Data Transparency
Data Transparency
Data Transparency
Academic Work • April 2024 • Individual
Academic Work • April 2024 • Individual
Academic Work • April 2024 • Individual
In today's digital age, services increasingly conceal user data, making it difficult for users to understand how their personal information is being used. For this project, I am focusing on Spotify, a popular music streaming service, and exploring how users can have greater transparency and control over their personal data.
By redesigning the sign-up and privacy management experience, the goal is to provide an intuitive, visual interface where users can see how their information is being utilized. This approach will empower users to make decisions about their data and moving away from complicated terms and conditions to a more transparent and user friendly experience.
In today's digital age, services increasingly conceal user data, making it difficult for users to understand how their personal information is being used. For this project, I am focusing on Spotify, a popular music streaming service, and exploring how users can have greater transparency and control over their personal data.
By redesigning the sign-up and privacy management experience, the goal is to provide an intuitive, visual interface where users can see how their information is being utilized. This approach will empower users to make decisions about their data and moving away from complicated terms and conditions to a more transparent and user friendly experience.
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Redesigned Sign-Up Process
A quick walk through of the final prototype
A quick walk through of the final prototype
Problem Statement
Problem Statement
How might we create a more transparent and engaging sign-up experience for new Spotify users that communicates how their data is collected, used, and protected while building trust and encouraging informed consent?
How might we create a more transparent and engaging sign-up experience for new Spotify users that communicates how their data is collected, used, and protected while building trust and encouraging informed consent?
Rationale
Rationale
Spotify is an ideal platform to showcase data transparency because it collects user data to personalize their music experience. This includes recommended songs, personalized playlists, Spotify wrapped, and targeted advertisements. While it's commonly assumed that users are aware of Spotify's privacy policies, most don't take the time to read them due to their length and complexity. Given that music deeply connects with emotions, creativity, and freedom, I decided to redesign Spotify's sign-up process to provide clearer transparency about how Spotify collects and uses user data.
In this project, I aim to help users by making the following aspects of Spotify’s data usage more transparent:
Why Spotify collects personal data?
How this data is used to personalize the user experience?
How users benefit from having their data tracked?
Spotify is an ideal platform to showcase data transparency because it collects user data to personalize their music experience. This includes recommended songs, personalized playlists, Spotify wrapped, and targeted advertisements. While it's commonly assumed that users are aware of Spotify's privacy policies, most don't take the time to read them due to their length and complexity. Given that music deeply connects with emotions, creativity, and freedom, I decided to redesign Spotify's sign-up process to provide clearer transparency about how Spotify collects and uses user data.
In this project, I aim to help users by making the following aspects of Spotify’s data usage more transparent:
Why Spotify collects personal data?
How this data is used to personalize the user experience?
How users benefit from having their data tracked?
Research : Discovery
Research : Discovery
Spotify, founded in 2006 in Sweden, is a music, podcast, and entertainment platform. It offers free "freemium" accounts with ads and premium subscriptions for ad-free access. In 2024, Spotify has over 600 million users, with 230 million paying for premium. Its primary audience is Gen Z and millennials (18-34), drawn to its affordable options compared to other platforms.
Spotify, founded in 2006 in Sweden, is a music, podcast, and entertainment platform. It offers free "freemium" accounts with ads and premium subscriptions for ad-free access. In 2024, Spotify has over 600 million users, with 230 million paying for premium. Its primary audience is Gen Z and millennials (18-34), drawn to its affordable options compared to other platforms.
Research : Current User Flow
Research : Current User Flow
Task - Create an account
This user flow focuses on creating an account with Spotify and does not focus on creating an account (Continue with) through other services such as Google, Facebook, etc.
Task - Create an account
This user flow focuses on creating an account with Spotify and does not focus on creating an account (Continue with) through other services such as Google, Facebook, etc.
Research : Opportunities
Research : Opportunities
To identify opportunities for enhancing user control over their data on Spotify, I first went through Spotify's sign-up process. Before pinpointing specific opportunities, I focused on understanding what type of user data should be transparent. My initial thought was to highlight how Spotify collects and uses data to personalize experiences, such as recommending songs and generating features like Spotify Wrapped.
