data & services / service experience camp

Data

Maria Izquierdo, @izdo_maria Martin Jordan, @martin_jordan

SERVICE EXPERIE NCE CAMP, 18 NOVEMBER 2016

Services&

@izdo_maria @martin_jordan

Maria Izquierdo — @izdo_maria Service Designer, Government Digital Service (GDS)

Martin Jordan — @martin_jordan Service Designer, Government Digital Service (GDS)


Disclaimer: We are not speaking on behalf of GDS today, but as professionals with a genuine interest in data


Stand up, please!


Sit down if you have never dealt with data in a digital product or service in some way


Sit down if you have never had a discussion about the collection of data in a digital product or service


Service


“A service is something that helps someone to do something”—Louise Downe Head of Design of the UK Government


“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


Data


“Data: commonly, organised information, collected for specific purpose”—Black’s Law Dictionary 1990


DATA

INFORMATION

KNOWLEDGE

WISDOM


LEVEL OF CARE INCREASES

Sensitive Personal Pseudonymous Anonymous


Personal data• name • date of birth • address • telephone number


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


Data in services


There can be no service without data


You cannot not design data in a service


Gmail Calendar NotificationNow

Account


Data in services has implications for its users, but also for non-users


Service needs Business needs User needs


Service needs—improving offering Business needs—generating revenue User needs—fulfilling tasks


“There is no such thing as a free service. So who gets paid by whom before what?”—Horace Dediu Industry analyst


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

http://www.bbc.co.uk/news/business-37476335


When things go wrong


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: www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/#50b7f32734c6

http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/#50b7f32734c6


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

http://www.manager-magazin.de/unternehmen/autoindustrie/bmw-autobauer-liefert-gericht-kundendaten-fuer-bewegungsprofil-a-1104050.html


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

http://www.bbc.co.uk/news/technology-31296188


Privacy paradox


“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

https://hbr.org/2015/10/we-say-we-want-privacy-online-but-our-actions-say-otherwise


1975Source: Paramount Pictures


2015


Ethical aspects—ignoring moral principles Privacy concerns—disclosing private matters Security risks—endangering people


What the heck?


Designers, ethics over aesthetics!


You are the advocate for your users


User needsBusiness needs

Service needs


User needs Business needs

Service needs


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?


When things go well


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/

http://www.bbc.co.uk/privacy/


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/

https://digital.blogs.coop/2016/05/21/co-op-agm-2016/


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.

http://www.helloclue.com/privacy.html

http://blog.helloclue.com/post/135713474876/why-data-will-revolutionize-global-female-health


Principles for design for data by Sarah Gold / Project IF


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

https://projectsbyif.com/ideas/design-for-data


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

https://projectsbyif.com/ideas/design-for-data


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


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


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


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


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


Exercise


Exercise!


Form a group of five—with maximum diversity, i.e. not your colleagues or friends who you arrived with


Grab a sheet, pick a service category, answer the questions


Messaging service Photo-sharing service Micro-blogging serviceX


What data is being collected? Why? What does it enable in the service? What are potential risks?


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


Tell us!


Take-aways


If you aren’t acting as the users’ advocate, no one else will


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

http://www.memespring.co.uk/talks/oscon2016/oscon.pdf


• 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.


It ain’t proper service design, if you aren’t designing for data in the service


Thanks very much Questions? Comments? Concerns?

data & services / service experience camp

Data & Analytics