This project was focused on exploring online data privacy issues among salesforce cloud users. Salesforce wants to understand and solve privacy concerns among their Customer Relationship Management Solutions users for Marketing, Service, and Commerce. In this project we attempted to seek understanding about how technology and regulatory advances are likely to impact data privacy in the next few years.
Salesforce Design System
Consumers have a lot of suspicion and threat about their online data that has been captured and used by various companies.
After research we break down the larger problem of lack of trust among people regarding their data into more specific and refined problems.
Complicated and long term conditions are difficult for users to understand. Our research states that 91% of people do not read Terms and conditions before agreeing because of its complexity and they feel the consent they provide is forced.
90% of users feel that they are being tracked by various digital platforms all the time. User don't know what and when their data is been taken by these companies and how they can control that.
96% users feel marketing and promotions are overwhelming and there is no simple way to unsubscribe or set preference. No user validated preferences and profile.
I was a solo designer for this project and co-researched with 2 researchers.
I was responsible for designing the UX/UI of the Salesforce builder tool shared in this case study. I coordinated with Salesforce design teams to validate and finalize the designs.
“How might we address end consumer's online privacy concerns and meet the business needs as well."
This tool is designed to simplify terms of service. It is customizable for different salesforce B2B Client needs.
Companies can import their existing terms of service into the builder tool, and redesign it by adding visuals, defining highlights etc.
Companies can add end user activity log pages with the builder tool to provide the end user activity log which helps their customer to understand why company is retaining their data and how the data is tracked.
Companies can design user preference pages where customer can choose what are their preferences in products, services or preffered mode/timing of the communication.
Before we started designing, it was critical to understand who we were designing for and their goals and problems. We divided our research into initial literature review , comparative analysis to understand the domain and furthered the research user surveys and contextual inquiries.
In the literature review, we focused on the research study done on diverse cultures, age groups, and different mediums. The review was aimed to understand different layers of privacy issues faced by end-users.
Data privacy survey was completed by 48 participants, We collected responses from all age groups. We formulated 7 questions.
Analysis of various online privacy tools that are available for end users within the client's platform and outside.
We did 6 contextual interviewed with end customer and 6 Interviews with other stakeholders at salesforce.
Based on the analysis done during the affinity diagram session and whiteboard session we decided to create 3 personas to represent our user base.
To many cyber security solutions create more ambiguity than helping. Unawareness on use of personal data makes user more threatened.
Less understanding of t&C creates suspicion
It’s not easy to revert back after giving consent once.
Online Profiling based on behavioral and transactional history. No user validation on the profile
its important to know the actual real users and have more targeted marketing
We started ideating by working on three initial vision diagram. Visioning diagrams helped us in producing coherent design answers derived from the research outputs and user data. We sketched three ideas.
1. A Web based Solution on Salesforce cloud
2. Salesforce Browser plugin
3. Salesforce Browser .
We Compared all three initial ideas and shared it with the client. After evaluating all the pros and cons of all three ideas and doing a feasibility analysis on each we found out that
1. A Web based Solution on Salesforce cloud is meets all the user needs.
We then, design initial low-fi sketches of web app which support users to understand how a company use their data, preference centre for the users and easy to use terms and condition.
For this project I worked on The Salesforce Lightning Design System to create user interfaces consistent with the Salesforce Lightning principles, design language, and best practices.
This tool is designed to be used by the companies who use salesforce cloud, these companies can change their terms of service with this tool and make it more user friendly. This tool can also help companies to add user activity log dashboard and user preference center for their brands.
Companies can use the builder tool to generate the user activity data. Most companies capture four different type of user data. The builder tool will help user in generating reports of that data in form of dashboard. This helps user in understanding how the data is used and how it used by the company.
Four data template that can be used in Builder tool capture the following data:
1. User Personal Data
2. User Behavior Data
3. User Transactional Data
4. User Third Party data
The Companies who use salesforce cloud can use the builder tool to develop preference center for their website/mobile apps. The end user can set their preference with this app.
We went back to our participants to test our prototype and found overall positive and excited responses. Participants appreciated that with this concept they can build more trust with the end user.
Salesforce does not disclose the companies which use their cloud service so the templates should not identify that the companies are using a specific platform. Despite of having customizable templates for Terms of service, user log and preference center it is more likely that the output can be identifiable as Salesforce product.
The advance editor of the builder tool was complicated and require training. The quick editor was most used by the user.
Making our platform more accessible means that it should be available for a wide variety of users and devices. Expanding to mobile options will be the next step, which will bring more challenges and opportunities.
Adding option to be also add videos or other media can help the companies to
more with the redesign.
The key challenge with this project was that it was a very new and broad domain. It took us a lot of time to synthesize and narrow down the broader issue. I learnt with this project how a problem with a strong emotional connect can be handled with also including the business need.
Another major Challenge in this project was we could not design directly for the end user, the solution has to be route throw the companies. This required us to think of the solution in a totally different way which can still be able to solve the core problem.
Working with a fantastic team, helps you grow as an individual. This project is one which I have enjoyed working on the most. A huge thank you to amazing Salesforce team, with everyone being so encouraging and motivating!
Working on the Salesforce lightening design system was a great learning. It helped me understanding the platform and how we can integrate the entirely new concept in the existing platform