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Agnieszka M. Walorska @agaw
CREATIVE CONSTRUCTION @creativeconstr
PRIVACY
VS?
CONVENIENCE
CHANGED EXPECTATIONS TOWARDS CUSTOMER EXPERIENCE
It is not enough anymore to just be usable or to expect customers
to adap...
Watson
SMART MACHINES
Artificial Intelligence is making machines
smarter and more useful
INCREASED PROCESSOR CAPACITY
Processing data has become faster and cheaper
IBM Deep Blue
1996
11.38 GFLOPS
Apple IPhone 6
...
CONNECTED TOOTHBRUSHES
Every product can be equipped with an internet connection and
sensors: even toothbrushes, shirts, s...
CHANGED ROLE OF TECHNOLOGY
Tech: a mobile, social & functional companion in today‘s daily life
I CONVENIENCE
We expect technology to provide more and more convenience
IN A FEW YEARS MY MORNING MAY LOOK LIKE THIS
My sleep will not be interrupted
by an irritating alarm clock.
©giphy - http:...
INTELLIGENT BEDROOM
Instead, sensors in my mattress analyze my sleep and
communicate with my roller blinds, massage elemen...
herunterladen	...AND MY SMART COFFEE MACHINE
automatically brews a fresh coffee to wake me up in a gentle way.
CONNECTED HOME
Air conditioning, music, lighting can be controlled with simle
hand movements and speech commands, learn my...
INTELLIGENT CLOSET
My closet automatically recommends the best clothing
based on appointments I have in my calendar.
THE SMART TOILET ANALYZES MY VALUES
and communicate the results to my smart kitchen which in turn
automatically prepares t...
THE SMART FRIDGE
provides me with food suggestions and reccomendations of the
cheapest provider.
THE SELF-DRIVING CAR
is synchronized with my calendar and automatically chooses the
fastest route to my morning appointmen...
Dazu	gab	
es	schon	
mal	ne	
Folie	–	frag	
mal	Uli	
Agnieszka, you’ve almost
reached your spending limit for
fashion-shoppi...
INSTEAD, I RELUCTANTLY GO FOR A RUN
to gain extra points for my health-insurance discount.
©LinkedIn - https://media.licdn.com/mpr/mpr/p/2/005/055/0a9/3923fea.jpg
SOCIALMOBILE
DATA
SENSORS
LOCATION
5 CONTEXT-DRIVING FORCES
Enable 3 customer experience trends....
PERSONALIZATION
PERSONALIZATION
PREDICTION
PERSONALIZATION
PREDICTION
ZERO UI
PERSONALIZATION
Individual information and experiences to each customer
based on known implicit and explicit preferences
WTF?
But why does Amazon recommend me pregnancy products?
Statement:	
Expectation:	
THIS IS A GOOD PREDICTION
Statement:
Reality:
THIS IS NOT A VERY GOOD ONE
GOOGLE NOW
learns my routines/behaviour and matches them with external
conditions in order to provide me with relevant inf...
ZERO USER INTERFACE GOES ONE STEP FURTHER
Instead of relying on commands we enter on a screen, machines
now can understand...
„Hi. I am Alexa.
How can i help
you?“
AMAZON‘S APPROACH TO ZERO USER INTERFACE
Echo talks back to you and acts as personal...
LUNA – SMART MATTRESS COVER
automatically regulates the bed temperature based on the user‘s
regular bedtime. It also learn...
LG – THE INTELLIGENT FRIDGE
knows its content and automatically prepares shopping lists.
FITNESS TRACKERS
are implementing all three approaches more and more to make
us healthier and fitter
NEXT STEP – INGESTIBLE SENSORS
Real time data directly from inside the body help in monitoring
health and administrating d...
NEW BUSINESS MODEL – BETTER INSURANCE
RATES IN EXCHANGE FOR FITNESS DATA
BUT WHAT ARE THE CONSEQUENCES
Does not sharing your data put you at risk for higher rates?
UNCANNY VALLEY
Acceptance of robots depends on degree of anthropomorphism
Take my data!
It‘s okay, that you
have my data!
I don‘t want you
to have my data!
How did you get my data!
Amazing!
UNCANN...
CONVENIENT EXPERIENCE = PRIVACY VIOLATION?
But why is privacy relevant?
WE ARE
CONCERNED
ABOUT PRIVACY !
NO !!!
ONLINE SERVICES PRETEND
TO PROVIDE FREE SERVICES
CONTROL
OVER DATA
© Meme Binge | laptop-privacy-with-sweater
PRIVACY SEEMS TO BE A HUGE ISSUE. BUT...
