Dynamic Deal

The final product for Melissa was the Dynamic Deal shopping game, where you must learn about the dynamic pricing techniques used by online retailers. At the start of each level, you must remember the order of items from cheapest to most expensive. But, a wrong step will tip off retailers to expensive buying habits and you'll pay more for merchandise. Successful gamers will leave triumphant, but will also know where to find the best prices online, thanks to real-life tips embedded in the game. More on dynamic pricing.

The stage we were all waiting for! With a clear sense of direction and purpose, we set out to develop working demos of the two final products. Product teams worked on developing wire frames, writing code and completing additional research to ensure major product decisions were rooted in consumer insights. Daily interactions with our advisors created a continuous cycle of feedback and development.

Privacy Boss

The final product we developed for Allen assists him in giving privacy advice to friends and family but removes the time commitment and aggravation he normally experiences when he helps others. He is engaged by comics that he discovers on Tumblr featuring popular memes taking privacy-related precautions. Each comic is accompanied by an easy-to-follow tutorial that he can send to others. Along the way, he is subtly re-educated and reminded to manage his own privacy, like a boss.

The stage we were all waiting for! With a clear sense of direction and purpose, we set out to develop working demos of the two final products. Product teams worked on developing wire frames, writing code and completing additional research to ensure major product decisions were rooted in consumer insights. Daily interactions with our advisors created a continuous cycle of feedback and development.

Big Man, Small Man

In the next iteration, you step into the Mall of America with one mission: cross out every item on your shopping list while staying under budget. As you enter the stores to purchase what you need, you'll be offered certain deals, and to get them you must divulge bits of your information. As you immerse yourself in this interactive game, you'll learn what the steep price of giving up privacy can be.

We prototyped the six strongest ideas in detail - developing feasibility assessments, use cases, sketches, logos and product architectures. The group's feedback on idea presentations and strict criteria were used to select the final products. Our aim was to identify products for Melissa and Allen that clearly addressed a need, had strong journalistic value and were possible to develop in the time remaining.

Overheard at the Nail Salon

As you settle into your day at the salon, you overhear someone mention your name and the Dave Matthews concert you went to last week. You listen intently, hoping to catch the gossip about yourself, and as you hear more you realize all of the information about you was available because you agreed to a Facebook app. With further prototyping, the comic became a Facebook game where you learn just what private information you agree to give away when you sign up for a social networking game, and who can access it.

We prototyped the six strongest ideas in detail - developing feasibility assessments, use cases, sketches, logos and product architectures. The group's feedback on idea presentations and strict criteria were used to select the final products. Our aim was to identify products for Melissa and Allen that clearly addressed a need, had strong journalistic value and were possible to develop in the time remaining.

The Dynamic Pricing Game

While continuing prototyping, we found that the Cookie Cutter tool was something that already existed. We still wanted to inform Melissa about her browsing cookies, and during our research we came across dynamic pricing. Using your cookies, online retailers can monitor your purchases. Based on the prices of those items, retailers can raise or lower what you pay. Using this premise, we envisioned a memory game where you would have to evade dynamic pricing by clicking on lower priced items.

We prototyped the six strongest ideas in detail - developing feasibility assessments, use cases, sketches, logos and product architectures. The group's feedback on idea presentations and strict criteria were used to select the final products. Our aim was to identify products for Melissa and Allen that clearly addressed a need, had strong journalistic value and were possible to develop in the time remaining.

Pirate Phish

How Your Info Can Be Used Against You became Pirate Phish, a game where you build a mountain out of your private information. The only problem? A cannon is shooting "phish" at you, trying to destroy the mountain, and as they do they become even more destructive. Pirate Phish was the best product for Allen at this stage but we thought the journalistic value seemed low and the use case wasn't strong enough to suggest repeated use or longevity. We went back to the drawing board and generated new ideas that led to Privacy Boss.

