product development and management association...

Strategies for Developing Innovative Personal Data-oriented Products and Services

Andy Brooks

andy@ischool.berkeley.edu @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

Andy Brooks — UC Berkeley — PDMA 2016

user company

personal data

information

The world today

Andy Brooks — UC Berkeley — PDMA 2016

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

Andy Brooks — UC Berkeley — PDMA 2016

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

Andy Brooks — UC Berkeley — PDMA 2016

Andy Brooks — UC Berkeley — PDMA 2016

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

Social license

Andy Brooks — UC Berkeley — PDMA 2016

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

Learning Point #1

Andy Brooks — UC Berkeley — PDMA 2016

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

Andy Brooks — UC Berkeley — PDMA 2016

Engaging with others

Analyze and learn from others products and services

Share experiences with industry groups

Andy Brooks — UC Berkeley — PDMA 2016

Learning Point #1

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

Andy Brooks — UC Berkeley — PDMA 2016

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

Andy Brooks — UC Berkeley — PDMA 2016

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

Familiar information

Andy Brooks — UC Berkeley — PDMA 2016

New information

Andy Brooks — UC Berkeley — PDMA 2016

Cautionary tale

Andy Brooks — UC Berkeley — PDMA 2016

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

Andy Brooks — UC Berkeley — PDMA 2016

Learning Point #2

Be open regarding the information returned to users

Andy Brooks — UC Berkeley — PDMA 2016

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

Andy Brooks — UC Berkeley — PDMA 2016

Learning Point #3

Create an open value network for collecting and distributing data

Andy Brooks — UC Berkeley — PDMA 2016

Design the value chain

What’s the personal data?

Upstream: Where and how is it collected?

Downstream: Where and how is it distributed?

Andy Brooks — UC Berkeley — PDMA 2016

adidas miCoach value chain

upstream

downstreamAndy Brooks — UC Berkeley — PDMA 2016

adidas miCoach value network

Andy Brooks — UC Berkeley — PDMA 2016

Collecting data

downstreamAndy Brooks — UC Berkeley — PDMA 2016

Distributing data

Application Programming

Interfaces

Andy Brooks — UC Berkeley — PDMA 2016

Learning Point #3

Create an open value network for collecting and distributing data

Andy Brooks — UC Berkeley — PDMA 2016

The world today

Create an open value network

Openly secure social license

Be open regarding what you return

Andy Brooks — UC Berkeley — PDMA 2016

Table Activity

Design a personal data product or service

Apply the strategies

1. Secure social license

2. Describe returned information

3. Design value network

Andy Brooks — UC Berkeley — PDMA 2016

Thank you

Lunch Meetup Tues, Oct 18

11:45am-12:45pm

Andy Brooks andy@ischool.berkeley.edu

@andybroo