First, we ran an initial workshop with consumers to define their user journeys and analyze their level of understanding of the data collection process. The biggest pain point that came out was the lack of choice (consent or leave the site) and control over the data collected online and how they are used. Overall, consumers agree to give out some data if they are really necessary to perform the related services – but they want transparency. For example, they might agree to their email being used to be informed of their delivery, but not to receive newsletter.
Thus, we developed an ambitious and pioneering concept: put the users in control of their own data! Empowering consumers to make choices (real, specific consent), in an informed manner (How do I decide? What is the consequence of my choice?) and giving them the tools to easily exercise their rights.
Then, we tested this new version with consumers, to measure accessibility, engagement, understanding, graphic design…
And we iterated. We also worked closely with the marketing and digital production team to ensure technical feasibility of the new version, in particular as regards CRM management.
Our biggest takeaway ? Give consumers control.