Paranoid apptivity don't freak me out by @philipmaloney

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We've come a long way since websites started using cookies to track users. As more people rely on their mobile devices as their primary computing device there has been a rise in apps collecting and utilising personal information. Sometimes this data is used without thought for the user experience, and often crosses the "freaky line". This talk is aimed at both designers and developers of mobile apps requiring personal data, and offers some ideas for improving the user experience and respecting user privacy. About Phil Phil is a UX Designer with over twelve years experience designing and building interactive web applications, and more recently, mobile apps. His background in digital mapping, and his passion for good design, has helped him work on some highly complex data visualisation projects. Based in the Cotswolds, the father of three enjoys the outdoor life and is known to bake the odd loaf.

Technology Business

PARANOID APPTIVIT Y
Don’t Freak Me Out!

Phil Maloney 
@philipmaloney

AGE OF CONTEXT
Mobile, Sensors, Data and the Future of Privacy
Robert Scoble & Shel Israel, 2013

!

FIVE FORCES
Mobile
Social Media
Big Data
Sensors
Location-based Services
!
!
“The Age of Context: Mobile, Sensors, Data and the Future of Privacy”
Robert Scoble & Shel Israel, 2013

Travel
Quantiﬁed Self

Pinpoint Marketing

Entertainment

BASIC PRINCIPLE:
Dating

Shopping

!

The more we share,
the more we receive

Security + Automation

Lifelogging

Health Monitoring

“Sometimes you want to go where everybody knows your name”

“FREAKY LINE”
The limit beyond which people just don't like sharing
information with others on the Internet
!
!

EVERYONE HAS THEIR OWN FREAKY LINE

CROSSING THE FREAKY LINE
•

Anticipatory Computing

•

Persistent Ambient Sensing

•

Free Apps - Ad Networks

•

Social Networks

•

Tracking apps?

LOCATION TRACKING
ACTIVE

PASSIVE

!

!

Foursquare
Google Maps
Strava
Facebook

Camera App
Siri
Placeme
Moves

!

!

CLEAR LANGUAGE

Citymapper App
citymapper.com

BUILD TRUST
•

Value Propositions

•

Easy-to-read language, personality

•

Minimise personal data requests (iOS) - Story building

•

Provide overrides in-app e.g Location Tracking

•

Privacy controls

•

Give user control of their data

CONSIDER YOUR AUDIENCE

Portrait of “Millennials”, Geography of Youth Project
geographyofyouth.org

Thanks!
!

@philipmaloney
philmaloney@gmail.com
References
“The Age of Context: Mobile, Sensors, Data and the Future of Privacy”
Robert Scoble & Shel Israel, 2013
http://scobleizer.com
https://www.appthority.com/appreport.pdf

Heyday
hey.co

Citymapper
citymapper.com

Rove
roveapp.com

Moves
moves-app.com

Mobile devices, sensors, and data are creating a new "Age of Context" where more information is available about individuals. This includes insights from social media usage, sensors in everyday objects, location data from phones, and personal data. While this allows for benefits like more personalized services and public safety, it also raises significant privacy concerns about how personal information is collected, shared, and potentially misused without individuals' consent or knowledge. Building trust between technology companies and users will be important for the future of marketing in this new context-aware environment.

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Paranoid apptivity don't freak me out by @philipmaloney

1. PARANOID APPTIVIT Y Don’t Freak Me Out! Phil Maloney  @philipmaloney

3. AGE OF CONTEXT Mobile, Sensors, Data and the Future of Privacy Robert Scoble & Shel Israel, 2013 !

4. FIVE FORCES Mobile Social Media Big Data Sensors Location-based Services ! ! “The Age of Context: Mobile, Sensors, Data and the Future of Privacy” Robert Scoble & Shel Israel, 2013

5. Travel Quantiﬁed Self Pinpoint Marketing Entertainment BASIC PRINCIPLE: Dating Shopping ! The more we share, the more we receive Security + Automation Lifelogging Health Monitoring

6. “Sometimes you want to go where everybody knows your name”

7. “FREAKY LINE” The limit beyond which people just don't like sharing information with others on the Internet ! ! EVERYONE HAS THEIR OWN FREAKY LINE

8. CROSSING THE FREAKY LINE • Anticipatory Computing • Persistent Ambient Sensing • Free Apps - Ad Networks • Social Networks • Tracking apps?

9. LOCATION TRACKING ACTIVE PASSIVE ! ! Foursquare Google Maps Strava Facebook Camera App Siri Placeme Moves ! !

10. iOS 7 FREQUENT LOCATIONS

11.

12. IT DOESN’T HAVE TO BE THIS WAY…

13. VALUE PROPOSITIONS Heyday App hey.co

14. Heyday App hey.co

15. CLEAR LANGUAGE Citymapper App citymapper.com

16. IN-APP CONTROL Spotify Rove

17. ANDROID + WINDOWS DO IT DIFFERENTLY…

18. BUILD TRUST • Value Propositions • Easy-to-read language, personality • Minimise personal data requests (iOS) - Story building • Provide overrides in-app e.g Location Tracking • Privacy controls • Give user control of their data

19. CONSIDER YOUR AUDIENCE Portrait of “Millennials”, Geography of Youth Project geographyofyouth.org

20. Thanks! ! @philipmaloney philmaloney@gmail.com References “The Age of Context: Mobile, Sensors, Data and the Future of Privacy” Robert Scoble & Shel Israel, 2013 http://scobleizer.com https://www.appthority.com/appreport.pdf Heyday hey.co Citymapper citymapper.com Rove roveapp.com Moves moves-app.com

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