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Trust-It CwC FTC Retail Panel 2014
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Trust-It CwC FTC Retail Panel 2014

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    Trust-It CwC FTC Retail Panel 2014 Trust-It CwC FTC Retail Panel 2014 Presentation Transcript

    • We create the digital future. 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. 1
    • Trust:It™ Trust Factors What creates trust? “It is what I expected” “I can control it” “I will do it” 1. Transparency 2. Choice 3. Engagement I am aware I have options It is easy to use It is clear I get to weigh the tradeoffs Context is taken into account I understand I get to decide On my terms It is intuitive ... If I care 4. Value “I get something for 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. 2
    • Trust:It™ Context Good design is based on context, and the first step is to understand THE CONTEXT Design is not art. Art is an expression of self, and comes from within. Art can be created without context. Their environment Cultural norms Social context Situation Design, is about communication, it is about the receiver and their context. The first step to good design is to understand. 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. Attention The people Knowledge History Values Beliefs Noise Wants Needs Tradeoffs Value 3
    • Trust:It™ Retail Creating trust for in-store mobile data collection Research study, large retailers, US only. Participants Broad Sample In-store observation, secret shopper, 1:1 interviews, concept test, survey 4624 Methodologies Urban, suburban, rural Day and evening, weekend and weekday 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. In-mall & standalone stores Bloomingdale’s, Costco, Hollister, Walmart, Neiman Marcus, Pottery Barn, Macy’s, Target, TJ Maxx, Walgreens 4
    • Trust:It™ Retail Americans trust retailers On average, we trust retailers. 7.0 4.5 4.2 TRUST DISTRUST Retailers Average trust level 3.5 Neutral 1.0 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 Survey of general US population, rating trust of brands and organizations on scale 1 (distrust) to 7 (trust). (N=800) September 2013 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. 5
    • Trust:It™ Trust Landscape We will give up our information, if we get something in return We asked people if they would provide information for ‘a deal’ ... 97% would give up at least one piece of data to save money ! 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 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 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. 6
    • Trust:It™ Trust Landscape We will give up our data, for value 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. Copyright © 2013 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential 7
    • Trust:It™ Trust Landscape People are 2.5x more willing to give their data if it ‘makes sense’ If it is clear WHY the data is needed, people are more willing to provide it 12:00 Choose DIRECTIONS Activewear section 75% 30% would provide their location would provide books and magazines they read 98 ft 2 min White shirt 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 Survey of general US population, selecting from a list which information they would trade for benefit. (N=800) 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. 8
    • Trust:It™ Trust Landscape Some data is more important % of people willing to provide: 60.0% 40.0% re o xm 5 ‘I have no right to share someone else’s information’ 20.0% 0.0% Personal Digital Data •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 Sensitive/Financial Info Interests Online Interests Offline •Income •Credit score •Picture of your face/ •What you buy •What you search for •What your passport photo •Fingerprint online •Which app you use on your phone and when interests are •Books and magazines you read Directory Info •Your name •Your phone number •Your age •Your address •Your current location 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 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. 9
    • Trust:It™ Trust Landscape There is a big difference in where I am and where I have been % of people willing to provide: 60.0% Where you are now, versus where you have been 40.0% 20.0% 0.0% Personal Digital Data •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 Sensitive/Financial Info Interests Online Interests Offline •Income •Credit score •Picture of your face/ •What you buy •What you search for •What your passport photo •Fingerprint online •Which app you use on your phone and when interests are •Books and magazines you read Directory Info •Your name •Your phone number •Your age •Your address •Your current location 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 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. 10
    • Trust:It™ Trust Landscape I don’t care about my location, but I do care about my personal data 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. 11
    • Trust:It™ Retail There is low awareness of potential in-store data collection While consumers trust retailers, only 33% In store of people believe that large retailers are collecting data such as: history, contacts, apps installed, etc. Stores access my data from my phone Expectations 50% think that ONLY LOCATION may be collected Reality 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 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. 12
    • Trust:It™ Retail People are confused 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. 13
    • Trust:It™ Retail Can we create awareness? The ‘easiest’ way to create awareness is to use current channels, such as signs or mobile phones. However, will this work? Signs 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 device 14
    • Trust:It™ Retail Low awareness of in-store signage Shoppers were asked to purchase and return an item. Later they were asked to draw the signs they saw. TOTAL: HOLLISTER 34 signs RECALLED: 3 Recall of signage in retail stores REGISTER FITTING ROOM REGISTER Middle: 5 signs 8% Right side: Le" side: 92% 15 signs 24 signs Didn't recall Recalled MALL 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. 15
