Dodging the Digital Creep Factor looks at taking a service design approach to issues of trust, ownership, and value in managing personal data

1. DODGING
THE DIGITAL
CREEP
FACTOR
SHELLEY EVENSON | FJORD

2. A LONG TIME AGO...
A man tweeted about the body spray of the person
seated next to him on the airplane
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3. A LONG TIME AGO...
Then a few minutes later a flight attendant
approached the man and asked if he would be more
comfortable with a bulkhead seat
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4. DAVID CARR DESCRIBED THE EXPERIENCE AS...
CREEPY AND
COMFORTING
New York Times “Why Twitter will Endure” 1 January, 2010
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5. DAVID’S PIECE SUGGESTED THAT AS OF 2010
SHARING ERA
HAD GONE
MAINSTREAM
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6. SHARING
Early data sharing
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7. SHARING
Facebook shifted from explicit sharing
to implicit sharing with Ticker

8. SANDY PENTLAND
“...Big Data comes from things like location data off of your
cell phone or credit card,
...the little data breadcrumbs that you leave behind you as
you move around in the world...
REINVENTING SOCIETY IN THE WAKE OF BIG DATA 8.30.12
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9. SANDY PENTLAND
...What those breadcrumbs tell is the story of your life.
It tells what you've chosen to do.
That's very different than what you’ve
[chosen to] put on Facebook.”
IMPLICIT
TRACKING
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10. AGGREGATE VS INDIVIDUAL DATA
Aggregate
Lots of data about lots of people
in which anything that identifies
the individual is stripped out
Anonymous and shows broader
trends and comparisons
Individual
A single person with multiple
sensed data dimensions
Personalizes the multi-attribute
data, and makes it available for
inferring knowledge about you
and predicting what you might
do next
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11. ARE WE TRANSITIONING FROM THE...
SHARING ERA
TO A
DOING ERA?
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12. THE DOING ERA
Clearly there’s lots and lots of data available
Organizations are crunching it left and right
They are seeing patterns and making decisions about us
based on what we’re doing (or reading)
The Perfect Man
Your E-Book Is Reading You
By ALEXANDRA ALTER
The Wall Street Journal July 19, 2012
Illustration by John Cuneo

13. WHAT WILL PEOPLE EXPECT IN THE DOING ERA?
TRUST
OWNERSHIP
VALUE
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14. TRUST
Trust is complex
Competence
Dependability
Integrity
Predictability
Timeliness
Lee and See 2004
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15. TRUST
We routinely place our trust in the big guys
(Amazon, Google, and Apple)
They offer incredible choice
in retail, information, entertainment, and more...
RESULT
increasing demands on our time
means we begin to rely and use them more
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16. TRUST
Willingly giving up unimportant or
previously inconceivable tasks to machines
(and/or people augmented w/machines)
We’re trading our data for convenience and efficiency
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17. TRUST: FORGETTING WHAT WE USED TO REMEMBER
Everything from no longer knowing phone numbers
or letting Google correct my spelling
to
Amazon as my shopping assistant
or Open Table recommending a nearby restaurant
(as brokers or agents)

18. WHAT WILL PEOPLE EXPECT IN THE DOING ERA?
TRUST
OWNERSHIP
VALUE
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19. OWNERSHIP
Ownership is about balance
Production
Sensitivity
Promise (or brand perception)
Distribution
Utility
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20. OWNERSHIP
Microsoft provides a good example of ownership
“Your content remains your content, and you are responsible for it.
We do not control, verify, pay for, or endorse the content that you and
others make available on the services.”

21. OWNERSHIP
High personal ownership for high utility (eg, my physician)
Low personal ownership for less utility (restaurant behavior)
with an ever-growing
set of reports from
smart technology
8
Nightingale, the winning concept from the White
House-sponsored Health Design Challenge, was
designed by Chicago consultancy gravitytank.
RESULT
increasing demands on our attention
to the ownership/utility tradeoff
Nicholas Felton
The Obsessives: an analysis of
one week of consumption.