Since many users don’t read the privacy policy and are unaware of the data usage behind these benefits, I decided to focus on the "account creation" process. This is an important moment when users should be informed about how their data will be used before completing their account registration. I decided to place this transparency opportunity after users input their personal details, but before they set their permission settings.
To identify opportunities for enhancing user control over their data on Spotify, I first went through Spotify's sign-up process. Before pinpointing specific opportunities, I focused on understanding what type of user data should be transparent. My initial thought was to highlight how Spotify collects and uses data to personalize experiences, such as recommending songs and generating features like Spotify Wrapped.
Since many users don’t read the privacy policy and are unaware of the data usage behind these benefits, I decided to focus on the "account creation" process. This is an important moment when users should be informed about how their data will be used before completing their account registration. I decided to place this transparency opportunity after users input their personal details, but before they set their permission settings.
Visual Research
Visual Research
I began my visual research by exploring examples of other apps that display their privacy policies on mobile devices.
I began my visual research by exploring examples of other apps that display their privacy policies on mobile devices.
Tip ✿ Rotate your phone to view the slideshow below :)
Wireframe Development : Low-Fidelity Sketches
Wireframe Development : Low-Fidelity Sketches
I started by creating rough sketches to brainstorm and visualize initial ideas for the design.
Redesigned Sign-Up Process
Redesigned Sign-Up Process
User Testing : User 1
User Testing : User 1
After completing the first round of layout ideas, I conducted a user testing session. However, the layouts were later rejected. While I explored four design research methods overall, I focused on the following methods for the first round of user testing.
After completing the first round of layout ideas, I conducted a user testing session. However, the layouts were later rejected. While I explored four design research methods overall, I focused on the following methods for the first round of user testing.
Research Method
Five Second Test
(Conducted on the rejected design)
User Task
Show the user a design(s) for 5 seconds (more if needed) and then ask follow-up questions to discover their first impressions.
Why this method?
This method helps discover users' first impressions and identify what stands out. If the results align with your goals, you know the design is ready. It guides whether further iterations or a complete redesign are needed.
Research Method
Emoticon Score Method
(Conducted on the rejected design)
User Task
After viewing the design, the user answers a question by selecting an emoticon on a scale that best represents their response.
Why this method?
The emoticon score is a Likert-style scale that rates user's emotional reactions, helping to evaluate the appeal or liveability of a design.
Research Method
A/B Testing
(Conducted on the rejected design)
User Task
The user is shown two versions of the design (A and B) and asked to choose their preferred version.
Why this method?
This method compares two designs to determine which one produces the best results and helps us understand the impact of changes to design.
Wireframe Development : Mid-Fidelity
I continued refining the design and exploring new ideas by experimenting with different sets of icons and layouts before conducting another round of user testing.
Research Method
Five Second Test
(Conducted on the rejected design)
User Task
Show the user a design(s) for 5 seconds (more if needed) and then ask follow-up questions to discover their first impressions.
Why this method?
This method helps discover users' first impressions and identify what stands out. If the results align with your goals, you know the design is ready. It guides whether further iterations or a complete redesign are needed.
Research Method
Emoticon Score Method
(Conducted on the rejected design)
User Task
After viewing the design, the user answers a question by selecting an emoticon on a scale that best represents their response.
Why this method?
The emoticon score is a Likert-style scale that rates user's emotional reactions. It helps evaluate the appeal or liveability of a design.
Research Method
A/B Testing
(Conducted on the rejected design)
User Task
The user is shown two versions of the design (A and B) and asked to choose their preferred version.
Why this method?
This method compares two designs to determine which one produces the best results and helps us understand the impact of changes to design.
OTHER PROJECTS
© Arsh Sidhu 2025. All Rights Reserved ✿
Research Method
Five Second Test
(Conducted on the low-mid fi shown in the previous slides)
User Task
Show the user a design(s) for 5 seconds (more if needed) and then ask follow-up questions to discover their first impressions.
Why this method?
This method helps discover users' first impressions and identify what stands out. If the results align with your goals, you know the design is ready. It guides whether further iterations or a complete redesign are needed.
