Agnieszka M. Walorska @agaw CREATIVE CONSTRUCTION @creativeconstr

PRIVACY

VS?

CONVENIENCE

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

Watson

SMART MACHINES Artificial Intelligence is making machines

smarter and more useful

INCREASED PROCESSOR CAPACITY Processing data has become faster and cheaper

IBM Deep Blue

1996

11.38 GFLOPS

Apple IPhone 6

2014

115,2 GFLOPS

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

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

I CONVENIENCE

We expect technology to provide more and more convenience

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

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

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

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

INTELLIGENT CLOSET My closet automatically recommends the best clothing

based on appointments I have in my calendar.

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

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

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

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

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

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

SOCIAL MOBILE

DATA SENSORS

LOCATION

5 CONTEXT-DRIVING FORCES Enable 3 customer experience trends....

PERSONALIZATION

PERSONALIZATION PREDICTION

PERSONALIZATION PREDICTION ZERO UI

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

WTF? But why does Amazon recommend me pregnancy products?

Statement:

Expectation:

THIS IS A GOOD PREDICTION

Statement:

Reality:

THIS IS NOT A VERY GOOD ONE

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

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

„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.

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

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

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

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/

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

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

UNCANNY VALLEY Acceptance of robots depends on degree of anthropomorphism

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.

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

WE ARE CONCERNED ABOUT PRIVACY !

NO !!!

ONLINE SERVICES PRETEND TO PROVIDE FREE SERVICES

CONTROL OVER DATA

© Meme Binge | laptop-privacy-with-sweater

PRIVACY SEEMS TO BE A HUGE ISSUE. BUT...

IDENTITY CARD

...55% SHARE DATA IN ODER TO USE FREE SERVICES

© https://pixabay.com/static/uploads/photo/2014/09/28/10/06/protest-464616_640.jpg

WE‘RE NOT WILLING TO

PAY FOR SERVICES

© https://upload.wikimedia.org/Tokyo_Prefecture.jpg

EVERYTHING

AND MAINLY USE FREE SERVICES

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

HUMANS ARE PREDICTABLY IRRATIONAL...

© http://dominicp.com/book_predictably-irrational.jpg

Dochlieberdaskaufen

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

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.

PRIVACY CONVENIENCE

WE VALUE PRIVACY BUT WE VALUE OTHER THINGS MORE

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

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

© 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.

PRIVACY CONVENIENCE

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

PRIVACY CONVENIENCE

DOES IT ALWAYS HAVE TO BE A TRADEOFF?

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

FOCUS ON YOUR CUSTOMER Every time you collect data, ask yourself:

How will the customer benefit from providing the data?

USERS WANT TO KNOW WHAT‘S IN FOR THEM

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

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

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

PROVIDE TRANSPARENCY Give your customers the possibility to find out

based on which data you have made your predictions.

NO PRIVACY LABYRINTH Make your privacy settings comprehendable and easy to access.

Don‘t hide your privacy policy behing legal gibberish.

MAKE PRIVACY DEFAULT

WRITE USER STORIES AROUND PRIVACY

“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

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.

© 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.

THANK YOU !

Telefon: +49 (0)30 / 4004 1922

www.creativeconstruction.de

AGNIESZKA M. WALORSKA @agaw | agnieszka@creativeconstruction.de