Five Misconceptions about Personal Data: Why we need a people-centred approach to Big Data

| Personal Data Economy | Itnig Fridays, 20 September 2013 @ClaroPartners

Five misconceptions about personal data Itnig Fridays, 20 September 2013

Elisabeth Leegwater, Claro Partners


Five misconceptions about personal data

•  From data-centric to people-centric perspective

•  From privacy discussion to understanding how to deliver trust, transparency, control and benefit

•  Introduce toolkit

@claropartners

#personaldata


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We have backgrounds in:

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•  Service, interac:on, and product design

•  Business strategy and marke:ng

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Belgium

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Turkey

Megan UK

Mandy

Lebanon

Elisabeth Netherlands

Michael USA

Aldo Netherlands

Rich USA

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Delivering business innova1on and service design in the context of disrup1ve shiFs

Access Services delivered through networks Internet connects everything Small data and personalised experiences

Ownership Services delivered by companies Internet connects everyone Big data and aggregated resources Request our point of view papes on each of these topics at

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Every time we interact, communicate, access, share, recommend, download and record, we cast a digital shadow of our activities

Image: pe:

lipois |

Flickr


Businesses are collecting and stockpiling personal data, convinced that bigger is better; this is resulting in a big data boom

Image: Gloal Access P

oint

Image: UC Blue

noser |

Flickr


The Personal Data Economy: an open-innovation project

•  65 interviews and events with individuals, experts and startups •  7 cities: New York, San Francisco, Boston, London, São Paulo, Berlin, Tokyo


Five misconceptions about personal data

MISCONCEPTION #1

Personal data is the new oil

Image: UC Blue

noser |

Flickr

REALITY:

My personal data is most valuable to me!

Image: Fou

rsqu

are

REALITY:

My personal data is most valuable to me!

Image: Fou

rsqu

are

MISCONCEPTION #2

Personal data is all about privacy

Image: tsallam | Flickr

REALITY:

People want to benefit from their data - not hide it away - but they need control, trust and transparency



REALITY:

People want to benefit from their data


MISCONCEPTION #3

The value of personal data is in its sale

Image: sh

uMerstock

REALITY:

The personal data economy is an experience economy


REALITY:

The personal data economy is an experience economy

MISCONCEPTION #4

Personal data is for data scientists

REALITY:

Personal data empowers people

Image: Fitb

it


REALITY:

Personal data empowers people

Image: Fitb

it

Image: Visu

alparado

x

MISCONCEPTION #5

Personal data is big data

REALITY:

The personal data economy is small data

Image: iStock


REALITY:

The personal data economy is small data

Image: iStock


•  My personal data is most valuable to me!

•  People need control, trust and transparency

•  An experience economy

•  Personal data empowers people

•  Small data

The Personal Data Economy


Data-centric view

People-centric view


1. Start with the person, not the data

2. Enable people to do things they've never been able to before

3. Address both functional and emotional needs

4. Think beyond privacy. Create trust, transparency and control

5. Design the whole user experience

Five key principles to guide a people centric approach to personal data


How can you identify opportunities to create people-centric offerings in the personal data economy?


Personal Data Experience Model

Personal Data Landscape

People-centric Insights Data Value Staircase

Personal Data Opportunity Framework

Toolkit to create people-centric value propositions

| Personal Data Economy | Project Summary 34 Intel Confidential

Personal data services play different roles in a connected ecosystem

Companies can provide a place for users to generate data or collect data from elsewhere. They can also simply pass-on this personal data or add-on something on top of it. Facebook plays all roles simultaneously; something which very few companies can do.

Gen

erat

e

Add-on

Pass-on

HOW COMPANIES OPERATE IN THE PERSONAL DATA ECONOMY

Data Ecosystem Map

5 Principles about personal data

Trust, Transparency and Control enablers

FIVE KEY PRINCIPLES TO USING PERSONAL DATA

www.claropartners.com

1. Start with the person

2. Create trust, transparency and control

3. Design the whole experience

4. Give people new abilities through their personal data

5. Address both functional and emotional needs


Social Internet of Things

Data Interfaces

Self-tracking

Predictions

Crowd Data

Identity

Access Management

Others

Recommendation / Discovery

Local Discovery (things)

Identity Measurement

The Personal Data Economy landscape: examples of people-centric services

Interface to your bank, helping to make better financial

decisions

New Interfaces for Existing Data

(aggregated)

Mobile data based tool for health predictions

Predictions (For individuals)

Data locker for users to control access to

their data

Data Lockers

Bracelet for tracking health behaviours and indicators

Self-Tracking (Health)

Get involved with us in building the personal data economy!

q  Presentation on slideshare.net/claropartners

q  Point of view paper

q  Business landscape: preview

q  Workshop or project

q  Accelerator focused on Smart Data & Internet of Things. Looking for corporate partners, investors and mentors

Thank you! Elisabeth Leegwater @claropartners [email protected]

Technology

Five Misconceptions about Personal Data: Why we need a people-centred approach to Big Data