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Why the new data laws
are good for UXUCD16 – 14th Oct 2016
Jon ReayPrincipal Planner, Bray Leino Yucca
In the next 20 mins…
STAGES OFUX MATURITY5
GDPRYOURDATA
Your data
“We may disclose your personal information to other members of the Kingfisher Group”B&Q Privacy Policy
“We'll never pass your personal details to anyone outside the John Lewis Partnership for them to use for their own marketing purposes”John Lewis Privacy Policy
– DATA =
92%do not fully understand where and how marketers, brands and organisations use their personal information and data
CIM, 2016
73%concerned about the way brands and businesses use their data
Informatica, State of the Data Nation 2016
It’s ok, you’re in control right?
22% UK consumers use an ad blocker
IAB, March 2016
68%are happy to provide personal information online to companies so long as they get what they want
Ofcom, 2015
54%would switch ad blocker off if a website said it was the only way to access content
IAB, 2016
GeneralDataProtectionRegulation
GDPR• EU law to strengthen and unify data protection for
individuals• Will be enforced from May 2018 in all EU member states• Requires explicit permission for data collected and for
what purpose• Existing permissions are unlikely to be good enough• Likely to remain a requirement in the UK despite Brexit
EU-US Privacy Shield• EU already offers stronger protection of personal data than the
US• Privacy Shield framework enables US companies to self-certify EU
compliance when handling and transferring personal data from Europe• Google, Twitter and Dropbox have signed up, amongst others
What it could mean
People won’t consent
17% happy to receive information from all organisations that currently contact them
Royal Mail MarketReach
No consent = no data= no content
What it should mean
Give us your data to sell to advertisers?
Give us your data for a better experience?
Share specifically this data, for this specific experience, your choice
Open Banking Standard• Allows people to share their data
securely between banks and third parties, and manage their accounts through a single interface• People will have a choice what
they share, but if they do, they get rewarded with a better experience• Trials in early 2017, full launch
2019
Privacy by design• Promotes privacy and data
compliance from the start, rather than bolted on• Supported by 7 Foundational
Principles• The ICO encourages its adoption• Potential benefits to UX are
significant, but it can also have a negative effect
5 stages of UX maturity
Stage 1: FunctionalFunctionality exists but not user-centred
Stage 2: User-centredDesigned with the user in mind but no dynamic feedback or personalisation
Stage 3: User-responsiveDynamic feedback to user interactions but not personalised
Stage 4: PersonalisedUses data tracking to deliver a personalised experience but with little control in the hands of the user
Stage 5: HumanOffers a personalised experience, yet respectful of privacy preferences, clear on data use with user benefit, and opt-out
Five stages of UX maturity
Stage 1Functional
Stage 2User-
centred
Stage 3User-
responsive
Stage 4Personalise
d
Stage 5Human
User
and
bus
ines
s val
ue
Effort
Wake up! Here’s what you’ve missed• Your data is currently being liberally collected, traded and used by brands• New data laws (enforced from May 2018) mean brands must gain more
explicit permission to use your data• The fear for brands is that they will lose the ability to profile and market
to people• The fear for consumers is that you will have to constantly give explicit
permission, or that no consent = no content• But the opportunity is for the new laws to improve UX from merely
personalised to more human experiences
ResourcesICO’s overview of GDPRhttps://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/
EU-US Privacy Shieldhttps://www.privacyshield.gov/
The Open Banking Standardhttps://theodi.org/open-banking-standard
Privacy by Design primerhttps://www.ipc.on.ca/wp-content/uploads/Resources/pbd-primer.pdf
Optanon Data Privacy Management Platformhttps://www.optanon.com/