IDENTITY
CARD
...55% SHARE DATA IN ODER TO USE FREE SERVICES
© https://pixabay.com/static/uploads/photo/2014/09/28/10/06/protest-464616_640.jpg
WE‘RE NOT
WILLING TO
PAY FOR
SERVICES
© https://upload.wikimedia.org/Tokyo_Prefecture.jpg
EVERYTHING	
AND MAINLY USE FREE SERVICES
80% disapprove free services
making money with data.
Almost 80% use them
HUMANS ARE PREDICTABLY IRRATIONAL...
© http://dominicp.com/book_predictably-irrational.jpg
...AND LIE TO THEMSELVES
In order to reduce cognitive dissonance
PRIVACY PARADOX
We know about the importance of privacy and we are ashamed
that we do not care enough. That is why we say ...
PRIVACY CONVENIENCE
WE VALUE PRIVACY
BUT WE VALUE OTHER THINGS MORE
We can pay cash, but it is just more convenient to pay with a card.
We can set up a login and password for each online service, but it’s
so much easier to hit the “connect with facebook” but...
© Family	Guy	|	20th	Century	Fox
We can turn off cookies in our browsers,
but we do not want to re-enter our passwords and ...
PRIVACY CONVENIENCE
RIGHT NOW, IT ALWAYS SEEMS TO BE A TRADEOFF
and most of the time WE take convenience.
PRIVACY CONVENIENCE
DOES IT ALWAYS HAVE TO BE A TRADEOFF?
VALUABLE EXPERIENCE AND PRIVACY?
What can we do to provide both at the same time?
FOCUS ON YOUR CUSTOMER
Every time you collect data, ask yourself:
How will the customer benefit from providing the data?
USERS WANT TO KNOW WHAT‘S IN FOR THEM
DON‘T GIVE PEOPLE THE IMPRESSION
THAT THEY HAVE A STALKER.
OFFER PEOPLE A CHOICE
You don‘t have to lose your customer just because she preferes
apples to cake
TELL PEOPLE ALL YOU KNOW ABOUT THEM
They have a right to know.
PROVIDE TRANSPARENCY
Give your customers the possibility to find out
based on which data you have made your predictions.
NO PRIVACY LABYRINTH
Make your privacy settings comprehendable and easy to access.
Don‘t hide your privacy policy behing l...
MAKE PRIVACY DEFAULT
WRITE USER STORIES AROUND PRIVACY
“TECHNOLOGY IS [...] GIVING US WAYS TO DO HARM AND TO DO
WELL; IT’S AMPLIFYING BOTH.[...] BUT THE FACT THAT WE ALSO
HAVE A...
GROUNDBREAKING POSSIBILITES
Analyzing vast amounts of data gives us the possibiliy to improve
the quality of life for mill...
© http://consciouslifenews.com/wp-content/uploads/2012/11/demon-angel.jpg
BUT THERE IS ALWAYS A FLIP SIDE
This great poten...
THANK YOU !
Telefon: +49 (0)30 / 4004 1922
www.creativeconstruction.de
AGNIESZKA M. WALORSKA
@agaw | agnieszka@creativecon...
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Privacy vs. Convenience. Challenges for UX with Privacy and Personalization

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Several major data breaches and leaks about online surveillance have raised the awareness and need for online privacy. On the other side, our usage of wearables, smartphones and Internet of Things leads to the generation of an increasing amount of data. Even very sensitive data, like the information about our location or body functions recorded by different sensors. And we are very much willing to provide these data, if we’re expecting certain benefits: personalized traffic information, temperature regulation based on my own preferences, fitness progress etc. We enjoy the convenience of products, which rely on data personalization.

Additionally, most providers of digital products are not necessarily interested in making privacy settings transparent and accessible – as user data is their most precious asset. And they know – when faced with the choice between privacy and convenience users usually pick the latter. But do privacy and convenience really have to be contradicting concepts? Is it possible (and desirable) to ensure protection of privacy while providing great user experience?

Published in: Design
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Privacy vs. Convenience. Challenges for UX with Privacy and Personalization

  1. 1. Agnieszka M. Walorska @agaw CREATIVE CONSTRUCTION @creativeconstr PRIVACY VS? CONVENIENCE
  2. 2. CHANGED EXPECTATIONS TOWARDS CUSTOMER EXPERIENCE It is not enough anymore to just be usable or to expect customers to adapt to technology.
