Mobile Device Tracking Seminar
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Mobile Device Tracking Seminar

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On February 19, 2014, the Federal Trade Commission staff hosted a seminar on Mobile Device Tracking. ...

On February 19, 2014, the Federal Trade Commission staff hosted a seminar on Mobile Device Tracking.

The speakers discussed how retailers and other businesses have been tracking consumers’ movements throughout and around retail stores and other attractions using technologies that identify signals emitted by their mobile devices. While the technologies differ, many work by identifying and collecting the MAC address – which is unique to a particular device – broadcast when a mobile device searches for Wi-Fi networks. Companies can use these technologies to reveal information about consumers including the path taken throughout a location, length of time in one location, whether a visitor is new or returning, and the frequency of visits to a location. According to media reports, major retailers in the United States are using or have tested the technology in their stores in order to gain insights into the behavior of their customers.

In most cases, this tracking is invisible to consumers and occurs with no consumer interaction. As a result, the use of these technologies raises a number of potential privacy concerns and questions.

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  • 1. Welcome
  • 2. Technological Overview Ashkan Soltani Independent Researcher and Consultant
  • 3. MOBILE   DEVICE   TRACKING   FTC:  Spring  Privacy  Series   Washington,  DC     Feb  19  2014  
  • 4. twiLer:  @ashk4n   ashkan.soltani@gmail.com   independent  researcher  &  consultant     whoami!
  • 5. mobile  device  tracking   •  locaUon  aware  devices   •  device  aware  locaUons   •  benefits   •  concerns  
  • 6. mobile phones*!
  • 7. locaUon  aware  devices  
  • 8. locaUon  aware  devices   *the  device  tracks  its  locaUon  
  • 9. apps  
  • 10. What  They  Know  -­‐  Apps   plaYorms  &  privacy  –  shb  2011  hLp://blogs.wsj.com/wtk-­‐mobile/  
  • 11. locaUon   what  do  we  mean  by  ‘locaUon’?   ! *different  levels  of  accuracy  
  • 12. Bluetooth  Low  Energy   (iBeacons)   *app  can  send  back  info  
  • 13. iBeacons   (Bluetooth  Low  Energy)  
  • 14. device  aware  locaUons  
  • 15. device  aware  locaUons   *the  venue  tracks  the  device  
  • 16. device  aware  locaUons  
  • 17. mobile  phones*   (antennas)  
  • 18. gsm  
  • 19. gsm   (intercepUon)  
  • 20. wifi/bluetooth   (intercepUon)  
  • 21. other  methods  
  • 22. idenUficaUon   (tracking)  
  • 23. unique  idenUfiers  
  • 24. unique  idenUfiers   *refers  to  an  individual  person  or  device  
  • 25. hashing   Ø echo  -­‐n  "E8:06:88:7B:EA:F3"  |  shasum  -­‐a  256   Ø 48fe4d4f1b4cc95567a8794830401081cd9ff1a 79b644782129e5c51569b88aa     *guaranteed  to  be  the  same  every  Ume  
  • 26. ‘hashing’  
  • 27. ‘hashing’  
  • 28. benefits  
  • 29. consumer  benefits   (opt-­‐in)  
  • 30. consumer  benefits   (opt-­‐in)  
  • 31. retailer  benefits   (opt-­‐out)  
  • 32. retailer  benefits   (opt-­‐out)  
  • 33. concerns  
  • 34. retailer  benefits   (opt-­‐out)  
  • 35. retailer  benefits   (opt-­‐out)  
  • 36. concerns   •  invisible  /  passive  collecUon   •  opt-­‐out  vs  opt-­‐in   •  difficulty  of  opt-­‐out  (i.e  mac  addr)   •  pseudo-­‐anonymous  idenUfiers   •  unclear/indefinite  retenUon   •  convergence  
  • 37. convergence  
  • 38. convergence   (hashing)  
  • 39. twiLer:  @ashk4n   ashkan.soltani@gmail.com     questions?!
