On February 19, 2014, the Federal Trade Commission staff hosted a seminar on Mobile Device Tracking. The speakers discussed how retailers and other businesses have been tracking consumers’ movements throughout and around retail stores and other attractions using technologies that identify signals emitted by their mobile devices. While the technologies differ, many work by identifying and collecting the MAC address – which is unique to a particular device – broadcast when a mobile device searches for Wi-Fi networks. Companies can use these technologies to reveal information about consumers including the path taken throughout a location, length of time in one location, whether a visitor is new or returning, and the frequency of visits to a location. According to media reports, major retailers in the United States are using or have tested the technology in their stores in order to gain insights into the behavior of their customers. In most cases, this tracking is invisible to consumers and occurs with no consumer interaction. As a result, the use of these technologies raises a number of potential privacy concerns and questions.

1. Welcome

2. Technological Overview
Ashkan Soltani
Independent Researcher and Consultant

3. MOBILE
DEVICE
TRACKING
FTC:
Spring
Privacy
Series
Washington,
DC
Feb
19
2014

4. twiLer:
@ashk4n
ashkan.soltani@gmail.com
independent
researcher
&
consultant
whoami!

5. mobile
device
tracking
• locaUon
aware
devices
• device
aware
locaUons
• benefits
• concerns

6. mobile phones*!

7. locaUon
aware
devices

8. locaUon
aware
devices
*the
device
tracks
its
locaUon

9. apps

10. What
They
Know
-­‐
Apps
plaYorms
&
privacy
–
shb
2011
hLp://blogs.wsj.com/wtk-­‐mobile/

11. locaUon
what
do
we
mean
by
‘locaUon’?
!
*different
levels
of
accuracy

12. Bluetooth
Low
Energy
(iBeacons)
*app
can
send
back
info

13. iBeacons
(Bluetooth
Low
Energy)

14. device
aware
locaUons

15. device
aware
locaUons
*the
venue
tracks
the
device

16. device
aware
locaUons

18. mobile
phones*
(antennas)

19. gsm

20. gsm
(intercepUon)

21. wifi/bluetooth
(intercepUon)

22. other
methods

23. idenUficaUon
(tracking)

24. unique
idenUfiers

25. unique
idenUfiers
*refers
to
an
individual
person
or
device

26. hashing
Ø echo
-­‐n
"E8:06:88:7B:EA:F3"
|
shasum
-­‐a
256
Ø 48fe4d4f1b4cc95567a8794830401081cd9ff1a
79b644782129e5c51569b88aa
*guaranteed
to
be
the
same
every
Ume

27. ‘hashing’

28. ‘hashing’

29. benefits

30. consumer
benefits
(opt-­‐in)

31. consumer
benefits
(opt-­‐in)

32. retailer
benefits
(opt-­‐out)

33. retailer
benefits
(opt-­‐out)

34. concerns

35. retailer
benefits
(opt-­‐out)

36. retailer
benefits
(opt-­‐out)

37. concerns
• invisible
/
passive
collecUon
• opt-­‐out
vs
opt-­‐in
• difficulty
of
opt-­‐out
(i.e
mac
addr)
• pseudo-­‐anonymous
idenUfiers
• unclear/indefinite
retenUon
• convergence

38. convergence

39. convergence
(hashing)

40. twiLer:
@ashk4n
ashkan.soltani@gmail.com
questions?!

41. Panel Discussion
• Mallory Duncan, Senior Vice President and
General Counsel, National Retail Federation
• James Riesenbach, Chief Executive Officer,
iInside
• Seth Schoen, Senior Staff Technologist,
Electronic Frontier Foundation
• Glenn Tinley, President and Founder, Mexia
Interactive
• Ilana Westerman, Chief Executive Officer,
Create with Context

42. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Wecreatethe
digitalfuture.
1
Tuesday, February 18, 14

43. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
What creates trust?
Trust Factors
Trust:It™
2
3. Engagement
It is easy to use
Context is taken into account
On my terms
1. Transparency
I am aware
It is clear
I understand
It is intuitive
2. Choice
I have options
I get to weigh the tradeoffs
I get to decide
... If I care
4. Value
“It is what I expected” “I can control it” “I will do it”
“I get something for it”
Tuesday, February 18, 14

44. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Good design is based on context, and the first step is to understand
Context
Trust:It™
3
Wants
Needs
Tradeoffs
Value
Knowledge
History
Values
Beliefs
Situation
Social context
Cultural norms
Attention
Noise
THE CONTEXT
Their environment
The people
Design is not art. Art is an expression of
self, and comes from within. Art can be
created without context.
Design, is about communication, it is about
the receiver and their context. The first
step to good design is to understand.
Tuesday, February 18, 14

45. In-store observation, secret
shopper, 1:1 interviews,
concept test, survey
Day and evening, weekend
and weekday
Urban, suburban, rural
In-mall & standalone stores
Bloomingdale’s, Costco,
Hollister, Walmart, Neiman
Marcus, Pottery Barn, Macy’s,
Target, TJ Maxx, Walgreens
Participants
Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Research study, large retailers, US only.
Creating trust for in-store mobile data collection
Retail
Trust:It™
4
4624
Methodologies Broad Sample
Tuesday, February 18, 14

46. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
On average, we trust retailers.
Americans trust retailers
Retail
Trust:It™
5
Neutral3.5
4.2
TRUST
DISTRUST
Average trust level
7.0
1.0
Survey of general US population, rating trust of brands and organizations on scale 1 (distrust) to 7 (trust). (N=800) September 2013
Doctors
Banks
Cable companies
Phone companies
State government
Federal government
Local government
Your employer
Teachers
Health insurance
companies
New York Times
CNN
Apple
Google
Facebook
HBO
ESPN
Yahoo!
Citibank
AT&T
Verizon
Macy’s
Walmart
Target
Walgreens
Costco
Sears
Retailers4.5
Tuesday, February 18, 14

47. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
We will give up our information, if we get something in return
Trust Landscape
Trust:It™
6
!
97%
We asked people if they would provide information for ‘a deal’ ...
Your phone number
Which books and magazines you read
What you search for online (on computer or
mobile phone)
Your name
What your interests are
Your address
Which apps you use on your phone, and when
Email messages you sent and receive (contents
and addresses)
The pictures and files you store on your mobile
phone
Where you have been (e.g., all locations in your
phone)
Your phone’s address book
What you buy (both online and in stores)
Your fingerprint
Your current location
Your age
Your income
Your social network connections
Your credit score
Picture of your face/passport photo
would give up at
least one piece of
data to save money
Survey of general population, asking which information they would provide for 50% off of a gallon of milk, a large HD TV and a new car . (N=800) September 2013
Tuesday, February 18, 14

48. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
We will give up our data, for value
Trust Landscape
Trust:It™
7Copyright © 2013 Create With Context, Inc. All Rights Reserved. These materials are considered
Confidential
Tuesday, February 18, 14

49. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
We will give up our data, for value
Trust Landscape
Trust:It™
7Copyright © 2013 Create With Context, Inc. All Rights Reserved. These materials are considered
Confidential
Tuesday, February 18, 14

50. 75%
would provide their location
30%
would provide books and
magazines they read
If it is clear WHY the data is needed, people are more willing to provide it
Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
People are 2.5x more willing to give their data if it ‘makes sense’
8
Survey of general US population, selecting from a list which information they would trade for benefit. (N=800)
When it makes sense, there is a
high willingness to provide
information
When it doesn’t make sense,
there is a low willingness to
provide information
12:00
White shirt2 min
Activewear section
98 ft
DIRECTIONSChoose
Trust:It™
Trust Landscape
Tuesday, February 18, 14

