive feedback to one's actions in the clash between intention and realization is crucial for the development of ethical behaviour towards oneself and towards others. How this feedback is understood is dependent on the relation between the actor and the person, organization or system that generates the feedback. I came to the notion of moral distance through the use of the Universal Declaration of Human Rights with which I made trust operational. In the next section I return to trust as such. In the building up and diminishing of trust feedback is also a factor of distinction.

Through generalizing and translating my findings so far, I will propose a conceptual framework, which I formulated as YUTPA, to facilitate and understand the design of presence in relation to the design of trust. I propose to add two other dimensions, next to time and place, which are distinct for the design of trust in social interaction. These dimensions are You/not-You and Do/not-Do. By describing and intentionally designing these dimensions, the relation between presence and trust can become more transparent in moments of social interaction as well in the orchestration of a series of those moments in communication processes. Last I will elaborate upon the YUTPA framework as a methodology for design.