stop hiding behind your privacy policy: build consumer trust (adm.be, 2015)
TRANSCRIPT
www.collibra.com Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
building consumer truststop hiding behind your privacy policy
Ann Wuyts (@vintfalken)Visual & UX Designer at
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Having knowledge of the customer is the only durable competitive advantage for companies.
Bruce Kasanoff, the author of Smart Customers, Stupid Companies
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Four phases of cognizant computingGartner, Future of Smart Devices, 2013
1. SYNC ME
2. SEE ME
3. KNOW ME
4. BE ME
Store copies of my digital assets and keep it in sync across all end points and contexts
Know where I am (and have been) on the internet and in the real world. Understand my mood and context to better align services
Understand what I want and need and proactively present it to me
Act on my behalf based on learned and explicit rules
94% COMPLETED
82% WEARABLES UPDATE
31% … LOADING DATA
INITIALIZING.. 12%
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
‘Know me’ lock-in
I’m not leaving these behind Could not do without.. So easy that you remember!
On top of increased spend due to personalization of offers
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Users expect Personalistation & Personal
Experiences for the ‘most personal device ever’ are..
RELEVANTare you engaging at the right moment?
GLANCEABLE can you deliver value in milliseconds?
PERSONAL do you approach people in the right
manner?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
No other Apple device has ever been so connected to the wearer. It is important to be mindful of this connection .Apple Watch Human Interface Design Guidelines, 2015
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Machine-to-human relationships are now about human-to-human values
UNDERSTANDING PERSONALISATION
H2H M2H
TRUST PRIVACY
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
The Privacy ChallengeConcern about privacy jumped 5 points between 2014 and 2015. 2nd Annual Poll on How Personal
Technology is Changing our Lives -January 2015, Microsoft
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Loss of control
Privacy challenge: user point of view
91% of adults ‘agree’ or ‘strongly agree’ that consumers have lost control over how personal information is collected and used by companies.
Pew Research Privacy Panel Survey, January 2014
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Lack of transparency
Privacy challenge: user point of view
People are fearful of sharing their data largely because companies and government have not been good at clearly explaining how they use it.
Data Dialog, Demos 2012
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Understanding ‘privacy’
Privacy challenge: user point of view
Pew Research Privacy Panel Survey, January 2014
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Privacy ≠ Security
Co-founder of AlertMe- Pilgrim Baert
Security is a very important topic, but it’s primarily a technical topic, and to a large extent it’s a very well-understood one. If you pay attention to security, it is possible to get it right, whereas privacy is something that’s much more fluid and is much more about social norms, expectations, implicit contracts between consumers and providers.”
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
1. ComplianceWhy should organisations care about privacy?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
2. Competitive advantage
Privacy is not only a fundamental right, it can also be a competitive advantage .
Neelie Kroes
Conform to EU legislation? Ready for the world market!
People can trust you with their digital identities? Sets you apart from competition
Why care?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“2014 US Consumer Data Privacy Study: Consumer Privacy Edition, TRUSTe
9 out of 10 consumers avoid doing business with companies who they feel are not protecting their privacy online
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
3. Privacy is part of the productWhy care?
proportionality
trust
PRIVACY PILLAR
PRODUCT
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Privacy as a Trading Function?Customer Data: Designing for Transparancy and Trust – by Timothy Morey, Theodore Forbath, And Allison Schoop, May 2015 (Harvard Business Review)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Data in exchange for saving money, time, and energy
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“ 61% of adults “disagree” or “strongly disagree” with the statement: “I appreciate that online services are more efficient because of the increased access they have to my personal data.
But are we doing a good job at offering them these savings?
Pew, 2014
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Privacy is a fundamental component of the product experience
BUSINESSVALUE
CONSUMERVALUEPRIVACY
PERSONALISATION
GREAT UX
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Being credible
useful
usable desirable
credible
valuable
findable accessible
User Experience Honeycomb (Peter Morville)
credible2004
the information you present to users
2015taking responsibility to
keep personal data safe
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Delivering understanding & trustWe owe it to both our users and the people who hire us to actively think about privacy, and to implement privacy in the flows and designs we deliver.
B. We need to deliver trustworthy products.
A. We need to deliver great, personal experiences.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
• Privacy• Personalisation• Both• Neither
Q 01 What do you feel has most weight in your organisation?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Privacy requires a clear mandate to get things doneYou can’t do it alone. It is multi-disciplinary and cross-departmental.
Everybody accepts it is important –but not a single department has it as
a priority.
Have privacy as part as the project plan and estimates as soon as
possible.
A continuous need to explain the significance of privacy in the overall
product & company picture
Have privacy as a deliverable, avoids the delays & soring costs of adding it after
the facts.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
• Yes, very much so• Mostly legal• Mostly IT• It’s a department on its own
Q 02 Do you feel ‘privacy’ is treated as cross-departmental at your organisation?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Making a case for education(knowledge = control)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Reality check on IoT
Acquity Group, 2015
87% of consumers has never heard of the Internet of Things
However, they are more familiar with connected objects in specific contexts.