    • Trust:It™ Retail I don’t pay 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. 16
    • Trust:It™ Retail Consumer notifications 0% of people recalled seeing the sign that is present at all registers in the county. 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. 17
    • Trust:It™ Retail Ambient awareness We showed photos of signs that were at the stores and that were not. Signs that were present 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. Signs that were not in-store 18
    • Trust:It™ Retail 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. 36% of the signs that shoppers thought they saw did not actually exist in the stores 40% 30% 20% 36% 26% Shoppers were more o"en wrong than right ... meaning there was no ambient awareness. 10% 0% Sign incorrectly identified Sign correctly identified 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. 19
    • Trust:It™ Retail The focus is not signs 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. 20
    • Trust:It™ Retail 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. Get in and get out Focus is on more on the activity; low interaction with companion 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. Focus is on the products, the experience 21
    • Trust:It™ Retail Factors that increase attention Part of shopping activity 1 Context Sign needs to be part of shopping activity High repetition and easy to parse 2 3 High Opportunity When there is sign repetition and when it is at eye level At a Glance It needs to be easy to parse 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. 22
    • Trust:It™ Retail Should we message on the phone? 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. 23
    • Trust:It™ Retail Phones were visible for only 11% of people in the store As a result, they most likely won’t see any messages or alerts sent to their phones. 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. 11% 24
    • Trust:It™ Retail Phone were visible for 30% of people in mall areas Higher chance for people to see messages or alerts sent to their phones. 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. 30% 25
    • Trust:It™ Retail Why? Their hands were busy... 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. 26
    • Trust:It™ Retail Ability to interact with the phone 63% had some ability in store In store 37% 33% 30% 0 1 2 No ability Limited ability Full ability 20% 53% In mall 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. 27% 80% had some ability in mall 27
    • Trust:It™ Designing for Trust So should we not provide notice on signs and devices? 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. 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. 28
    • Trust:It™ Designing for Trust We can create awareness – over time 1 2 3 Implicit Awareness No need for notice; people understand that data is being collected. Explicit Awareness Direct communication from advertisement or just-in-time notification. Ambient Awareness In the background to reinforce and maintain awareness from signs and symbols. 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. “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.” “I don’t recall seeing anything, I just know that they have my location which I am fine with.” 29
    • Trust:It™ Designing for Trust Implicit awareness Hypothetical scenario You download a wish list app, and friends and family subscribe and post the gi"s they want. Wish list alert 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.” 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. This store has the perfume that Esther Johnson wants Perfect, now you can surprise her with something she’ll like! 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. 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. 30
    • Trust:It™ Designing for Trust “I want that” 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. 31
    • Trust:It™ Designing for Trust Explicit awareness 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. Example: When the user wants to place an order, ask them “in the moment” to use their location information 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. 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. 32
    • Trust:It™ Designing for Trust 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 Fuel band image used under Creative Commons BY-SA 2.0 Source: http://www.flickr.com/photos/briangiesen/8059029983/ Automotive image used under Creative Commons BY-SA 2.0 Source: http://www.flickr.com/photos/intelfreepress/8315109415/in/photostream/ 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
    • Trust:It™ Designing for Trust Design challenge – Ambient awareness 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. Aware Explain why Easy Hard Get their attention Unaware Doesn’t make sense 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. Makes sense 34
    • Trust:It™ Designing for Trust Ambient awareness – My data symbol Create a graphical symbol that reinforces that your personal data is being transmitted. Communicate Ensure flexibility Collecting Physical signage or on any screen, all sizes My data Positive Sending Tracking Transmitting What is collected now, and in the future Immediate awareness No need for labels State on/off Ability to signify that it is or is not happening Learned awareness Initial need for label, then becomes known 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. 35
    • Trust:It™ Designing for Trust My data symbol – Current iteration 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 Location Symbol Sending Tracking Transmitting My Data 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. Location 36
    • Trust:It™ Designing for Trust When people become aware, we shi" to maintaining that awareness Explicit messaging becomes disruptive once people are actively aware. Least effective Creating Awareness Most effective Ambient Explicit Implicit In the background Requires active engagement Inherently aware Least effective Maintaining Awareness Most effective Explicit Ambient Implicit Requires active engagement In the background Inherently aware 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. 37
    • We create the digital future. 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. 38