Research & Product Development.
Uncovering opportunities in data privacy.
Based on the previous research I conducted about data privacy in mobile space, I was selected to join a multi-disciplinary discovery squad to uncover new opportunities for product development in the data privacy realm. The assesement of validity of concepts and ideas would culminate in delivering the strongest ideas to Operating Comittee at the end of the effort.
PROJECT OVERVIEW
Allstate's executive leadership wanted to innovate and explore new products in the data privacy space. The task force was formed to identify and validate potential new offerings within a two week focused sprint to refine existing ideas and develop new concepts for new future-oriented products and services revolving around data privacy and protection.
The discovery squad, which consisted of Data Science, Behavioral Science, User Experience, and Marketing representatives, was paired with Allstate’s Innovation team to support this new R&D effort.
PROBLEM
The Innovation team had some high-level ideas that needed to be expanded upon, validated, and prioritized. We had a timeline of 2-weeks to complete the effort and generate evidence-based concepts for new products.
Were were facing several challenges:
DATE PRIVACY LANDSCAPE
How might we as UX rapidly understand the data privacy landscape to effectively support our partners in this effort?
The privacy and data-sharing landscape is broad and confusing. There are layers of complexity surrounding cyber security.
The plan was to conduct a comprehensive discovery process, which included both primary and secondary research, combined with a series of Design Thinking workshops and consumer testing.
DESIGN THINKING WORKSHOPS
CUSTOMER NEEDS
How might we uncover threats to consumer privacy and research customer’s understanding of those threats?
While many consumers say they want data privacy, they are not aware of the extent to which they sacrifice privacy when using popular services such as Google or social media platforms.
Solution
Consumer Values
We uncovered the main emotional themes related to data privacy, such as trust, flexibility, control, and security.
In addition to those values, what merged across all psychographic and demographic groups as a meta-value, was convenience
“Blue Sky” ideation to develop and identify new themes and areas of opportunity.
Review learning from two preceding workshops.
Define how to protect connected consumers’ privacy in all aspects of their lives.
Conduct “Creative Matrix” exercise from LUMA’s toolkit.
Main Tasks
Consumption of existing secondary research and white papers to uncover customer's needs about digital data exchange.
Research customer’s understanding of privacy threats
Ideate and refine product concepts.
Obtain buy-in from Allstate’s executive leadership.
MARKET GAPS
How might we identify gaps and product opportunities in the market for new protection offerings?
There was a need to research customers’ understanding of online and digital privacy and their needs and wants.
Process
Initiated the process with a series of three workshops.
Working sessions with all stakeholders were crucial in understanding customer values and behaviors connected to data privacy exchange.
Marketing Research team was conducting consumer testing.
We also consumed all the up to date work co completed the innovation team. There were several themes and categories already identified, but they needed to be further investigated and validated. We needed to ensure that the ideation output is not only technologically feasible but answers real customer needs.
WORKSHOP #1
WORKSHOP #2
WORKSHOP #3
In preparation for workshops, my UX Research and Behavioral Science colleagues and I thoroughly scanned existing and secondary research, including a behavioral science publication on “Privacy Paradox.”
We leveraged the findings to design workshops with enough background information to serve as springboard for ideation.
The plan was to share existing consumer research to level set the stakeholders. Paint the consumer-centered story around Data Privacy.
Review relevant research and frameworks.
Discuss future trends
Conduct the “Day in Life of Connected Consumer” user journey exercise
Learnings
Data Privacy Spectrum
We learned that all data is not equal. Personal Data is often viewed as a monolith, whereas it’s much more nuanced because it encompasses personal information and behavioral patterns.
Consumers perceive personal data as more sensitive and less concerned about behavioral data.
Privacy Paradox
Privacy paradox can be defined as customers are displaying contradictory behaviors that are inconsistent and conflict with they self-reported values. Assumed rationality is a myth that is not reflected in consumer behavior. For example, consumers will share highly sensitive information for little or now rewards.
Discussion and refinement of “existing” concepts originating from the Innovation team.
Center ideas around consumer needs and pain points.
Enrich concepts by including consumer story and target market.
Define risk areas and mitigation measures.
Establish elements of value
and success criteria.
PREPARATION FOR DEVELOPMENT
There were three main areas of focus:
NEXT STEPS
After the hand-off to the development vendor, the focus shifted to the following tasks:
Collaborate with engineering on design implementation
QA MVP for design accuracy
Design claims flow and post-MVP features
Establish UX metrics