privacy vs. convenience. challenges for ux with privacy and personalization
TRANSCRIPT
![Page 1: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/1.jpg)
Agnieszka M. Walorska @agaw CREATIVE CONSTRUCTION @creativeconstr
PRIVACY
VS?
CONVENIENCE
![Page 2: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/2.jpg)
CHANGED EXPECTATIONS TOWARDS CUSTOMER EXPERIENCE It is not enough anymore to just be usable or to expect customers to adapt to technology.
![Page 3: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/3.jpg)
Watson
SMART MACHINES Artificial Intelligence is making machines
smarter and more useful
![Page 4: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/4.jpg)
INCREASED PROCESSOR CAPACITY Processing data has become faster and cheaper
IBM Deep Blue
1996
11.38 GFLOPS
Apple IPhone 6
2014
115,2 GFLOPS
![Page 5: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/5.jpg)
CONNECTED TOOTHBRUSHES Every product can be equipped with an internet connection and
sensors: even toothbrushes, shirts, shoes or home thermostats. ©http://www.tehnickaskolava.rs/pdf/engleski2013/houses.pdf
![Page 6: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/6.jpg)
CHANGED ROLE OF TECHNOLOGY Tech: a mobile, social & functional companion in today‘s daily life
![Page 7: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/7.jpg)
I CONVENIENCE
We expect technology to provide more and more convenience
![Page 8: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/8.jpg)
IN A FEW YEARS MY MORNING MAY LOOK LIKE THIS My sleep will not be interrupted
by an irritating alarm clock. ©giphy - http://giphy.com/gifs/tired-morning-13NjrthWrBPYfm
![Page 9: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/9.jpg)
INTELLIGENT BEDROOM Instead, sensors in my mattress analyze my sleep and communicate with my roller blinds, massage elements in my bed
![Page 10: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/10.jpg)
herunterladen...AND MY SMART COFFEE MACHINE automatically brews a fresh coffee to wake me up in a gentle way.
![Page 11: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/11.jpg)
CONNECTED HOME Air conditioning, music, lighting can be controlled with simle hand movements and speech commands, learn my preferences and make adjustments regarding my mood. ©OfficeDesignIdeas
![Page 12: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/12.jpg)
INTELLIGENT CLOSET My closet automatically recommends the best clothing
based on appointments I have in my calendar.
![Page 13: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/13.jpg)
THE SMART TOILET ANALYZES MY VALUES and communicate the results to my smart kitchen which in turn automatically prepares the optimal breakfast. ©http://www.tehnickaskolava.rs/pdf/engleski2013/houses.pdf
![Page 14: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/14.jpg)
THE SMART FRIDGE provides me with food suggestions and reccomendations of the cheapest provider.
![Page 15: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/15.jpg)
THE SELF-DRIVING CAR is synchronized with my calendar and automatically chooses the fastest route to my morning appointment based on the traffic. ©Deezen.com - http://static.dezeen.com/uploads/2014/02/XchangE-Car_dezeen_sq.jpg
![Page 16: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/16.jpg)
Dazugabesschonmalne
Folie–fragmalUli
Agnieszka, you’ve almost reached your spending limit for fashion-shopping this month…
ON MY WAY BACK, I STOP BY A FASHION STORE My personal finance management app thinks it is a bad idea
![Page 17: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/17.jpg)
INSTEAD, I RELUCTANTLY GO FOR A RUN to gain extra points for my health-insurance discount.
![Page 18: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/18.jpg)
©LinkedIn - https://media.licdn.com/mpr/mpr/p/2/005/055/0a9/3923fea.jpg
![Page 19: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/19.jpg)
SOCIAL MOBILE
DATA SENSORS
LOCATION
5 CONTEXT-DRIVING FORCES Enable 3 customer experience trends....
![Page 20: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/20.jpg)
PERSONALIZATION
![Page 21: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/21.jpg)
PERSONALIZATION PREDICTION
![Page 22: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/22.jpg)
PERSONALIZATION PREDICTION ZERO UI
![Page 23: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/23.jpg)
PERSONALIZATION Individual information and experiences to each customer based on known implicit and explicit preferences
![Page 24: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/24.jpg)
WTF? But why does Amazon recommend me pregnancy products?
![Page 25: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/25.jpg)
Statement:
Expectation:
THIS IS A GOOD PREDICTION
![Page 26: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/26.jpg)
Statement:
Reality:
THIS IS NOT A VERY GOOD ONE
![Page 27: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/27.jpg)
GOOGLE NOW learns my routines/behaviour and matches them with external conditions in order to provide me with relevant information. © Google - lh5.googleusercontent.com
![Page 28: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/28.jpg)
ZERO USER INTERFACE GOES ONE STEP FURTHER Instead of relying on commands we enter on a screen, machines now can understand our words, mimics and gestures. ©http://wwwen.zte.com.cn/endata/magazine/mobileworld/2015/3/articles/201506/W020150629624595381867.jpg
![Page 29: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/29.jpg)
„Hi. I am Alexa. How can i help you?“
AMAZON‘S APPROACH TO ZERO USER INTERFACE Echo talks back to you and acts as personal assistant.
![Page 30: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/30.jpg)
LUNA – SMART MATTRESS COVER automatically regulates the bed temperature based on the user‘s regular bedtime. It also learns by tracking the sleep quality.
![Page 31: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/31.jpg)
LG – THE INTELLIGENT FRIDGE knows its content and automatically prepares shopping lists.
![Page 32: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/32.jpg)
FITNESS TRACKERS are implementing all three approaches more and more to make us healthier and fitter
![Page 33: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/33.jpg)
NEXT STEP – INGESTIBLE SENSORS Real time data directly from inside the body help in monitoring health and administrating dosages of medicine. ©http://www.proteus.com/
![Page 34: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/34.jpg)
NEW BUSINESS MODEL – BETTER INSURANCE RATES IN EXCHANGE FOR FITNESS DATA
![Page 35: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/35.jpg)
BUT WHAT ARE THE CONSEQUENCES Does not sharing your data put you at risk for higher rates?
