A good customer experience nowadays gets personal. When designing these personalised experiences, we are confronted with a growing challenge: balancing personalisation and privacy. As our data collection increases, so does the importance of compliance. This does not only apply to the current and upcoming privacy laws, but also to consumer’s privacy expectations. In this session, we will identify best practices regarding privacy on how to comply to the legal framework and how to build user trust. We’ll show you that shaping a privacy experience that leads to consumer trust isn’t one department’s problem, but a company-wide opportunity. -- ADM.be, September 2015

1. www.collibra.com Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
building
consumer
trust
stop hiding behind
your privacy policy
Ann Wuyts (@vintfalken)
Visual & UX Designer at

2. 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

3. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Four phases of cognizant
computing
Gartner, 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%

4. Stop
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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

5. 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..
RELEVANT
are you engaging at the right moment?
GLANCEABLE
can you deliver value in milliseconds?
PERSONAL
do you approach people in the right
manner?

6. 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

7. 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

8. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
The Privacy Challenge
Concern about privacy jumped 5 points between 2014 and 2015. 2nd Annual Poll on How Personal
Technology is Changing our Lives -
January 2015, Microsoft

9. Stop
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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

10. Stop
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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

11. 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

12. Stop
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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.”

13. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
1. Compliance
Why should organisations care about privacy?

14. Stop
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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?

15. Stop
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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

16. Stop
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behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
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Privacy
&
UX
3. Privacy is part of the product
Why care?
proportionality
trust
PRIVACY PILLAR
PRODUCT

17. Stop
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Building
Consumer
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–ADM
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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)

18. Stop
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behind
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policy:
Building
Consumer
Trust
–ADM
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Privacy
&
UX
Data in
exchange for
saving money,
time, and
energy

19. 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

20. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Privacy is a fundamental component
of the product experience
BUSINESS
VALUE
CONSUMER
VALUE
PRIVACY
PERSONALISATION
GREAT UX

21. 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)
credible
2004
the information you
present to users
2015
taking responsibility to
keep personal data safe

22. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Delivering understanding & trust
We 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.

23. 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?

24. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Privacy requires a clear mandate
to get things done
You 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.

25. 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?

26. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Making a
case for
education(knowledge = control)

27. Stop
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Building
Consumer
Trust
–ADM
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session
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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

28. 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, nevermind
a 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

29. Stop
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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

30. 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

31. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
So let’s just do this?
email
password
If
have
read
and
agreed
to
the
terms
of
service and
privacy
policy.
SIGN UP

32. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Let’s don our white hats!
Educate users
on privacy
and security.
Marketing then gets to sell this as if we are white knights in shiny armor saving the users in distress. ;)

33. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Axiom’s
AboutTheData

34. Stop
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behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Google ads
on the
London Tube

35. 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.

36. 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.
**********
*******
**************
***

37. 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?

38. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
• Yes
• No
• Somewhat
Q 03 Educate
Does 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, .. )

39. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Informed
consent(transparency & control) Yes, I do!

40. 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

41. Stop
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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:

42. Stop
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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)

43. Stop
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behind
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policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Design for
informed
No surprises
Option:
Offer a tldr; summary

44. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
One-page
privacy
policies
No 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

45. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX

46. 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:

47. Stop
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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

48. Stop
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behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
• Yes
• No
• Somewhat
Q 04 Informed consent
Does your organisation require users to give their
informed consent?

49. Stop
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behind
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Building
Consumer
Trust
–ADM
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Privacy
&
UX
Choice(control)

50. Stop
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Building
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Trust
–ADM
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session
on
Privacy
&
UX
Choice
ACCESS 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)

51. Stop
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Building
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–ADM
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session
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Privacy
&
UX
Choice
OFFER 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

52. Stop
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policy:
Building
Consumer
Trust
–ADM
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session
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Privacy
&
UX
Choice
MAKE IT EASY TO LEAVE
BUT CONVINCE THEM TO STAY
Think about WHY people are
leaving, and offer alternatives.
“snooze” services
less-email-option
reset profile/account
..
(and remember data portability!)

53. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Do you want to know
if 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 mind
Ask the right question: not do you want to see, but are you willing for others to see..

54. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
• Yes
• No
• Somewhat
Q 05 Choice
Does your organisation provide users with options
towards the collection, use, sharing, storage of their
data?

55. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
Empower(control – agency matters!)

56. 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.

57. 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

58. Stop
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policy:
Building
Consumer
Trust
–ADM
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Privacy
&
UX
Empower
Tools to make secure
habits easy
BURNER 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.”

59. 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.

60. Stop
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Building
Consumer
Trust
–ADM
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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.

61. Stop
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Privacy
&
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Because allows people to correct
you when you are wrong
Show 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

62. Stop
hiding
behind
your privacy
policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
• Yes
• No
• Somewhat
Q 06 Empower
Does your organisation provides tools that allow
your user to be in control of their data?
(beyond emailing privacy @ organisation.com ;))

63. Stop
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Building
Consumer
Trust
–ADM
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session
on
Privacy
&
UX
Value
Exchange(control)

64. Stop
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Building
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Privacy
&
UX
Reflect all data collected in functionality

65. Stop
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Building
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Privacy
&
UX
Accelerometer
Gyroscope
Microphone
Camera
In-App Usage
GPS
Expected
value
User
acceptance
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

66. Stop
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Building
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Trust
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Privacy
&
UX
Beware
location
Special data which under the
GDPR will require extra safety
measures
avoid when possible
coarse location

67. Stop
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behind
your privacy
policy:
Building
Consumer
Trust
–ADM
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session
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Privacy
&
UX
• Yes
• No
• Somewhat
Q 07 Value Exchange
Do you feel your organisation offers fair value for
the consumer data it collects?

68. Stop
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Building
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Trust
–ADM
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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.

69. Stop
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Building
Consumer
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–ADM
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Privacy
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We are influencing what is
acceptable.

70. Stop
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behind
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policy:
Building
Consumer
Trust
–ADM
info
session
on
Privacy
&
UX
“
We are
building the
future.
Let’s do so
responsibly,
together!
Build consumer trust
Stop hiding behind your privacy policy
Ann Wuyts (@vintfalken)
Visual & UX Designer at Collibra

71. Stop
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Building
Consumer
Trust
–ADM
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session
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Privacy
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Credits &
further
reading
materials
Check these out!
On
the
Paradox
of
the
Simple
Privacy
Policy by
Jedidiah
Bracy,
CIPP/E,
CIPP/US
https://iapp.org/news/a/on-­‐the-­‐paradox-­‐of-­‐the-­‐simple-­‐privacy-­‐policy/
The
IoT Manifeto
http://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
2014
http://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 Principle
http://www.keek.be/2015/the-obvious-data-usage-principle/
Transparency
about
algorithms
leads
to
increased
product
satisfaction
http://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?