  • 40. Panel Discussion • Mallory Duncan, Senior Vice President and General Counsel, National Retail Federation • James Riesenbach, Chief Executive Officer, iInside • Seth Schoen, Senior Staff Technologist, Electronic Frontier Foundation • Glenn Tinley, President and Founder, Mexia Interactive • Ilana Westerman, Chief Executive Officer, Create with Context
  • 41. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Wecreatethe digitalfuture. 1 Tuesday, February 18, 14
  • 42. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. What creates trust? Trust Factors Trust:It™ 2 3. Engagement It is easy to use Context is taken into account On my terms 1. Transparency I am aware It is clear I understand It is intuitive 2. Choice I have options I get to weigh the tradeoffs I get to decide ... If I care 4. Value “It is what I expected” “I can control it” “I will do it” “I get something for it” Tuesday, February 18, 14
  • 43. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Good design is based on context, and the first step is to understand Context Trust:It™ 3 Wants Needs Tradeoffs Value Knowledge History Values Beliefs Situation Social context Cultural norms Attention Noise THE CONTEXT Their environment The people Design is not art. Art is an expression of self, and comes from within. Art can be created without context. Design, is about communication, it is about the receiver and their context. The first step to good design is to understand. Tuesday, February 18, 14
  • 44. In-store observation, secret shopper, 1:1 interviews, concept test, survey Day and evening, weekend and weekday Urban, suburban, rural In-mall & standalone stores Bloomingdale’s, Costco, Hollister, Walmart, Neiman Marcus, Pottery Barn, Macy’s, Target, TJ Maxx, Walgreens Participants Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Research study, large retailers, US only. Creating trust for in-store mobile data collection Retail Trust:It™ 4 4624 Methodologies Broad Sample Tuesday, February 18, 14
  • 45. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. On average, we trust retailers. Americans trust retailers Retail Trust:It™ 5 Neutral3.5 4.2 TRUST DISTRUST Average trust level 7.0 1.0 Survey of general US population, rating trust of brands and organizations on scale 1 (distrust) to 7 (trust). (N=800) September 2013 Doctors Banks Cable companies Phone companies State government Federal government Local government Your employer Teachers Health insurance companies New York Times CNN Apple Google Facebook HBO ESPN Yahoo! Citibank AT&T Verizon Macy’s Walmart Target Walgreens Costco Sears Retailers4.5 Tuesday, February 18, 14
  • 46. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. We will give up our information, if we get something in return Trust Landscape Trust:It™ 6 ! 97% We asked people if they would provide information for ‘a deal’ ... Your phone number Which books and magazines you read What you search for online (on computer or mobile phone) Your name What your interests are Your address Which apps you use on your phone, and when Email messages you sent and receive (contents and addresses) The pictures and files you store on your mobile phone Where you have been (e.g., all locations in your phone) Your phone’s address book What you buy (both online and in stores) Your fingerprint Your current location Your age Your income Your social network connections Your credit score Picture of your face/passport photo would give up at least one piece of data to save money Survey of general population, asking which information they would provide for 50% off of a gallon of milk, a large HD TV and a new car . (N=800) September 2013 Tuesday, February 18, 14
  • 47. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. We will give up our data, for value Trust Landscape Trust:It™ 7Copyright © 2013 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Tuesday, February 18, 14
  • 48. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. We will give up our data, for value Trust Landscape Trust:It™ 7Copyright © 2013 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Tuesday, February 18, 14
  • 49. 75% would provide their location 30% would provide books and magazines they read If it is clear WHY the data is needed, people are more willing to provide it Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. People are 2.5x more willing to give their data if it ‘makes sense’ 8 Survey of general US population, selecting from a list which information they would trade for benefit. (N=800) When it makes sense, there is a high willingness to provide information When it doesn’t make sense, there is a low willingness to provide information 12:00 White shirt2 min Activewear section 98 ft DIRECTIONSChoose Trust:It™ Trust Landscape Tuesday, February 18, 14
  • 50. 0.0% 20.0% 40.0% 60.0% Personal Digital Data Sensitive/Financial Info Interests Online Interests Offline Directory Info % of people willing to provide: Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Some data is more important 9 5x more ‘I have no right to share someone else’s information’ •Where have you been •Your phone’s address book •Email messages you sent and receive •Pictures and files you store on your mobile phone •Social network connection •Your name •Your phone number •Your age •Your address •Your current location •Income •Credit score •Picture of your face/ passport photo •Fingerprint •What you buy •What you search for online •Which app you use on your phone and when •What your interests are •Books and magazines you read Trust Landscape Trust:It™ Survey of general population, asking which information they would provide for 50% off of a gallon of milk, a large HD TV and a new car . (N=800) September 2013 Tuesday, February 18, 14
