Privacy is a fundamental human right and this needs an understanding of data. Many companies fail to leverage industry-standard usability principles to make privacy regulations easy for their customers to understand and consume. Looking from both organization and consumer perspectives, this talk will showcase how UX can simplify the integration of privacy/security compliance and scale for future regulations.

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SESSION ID:
#RSAC
SESSION ID:
Ranjeet Tayi
Humanizing Privacy with power of
User Experience
PS-W09
Senior Manager, User Experience Design
Informatica
@ranzeeth
Gary Patterson
Senior Director, Product Management
Informatica
@gpatterson

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VS

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4
Alignment of Data Collection + Usage
Data Collection
Usefulness
Creepy and
unwanted data
Data which
benefits users /
customers
Unacceptable risk

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increased access to data
from consumers, allowing
companies to use data
about them.*5x
Upside of Trust!
Downside…
Boycott any company
if data protection not
taken seriously
69%
Blame the company
instead of the hacker in a
data breach
62%
Never return to a brand
that has suffered a data
breach
21%
Evolving
Customer
Expectations
Stop spending
for several months after a breach
or incident
83%

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I Agree

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Privacy Challenges
Complexity
Growing
Regulations
Data
Awareness
Operationalizing
Privacy

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“To make something seem gentler,
kinder, or more appealing to people”
Humanize

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Looking human from a privacy lens…

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Fear
Trust
Negative
Emotions
Positive
Emotions
Good
UX

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1
Empathy
2
Ease
Transparency
Relationship
Confidence
Delight
34
5
6
6 UX
Principles to
Humanize
Privacy

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“The ability to
understand and share
the feelings of
another”
1. Empathy

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1. Empathy
Putting yourself in their
shoes…
Connecting with people
Listening to stories
Observing behaviors and
habits
Understanding pains, needs
& goals
Engage & share the feelings

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“To free from
something that pains,
disquiets, or
burdens”
2. Ease

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Ease
Make it easy to understand,
simple and user friendly
User in control
Easy to find and making
convenient
Optimizing for the user context
Educating the user
2. Ease

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“Permitting the uninterrupted
passage of light”
“Easy to see through,
understand, or recognize”
“Candid, open, or frank”
3. Transparency

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Transparency
What data is collected and
why?
How will data be used and
for what purpose?
What is the benefit?
How is data proliferating
and what are the associated
risks?
Proactive communication
3. Transparency

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“The way in which
two or more
concepts, objects, or
people are
connected, or the
state of being
connected”
4.Relationship

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Teaming to work together
Connecting people, process
and technology
Defining the boundaries
(balance)
Engaging with rich
conversations
Setting personalized
language and tone
4. Relationship

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“The feeling or belief
that one can rely on
someone or
something”
5. Confidence

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Confidence
Having control
Getting help when required
Dependable and reliable
Making flexible
Secured and protected
5. Confidence

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Flexible – Multi channel ways to access information

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“A feeling of great
happiness or it is
something that causes
happiness or joy”
6. Delight

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Making intelligent
Personalized experiences
Automating privacy
protection
Having right defaults
Timely responsiveness
6. Delight

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Identifying Delighters

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Negative
Emotions
Positive
Emotion
Good
Design
Fear
Trust
1
Empathy
2
Ease
Transparency
Relationship
Confidence
Delight
34
5
6
Negative
Emotions
Positive
Emotions
6 UX Principles to Humanize Privacy

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“Humans can more easily relate to a
product, a service, a system, or an
experience when they are able to
connect with it at a personal level.”
- Don Norman (Emotional Design)

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The ROI of privacy
$1
of every privacy
investment, the average
company received
benefit of
$2.70
Cisco's 2020 data privacy benchmark study

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Apply Slide
47
Next week you should:
- Start thinking about privacy and human emotions as a concept
- Understand, research and agree in your organization how “Humanizing” is defined
- Determine a single problem area in need where you can test your assumptions
In the first 3 months following this presentation you should:
- Better understand your users and their pain points related to privacy definition
- Refine your privacy policies and discuss with your business leaders on how humanizing privacy benefits
- Begin to implement your assumptions to a single practical use case and share results
Within 6 months you should:
- Partner with your design teams to plan a workshop with key stakeholders to explore new ideas
- Refine your privacy policies and select right privacy tools, vendors which are designed human centered
- Implement a global plan, validate and iterate as part of the ongoing journey for better solutions

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Let’s design
things more
human!
Ranjeet Tayi
@ranzeeth
Gary Patterson
@gpatterson
Thanks
!
Images: pexels.com