• ‘IoT’ is an industry term
• Consumer understanding is limited to the vertical (industry-specific) level, where as the IoT is inherently horizontal
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Understanding the connected ecosystem
Consumer understanding of IoT as a term, neverminda phenomenon, is extremely low. To understand that a device is connected is not the same as understanding the implications of a connected ecosystem—of the Internet of Things.
Altimeter, 2015
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Please explain
85% of consumers wants to understand more about how their data is collected before using connected devices
2014 TRUSTe Privacy Index: Internet of Things Edition, TRUSTe
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Privacy policies is no guarantee (but the consumer does not know that)
65% do not know that the statement “When a website has a privacy policy, it means the site will not share my information with other websites and companies without my permission” is false.
The Tradeoff Fallacy: How Marketers are Misrepresenting American Consumers and Opening them Up to Exploitation
Turow, Hennessy, Draper
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
So let’s just do this?
password
If have read and agreed to the terms of service and privacy policy.
SIGN UP
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Let’s don our white hats!
Educate userson privacyand security.
Marketing then gets to sell this as if we are white knights in shiny armor saving the users in distress. ;)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Axiom’s AboutTheData
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Google ads on the London Tube
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Education: seize the moment
Can everybody access your email on your phone?
Make sure only you can access your email – and password resets – on
your phone.
Protecting your iOS or Android device using an access code or
gesture takes only 2 minutes to set up. Let’s show you.
Hi! Instructions to reset your password have been sent to
i**** @ g****.com
If they do not arrive within 5 minutes, please click here.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Education: don’t be afraid to point to third party resources or tools
Bye bye little black book. Have you ever tried a password manager?
A password manager is a software application that helps a user store
and organize passwords. Learn more on wikipedia.
(Because so many of you asked: here at the Xcomp offices, we use
Last Pass)
Hi! Instructions to reset your password have been sent to
i**** @ g****.com
If they do not arrive within 5 minutes, please click here.
**********************************
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
In case of breach• Consider a breach likely – and
prepare accordingly• Do not play the victim• Be accountable• Take ownership• Express regaret
1. What happened? (tell what you know at that time)
crisis communications(works for downtime communication too)
2. What is being done *NOW*? (investigate, take systems offline, ..)
3. How does this affect your customers? (both short- and long term)
4. What are you doing to minimize risk? What can your customers do?
5. How do people get more information or updates?
(folluw up) 6. What are you doing prevent this from happening again?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
• Yes• No• Somewhat
Q 03 EducateDoes your organisation provides additional informational resources around privacy and security? (e.g. disclosures, partner lists, risks, opportunities, 3rd party resources or tools, risk assessment tools, .. )
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Informed consent(transparency & control) Yes, I do!
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Step 1: Get consent
Privacy does not benefit from a “do first, ask forgiveness later” strategy.
(avoid: “Hey, we just lost all this data of yours you did not we had in the first place.”)
(what), why, where, to whomset correct expectations
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Step 1: Get explicit consent
By signing this contract, you agree we have the right to collect and pass on all your information. In case you do not want your bank to pass on your credit information to third partners and other divisions, please write ‘I do not agree’ on the contract and hand it over to the person behind the till.
EXPLICIT EXPLICIT NOT EXPLICIT(hidden opt-out)
NO YES
IF YOU AGREE, PLEASE CHECK THIS BOX:
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“Step 1: Get informed, explicit consent
Users don’t want simple things. They want things they can understand.
@jnd1er (UX lx 2011)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Design for informedNo surprises
Option:
Offer a tldr; summary
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
One-page privacy policiesNo surprises
• one-page privacy policy
• will go in effect October 15
• “simpler, clearer and more transparent” (Chief Legal Officer Harvey Anderson)
• challenged other companies to do the same
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“AVG’s new privacy policy is uncomfortably honest about tracking users.”In making its privacy policy easier to understand, AVG has also opened itself up to a backlash.
- Columnist Jared Newman
Damned if you do, and damned if you don’t. Resulting PCWorld headline:
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Fix?• Add a paid option that collects
and passes on fewer data (‘business’?)
• Offer a clear comparison
Aka
give people CHOICE
Rather we have only the essential data required to keep you secure? Compare
our free to our pro offerings
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
• Yes• No• Somewhat
Q 04 Informed consentDoes your organisation require users to give their informed consent?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Choice(control)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
ChoiceACCESS DURATION
People forget to ‘revoke’ things. Supply limited time access options:
WeChat: location discoverable for 10 minutes (default)
LinkedIn: access duration settings (weeks -> months -> years)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
ChoiceOFFER ALTERNATIVES: NO BINARY YES/NO TO ALL SERVICES
In your designs and flows, take into account both having and not having the data.
Design personalized experiences for when you have data.
Design good alternatives for not having the data.
Today will be sunny
Weather for Olen, Belgium where we know you live.