  • 51. 0.0% 20.0% 40.0% 60.0% Personal Digital Data Sensitive/Financial Info Interests Online Interests Offline Directory Info % of people willing to provide: Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. There is a big difference in where I am and where I have been Trust Landscape Trust:It™ 10 •Where have you been •Your phone’s address book •Email messages you sent and receive •Pictures and files you store on your mobile phone •Social network connection •Your name •Your phone number •Your age •Your address •Your current location •Income •Credit score •Picture of your face/ passport photo •Fingerprint •What you buy •What you search for online •Which app you use on your phone and when •What your interests are •Books and magazines you read Where you are now, versus where you have been Survey of general population, asking which information they would provide for 50% off of a gallon of milk, a large HD TV and a new car . (N=800) September 2013 Tuesday, February 18, 14
  • 52. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. I don’t care about my location, but I do care about my personal data Trust Landscape Trust:It™ 11 Tuesday, February 18, 14
  • 53. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. I don’t care about my location, but I do care about my personal data Trust Landscape Trust:It™ 11 Tuesday, February 18, 14
  • 54. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. There is low awareness of potential in-store data collection Retail Trust:It™ 12 While consumers trust retailers, only 33% of people believe that large retailers are collecting data such as: history, contacts, apps installed, etc. Stores access my data from my phone RealityExpectations In store 50%think that ONLY LOCATION may be collected Survey of general population, rating how likely stores collect their data from their phone when they enter in the store. (N=1327) June, September 2013 Tuesday, February 18, 14
  • 55. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. People are confused Retail Trust:It™ 13 Tuesday, February 18, 14
  • 56. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. People are confused Retail Trust:It™ 13 Tuesday, February 18, 14
  • 57. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. The ‘easiest’ way to create awareness is to use current channels, such as signs or mobile phones. However, will this work? Can we create awareness? Retail Trust:It™ 14 Signs On device Tuesday, February 18, 14
  • 58. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Shoppers were asked to purchase and return an item. Later they were asked to draw the signs they saw. Low awareness of in-store signage Retail Trust:It™ 15 Le" side: 24 signs Middle: 5 signs MALL REGISTER FITTINGROOMREGISTER HOLLISTER Right side: 15 signs TOTAL: 34 signs RECALLED: 3 8% 92% Didn't recall Recalled Recall of signage in retail stores Tuesday, February 18, 14
  • 59. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. I don’t pay attention Retail Trust:It™ 16 Tuesday, February 18, 14
  • 60. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. I don’t pay attention Retail Trust:It™ 16 Tuesday, February 18, 14
  • 61. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. 0% of people recalled seeing the sign that is present at all registers in the county. Consumer notifications Retail Trust:It™ 17 Tuesday, February 18, 14
  • 62. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Ambient awareness We showed photos of signs that were at the stores and that were not. Retail Trust:It™ 18 Signs that were present Signs that were not in-store Tuesday, February 18, 14
  • 63. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. They are wrong more o"en than right People were more likely to ‘recall’ signs that they had not actually seen in the store, compared to signs that were present in the store. Retail Trust:It™ 19 0% 10% 20% 30% 40% Sign incorrectly identified Sign correctly identified 36% 26% 36% of the signs that shoppers thought they saw did not actually exist in the stores Shoppers were more o"en wrong than right ... meaning there was no ambient awareness. Tuesday, February 18, 14
  • 64. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. The focus is not signs Retail Trust:It™ 20 Tuesday, February 18, 14
  • 65. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. The focus is not signs Retail Trust:It™ 20 Tuesday, February 18, 14
  • 66. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Why is signage ignored? People ignore signs because they are in ‘get in, get out’ mode or they are enjoying the experience, focusing on the products and the process. Retail Trust:It™ 21 Get in and get out Focus is on more on the activity; low interaction with companion Focus is on the products, the experience Tuesday, February 18, 14
  • 67. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Factors that increase attention Retail Trust:It™ 22 Context Sign needs to be part of shopping activity High Opportunity When there is sign repetition and when it is at eye level At a Glance It needs to be easy to parse 1 2 3 Part of shopping activity High repetition and easy to parse Tuesday, February 18, 14
  • 68. 84% of smartphone shoppers* use their phones to help them shop while in store. However, how o!en do they do this? We researched the number of people who had phones visible in-store vs. in-mall to determine if this would be a solution. *People who use a smartphone to assist with shopping at least once a month or more. Reference: http:// www.google.com/think/research-studies/mobile-in-store.html Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Should we message on the phone? Retail Trust:It™ 23 Tuesday, February 18, 14
  • 69. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. As a result, they most likely won’t see any messages or alerts sent to their phones. Phones were visible for only 11% of people in the store Retail Trust:It™ 24 11% Tuesday, February 18, 14
