product development and management association...

Strategies for Developing Innovative Personal Data-oriented Products and Services

Andy Brooks

[email protected] @andybroo

October 17, 2016

Product Development and Management Association Conference 2016

user company

personal data

information

The world today

Andy Brooks — UC Berkeley — PDMA 2016

Take a minute

Think of a personal data oriented product or service


user company

personal data

information

The world today


Three Learning Points

Be open regarding: • what data you’re collecting

and distributing • what you’re returning to users • how you’re collecting and

distributing data


The world today

http://www.pewresearch.org/fact-tank/2016/09/21/the-state-of-privacy-in-america/

http://www.pewinternet.org/2015/05/20/americans-attitudes-about-privacy-security-and-surveillance/

50% — not confident regarding how their personal data is used

91% — lost control over how personal data is collected and used by companies


https://www.flickr.com/photos/thomashawk/4328658467/

Social license


Secure social license through openly engaging with users, regulators, and other stakeholders

Learning Point #1


https://www.flickr.com/photos/21085902@N08/7760690346/

Engaging with usersAndy Brooks — UC Berkeley — PDMA 2016

http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=uriserv:OJ.L_.2016.119.01.0001.01.ENGhttp://leginfo.legislature.ca.gov/faces/codes_displayText.xhtml?lawCode=BPC&division=8.&title=&part=&chapter=22.&article=

Engaging with regulators


Engaging with others

Analyze and learn from others products and services

Share experiences with industry groups


Learning Point #1

Secure social license through openly engaging with users, regulators, and other stakeholders


The world today

People want to know what they’re getting in return for their data

Concern that not getting something valuable in return

http://www.pewinternet.org/2016/01/14/privacy-and-information-sharing/Andy Brooks — UC Berkeley — PDMA 2016

Learning Point #2

Be open regarding the information returned to users


Feed the experiencehttps://www.flickr.com/photos/telstar/31494146/Andy Brooks — UC Berkeley — PDMA 2016

Familiar information


New information


Cautionary tale


http://ns.suunto.com/pdf/Suunto_Training_Guidebook_EN.pdf

http://suuntousanews.blogspot.com/2012/03/watch-our-suunto-ambit-videos-to-learn.html

New information


Learning Point #2

Be open regarding the information returned to users


The world today

https://theintercept.com/2016/10/13/how-a-facial-recognition-mismatch-can-ruin-your-life/

New forms of personal data

Ways to collect and distribute rapidly expanding


Learning Point #3

Create an open value network for collecting and distributing data


Design the value chain

What’s the personal data?

Upstream: Where and how is it collected?

Downstream: Where and how is it distributed?


adidas miCoach value chain

upstream

downstreamAndy Brooks — UC Berkeley — PDMA 2016

adidas miCoach value network


Collecting data

downstreamAndy Brooks — UC Berkeley — PDMA 2016

Distributing data

Application Programming

Interfaces


Learning Point #3

Create an open value network for collecting and distributing data


The world today

Create an open value network

Openly secure social license

Be open regarding what you return


Table Activity

Design a personal data product or service

Apply the strategies

1. Secure social license

2. Describe returned information

3. Design value network


Thank you

Lunch Meetup Tues, Oct 18

11:45am-12:45pm

Andy Brooks [email protected]

@andybroo

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