51. 0.0%
20.0%
40.0%
60.0%
Personal Digital Data
Sensitive/Financial
Info
Interests Online
Interests Offline
Directory Info
% of people willing to provide:
Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Some data is more important
9
5x more
‘I have no right
to share
someone else’s
information’
•Where have you been
•Your phone’s address book
•Email messages you
sent and receive
•Pictures and files you store
on your mobile phone
•Social network connection
•Your name
•Your phone number
•Your age
•Your address
•Your current location
•Income
•Credit score
•Picture of your face/
passport photo
•Fingerprint
•What you buy
•What you search for
online
•Which app you use on
your phone and when
•What your
interests are
•Books and magazines
you read
Trust Landscape
Trust:It™
Survey of general population, asking which information they would provide for 50% off of a gallon of milk, a large HD TV and a new car . (N=800) September 2013
Tuesday, February 18, 14

52. 0.0%
20.0%
40.0%
60.0%
Personal Digital Data
Sensitive/Financial
Info
Interests Online
Interests Offline
Directory Info
% of people willing to provide:
Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
There is a big difference in where I am and where I have been
Trust Landscape
Trust:It™
10
•Where have you been
•Your phone’s address book
•Email messages you
sent and receive
•Pictures and files you store
on your mobile phone
•Social network connection
•Your name
•Your phone number
•Your age
•Your address
•Your current location
•Income
•Credit score
•Picture of your face/
passport photo
•Fingerprint
•What you buy
•What you search for
online
•Which app you use on
your phone and when
•What your
interests are
•Books and magazines
you read
Where you are now,
versus where you have been
Survey of general population, asking which information they would provide for 50% off of a gallon of milk, a large HD TV and a new car . (N=800) September 2013
Tuesday, February 18, 14

53. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
I don’t care about my location, but I do care about my personal data
Trust Landscape
Trust:It™
11
Tuesday, February 18, 14

54. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
I don’t care about my location, but I do care about my personal data
Trust Landscape
Trust:It™
11
Tuesday, February 18, 14

55. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
There is low awareness of potential in-store data collection
Retail
Trust:It™
12
While consumers trust retailers,
only 33%
of people believe that large
retailers are collecting data such
as: history, contacts, apps
installed, etc.
Stores access
my data from
my phone
RealityExpectations
In store
50%think that ONLY
LOCATION may be collected
Survey of general population, rating how likely stores collect their data from their phone when they enter in the store. (N=1327) June, September 2013
Tuesday, February 18, 14

56. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
People are confused
Retail
Trust:It™
13
Tuesday, February 18, 14

57. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
People are confused
Retail
Trust:It™
13
Tuesday, February 18, 14

58. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
The ‘easiest’ way to create
awareness is to use current
channels, such as signs or
mobile phones.
However, will this work?
Can we create awareness?
Retail
Trust:It™
14
Signs On device
Tuesday, February 18, 14

59. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Shoppers were asked to purchase and return an item. Later they were asked to draw the signs they saw.
Low awareness of in-store signage
Retail
Trust:It™
15
Le" side:
24 signs
Middle:
5 signs
MALL
REGISTER
FITTINGROOMREGISTER
HOLLISTER
Right side:
15 signs
TOTAL: 34 signs RECALLED: 3
8%
92%
Didn't recall Recalled
Recall of signage in retail stores
Tuesday, February 18, 14

60. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
I don’t pay attention
Retail
Trust:It™
16
Tuesday, February 18, 14

61. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
I don’t pay attention
Retail
Trust:It™
16
Tuesday, February 18, 14

62. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
0% of people recalled seeing the
sign that is present at all
registers in the county.
Consumer notifications
Retail
Trust:It™
17
Tuesday, February 18, 14

63. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Ambient awareness
We showed photos of signs that were at the stores and that were not.
Retail
Trust:It™
18
Signs that were present Signs that were not in-store
Tuesday, February 18, 14

64. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
They are wrong more o"en than right
People were more likely to ‘recall’ signs that they had not actually seen in the store, compared to signs
that were present in the store.
Retail
Trust:It™
19
0%
10%
20%
30%
40%
Sign incorrectly identified
Sign correctly identified
36%
26%
36% of the signs that
shoppers thought they
saw did not actually exist
in the stores
Shoppers were more o"en
wrong than right ...
meaning there was
no ambient awareness.
Tuesday, February 18, 14

65. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
The focus is not signs
Retail
Trust:It™
20
Tuesday, February 18, 14

66. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
The focus is not signs
Retail
Trust:It™
20
Tuesday, February 18, 14

67. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Why is signage ignored?
People ignore signs because they are in ‘get in, get out’ mode or they are enjoying the experience,
focusing on the products and the process.
Retail
Trust:It™
21
Get in and get out
Focus is on more on the activity; low
interaction with companion
Focus is on the products, the experience
Tuesday, February 18, 14

68. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Factors that increase attention
Retail
Trust:It™
22
Context
Sign needs to be part of shopping activity
High Opportunity
When there is sign repetition and when it is
at eye level
At a Glance
It needs to be easy to parse
1
2
3
Part of shopping activity
High repetition and easy to parse
Tuesday, February 18, 14

69. 84% of smartphone shoppers* use their
phones to help them shop while in store.
However, how o!en do they do this?
We researched the number of people who
had phones visible in-store vs. in-mall to
determine if this would be a solution.
*People who use a smartphone to assist with shopping at least once a month or more. Reference: http://
www.google.com/think/research-studies/mobile-in-store.html
Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Should we message on the phone?
Retail
Trust:It™
23
Tuesday, February 18, 14

70. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
As a result, they most likely won’t see any messages or alerts sent to their phones.
Phones were visible for only 11% of people in the store
Retail
Trust:It™
24
11%
Tuesday, February 18, 14

71. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Phone were visible for 30% of people in mall areas
Retail
Trust:It™
25
Higher chance for people to see messages or alerts sent to their phones.
30%
Tuesday, February 18, 14

72. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Why? Their hands were busy...
Retail
Trust:It™
26
Tuesday, February 18, 14

73. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Ability to interact with the phone
Retail
Trust:It™
2727
0 1 2
Limited ability Full abilityNo ability
Instore
Inmall
37% 33% 30%
20% 53% 27%
63%had some ability in store
80%had some ability in mall
Tuesday, February 18, 14

74. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Putting notices on signs and
devices does not work to create
initial widespread awareness of
data collection.
Rather, once people become
more aware of data collection,
notices can reinforce what is
happening – and notify people
that they can interact when
(and if) they want to.
So should we not provide notice on signs and devices?
28
Trust:It™
Designing for Trust
Tuesday, February 18, 14

75. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
We can create awareness – over time
29
Implicit Awareness
No need for notice; people understand that
data is being collected.
1
2
3
“I don’t recall seeing anything, I
just know that they have my
location which I am fine with.”
“Of course Maps has my location,
how else would the service work?”
“Yes, I want them to have my
location so I can see movies that
are playing close to me.”
Trust:It™
Designing for Trust
Ambient Awareness
In the background to reinforce and maintain
awareness from signs and symbols.
Explicit Awareness
Direct communication from advertisement
or just-in-time notification.
Tuesday, February 18, 14

76. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Hypothetical scenario
You download a wish list app, and
friends and family subscribe and post
the gi"s they want.
The app alerts you when you’re in a
store that has a wanted item: “Retailer
X has the perfume your Mom wants.”
Then, when shopping online, you get
an alert: “People who like the perfume
you bought for your mother also
bought this sweater.”
Perfect, now you can surprise her with
something she’ll like!
Implicit awareness
30
Wish list alert
The outcome
Of course you knows my
location, how else would the
alert me.
Of course you know my social
network, I asked them to
join.
You know who I am, on my
phone and on my computer.
I give you permission to use
that information to provide
me value in the future.
This store has the perfume
that Esther Johnson wants
Trust:It™
Designing for Trust
Tuesday, February 18, 14

77. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
“I want that”
Designing for Trust
Trust:It™
31
Tuesday, February 18, 14

78. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
“I want that”
Designing for Trust
Trust:It™
31
Tuesday, February 18, 14

79. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Notification can get in the way of an experience. However, asking for permission in-the-moment (when
data is needed to complete the activity) has a higher likelihood of people paying attention.
32
Explicit awareness
Example: When the user wants
to place an order, ask them “in
the moment” to use their
location information
Designing for Trust
Trust:It™
Example: Carts could have a
dock which holds and charges
the mobile phone. Shopper
would be able to see alerts
when they appear on the
screen.
Tuesday, February 18, 14

80. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality. 33
Automotive image used under Creative Commons BY-SA 2.0 Source: http://www.flickr.com/photos/intelfreepress/8315109415/in/photostream/
Fuel band image used under Creative Commons BY-SA 2.0 Source: http://www.flickr.com/photos/briangiesen/8059029983/
Ambient Awareness
A suite of integrated, consistent notifications across platforms and contexts – using visual, auditory, and
tactile feedback to create awareness.
Tactile Visual Auditory
Vibration for wearables and
mobile devices
Symbol for screens and signs Pleasant tone for physical
contexts
Trust:It™
Designing for Trust
Tuesday, February 18, 14

81. EasyExplain why
Hard Get their attention
Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design challenge – Ambient awareness
Designing for Trust
Trust:It™
34
Communicating a concept to people – when they don’t know it’s happening, it doesn’t make sense to
them, and you need to inform them – is a difficult design challenge.
Doesn’t make sense
Unaware
Aware
Makes sense
Tuesday, February 18, 14

82. No need for labels
Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Communicate
Collecting
My data
Positive
Sending
Tracking
Transmitting
State on/off
Ability to signify that it is or
is not happening
Create a graphical symbol that reinforces that your personal data is being transmitted.
Ambient awareness – My data symbol
35
Ensure flexibility
Physical signage or on any
screen, all sizes
What is collected now, and in the
future
Immediate awareness
Learned awareness
Initial need for label,
then becomes known
Trust:It™
Designing for Trust
Tuesday, February 18, 14

83. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Good design doesn’t just happen – It is a process
Designing for Trust
Trust:It™
36
1 2
5
4
11
10
9
18
17
14
15 24
16
22
21
288
7
3
12
13
6 19
20
27
23
25
26
29
30
MODEL ➜ TEST ➜ ITERATE ➜ CREATE ➜ TEST ➜ ITERATE ➜ SOLUTIONS ➜ TEST ➜ REFINE ➜
Tuesday, February 18, 14

84. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
37
Trust:It™
Designing for Trust
Tuesday, February 18, 14

85. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
38
Trust:It™
Designing for Trust
Tuesday, February 18, 14

86. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
39
Trust:It™
Designing for Trust
Tuesday, February 18, 14

87. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
40
Trust:It™
Designing for Trust
Tuesday, February 18, 14

88. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
41
Trust:It™
Designing for Trust
Tuesday, February 18, 14

89. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
42
Trust:It™
Designing for Trust
Tuesday, February 18, 14

90. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
43
Trust:It™
Designing for Trust
Tuesday, February 18, 14

91. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Trust:It™
Designing for Trust
Design – Multiple concepts
44
Tuesday, February 18, 14

92. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
45
Trust:It™
Designing for Trust
Tuesday, February 18, 14

93. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
46
Trust:It™
Designing for Trust
Tuesday, February 18, 14

94. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
47
Trust:It™
Designing for Trust
Tuesday, February 18, 14

95. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
48
Trust:It™
Designing for Trust
Tuesday, February 18, 14

96. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
49
Trust:It™
Designing for Trust
Tuesday, February 18, 14

97. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
50
Trust:It™
Designing for Trust
Tuesday, February 18, 14

98. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
51
Trust:It™
Designing for Trust
Tuesday, February 18, 14

99. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
52
Trust:It™
Designing for Trust
Tuesday, February 18, 14

100. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
53
Trust:It™
Designing for Trust
Tuesday, February 18, 14

101. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
54
Trust:It™
Designing for Trust
Tuesday, February 18, 14

102. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
55
Trust:It™
Designing for Trust
Tuesday, February 18, 14

103. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
56
Trust:It™
Designing for Trust
Tuesday, February 18, 14

104. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
57
Trust:It™
Designing for Trust
Tuesday, February 18, 14

105. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
58
Trust:It™
Designing for Trust
Tuesday, February 18, 14

106. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
59
Trust:It™
Designing for Trust
Tuesday, February 18, 14

107. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
60
Trust:It™
Designing for Trust
Tuesday, February 18, 14

108. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
61
Trust:It™
Designing for Trust
Tuesday, February 18, 14

109. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
62
Trust:It™
Designing for Trust
Tuesday, February 18, 14

110. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
63
Trust:It™
Designing for Trust
Tuesday, February 18, 14

111. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
64
Trust:It™
Designing for Trust
Tuesday, February 18, 14

112. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
65
Trust:It™
Designing for Trust
Tuesday, February 18, 14

113. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
66
Trust:It™
Designing for Trust
Tuesday, February 18, 14

114. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
67
Trust:It™
Designing for Trust
Tuesday, February 18, 14

115. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
68
Trust:It™
Designing for Trust
Tuesday, February 18, 14

116. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
69
Trust:It™
Designing for Trust
Tuesday, February 18, 14

117. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Design – Multiple concepts
70
Trust:It™
Designing for Trust
Tuesday, February 18, 14

118. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Trust:It™
Designing for Trust
People were asked to select which words best describe the visual from a list of words. A highly
recognizable symbol is identified between 70-75% of the time.
My data symbol – Current iteration
71
Location
Symbol
My Data
Symbol
Access
Alive
Appealing
Approachable
Attractive
Authentic
Beneficial
Busy
Choice
Collecting
Community
Compelling
Complex
Confidential
Confusing
Connected
Convincing
Coverage
Credible
Cutting edge
Disconnected
Disruptive
Distracting
Dynamic
Easy
Empowering
Encouraging
Energetic
Engaging
Entertaining
Exciting
Friendly
Frustrating
Giving
Harmful
Helpful
Honest
Human
Impersonal
Ineffective
Informative
Innovative
Inspiring
Interesting
Intimidating
Inviting
Irrelevant
My data
Not Valuable
Overwhelming
Personal
Positive
Receiving
Reliable
Reputable
Rigid
Safe
Sending
Signal
Sharing
Taking
Tracking
Transmitting
Trustworthy
Unattractive
Understandable
Undesirable
Unique
Useful
LocationSending Tracking Transmitting My Data
Tuesday, February 18, 14

119. Copyright © 2014 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential Information
of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Ambient
In the background
Explicit
Requires active engagement
Implicit
Inherently aware
When people become aware, we shi" to maintaining that awareness
Trust:It™
72
Explicit
Requires active engagement
Ambient
In the background
Implicit
Inherently aware
Least effective
Least effective
Most effective
Most effective
Explicit messaging becomes disruptive once people are actively aware.
Creating Awareness
Maintaining Awareness
Trust:It™
Designing for Trust
Tuesday, February 18, 14

120. 73
Copyright © 2013 Create With Context, Inc. All Rights Reserved. These materials are considered Confidential
Information of Create With Context, Inc. and should only be disclosed under strict requirements to maintain confidentiality.
Thank you! Contact
Website
createwithcontext.com
General inquiries
info@cwcmail.com
Media
media@cwcmail.com
Employment
jobs@cwcmail.com
Phone
+1 408 834-7601 main
+1 408 834-7602 fax
Silicon Valley office
Create with Context
1490 Lincoln Street
Santa Clara, CA 95050 USA

121. Panel Discussion
• Mallory Duncan, Senior Vice President and
General Counsel, National Retail Federation
• James Riesenbach, Chief Executive Officer,
iInside
• Seth Schoen, Senior Staff Technologist,
Electronic Frontier Foundation
• Glenn Tinley, President and Founder, Mexia
Interactive
• Ilana Westerman, Chief Executive Officer,
Create with Context