  • 70. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Phone were visible for 30% of people in mall areas Retail Trust:It™ 25 Higher chance for people to see messages or alerts sent to their phones. 30% Tuesday, February 18, 14
  • 71. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Why? Their hands were busy... Retail Trust:It™ 26 Tuesday, February 18, 14
  • 72. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Ability to interact with the phone Retail Trust:It™ 2727 0 1 2 Limited ability Full abilityNo ability Instore Inmall 37% 33% 30% 20% 53% 27% 63%had some ability in store 80%had some ability in mall Tuesday, February 18, 14
  • 73. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Putting notices on signs and devices does not work to create initial widespread awareness of data collection. Rather, once people become more aware of data collection, notices can reinforce what is happening – and notify people that they can interact when (and if) they want to. So should we not provide notice on signs and devices? 28 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 74. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. We can create awareness – over time 29 Implicit Awareness No need for notice; people understand that data is being collected. 1 2 3 “I don’t recall seeing anything, I just know that they have my location which I am fine with.” “Of course Maps has my location, how else would the service work?” “Yes, I want them to have my location so I can see movies that are playing close to me.” Trust:It™ Designing for Trust Ambient Awareness In the background to reinforce and maintain awareness from signs and symbols. Explicit Awareness Direct communication from advertisement or just-in-time notification. Tuesday, February 18, 14
  • 75. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Hypothetical scenario You download a wish list app, and friends and family subscribe and post the gi"s they want. The app alerts you when you’re in a store that has a wanted item: “Retailer X has the perfume your Mom wants.” Then, when shopping online, you get an alert: “People who like the perfume you bought for your mother also bought this sweater.” Perfect, now you can surprise her with something she’ll like! Implicit awareness 30 Wish list alert The outcome Of course you knows my location, how else would the alert me. Of course you know my social network, I asked them to join. You know who I am, on my phone and on my computer. I give you permission to use that information to provide me value in the future. This store has the perfume that Esther Johnson wants Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 76. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. “I want that” Designing for Trust Trust:It™ 31 Tuesday, February 18, 14
  • 77. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. “I want that” Designing for Trust Trust:It™ 31 Tuesday, February 18, 14
  • 78. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Notification can get in the way of an experience. However, asking for permission in-the-moment (when data is needed to complete the activity) has a higher likelihood of people paying attention. 32 Explicit awareness Example: When the user wants to place an order, ask them “in the moment” to use their location information Designing for Trust Trust:It™ Example: Carts could have a dock which holds and charges the mobile phone. Shopper would be able to see alerts when they appear on the screen. Tuesday, February 18, 14
  • 79. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. 33 Automotive image used under Creative Commons BY-SA 2.0 Source: http://www.flickr.com/photos/intelfreepress/8315109415/in/photostream/ Fuel band image used under Creative Commons BY-SA 2.0 Source: http://www.flickr.com/photos/briangiesen/8059029983/ Ambient Awareness A suite of integrated, consistent notifications across platforms and contexts – using visual, auditory, and tactile feedback to create awareness. Tactile Visual Auditory Vibration for wearables and mobile devices Symbol for screens and signs Pleasant tone for physical contexts Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 80. EasyExplain why Hard Get their attention Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design challenge – Ambient awareness Designing for Trust Trust:It™ 34 Communicating a concept to people – when they don’t know it’s happening, it doesn’t make sense to them, and you need to inform them – is a difficult design challenge. Doesn’t make sense Unaware Aware Makes sense Tuesday, February 18, 14
  • 81. No need for labels Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Communicate Collecting My data Positive Sending Tracking Transmitting State on/off Ability to signify that it is or is not happening Create a graphical symbol that reinforces that your personal data is being transmitted. Ambient awareness – My data symbol 35 Ensure flexibility Physical signage or on any screen, all sizes What is collected now, and in the future Immediate awareness Learned awareness Initial need for label, then becomes known Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 82. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Good design doesn’t just happen – It is a process Designing for Trust Trust:It™ 36 1 2 5 4 11 10 9 18 17 14 15 24 16 22 21 288 7 3 12 13 6 19 20 27 23 25 26 29 30 MODEL ➜ TEST ➜ ITERATE ➜ CREATE ➜ TEST ➜ ITERATE ➜ SOLUTIONS ➜ TEST ➜ REFINE ➜ Tuesday, February 18, 14