  3. 3. Watson SMART MACHINES Artificial Intelligence is making machines smarter and more useful
  4. 4. INCREASED PROCESSOR CAPACITY Processing data has become faster and cheaper IBM Deep Blue 1996 11.38 GFLOPS Apple IPhone 6 2014 115,2 GFLOPS
  5. 5. CONNECTED TOOTHBRUSHES Every product can be equipped with an internet connection and sensors: even toothbrushes, shirts, shoes or home thermostats. ©http://www.tehnickaskolava.rs/pdf/engleski2013/houses.pdf
  6. 6. CHANGED ROLE OF TECHNOLOGY Tech: a mobile, social & functional companion in today‘s daily life
  7. 7. I CONVENIENCE We expect technology to provide more and more convenience
  8. 8. IN A FEW YEARS MY MORNING MAY LOOK LIKE THIS My sleep will not be interrupted by an irritating alarm clock. ©giphy - http://giphy.com/gifs/tired-morning-13NjrthWrBPYfm
  9. 9. INTELLIGENT BEDROOM Instead, sensors in my mattress analyze my sleep and communicate with my roller blinds, massage elements in my bed
  10. 10. herunterladen ...AND MY SMART COFFEE MACHINE automatically brews a fresh coffee to wake me up in a gentle way.
  11. 11. CONNECTED HOME Air conditioning, music, lighting can be controlled with simle hand movements and speech commands, learn my preferences and make adjustments regarding my mood. ©OfficeDesignIdeas
  12. 12. INTELLIGENT CLOSET My closet automatically recommends the best clothing based on appointments I have in my calendar.
  13. 13. THE SMART TOILET ANALYZES MY VALUES and communicate the results to my smart kitchen which in turn automatically prepares the optimal breakfast. ©http://www.tehnickaskolava.rs/pdf/engleski2013/houses.pdf
  14. 14. THE SMART FRIDGE provides me with food suggestions and reccomendations of the cheapest provider.
  15. 15. THE SELF-DRIVING CAR is synchronized with my calendar and automatically chooses the fastest route to my morning appointment based on the traffic. ©Deezen.com - http://static.dezeen.com/uploads/2014/02/XchangE-Car_dezeen_sq.jpg
  16. 16. Dazu gab es schon mal ne Folie – frag mal Uli Agnieszka, you’ve almost reached your spending limit for fashion-shopping this month… ON MY WAY BACK, I STOP BY A FASHION STORE My personal finance management app thinks it is a bad idea
  17. 17. INSTEAD, I RELUCTANTLY GO FOR A RUN to gain extra points for my health-insurance discount.
  18. 18. ©LinkedIn - https://media.licdn.com/mpr/mpr/p/2/005/055/0a9/3923fea.jpg
  19. 19. SOCIALMOBILE DATA SENSORS LOCATION 5 CONTEXT-DRIVING FORCES Enable 3 customer experience trends....
  20. 20. PERSONALIZATION
  21. 21. PERSONALIZATION PREDICTION
  22. 22. PERSONALIZATION PREDICTION ZERO UI
  23. 23. PERSONALIZATION Individual information and experiences to each customer based on known implicit and explicit preferences
  24. 24. WTF? But why does Amazon recommend me pregnancy products?
  25. 25. Statement: Expectation: THIS IS A GOOD PREDICTION
  26. 26. Statement: Reality: THIS IS NOT A VERY GOOD ONE
  27. 27. GOOGLE NOW learns my routines/behaviour and matches them with external conditions in order to provide me with relevant information. © Google - lh5.googleusercontent.com
  28. 28. ZERO USER INTERFACE GOES ONE STEP FURTHER Instead of relying on commands we enter on a screen, machines now can understand our words, mimics and gestures. ©http://wwwen.zte.com.cn/endata/magazine/mobileworld/2015/3/articles/201506/W020150629624595381867.jpg
  29. 29. „Hi. I am Alexa. How can i help you?“ AMAZON‘S APPROACH TO ZERO USER INTERFACE Echo talks back to you and acts as personal assistant.
  30. 30. LUNA – SMART MATTRESS COVER automatically regulates the bed temperature based on the user‘s regular bedtime. It also learns by tracking the sleep quality.
  31. 31. LG – THE INTELLIGENT FRIDGE knows its content and automatically prepares shopping lists.
  32. 32. FITNESS TRACKERS are implementing all three approaches more and more to make us healthier and fitter
  33. 33. NEXT STEP – INGESTIBLE SENSORS Real time data directly from inside the body help in monitoring health and administrating dosages of medicine. ©http://www.proteus.com/
  34. 34. NEW BUSINESS MODEL – BETTER INSURANCE RATES IN EXCHANGE FOR FITNESS DATA
  35. 35. BUT WHAT ARE THE CONSEQUENCES Does not sharing your data put you at risk for higher rates?