Check out the weather!
Antwerpen
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
ChoiceMAKE IT EASY TO LEAVEBUT CONVINCE THEM TO STAY
Think about WHY people are leaving, and offer alternatives.
“snooze” servicesless-email-optionreset profile/account..
(and remember data portability!)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Do you want to knowif your friends are (action/mood/..) ?
Do you want your friends to know if you are (action/mood/..) ?
Don’t allowOK
Choice: keep peer-to-peer privacy in mindAsk the right question: not do you want to see, but are you willing for others to see..
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
• Yes• No• Somewhat
Q 05 ChoiceDoes your organisation provide users with options towards the collection, use, sharing, storage of their data?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Empower(control – agency matters!)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Empower
Easy access overview of privacy settings
CLEAR & CONSISTENT, SO PEOPLE CAN TRUST YOU TO POINT OUT PRIVACY RELATED FEATURES & SETTINGS.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
REWARD SECURE BEHAVIOUR
Users that enable two-step security on their accounts will now receive a 10% discount off their monthly bill Mailchimp bill.
Empower
Offer the tools& reward usage
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Empower
Tools to make secure habits easyBURNER ACCOUNTS
Kinja introduced these for anonymous commenting. They made private keys understandable through metaphor.
“…if you lose the burner key initially issued we will not be able to retrieve this information for you or reset the account. Save your key.”
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Because…EXPLAIN YOUR MAGIC – WHY DO YOU NEED THE DATA?
When users know of the existence of a certain algorithm, their satisfaction with the product increases over time , probably as they start to understand its workings better. Yet when they discovered an algorithm they were previously unaware of, users felt betrayed.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
WORST CASE SCENARIO
“In the extreme case, it may be that whenever a software developer in Menlo Park adjusts a parameter, someone somewhere wrongly starts to believe themselves to be unloved. ”
– Eslami et all.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Because allows people to correct you when you are wrongShow people their data selfs
If we are going to allow algorithms and expert rules to steer our behaviour, we must know they understand that correctly. Training is essential!
Allow for: - Correction- Reset
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
• Yes• No• Somewhat
Q 06 EmpowerDoes your organisation provides tools that allow your user to be in control of their data? (beyond emailing privacy @ organisation.com ;))
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Value Exchange(control)
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Reflect all data collected in functionality
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Accelerometer
Gyroscope
Microphone
Camera
In-App Usage
GPS
Expectedvalue
Useracceptance
Wi-Fi
Browsing History
The more permissions are required, more added value is expected from the mobile app.
Calendar
SMS
Light
GSR
Privacy as a trading function: quality
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Beware locationSpecial data which under the GDPR will require extra safety measures
avoid when possible
coarse location
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
• Yes• No• Somewhat
Q 07 Value ExchangeDo you feel your organisation offers fair value for the consumer data it collects?
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“As a species we have had roughly 100,000 years to develop our behavioral norms in the physical world; but we have had barely 100 years to develop such norms in the digital world.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
We are influencing what is acceptable.
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
“We are
building the future.
Let’s do so responsibly,
together!
Build consumer trustStop hiding behind your privacy policy
Ann Wuyts (@vintfalken)Visual & UX Designer at Collibra
Stop hiding behind your privacy policy: Building Consumer Trust –ADM info session on Privacy & UX
Credits & further reading materialsCheck these out!
On the Paradox of the Simple Privacy Policy by Jedidiah Bracy, CIPP/E, CIPP/UShttps://iapp.org/news/a/on-‐the-‐paradox-‐of-‐the-‐simple-‐privacy-‐policy/
The IoT Manifetohttp://iotmanifesto.org/
Consumer Perceptions of Privacy in the Internet of Things (Altimeter)http://www.altimetergroup.com/pdf/reports/Consumer-Perceptions-Privacy-IoT-Altimeter-Group.pdf
Few Feel that the Government or Advertisers can be Trusted -‐ Pew Research Privacy Panel Survey, January 2014http://www.pewinternet.org/2014/11/12/few-‐feel-‐that-‐the-‐government-‐or-‐advertisers-‐can-‐be-‐trusted/
Views from Around the Globe -‐ 2nd Annual Poll on How Personal Technology is Changing our Lives, January 2015, Microsoft http://mscorp.blob.core.windows.net/mscorpmedia/2015/01/2015DavosPollFINAL.pdf
Gartner Says by 2017 Your Smartphone Will Be Smarter Than You (Gartner)http://www.gartner.com/newsroom/id/2621915
The Obvious Data Usage Principlehttp://www.keek.be/2015/the-obvious-data-usage-principle/
Transparency about algorithms leads to increased product satisfactionhttp://www.keek.be/2015/transparency-about-algorithms-leads-to-increased-product-satisfaction/
A list of 41 questions worth asking to better understand the ethical implications of the technologies we create and use:http://thefrailestthing.com/2014/11/29/do-artifacts-have-ethics/
.. and a little thought exercise:
Do artefacts have ethics?