![Page 36: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/36.jpg)
UNCANNY VALLEY Acceptance of robots depends on degree of anthropomorphism
![Page 37: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/37.jpg)
Take my data!
It‘s okay, that you have my data!
I don‘t want you to have my data!
How did you get my data!
Amazing!
UNCANNY VALLEY OF DATA The same principle can be applied to anticipatory software.
![Page 38: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/38.jpg)
CONVENIENT EXPERIENCE = PRIVACY VIOLATION? But why is privacy relevant?
![Page 39: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/39.jpg)
WE ARE CONCERNED ABOUT PRIVACY !
![Page 40: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/40.jpg)
NO !!!
ONLINE SERVICES PRETEND TO PROVIDE FREE SERVICES
![Page 41: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/41.jpg)
CONTROL OVER DATA
![Page 42: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/42.jpg)
© Meme Binge | laptop-privacy-with-sweater
PRIVACY SEEMS TO BE A HUGE ISSUE. BUT...
![Page 43: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/43.jpg)
IDENTITY CARD
...55% SHARE DATA IN ODER TO USE FREE SERVICES
![Page 44: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/44.jpg)
© https://pixabay.com/static/uploads/photo/2014/09/28/10/06/protest-464616_640.jpg
WE‘RE NOT WILLING TO
PAY FOR SERVICES
![Page 45: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/45.jpg)
© https://upload.wikimedia.org/Tokyo_Prefecture.jpg
EVERYTHING
AND MAINLY USE FREE SERVICES
![Page 46: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/46.jpg)
80% disapprove free services making money with data. Almost 80% use them
![Page 47: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/47.jpg)
HUMANS ARE PREDICTABLY IRRATIONAL...
© http://dominicp.com/book_predictably-irrational.jpg
![Page 48: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/48.jpg)
Dochlieberdaskaufen
...AND LIE TO THEMSELVES In order to reduce cognitive dissonance
![Page 49: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/49.jpg)
PRIVACY PARADOX We know about the importance of privacy and we are ashamed that we do not care enough. That is why we say we do.
![Page 50: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/50.jpg)
PRIVACY CONVENIENCE
WE VALUE PRIVACY BUT WE VALUE OTHER THINGS MORE
![Page 51: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/51.jpg)
We can pay cash, but it is just more convenient to pay with a card.
![Page 52: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/52.jpg)
We can set up a login and password for each online service, but it’s so much easier to hit the “connect with facebook” button
![Page 53: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/53.jpg)
© FamilyGuy|20thCenturyFox
We can turn off cookies in our browsers, but we do not want to re-enter our passwords and we enjoy having personalized services.
![Page 54: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/54.jpg)
PRIVACY CONVENIENCE
RIGHT NOW, IT ALWAYS SEEMS TO BE A TRADEOFF and most of the time WE take convenience.
![Page 55: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/55.jpg)
PRIVACY CONVENIENCE
DOES IT ALWAYS HAVE TO BE A TRADEOFF?
![Page 56: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/56.jpg)
VALUABLE EXPERIENCE AND PRIVACY? What can we do to provide both at the same time?
![Page 57: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/57.jpg)
FOCUS ON YOUR CUSTOMER Every time you collect data, ask yourself:
How will the customer benefit from providing the data?
![Page 58: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/58.jpg)
USERS WANT TO KNOW WHAT‘S IN FOR THEM
![Page 59: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/59.jpg)
DON‘T GIVE PEOPLE THE IMPRESSION THAT THEY HAVE A STALKER.
![Page 60: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/60.jpg)
OFFER PEOPLE A CHOICE You don‘t have to lose your customer just because she preferes apples to cake
![Page 61: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/61.jpg)
TELL PEOPLE ALL YOU KNOW ABOUT THEM They have a right to know.
![Page 62: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/62.jpg)
PROVIDE TRANSPARENCY Give your customers the possibility to find out
based on which data you have made your predictions.
![Page 63: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/63.jpg)
NO PRIVACY LABYRINTH Make your privacy settings comprehendable and easy to access.
Don‘t hide your privacy policy behing legal gibberish.
![Page 64: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/64.jpg)
MAKE PRIVACY DEFAULT
![Page 65: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/65.jpg)
WRITE USER STORIES AROUND PRIVACY
![Page 66: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/66.jpg)
“TECHNOLOGY IS [...] GIVING US WAYS TO DO HARM AND TO DO WELL; IT’S AMPLIFYING BOTH.[...] BUT THE FACT THAT WE ALSO
HAVE A NEW CHOICE EACH TIME IS A NEW GOOD.” - KEVIN KELLY
![Page 67: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/67.jpg)
GROUNDBREAKING POSSIBILITES Analyzing vast amounts of data gives us the possibiliy to improve
the quality of life for millions of people all over the world.
![Page 68: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/68.jpg)
© http://consciouslifenews.com/wp-content/uploads/2012/11/demon-angel.jpg
BUT THERE IS ALWAYS A FLIP SIDE This great potential goes hand in hand with significant threats. We need information symmetry, transparency and rules governing the use of data.
![Page 69: Privacy vs. Convenience. Challenges for UX with Privacy and Personalization](https://reader031.vdocuments.net/reader031/viewer/2022022202/58826c631a28ab470c8b5c91/html5/thumbnails/69.jpg)
THANK YOU !
Telefon: +49 (0)30 / 4004 1922
www.creativeconstruction.de
AGNIESZKA M. WALORSKA @agaw | [email protected]