  • 83. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 37 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 84. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 38 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 85. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 39 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 86. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 40 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 87. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 41 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 88. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 42 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 89. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 43 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 90. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Trust:It™ Designing for Trust Design – Multiple concepts 44 Tuesday, February 18, 14
  • 91. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 45 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 92. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 46 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 93. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 47 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 94. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 48 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 95. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 49 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 96. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 50 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 97. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 51 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 98. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 52 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 99. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 53 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 100. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 54 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 101. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 55 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 102. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 56 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 103. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 57 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 104. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 58 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 105. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 59 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 106. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 60 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 107. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 61 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 108. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 62 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 109. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 63 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 110. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 64 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 111. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 65 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 112. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 66 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 113. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 67 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 114. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 68 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 115. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 69 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 116. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Design – Multiple concepts 70 Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 117. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Trust:It™ Designing for Trust People were asked to select which words best describe the visual from a list of words. A highly recognizable symbol is identified between 70-75% of the time. My data symbol – Current iteration 71 Location Symbol My Data Symbol Access Alive Appealing Approachable Attractive Authentic Beneficial Busy Choice Collecting Community Compelling Complex Confidential Confusing Connected Convincing Coverage Credible Cutting edge Disconnected Disruptive Distracting Dynamic Easy Empowering Encouraging Energetic Engaging Entertaining Exciting Friendly Frustrating Giving Harmful Helpful Honest Human Impersonal Ineffective Informative Innovative Inspiring Interesting Intimidating Inviting Irrelevant My data Not Valuable Overwhelming Personal Positive Receiving Reliable Reputable Rigid Safe Sending Signal Sharing Taking Tracking Transmitting Trustworthy Unattractive Understandable Undesirable Unique Useful LocationSending Tracking Transmitting My Data Tuesday, February 18, 14
  • 118. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Ambient In the background Explicit Requires active engagement Implicit Inherently aware When people become aware, we shi" to maintaining that awareness Trust:It™ 72 Explicit Requires active engagement Ambient In the background Implicit Inherently aware Least effective Least effective Most effective Most effective Explicit messaging becomes disruptive once people are actively aware. Creating Awareness Maintaining Awareness Trust:It™ Designing for Trust Tuesday, February 18, 14
  • 119. 73 Copyright © 2013 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. Thank you! Contact Website createwithcontext.com General inquiries info@cwcmail.com Media media@cwcmail.com Employment jobs@cwcmail.com Phone +1 408 834-7601 main +1 408 834-7602 fax Silicon Valley office Create with Context 1490 Lincoln Street Santa Clara, CA 95050 USA
  • 120. Panel Discussion • Mallory Duncan, Senior Vice President and General Counsel, National Retail Federation • James Riesenbach, Chief Executive Officer, iInside • Seth Schoen, Senior Staff Technologist, Electronic Frontier Foundation • Glenn Tinley, President and Founder, Mexia Interactive • Ilana Westerman, Chief Executive Officer, Create with Context