“To comply with GDPR, as of May 25th, I will no longer be remembering anybody’s name, face or personal details without their explicit consent
….phew, finally a viable excuse” – Jessica; @ticky
This humorous tweet aptly summarises the objective of the GDPR or General Data Protection Regulation, a legal framework specific to the European Union that was passed on March 25, 2018. The GDPR aims at protecting the privacy of internet users by regulating the way their personal information is obtained and processed.
It majorly affects the way businesses operate online and not just for companies based in the EU but also foreign companies that are doing business there. It makes sense that GDPR affects the legal and engineering departments but it equally affects digital marketing and User Experience too since they involve user data. In terms of UX, it means 3 things:
Customer Privacy, Consent & Transparency
The GDPR improves the state of these forms by making it legally binding for companies to make privacy notices more clear and accessible to the users so that they are fully aware of what they sign up for. This means that the privacy notices must be:
Written and presented in a clear, concise manner
Free of cost
Transparent, accessible and comprehensible
Before the GDPR was passed, consent forms were taken with a pinch of salt but now, while drafting consent forms, companies are obliged to follow the following rules:
Opt-in: Users must voluntarily opt-in to having their data collected and used by the company.
Granular: Users must give consent to every type of data processing activity.
Withdrawable: Companies are obliged to inform users that they have the right to withdraw their consent at any given time. They must also explicitly tell the users how it can be done.
Transparent: Every organisation, including the company and third parties that have access to and will handle the personal data of users must be named.
Separate: Privacy terms and conditions and consent forms are separate entities and must be treated that way.
Beneficial: Obtaining consent is not enough. Companies need to inform the users as to why they are collecting data and how it will benefit the users’ experience.
All in all, the biggest result of the GDPR is transparency. Users will have a clear picture of why their data is being collected, who is collecting it, how it will be used and how it will benefit them. Knowledge is power and with this power, users will be better equipped to differentiate between companies that are honest and transparent and those that aren’t.
How can GDPR be practised in UX design?
While Registering an Account :
When a first time user is registering with the company, they are bound to encounter a request for data. It is important for companies to explain why they are being asked for this information and how it will be used. This can be done in the following ways:
‘Just in time’ data collection explanations: ‘Just in time’ are relevant notices that show up during the time that data is being collected. These give users context on the data that is being collected, how it will be used and how consent can be withdrawn wherever applicable.
Labelling required and optional data: Clear labelling of the fields of data collection that are required and optional will help users understand the extent of privacy that is guaranteed to them.
Email marketing preferences: GDPR rules state that consent to email marketing cannot be assumed when users share email addresses. This means that users must be explained the benefits of opting in. They should also be given granular control over what emails they will be receiving by giving them options of the content and frequency.
Explain the benefits: GDPR is not just a law but a gateway for companies to build their users’ trust. This can be done by explaining to users the benefits of data collection and how the collected information relates directly to the company’s business.
During Onboarding :
Onboarding users is an excellent way to immerse them into the functionality of the app but it should simultaneously be used to inform them about data collection. This is how:
Explain the value: If the app relies heavily on data collected from its users, it is absolutely necessary to inform the users about the same while explaining the benefits. Just like the message one hears on a customer service helpline that says, “This call may be recorded for internal training purposes”. Explaining the benefits they will receive from the data collected, like personalised searches, targeted ads, etc will help the users consent voluntarily.
Assure users that they are in control: Reassuring customers that their data is in safe hands and is being handled by professionals will help build a foundation of trust between users and companies as GDPR has now equipped individuals with enough information to know their fundamental rights on the internet.
Taking In-app Consent :
GDPR requires companies to take explicit in-app consent from users while accessing their data. This can be done in two ways:
‘Just in time’ notices: ‘Just in time’ are relevant notices that show up during the time that data is being collected. These give users context on the data that is being collected, how it will be used and how consent can be withdrawn wherever applicable.
Directing users to data settings: An excellent way to get explicit, voluntary consent from users is by directing them to their phone settings where data sharing is controlled. For example, before asking for their location, users can be directed to the location services feature in their phone settings.
Allowing Full Control of their Data in Data settings :
With GDPR, it is now obligatory to give users total access to all the data that is collected from them. This means that users can now browse, change and delete the data that apps hold. Here’s what they are allowed to do:
Revoke consent: Since users are now allowed to revoke consent that they had previously agreed to give, it is best to inform them about this possibility, where they can access their data and also explain the implications of how revoking consent may affect their experience within the app.
Granular marketing preferences: Giving users access to their marketing preferences within the app, like how often they want to be contacted, what kind of content they wish to receive, etc is a great way to make customers feel in control and gain their loyalty.
Download and delete their data: GDPR allows customers to delete their data at their free will. To avoid unnecessary accusations, it is best not to hide this option under several layers of settings.
In conclusion, although GDPR seems complex to understand, it all boils down to one thing – transparency. Companies should make the intention of data handling crystal clear and privacy controls should be made accessible and user friendly in the design and language. Becoming GDPR compliant means that companies must minimise the data that they collect and limit it to what they really require. Instead of looking at GDPR as a hassle, it should be used as a tool to build a trusting relationship with customers!