Product Lead - Account Based Privacy
Challenge
Our goal for this project was to create a more seamless privacy experience across multiple HP apps and devices. Currently, HP is using an app/device based consent structure where users need to re-consent with every device they set up and with every HP app they download. With the help of legal and development teams, we created a consent structure tied to the user’s account which reduces the number of times users need to address their privacy choices.
My role
I led the design effort and collaborated with designers from other HP apps focusing on print, support, and personal computers.
In addition, I worked alongside researchers, product managers, developers, and lawyers to ensure the project met business goals, understood technical and legal limitations, and created an excellent user experience.
Early insights
Currently, HP does a two page consent screen where the user must select manage options to adjust their consents. From doing a competitive analysis, we found that many companies present the consents upfront and allow the user to make their choices immediately.
From past research we understood that users wanted to have more control over their consents and for the brand to be more transparent with their options. They were also confused by the number of consent screens and moving to one screen that covered device and app consents would be beneficial.
“I have already done this. Do I have to do it again or can I skip this?”
“I believe I already made these choices. Did they not save?”
Discovery
Switching from app/device based to account based, we found that the generic language used made it hard for the user to understand what consents the user was agreeing to covered. Some users found that they did not understand what data was required and what data they could adjust.
In design demos, we found that business and legal feared that putting the consent choices upfront would decrease opt in rates without the option for users to ‘accept all’
Reframing the problem
The design and copy did not help the user understand what they were consenting to and caused business teams to fear that allowing users more freedom in making their consent choices would drop opt in rates.
How can we… provide more understandable and transparent consents for our user while maintaining business goals and opt in rates?
Redesign
With the help of legal and developers, we reorganized the copy to group consents together and separate required and optional consents. Copy writers provided clearer language to help the user understand that the consents would apply to their account and every device added to that account. We also worked together to create a common consent language that would apply to the account consents. We added a ‘select/deselect all’ option to minimize the number of clicks needed for the user to consent to all and help business goals.