Research Method
Icon Usability Test
(Conducted on the low-mid fi shown in the previous slides)
User Task
Show the user icons one at a time or together (if needed) and ask them to list up to five keywords they would associate with the icon.
Why this method?
To discover the meanings users associate with an icon. It’s used when using less common icons and when connecting icons to a meaning for the first time.
Research Method
A/B Testing
(Conducted on high fidelity to pick the final design from all iterations)
User Task
The user is shown two versions of the design (A and B) and asked to choose their preferred version.
Why this method?
This method compares two designs to determine which one produces the best results and helps us understand the impact of changes to design.
Wireframe Development : Mid-Fidelity
Wireframe Development : Mid-Fidelity
I continued refining the design and exploring new ideas by experimenting with different sets of icons and layouts before conducting another round of user testing.
User Testing : User 2
User Testing : User 2
After completing the mid-fidelity designs, I conducted the following design research methods on the second user to finalize specific layouts and icons before moving on to the high-fidelity designs.
After completing the mid-fidelity designs, I conducted the following design research methods on the second user to finalize specific layouts and icons before moving on to the high-fidelity designs.
Research Method
Five Second Test
(Conducted on the low-mid fi shown in the previous slides)
User Task
Show the user a design(s) for 5 seconds (more if needed) and then ask follow-up questions to discover their first impressions.
Why this method?
This method helps discover users' first impressions and identify what stands out. If the results align with your goals, you know the design is ready. It guides whether further iterations or a complete redesign are needed.
Research Method
Icon Usability Test
(Conducted on the low-mid fi shown in the previous slides)
User Task
Show the user icons one at a time or together (if needed) and ask them to list up to five keywords they would associate with the icon.
Why this method?
To discover the meanings users associate with an icon. It’s used when using less common icons and when connecting icons to a meaning for the first time.
Research Method
A/B Testing
(Conducted on high fidelity to pick the final design from all iterations)
User Task
The user is shown two versions of the design (A and B) and asked to choose their preferred version.
Why this method?
This method compares two designs to determine which one produces the best results and helps us understand the impact of changes to design.
Rejected Concept
Rejected Concept
Iterations of the rejected (original) concept, which was a pop up message
Reflection
Reflection
Understanding Privacy Needs - I learned the importance of making privacy settings clear and accessible, as many users are unaware of how their data is being used.
Simplifying Complex Information - I realized the challenge of translating complicated terms and conditions into simple, understandable language while keeping the necessary details intact.
Friendly Sign-Up Process - I made the entire sign-up process more friendly and approachable to ensure users felt more comfortable and at ease during their interaction.
Creating Intuitive Interfaces - This project taught me how to use visual elements (like sliders and icons) to improve user understanding of data use, which is key for trust.
Designing for Empowerment - I learned how design can empower users by giving them clear transparency over their data, which helps them make informed decisions.
Balancing Transparency and Simplicity - I discovered the need to balance transparency with a clean, simple interface that doesn’t overwhelm the user with information. Instead, it's summarized into digestible and understandable points.
Importance of User Testing - Through user testing and feedback, I learned how real users interact with privacy settings and how important it is to iterate based on their needs and concerns.
Understanding Privacy Needs - I learned the importance of making privacy settings clear and accessible, as many users are unaware of how their data is being used.
Simplifying Complex Information - I realized the challenge of translating complicated terms and conditions into simple, understandable language while keeping the necessary details intact.
Friendly Sign-Up Process - I made the entire sign-up process more friendly and approachable to ensure users felt more comfortable and at ease during their interaction.
Creating Intuitive Interfaces - This project taught me how to use visual elements (like sliders and icons) to improve user understanding of data use, which is key for trust.
Designing for Empowerment - I learned how design can empower users by giving them clear transparency over their data, which helps them make informed decisions.
Balancing Transparency and Simplicity - I discovered the need to balance transparency with a clean, simple interface that doesn’t overwhelm the user with information. Instead, it's summarized into digestible and understandable points.
Importance of User Testing - Through user testing and feedback, I learned how real users interact with privacy settings and how important it is to iterate based on their needs and concerns.
OTHER PROJECTS
© Arsh Sidhu 2025. All Rights Reserved ✿