  36. 36. UNCANNY VALLEY Acceptance of robots depends on degree of anthropomorphism
  37. 37. Take my data! It‘s okay, that you have my data! I don‘t want you to have my data! How did you get my data! Amazing! UNCANNY VALLEY OF DATA The same principle can be applied to anticipatory software.
  38. 38. CONVENIENT EXPERIENCE = PRIVACY VIOLATION? But why is privacy relevant?
  39. 39. WE ARE CONCERNED ABOUT PRIVACY !
  40. 40. NO !!! ONLINE SERVICES PRETEND TO PROVIDE FREE SERVICES
  41. 41. CONTROL OVER DATA
  42. 42. © Meme Binge | laptop-privacy-with-sweater PRIVACY SEEMS TO BE A HUGE ISSUE. BUT...
  43. 43. IDENTITY CARD ...55% SHARE DATA IN ODER TO USE FREE SERVICES
  44. 44. © https://pixabay.com/static/uploads/photo/2014/09/28/10/06/protest-464616_640.jpg WE‘RE NOT WILLING TO PAY FOR SERVICES
  45. 45. © https://upload.wikimedia.org/Tokyo_Prefecture.jpg EVERYTHING AND MAINLY USE FREE SERVICES
  46. 46. 80% disapprove free services making money with data. Almost 80% use them
  47. 47. HUMANS ARE PREDICTABLY IRRATIONAL... © http://dominicp.com/book_predictably-irrational.jpg
  48. 48. ...AND LIE TO THEMSELVES In order to reduce cognitive dissonance
  49. 49. PRIVACY PARADOX We know about the importance of privacy and we are ashamed that we do not care enough. That is why we say we do.
  50. 50. PRIVACY CONVENIENCE WE VALUE PRIVACY BUT WE VALUE OTHER THINGS MORE
  51. 51. We can pay cash, but it is just more convenient to pay with a card.
  52. 52. We can set up a login and password for each online service, but it’s so much easier to hit the “connect with facebook” button
  53. 53. © Family Guy | 20th Century Fox We can turn off cookies in our browsers, but we do not want to re-enter our passwords and we enjoy having personalized services.
  54. 54. PRIVACY CONVENIENCE RIGHT NOW, IT ALWAYS SEEMS TO BE A TRADEOFF and most of the time WE take convenience.
  55. 55. PRIVACY CONVENIENCE DOES IT ALWAYS HAVE TO BE A TRADEOFF?
  56. 56. VALUABLE EXPERIENCE AND PRIVACY? What can we do to provide both at the same time?
  57. 57. FOCUS ON YOUR CUSTOMER Every time you collect data, ask yourself: How will the customer benefit from providing the data?
  58. 58. USERS WANT TO KNOW WHAT‘S IN FOR THEM
  59. 59. DON‘T GIVE PEOPLE THE IMPRESSION THAT THEY HAVE A STALKER.
  60. 60. OFFER PEOPLE A CHOICE You don‘t have to lose your customer just because she preferes apples to cake
  61. 61. TELL PEOPLE ALL YOU KNOW ABOUT THEM They have a right to know.
  62. 62. PROVIDE TRANSPARENCY Give your customers the possibility to find out based on which data you have made your predictions.
  63. 63. NO PRIVACY LABYRINTH Make your privacy settings comprehendable and easy to access. Don‘t hide your privacy policy behing legal gibberish.
  64. 64. MAKE PRIVACY DEFAULT
  65. 65. WRITE USER STORIES AROUND PRIVACY
  66. 66. “TECHNOLOGY IS [...] GIVING US WAYS TO DO HARM AND TO DO WELL; IT’S AMPLIFYING BOTH.[...] BUT THE FACT THAT WE ALSO HAVE A NEW CHOICE EACH TIME IS A NEW GOOD.” - KEVIN KELLY
  67. 67. GROUNDBREAKING POSSIBILITES Analyzing vast amounts of data gives us the possibiliy to improve the quality of life for millions of people all over the world.
  68. 68. © http://consciouslifenews.com/wp-content/uploads/2012/11/demon-angel.jpg BUT THERE IS ALWAYS A FLIP SIDE This great potential goes hand in hand with significant threats. We need information symmetry, transparency and rules governing the use of data.
  69. 69. THANK YOU ! Telefon: +49 (0)30 / 4004 1922 www.creativeconstruction.de AGNIESZKA M. WALORSKA @agaw | agnieszka@creativeconstruction.de

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