25th Aug 2017
How might we...
...demonstrate and explain the benefits of providing data right from the start
Explaining value exchange during sign-up
The value exchange of data can be expressed during sign-up in terms that are informative, transparent and in an enjoyable format.
Product Context
Fanfare is a fictional music app that connects people to the best live concerts and music based on their location and taste. Location data is used to initially find concerts nearby and then make on-going suggestions. Third party data is used to tailor suggestions to people's tastes. Ultimately, data helps Fanfare improve the usefulness of recommendations it provides.
In order to provide the service, Fanfare is powered by some of the following data:
- Location data, which connects people to relevant content
- Facebook profile, for account verification purposes, and so the person's friends list can be used to recommend music events that their friends like
- Third party music streaming services (e.g. iTunes and Spotify), whose data is used to tailor suggestions to the person's tastes
- An API is made available to 3rd parties so they can offer discount services based on music tastes and consumption. This API requires people to give explicit permission to 3rd parties
Problem & Opportunity
People can be asked to provide a significant amount of data during sign up before they have an overall sense of the trustworthiness and usefulness of the service. This is especially challenging when services ask for multiple data sources, including third party data, at the outset.
The cross-functional Design Jam team challenged themselves to consider how Fanfare could ask for data sources during sign-up, in a way that fostered trust.
Design Features
Highlighting step-by-step value exchange
Through a step-by-step on-boarding flow, the app highlights where data tracking will improve the service, and acts as an implicit way to show the value exchange. As each step corresponds to a data request, the benefit of sharing data is seamlessly demonstrated by narrowing down the gigs and music propositions:
- Step 1 - Fanfare asks, 'Let us know where you are so we can help you find the best concerts'
- Step 2 - People are given options regarding how they'd like to share types of data. For location they can input manually or allow Fanfare to use GPS
- Step 3 - Next Fanfare asks for musical taste, 'What kind of music turns you on?' Again, people have options to skip, enter manually or connect to a 3rd party service such as Spotify
- Step 4 - Fanfare tells you that, 'You can always change your privacy settings in 'Privacy Settings'
The contextual nature of this consent flow makes sharing data natural as people can see how sharing can help them get what they like. It's a powerful way to foster trust.
Next steps
Finding ways to provide context for upfront consent requests, will enable people to become more involved in their data and privacy management.
How might we build on Fanfare's ideas to...
- Explore how settings can become as transparent up-front as they are on-demand.
