The third brief available to you involves ethical user profiling and was designed by our partners at WYgroup.

WYgroup

WYgroup is the largest independent group and most complete business communication ecosystem for customer experience, marketing, and digital services in Portugal. WYgroup works synergically to provide integrated solutions and add value to our clients, from consultancy and strategy to implementation. I also provides specialised training services, contributing to the conversion and digital transition of companies.

ℹ️ Please contact [email protected] if you wish to interact with WYgroup to access relevant target groups for, e.g., interviews and surveys. We cannot guarantee this access can be provided, or that it can be provided in a timely manner; it is ultimately your team’s responsibility to find relevant target groups throughout the project.

🔎 Context

As companies increasingly collect and analyse user data, many individuals are unaware of the extent and nature of the information these companies hold. This lack of awareness limits users' control over their digital footprints and raises ethical concerns about data use. Now, more than ever, it is crucial to equip users with the tools to understand, manage, and control their personal data.

If you select this brief, the goal of your team will be to design a user-centred solution that educates users on the data companies hold about them and gives them control over this information in a way that respects and aligns with their own needs and concerns. Your approach should balance personalisation with ethical considerations, cultivating trust through accessible and informative design.

It is important to consider the following elements throughout the project to ensure an effective outcome:

  1. User awareness and education. Inform users about what data is collected and why, making complex information accessible. This builds trust and contributes to users feeling informed instead of surveilled.
  2. Consent and autonomy. Give users clear control over their data, allowing them to view, adjust, and revoke permissions as they choose. Users have the right to manage their digital identity and footprint.
  3. Ethical transparency and accountability. Clearly communicate data practices and ethical commitments to responsible profiling. This promotes trust by highlighting how data is handled fairly and responsibly and provides mechanisms for users to understand their digital footprint.

✋ First Step

Using the table below, your team should begin by:

  1. Identifying a target group(s) linked to a specific life stage or role.
  2. Defining a key focus area(s) related to data privacy and transparency, such as understanding data usage, controlling data access, or tracking users’ digital footprints.

Then, employ user-centric design towards a prototype involving digital technology (desktop, mobile, wearable, or spatial computing; public kiosks; smart devices / IoT; etc.)