Solving for Data Sharing in COF
The Goal: To co-create a data sharing product direction for 2020
My Role: UX / UI Lead & Strategy on CP/DE (Customer Platforms and Data Ethics)
The Challenge: Product direction needed clarity in how to increase customer trust in COF products with best in class data sharing post MVP CX.
The Problem
After data sharing MVP feature has launched, there was the lack of direction of how to monitor, measure & optimize the UX.
My hypothesis was that current UX has missed an opportunity: to give customers greater transparency of what, why & how data is shared. It also missed giving guidance how to control data sharing.
There where suggestions from stakeholders to reverse engineer the consent on revocation CX.
- I wanted to do what’s right for the user. First I wanted to see the Customer Journey & identify the possible customer pain point = opportunities.
Service Design Blueprinting
I led a blueprinting session to understand how customer data is getting shared & to understand what parts of experience can be improved.
Empathy Research
I collaborated with a Research Professional to create questions & interviewed customers to gather insights.
Personas
After empathy research it became clear that the majority of customers are unconcerned, but want to learn more & are sharing more than aware of.
Based in the insights gathered it became easier to break down the problem.
Customers are sharing:
more than need to,
more than aware of,
for longer than need to,
& some apps don’t show up in the app, so it creates confusion and lack of trust.
HMW improve Data Sharing CX. So that our customers have a greater sense of trust in our products.
Design Jam
7 people participated
We generated about 25 sketches TOGETHER.
We voted on the most viable, desirable & feasible.
I synthesized the sketches and put them in to themes.
Themes that emerged:
Helping decide what to share -- Transparency & Control
Notifying what data customer shared -- Transparency
Creating a trigger for customer to go & manage sharing -- Transparency & Control
Data sharing summary -- Transparency
Creating a data sharing narrative (passport stamps idea) -- Transparency
Annual check up -- Transparency & Control
Adding Security page enhancements -- Transparency & Control
Prioritization Matrix
I worked with product to understand LOE vs business & customer value.
And created a prioritized list.
As a result: I sketched a couple of ideas that were identified as desirable & feasible. Focusing on the “lowest hanging fruit” first and a couple of ideas that are more “far out there".
Providing More Transparency
Providing a bit more context around data revocation with verbiage.
Providing More Control
Allow the customer to revoke data sharing with the whole app or toggle accounts and users info.
More Control & Transparency
Letting customer see where data is being shared & why. Giving customer guidance & full control to manage exactly what is being shared.
Ways to Provide Transparency
Ideas to provide transparency visually, as well give customers full control over data sharing preferences.
Guide customer
Provide contextual messages that helps customer understand data sharing and prevents from sharing more then necessary.
The next steps are:
to finalize a couple of ideas,
understand feasibility,
do user testing to see how it increases customer comprehension
Challenge is to understand what is feasible and can be developed now. And what can be broken down into “cupcakes” so that over time in 2020 we could bridge the gap between the vision ideas and what’s going into production now.
Below is the solution that I proposed as a result of the conversations with Product and Dev as that “low hanging fruit” that helps us move toward the far out vision. My goal is to user test it and work with engineering team to implement while continue to iterate on some other concepts.
