Several major data breaches and leaks about online surveillance have raised the awareness and need for online privacy. On the other side, our usage of wearables, smartphones and Internet of Things leads to the generation of an increasing amount of data. Even very sensitive data, like the information about our location or body functions recorded by different sensors. And we are very much willing to provide these data, if we’re expecting certain benefits: personalized traffic information, temperature regulation based on my own preferences, fitness progress etc. We enjoy the convenience of products, which rely on data personalization. Additionally, most providers of digital products are not necessarily interested in making privacy settings transparent and accessible – as user data is their most precious asset. And they know – when faced with the choice between privacy and convenience users usually pick the latter. But do privacy and convenience really have to be contradicting concepts? Is it possible (and desirable) to ensure protection of privacy while providing great user experience?

1. Agnieszka M. Walorska @agaw
CREATIVE CONSTRUCTION @creativeconstr
PRIVACY
VS?
CONVENIENCE

2. CHANGED EXPECTATIONS TOWARDS CUSTOMER EXPERIENCE
It is not enough anymore to just be usable or to expect customers
to adapt to technology.

3. Watson
SMART MACHINES
Artificial Intelligence is making machines
smarter and more useful

4. INCREASED PROCESSOR CAPACITY
Processing data has become faster and cheaper
IBM Deep Blue
1996
11.38 GFLOPS
Apple IPhone 6
2014
115,2 GFLOPS

5. 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

6. CHANGED ROLE OF TECHNOLOGY
Tech: a mobile, social & functional companion in today‘s daily life

7. I CONVENIENCE
We expect technology to provide more and more convenience

8. 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

9. INTELLIGENT BEDROOM
Instead, sensors in my mattress analyze my sleep and
communicate with my roller blinds, massage elements in my bed

10. herunterladen ...AND MY SMART COFFEE MACHINE
automatically brews a fresh coffee to wake me up in a gentle way.

11. 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

12. INTELLIGENT CLOSET
My closet automatically recommends the best clothing
based on appointments I have in my calendar.

13. 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

14. THE SMART FRIDGE
provides me with food suggestions and reccomendations of the
cheapest provider.

15. 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

16. Dazu gab
es schon
mal ne
Folie – frag
mal Uli
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

17. INSTEAD, I RELUCTANTLY GO FOR A RUN
to gain extra points for my health-insurance discount.

18. ©LinkedIn - https://media.licdn.com/mpr/mpr/p/2/005/055/0a9/3923fea.jpg

19. SOCIALMOBILE
DATA
SENSORS
LOCATION
5 CONTEXT-DRIVING FORCES
Enable 3 customer experience trends....

20. PERSONALIZATION

21. PERSONALIZATION
PREDICTION

22. PERSONALIZATION
PREDICTION
ZERO UI

23. PERSONALIZATION
Individual information and experiences to each customer
based on known implicit and explicit preferences

24. WTF?
But why does Amazon recommend me pregnancy products?

25. Statement:
Expectation:
THIS IS A GOOD PREDICTION

26. Statement:
Reality:
THIS IS NOT A VERY GOOD ONE

27. GOOGLE NOW
learns my routines/behaviour and matches them with external
conditions in order to provide me with relevant information.
© Google - lh5.googleusercontent.com

28. 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

29. „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.

30. LUNA – SMART MATTRESS COVER
automatically regulates the bed temperature based on the user‘s
regular bedtime. It also learns by tracking the sleep quality.

31. LG – THE INTELLIGENT FRIDGE
knows its content and automatically prepares shopping lists.

32. FITNESS TRACKERS
are implementing all three approaches more and more to make
us healthier and fitter

33. 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/

34. NEW BUSINESS MODEL – BETTER INSURANCE
RATES IN EXCHANGE FOR FITNESS DATA

35. BUT WHAT ARE THE CONSEQUENCES
Does not sharing your data put you at risk for higher rates?

36. UNCANNY VALLEY
Acceptance of robots depends on degree of anthropomorphism

37. 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.

38. CONVENIENT EXPERIENCE = PRIVACY VIOLATION?
But why is privacy relevant?

39. WE ARE
CONCERNED
ABOUT PRIVACY !

40. NO !!!
ONLINE SERVICES PRETEND
TO PROVIDE FREE SERVICES

41. CONTROL
OVER DATA

42. © Meme Binge | laptop-privacy-with-sweater
PRIVACY SEEMS TO BE A HUGE ISSUE. BUT...

43. IDENTITY
CARD
...55% SHARE DATA IN ODER TO USE FREE SERVICES

44. © https://pixabay.com/static/uploads/photo/2014/09/28/10/06/protest-464616_640.jpg
WE‘RE NOT
WILLING TO
PAY FOR
SERVICES

45. © https://upload.wikimedia.org/Tokyo_Prefecture.jpg
EVERYTHING
AND MAINLY USE FREE SERVICES

46. 80% disapprove free services
making money with data.
Almost 80% use them

47. HUMANS ARE PREDICTABLY IRRATIONAL...
© http://dominicp.com/book_predictably-irrational.jpg

48. ...AND LIE TO THEMSELVES
In order to reduce cognitive dissonance

49. 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.

50. PRIVACY CONVENIENCE
WE VALUE PRIVACY
BUT WE VALUE OTHER THINGS MORE

51. We can pay cash, but it is just more convenient to pay with a card.

52. 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

53. © Family Guy | 20th Century Fox
We can turn off cookies in our browsers,
but we do not want to re-enter our passwords and we enjoy
having personalized services.

54. PRIVACY CONVENIENCE
RIGHT NOW, IT ALWAYS SEEMS TO BE A TRADEOFF
and most of the time WE take convenience.

55. PRIVACY CONVENIENCE
DOES IT ALWAYS HAVE TO BE A TRADEOFF?

56. VALUABLE EXPERIENCE AND PRIVACY?
What can we do to provide both at the same time?

57. FOCUS ON YOUR CUSTOMER
Every time you collect data, ask yourself:
How will the customer benefit from providing the data?

58. USERS WANT TO KNOW WHAT‘S IN FOR THEM

59. DON‘T GIVE PEOPLE THE IMPRESSION
THAT THEY HAVE A STALKER.

60. OFFER PEOPLE A CHOICE
You don‘t have to lose your customer just because she preferes
apples to cake

61. TELL PEOPLE ALL YOU KNOW ABOUT THEM
They have a right to know.

62. PROVIDE TRANSPARENCY
Give your customers the possibility to find out
based on which data you have made your predictions.

63. NO PRIVACY LABYRINTH
Make your privacy settings comprehendable and easy to access.
Don‘t hide your privacy policy behing legal gibberish.

64. MAKE PRIVACY DEFAULT

65. WRITE USER STORIES AROUND PRIVACY

66. “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

67. 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.

68. © 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.

69. THANK YOU !
Telefon: +49 (0)30 / 4004 1922
www.creativeconstruction.de
AGNIESZKA M. WALORSKA
@agaw | agnieszka@creativeconstruction.de