Contributor: Ilana Westerman

Ilana Westerman is CEO of Create with Context, Inc., a leading digital strategy consulting firm. For the past 15 years, she has championed the role of people plus context as key drivers behind the design of innovative technology solutions, helping ensure that digital products and services align with human needs, goals and desires.

Westerman began working on digital innovation in the mid-1990s, including award-winning work on the IBM Nagano Olympics web presence. Then, as one of the early members of Yahoo!, she helped build the Yahoo! User Experience team, leading R&D teams for key Yahoo! properties. She now serves as CEO at Create with Context which, under her leadership, has seen significant growth since its inception in 2005.

Privacy Engineering

Which Information Do Consumers Most Closely Guard?

By Ilana Westerman

Note from the Editor:

This is the fifth in a series of posts by Westerman and Aschenberger exploring the role of trust in the marketplace. Here are the first, second, third and fourth installments. The next post will look at just how closely consumers guard their personal digital data.

We know that consumers don’t always understand how companies collect their data, and that these misconceptions can create a trust gap between retailers and shoppers.

This doesn’t mean that consumers are completely unwilling to share their data with retailers, though. Our team at Create with Context surveyed 800 consumers in the U.S., asking them which information they’d be willing to give up in...

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Privacy Engineering

Brick-and-Mortar Transparency: Are Phone Alerts the Best Notification for Collecting Consumer Data?

By Ilana Westerman

Note from the Editor:

This is the fourth in a series of posts by Westerman exploring the role of trust in the marketplace. Here are the first, second and third. Future posts will discuss research that shows what things people do value when they’re shopping, and how technology can support those things. Additionally, the IAPP will host the web conference Bricks-and-Mortar Is Back—Emerging Privacy Issues in Retail Settings in the U.S. on Thursday, October 31.

New technology allows retailers to collect data—such as location, contacts, apps installed—from their customers’ phones. But when we surveyed consumers, only 33 percent of them realized this might be happening.

On the other hand, when we surveyed consumers about stores collecting only their location, this number increased to 50 percent.

We know from previous research that when people are not...

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Privacy Engineering

Brick-and-Mortar Retail: The Design Challenges of Communicating Consumer Data Collection

By Ilana Westerman

Note from the Editor:

This is the third in a series of posts by Westerman exploring the role of trust in the marketplace. Here are the first and second. Future posts will delve into trust design best practices and findings regarding the potential to use technology for in-store messaging.

Increasingly, retailers are gathering data—such as location—from consumers’ devices when they are in a store. This data can be used by retailers to optimize merchandise layout and for other purposes. However, a recent survey we conducted shows that only 33 percent believe that this is happening.

Research confirms that consumers want transparency around data collection. If they don’t expect that...

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Privacy Engineering

What Misconceptions Do Consumers Have About Privacy?

By Ilana Westerman

Note from the Editor:

This is the second in a series of posts by Westerman exploring the role of trust in the marketplace. Future posts will delve into consumer reactions to the loss of privacy and trust design best practices.

Control of personal information in the digital space, and particularly on mobile devices, presents a unique design challenge. Most people aren’t aware that their personal data is being collected and shared. Many users don’t take the time to validate their expectations and most never read privacy policies, only becoming aware of such concerns when something happens that doesn’t meet their...

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Privacy Engineering

From Privacy to Trust Professionals

By Ilana Westerman

Note from the Editor:

This is the first in a series of posts by Westerman exploring the role of trust in the marketplace. Future posts will delve into consumer perceptions of company behavior, the role of design in fostering trust and trust design best practices.

Businesses should stop focusing on privacy and start focusing on trust, which creates value and revenue. Privacy professionals should become trust professionals and become involved in overall product creation. That is how to create trusted experiences. Privacy and trust are two sides of the same coin but lie at opposite ends of the emotional spectrum.

 

Privacy is a negative, generating feelings...

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