Session ID: PS-W09 Humanizing Privacy with power of User Experience (UX) Ranjeet Tayi Gary Patterson Senior Manager, User Experience Design Informatica @ranzeeth Senior Director, Data Security Group Informatica @gpatterson #RSAC #RSAC #RSAC VS #RSAC Alignment of Data Collection + Usage Creepy and unwanted data Usefulness Unacceptable risk Data which benefits users / customers Data Collection 4 #RSAC 69% Boycott any company 62% Blame the company 83% Stop spending 21% Never return to a brand Upside of Trust! if data protection not taken seriously. first than the hacker in a data breach. 5x increased access to data by consumers willing to allow companies to use data about them.* for several months after a breach or incident. That has suffered a data breach. Downside… Evolving Customer Expectations I Agree #RSAC #RSAC Privacy Challenges complexity { Growing Regulations Data Awareness Operational Privacy #RSAC Humanize “To make something seem gentler, kinder, or more appealing to people” Presenter’s Company Logo – replace or delete on master slide #RSAC Looking human from a privacy lens… Fear Trust #RSAC Negative Emotions Good Design Positive Emotions #RSAC 1 Empathy 6 UX Principles to Humanize Privacy Ease 2 Transparency Relationship 4 3 Confidence 5 Delight 6 #RSAC 1. Empathy “The ability to understand and share the feelings of another” #RSAC Putting yourself in their shoes… Connecting with people Listening to stories Observing behaviors and habits Understanding pains, needs & goals. Engage & share the feelings Empathy #RSAC #RSAC #RSAC #RSAC 2.Ease “To free from something that pains, disquiets, or burdens” #RSAC Ease Make it easy to understand, simple and user friendly User in control Easy to find and making convenient. Optimizing for the user context Educating the user Ease #RSAC #RSAC