Designing for Consumer Trust in a Data-Powered World

Contrary to traditional practice of viewing privacy as purely a risk mitigation exercise, companies should consider using privacy as a strategic driver for improved business success. Often data privacy is treated as a mere compliance obligation; a “check-box” exercise to keep a company current with legal requirements. Yet real privacy protection begins with product ideation: from concept to prototype, to testing and deployment. Technologists and product design professionals have a critical role to play in this process and it begins with a thorough understanding of consumer behaviors. What are today's consumer attitudes about privacy and what are their expectations? This article provides real insights into the privacy mindset of consumers and it addresses how regulators are responding; and, it outlines a principles-based approach that organizations can use to achieve both privacy assurance and product success.