22. OWNERSHIP
We give up ownership to organizations
sometimes thoughtfully
other times not so much...
We’re explicitly trading our data to learn
about ourselves, our friends, and the world around us
and implicitly trading our data so that others can learn about us
(and maybe about our friends as well!)
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23. OWNERSHIP: ‘DIFFERENCE MAKE A DIFFERENCE’
Utility increases with ways to observe or interact with
‘difference’ information
credit cards
diet and exercise sensors
medication containers
viewing habits
energy consumption
our recycling behavior
...
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24. WHAT WILL PEOPLE EXPECT IN THE DOING ERA?
TRUST
OWNERSHIP
VALUE
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25. VALUE
Value carries certain expectations
Personalization
Anonymization
Boundaries
Inferences
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26. VALUE
Just because we give up our data doesn't mean we
want to give up everything...
We want to know what we can either know or infer
about ourselves
What others can know or infer about us
What we can project about ourselves and what others
can project about us
RESULT
increasing demands on our data awareness and
literacy
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27. VALUE: HOW DO WE LEARN?
There aren't enough data scientists to go around
EMC2 graphic on data
scientists, care of Mashable
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28. VALUE: HOW DO WE LEARN?
There aren't enough data scientists to go around
We need to find ways to provide people with more data awareness
and data literacy, on their own
We need to help people think and act
in terms of their connections, their observable and inferable
behaviors, and their likely actions in the future
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29. HOW DO WE
DODGE
THE CREEP
FACTOR?

30. CAN WE
MAKE DATA
HUMAN?
Can we help people design for themselves using their own data?
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31. DESIGN FOR THEMSELVES
EVERYONE
DESIGNS
The Sciences of the Artificial
by Herbert Simon 1969
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32. Service design gives shape to relationships
between people and the products
and services they use at the service interface
RELATIONSHIPS
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33. In service design we craft the resources
so people can bring the
experience to life for themselves
(meta design)
We create affordances that help people know
where to start, what to do, and when
(to design for themselves)
SERVICE DESIGN
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34. SERVICE DESIGN FOR DATA
RESOURCES FOR
CONTROL
INFERENCING
AND PROJECTION
eate resources

35. SERVICE DESIGN FOR DATA
What if we created the resources that
enabled everyday people to do their own
inferencing and projection?
SMART: a collaborative initiative
Harvard Medical School and
Boston Children’s Hospital
Making vital information easy to
understand and share between medical
professionals and parents
SMART is a project funded by the Office
of the National Coordinator
for Health Information Technology (ONC).
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36. SERVICE DESIGN FOR DATA
What if we created the resources that enabled everyday people to
do their own inferencing and projection?
3 Sweden
The My 3 service provides users with a
multi-faceted interpretation of their
usage: an opening “snapshot,” a deeper
investigation of invoices and the ability to
see trends over the past six months, as
well as how their bill compares to a
typical customer.
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37. SERVICE DESIGN FOR DATA
What if we created the resources that enabled everyday people to
do their own inferencing and projection?
A STORY
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38. OUR OWN TOOLS
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39. OUR OWN TOOLS
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40. OUR OWN TOOLS
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41. OUR OWN TOOLS
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42. OUR OWN TOOLS
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43. OUR OWN TOOLS
Intentcast
Inferencing
Data gathering
Negotiation
Delivery
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44. Each time we design for service we need to think about how we’re
providing people the resources to manage for themselves
TOOLIFICATION
OF SERVICES
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45. TOOLIFICATION OF SERVICES
MAKING DATA
MORE HUMAN
Design the resources so people can directly interact
and learn about their connections and manage their relationships
to foster awareness
manage trust
balance ownership
and make data valuable
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46. IF WE’RE SUCCESSFUL BIG DATA WILL BECOME
A LOT
LESS
CREEPY...
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47. THANK YOU
SHELLEY EVENSON
SHELLEY.EVENSON@FJORDNET.COM
@SHELLEYKE