PERSONALDC
INTRO
PersonalDC (data controller) is a tool that enables users to take control of their data and tailor the level at which they are comfortable with.
The user decides which brands he/she chooses to engage with to share information, and is given incentives for doing so.
HOW THIS IDEA CAME ABOUT
Owning your own data
Increasingly, people are becoming more aware that companies have been storing and using their data. While these data are necessary to provide insights for companies to develop new products and services, or to personalise advertising and marketing - users understandably would still have privacy concerns.
As people become more conscious of it, there is a desire for being in charge of their own data, and the brands they share it with.
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Changing privacy laws
In addition, with the advent of data privacy laws - first party data will be harder to come by in the future. New and innovative ways are needed to obtain these data, with consent. Roping in users to decide which brands they want to share their data with can also help companies identify their target audience better and to also give advertisers better insights on how to target them.
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The solution
Returning control by allowing users to opt-in with their preferred brands, obtaining incentives when they share their data. They can control, limit or restrict the types of information they give out.
HOW IT WORKS
User participation
Users are of the mindset that since brands were already collecting information about them, they want to be compensated for it. There is a desire for transparency to know what their data is being used for, as well as the power to choose what are the brands that can have access to their information.
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Brand participation
Brands must be willing to offer incentives such as discounts or promotions in exchange for user data. As data sharing can be a sensitive issue, this forces brands to be transparent to users how the data is being used.
USER FLOW
FEATURES
Onboarding
Having users go through an onboarding process by answering a questionnaire allows us to understand them better and to personalise their browsing experience.
Browse deals
Users can browse deals on the homepage, which features swiping deal 'cards' to promote exploration on the app. They can look at the deals in more details on each of the 'cards'.
Complete tasks to unlock rewards
Unlocking rewards requires users to complete certain tasks set by the brand. This can feature questionnaires, data from external devices or even membership sign up. The app will feature a progress bar to indicate completion.
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As some data can only be gathered across a period of time, brands can opt to set timers before releasing the incentive to the user.
Manage permissions
Users will have full control over the information they are sharing with the brands. They are able to limit or restrict access to them.