Product Development and Management Association...
Transcript of Product Development and Management Association...
Strategies for Developing Innovative Personal Data-oriented Products and Services
Andy Brooks
[email protected] @andybroo
October 17, 2016
Product Development and Management Association Conference 2016
user company
personal data
information
The world today
Andy Brooks — UC Berkeley — PDMA 2016
Take a minute
Think of a personal data oriented product or service
Andy Brooks — UC Berkeley — PDMA 2016
user company
personal data
information
The world today
Andy Brooks — UC Berkeley — PDMA 2016
Three Learning Points
Be open regarding: • what data you’re collecting
and distributing • what you’re returning to users • how you’re collecting and
distributing data
Andy Brooks — UC Berkeley — PDMA 2016
The world today
http://www.pewresearch.org/fact-tank/2016/09/21/the-state-of-privacy-in-america/
http://www.pewinternet.org/2015/05/20/americans-attitudes-about-privacy-security-and-surveillance/
50% — not confident regarding how their personal data is used
91% — lost control over how personal data is collected and used by companies
Andy Brooks — UC Berkeley — PDMA 2016
Andy Brooks — UC Berkeley — PDMA 2016
https://www.flickr.com/photos/thomashawk/4328658467/
Social license
Andy Brooks — UC Berkeley — PDMA 2016
Secure social license through openly engaging with users, regulators, and other stakeholders
Learning Point #1
Andy Brooks — UC Berkeley — PDMA 2016
https://www.flickr.com/photos/21085902@N08/7760690346/
Engaging with usersAndy Brooks — UC Berkeley — PDMA 2016
http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=uriserv:OJ.L_.2016.119.01.0001.01.ENGhttp://leginfo.legislature.ca.gov/faces/codes_displayText.xhtml?lawCode=BPC&division=8.&title=&part=&chapter=22.&article=
Engaging with regulators
Andy Brooks — UC Berkeley — PDMA 2016
Engaging with others
Analyze and learn from others products and services
Share experiences with industry groups
Andy Brooks — UC Berkeley — PDMA 2016
Learning Point #1
Secure social license through openly engaging with users, regulators, and other stakeholders
Andy Brooks — UC Berkeley — PDMA 2016
The world today
People want to know what they’re getting in return for their data
Concern that not getting something valuable in return
http://www.pewinternet.org/2016/01/14/privacy-and-information-sharing/Andy Brooks — UC Berkeley — PDMA 2016
Learning Point #2
Be open regarding the information returned to users
Andy Brooks — UC Berkeley — PDMA 2016
Feed the experiencehttps://www.flickr.com/photos/telstar/31494146/Andy Brooks — UC Berkeley — PDMA 2016
Familiar information
Andy Brooks — UC Berkeley — PDMA 2016
New information
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Cautionary tale
Andy Brooks — UC Berkeley — PDMA 2016
http://ns.suunto.com/pdf/Suunto_Training_Guidebook_EN.pdf
http://suuntousanews.blogspot.com/2012/03/watch-our-suunto-ambit-videos-to-learn.html
New information
Andy Brooks — UC Berkeley — PDMA 2016
Learning Point #2
Be open regarding the information returned to users
Andy Brooks — UC Berkeley — PDMA 2016
The world today
https://theintercept.com/2016/10/13/how-a-facial-recognition-mismatch-can-ruin-your-life/
New forms of personal data
Ways to collect and distribute rapidly expanding
Andy Brooks — UC Berkeley — PDMA 2016
Learning Point #3
Create an open value network for collecting and distributing data
Andy Brooks — UC Berkeley — PDMA 2016
Design the value chain
What’s the personal data?
Upstream: Where and how is it collected?
Downstream: Where and how is it distributed?
Andy Brooks — UC Berkeley — PDMA 2016
adidas miCoach value chain
upstream
downstreamAndy Brooks — UC Berkeley — PDMA 2016
adidas miCoach value network
Andy Brooks — UC Berkeley — PDMA 2016
Collecting data
downstreamAndy Brooks — UC Berkeley — PDMA 2016
Distributing data
Application Programming
Interfaces
Andy Brooks — UC Berkeley — PDMA 2016
Learning Point #3
Create an open value network for collecting and distributing data
Andy Brooks — UC Berkeley — PDMA 2016
The world today
Create an open value network
Openly secure social license
Be open regarding what you return
Andy Brooks — UC Berkeley — PDMA 2016
Table Activity
Design a personal data product or service
Apply the strategies
1. Secure social license
2. Describe returned information
3. Design value network
Andy Brooks — UC Berkeley — PDMA 2016