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Data
Maria Izquierdo, @izdo_maria
Martin Jordan, @martin_jordan
SERVICE LAB LONDON, 19 OCTOBER 2016
Services
&
@izdo_maria @martin_jordan
Who we are
@izdo_maria @martin_jordan
Maria Izquierdo — @izdo_maria
Service Designer,
Government Digital Service (GDS)
Martin Jordan — @martin_jordan
Service Designer,
Government Digital Service (GDS)
@izdo_maria @martin_jordan
Disclaimer:
We are not speaking on behalf of GDS today,
but as professionals with a genuine interest
in data
@izdo_maria @martin_jordan
Stand up, please!
@izdo_maria @martin_jordan
Sit down if you have never dealt with data in
a digital product or service in some way
@izdo_maria @martin_jordan
Sit down if you have never had a discussion
about the collection of data in a digital
product or service
@izdo_maria @martin_jordan
Service
@izdo_maria @martin_jordan
“A service is something that helps someone

to do something”
—Louise Downe Head of Design of the UK Government
@izdo_maria @martin_jordan
“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
@izdo_maria @martin_jordan
Data
@izdo_maria @martin_jordan
“Data:

Facts and statistics collected together

for reference or analysis”
—Oxford Dictionary
@izdo_maria @martin_jordan
“Data:

commonly, organised information,

collected for specific purpose”
—Black’s Law Dictionary 1990
@izdo_maria @martin_jordan
DATA
INFORMATION
KNOWLEDGE
WISDOM
@izdo_maria @martin_jordan
LEVEL OF CARE INCREASES
Sensitive Personal Pseudonymous Anonymous
@izdo_maria @martin_jordan
Personal data
• name
• date of birth
• address
• telephone number
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
Data in services
@izdo_maria @martin_jordan
There can be no service without data
@izdo_maria @martin_jordan
You cannot not design data in a service
@izdo_maria @martin_jordan
@izdo_maria @martin_jordan
Gmail Calendar NotificationNow
Account
@izdo_maria @martin_jordan
Data in services has implications for its
users, but also for non-users
@izdo_maria @martin_jordan
Service needs
Business needs
User needs
@izdo_maria @martin_jordan
Service needs—improving offering
Business needs—generating revenue
User needs—fulfilling tasks
@izdo_maria @martin_jordan
“There is no such thing as a free service.

So who gets paid by whom before what?”
—Horace Dediu Industry analyst
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
When things go wrong
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
Privacy paradox
@izdo_maria @martin_jordan
“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
@izdo_maria @martin_jordan
1975
Source: Paramount Pictures
@izdo_maria @martin_jordan
2015
@izdo_maria @martin_jordan
Ethical aspects—ignoring moral principles
Privacy concerns—disclosing private matters
Security risks—endangering people
@izdo_maria @martin_jordan
What the heck?
@izdo_maria @martin_jordan
Designers, ethics over aesthetics!
@izdo_maria @martin_jordan
You are the advocate for your users
@izdo_maria @martin_jordan
User needs
Business needs
Service needs
@izdo_maria @martin_jordan
User needs Business needs
Service needs
@izdo_maria @martin_jordan
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?
@izdo_maria @martin_jordan
When things go well
@izdo_maria @martin_jordan
@izdo_maria @martin_jordan
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/
@izdo_maria @martin_jordan
@izdo_maria @martin_jordan
@izdo_maria @martin_jordan
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/
@izdo_maria @martin_jordan
@izdo_maria @martin_jordan
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.
@izdo_maria @martin_jordan
Principles for design for data
by Sarah Gold / Project IF
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
Let’s apply Sarah’s principles to services
in the private sector:
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
Exercise
@izdo_maria @martin_jordan
Exercise!
@izdo_maria @martin_jordan
Form a group of five

—with maximum diversity, i.e. not your
colleagues or friends who you arrived with
@izdo_maria @martin_jordan
Grab a sheet, pick a service category,
answer the questions
@izdo_maria @martin_jordan
Messaging service
Photo-sharing service
Micro-blogging serviceX
@izdo_maria @martin_jordan
What data is being collected?
Why?
What does it enable in the service?
What are potential risks?
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
Tell us!
@izdo_maria @martin_jordan
Take-aways
@izdo_maria @martin_jordan
If you aren’t acting as the users’ advocate,
no one else will
@izdo_maria @martin_jordan
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
@izdo_maria @martin_jordan
• 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.
@izdo_maria @martin_jordan
It ain’t proper service design,
if you aren’t designing for data in the service
@izdo_maria @martin_jordan
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
Happening soon…
Not your average conference
Inspiring key talks
Confirmed so far…
Hands-on workshops
Open session you decide on…
… and lead
That’s why we call it a co-conference
—because you co-create it
Plus, more fun than at a usual conference
And really great food
Taking place 18–19 November in Berlin
Save 10% until midnight
using the code ‘SXC16xServiceLabLDN’
sxc16.eventbrite.com

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