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/

Thank you!

@jreayjreay@brayleino.co.uk