Data & Services / Service Lab London

Data
Maria Izquierdo, @izdo_maria
Martin Jordan, @martin_jordan
SERVICE LAB LONDON, 19 OCTOBER 2016
Services
&

@izdo_maria @martin_jordan
Who we are

Maria Izquierdo — @izdo_maria
Service Designer,
Government Digital Service (GDS)
Martin Jordan — @martin_jordan
Service Designer,
Government Digital Service (GDS)

Disclaimer:
We are not speaking on behalf of GDS today,
but as professionals with a genuine interest
in data

Stand up, please!

Sit down if you have never dealt with data in
a digital product or service in some way

Sit down if you have never had a discussion
about the collection of data in a digital
product or service

Service

“A service is something that helps someone 
to do something”
—Louise Downe Head of Design of the UK Government

“Service is the application of specialised
competences through deeds, processes and
performances for the beneﬁt of another entity”
—Stephen L. Vargo Professor of Marketing, University of Hawai'i at Manoa

Data

“Data: 
Facts and statistics collected together 
for reference or analysis”
—Oxford Dictionary

“Data: 
commonly, organised information, 
collected for speciﬁc purpose”
—Black’s Law Dictionary 1990

DATA
INFORMATION
KNOWLEDGE
WISDOM

LEVEL OF CARE INCREASES
Sensitive Personal Pseudonymous Anonymous

Personal data
• name
• date of birth
• address
• telephone number

Personal data — Sensitive personal data
• name
• date of birth
• address
• telephone number
• physical or mental health conditions
• oﬀences or alleged oﬀences
• religious beliefs
• sexual life

Data in services

There can be no service without data

You cannot not design data in a service

Gmail Calendar NotiﬁcationNow
Account

Data in services has implications for its
users, but also for non-users

Service needs
Business needs
User needs

Service needs—improving oﬀering
Business needs—generating revenue
User needs—fulﬁlling tasks

“There is no such thing as a free service. 
So who gets paid by whom before what?”
—Horace Dediu Industry analyst

Source: http://www.bbc.co.uk/news/business-37476335
92%
do not understand how
personal information is used
57%
do not trust organisations to
use data responsibly
51%
say their data misused
16%
always read terms and
conditions

When things go wrong

Target—is able to calculate a pregnancy
prediction score based on 25 products and send
coupons timed to very speciﬁc stages of someone’s
pregnancy, thereby, in one instance, knowing
about a teenage girl’s pregnancy before their
parents did
Ethical aspect
Source: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/#50b7f32734c6

DriveNow—created precise movement proﬁle of a
carsharing customer including route taken, speed
of vehicle, outdoor temperature and position of
mobile phone during booking; providing evidence
in manslaughter trial, but violating its own T&Cs
Privacy concerns
Source: http://www.manager-magazin.de/unternehmen/autoindustrie/bmw-autobauer-liefert-gericht-kundendaten-fuer-bewegungsprofil-a-1104050.html

SmartTVs—recording spoken words including
personal or other sensitive information and
transmitting the captured data to a third party
through use of their Voice Recognition software;
constantly spying in people’s living rooms
Security risks
Source: http://www.bbc.co.uk/news/technology-31296188

Privacy paradox

“We say we want privacy online, but our actions
say otherwise […] people who indicate serious
privacy concern nevertheless reveal intimate
details of their lives for trivial rewards”
—Leslie K. John Associate professor, Harvard Business School
Source: https://hbr.org/2015/10/we-say-we-want-privacy-online-but-our-actions-say-otherwise

1975
Source: Paramount Pictures

2015

Ethical aspects—ignoring moral principles
Privacy concerns—disclosing private matters
Security risks—endangering people

What the heck?

Designers, ethics over aesthetics!

You are the advocate for your users

User needs
Business needs
Service needs

User needs Business needs
Service needs

Ask:
What data is the service collecting? And why?
How and when is this data being used?
Who has access to this data and who owns it?
And how do we keep it secure?

When things go well

BBC—“Our privacy promise covers how we treat
your data and put you in control of what happens
to it. It’s based around three main areas […]
transparency, choice, trust”
Embracing transparency and simple language
Source: http://www.bbc.co.uk/privacy/

Co-op Paperfree—“We’re committing to a data
relationship that’s unambiguously clear and
transparent. We will always be clear and precise
with you, our members about what we are going to
do with your data. You will be in control of the
data we hold on you.”
Taking sensitive data seriously
Source: https://digital.blogs.coop/2016/05/21/co-op-agm-2016/

Source: http://www.helloclue.com/privacy.html / http://blog.helloclue.com/post/135713474876/why-data-will-revolutionize-global-female-health
Providing options and guaranteeing privacy
Clue—“You can use Clue without creating an
account and if you do you will not share your
data. If you wish to use Clue Connect, however,
you do need an account and once you create an
account your data will be hosted on Clue’s servers.

Principles for design for data
by Sarah Gold / Project IF

Source: Sarah Gold, Projects by IF / https://projectsbyif.com/ideas/design-for-data
1 Keep other services in mind
2 Collect minimum viable data
3 Be transparent
4 Get consent
5 Put users in control of their data
6 Separate the data

Let’s apply Sarah’s principles to services
in the private sector:

Source: Sarah Gold, Projects by IF / https://projectsbyif.com/ideas/design-for-data
1 Keep other services in mind
• Don’t lock users into your service
• Consider what value the data could create
when used in other services too
• Think about API usage

2 Collect minimum viable data
• Ask for the data you really need, not more
• Question what you really need to know
e.g. date of birth / conﬁrmation of 18+
• Think about data breaches, hacks,
requests from regimes

3 Be transparent
• Explain to your users what data you keep
for what reason and who owns it
• State what data you collect, use and store
• Share this big data with the world

4 Get consent
• Use simple language so people
understand what they are agreeing to
• Don’t bury details in 60-page privacy
statement when you ask for consent
• Allow them to revoke consent

5 Put users in control of their data
• Give users a choice to share data or not
• Don’t force account creation
• Allow full deletion of account and data

6 Separate the data
• Decouple services and data
• Unlink personal and sensitive personal data
wherever possible—pseudonymise
• Separate data on people from data on things

Exercise

Exercise!

Form a group of ﬁve 
—with maximum diversity, i.e. not your
colleagues or friends who you arrived with

Grab a sheet, pick a service category,
answer the questions

Messaging service
Photo-sharing service
Micro-blogging serviceX

What data is being collected?
Why?
What does it enable in the service?
What are potential risks?

What data is being collected?
Location of user, every 3 minutes
Why?
To give user contextual recommendations
What does it enable in the service?
Understanding if user is new to area or not
What are potential risks?
Generating detailed movement proﬁles

Tell us!

Take-aways

If you aren’t acting as the users’ advocate,
no one else will

Step up your game, designers, don’t only
design services that easy are to use but also
trustworthy, understandable, accountable*
*Inspiration: Richard Pope / http://www.memespring.co.uk/talks/oscon2016/oscon.pdf

• Join discussions with your team members
• Apply Sarah’s principles for design for data
• Ask why, ask why again and then once more
• Design for worst case scenarios
• Consider data accumulation over time
• Tweak your tools, add data swim lanes etc.

It ain’t proper service design,
if you aren’t designing for data in the service

Thanks very much
Questions? Comments? Concerns?

GDS
Government Digital Service is hiring

service designers
@GDSteam #govdesign

GDS
Join us and work on things that matter
@GDSteam #govdesign

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—because you co-create it

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using the code ‘SXC16xServiceLabLDN’
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Data & Services / Service Lab London

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