We prototyped the six strongest ideas in detail - developing feasibility assessments, use cases, sketches, logos and product architectures. The group's feedback on idea presentations and strict criteria were used to select the final products. Our aim was to identify products for Melissa and Allen that clearly addressed a need, had strong journalistic value and were possible to develop in the time remaining.

Privacy Policy Dejargonizer

With further prototyping, the Privacy Policy Dejargonizer became a website that would give you a policy with the important sections highlighted and color-coded based on privacy risk level. You could also "click to flip" the highlighted section into a dejargonized, layman's terms version of a policy. Key privacy issues in every privacy policy would also be highlighted at the top of the page for on-the-go users.

We prototyped the six strongest ideas in detail - developing feasibility assessments, use cases, sketches, logos and product architectures. The group's feedback on idea presentations and strict criteria were used to select the final products. Our aim was to identify products for Melissa and Allen that clearly addressed a need, had strong journalistic value and were possible to develop in the time remaining.

Digital Me

The search-based narrative idea was prototyped as an online game where mad-lib stories would be created based on your search terms that have been stored by Google. The narratives were humorous and could be shared, which would increase the instances of return users. They were also potentially embarrassing, showing users what their online persona said about them, and how one could be misperceived if judged only by their search terms. So, what would your search history tell about you? Play Digital Me to find out!

We prototyped the six strongest ideas in detail - developing feasibility assessments, use cases, sketches, logos and product architectures. The group's feedback on idea presentations and strict criteria were used to select the final products. Our aim was to identify products for Melissa and Allen that clearly addressed a need, had strong journalistic value and were possible to develop in the time remaining.

Online Shopping Practices Aggregator

Can't keep track of how many sites have your credit card information? With this application, you no longer have to worry about how many websites do. Instead, you can set a limit on the number of sites with your information, and if you reach this limit, you can go back and remove your credit card number from websites.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Blackmail.com

Want to find out more information about your boss or coworkers? Visit blackmail.com, a website that compiles and analyzes publicly available data on a person. As a user, you would give up some of your own information at the login to see a file on a person. In the end, you would also be presented with a file about yourself.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Giving Away Privacy for Deals

Every time we sign up for a website or deal online, we enter personal information such as names, addresses, and phone numbers. This system would detect when you're entering personal information online and bring to your attention how much information you're giving out in a color-coded scale to help you weigh your privacy options online.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Privacy Incursion Horror Stories

This application would allow you to quickly read a privacy invasion horror story that makes you think twice about sharing your credit card information online. You can then access the website to get a full list of the newest privacy horror stories from real people. Learning from others' mistakes will help you protect your own privacy in the future!

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Big Girl, Small Girl

You are out for a day of shopping, trying to get from one store to the other for more retail therapy. The only problem on this otherwise sunny day is the arrows shooting from advertisers, trying to target you based on your personal information. You have to dodge the arrows or you'll increase in size, becoming an easier target for advertisers to hit as you give out more personal information and lower your chances of reaching the next store.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Overheard at the Nail Salon

If you're at a salon, you're probably gossiping or reading the latest People magazine. But what if your own information was being overhead? Most Facebook users would be shocked by how much information is available when he or she clicks "yes" to an app. In this Facebook application, explore a comic with information, pictures and wall posts pulled from your own Facebook account.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Cookie Cutter Tool

Ever wanted to prevent the storage of your personal information online or the storage of your web browsing history? With this cookie cutter tool, once cookie storage on your computer is detected, you have the option of being notified and clearing your own cookies. Take back control of your cookies!

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

How Your Info Can Be Used Against You

As we all continue to try and protect our privacy, advertisers, retailers and others are trying to get more information from us. In this game, build and protect your privacy structure with blocks as others are trying to knock it down.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Privacy Policy Decoder

We all encounter privacy policies on a daily basis that we never read, heading straight for the "I agree" button without a skim. With this widget installed on your computer, a no-hassle, easily understood version of a privacy policy will pop up every time you encounter one.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Create Search-Based Narratives

Today we access information most frequently through Google. But what if the search terms you input were used to create a representative narrative of who you are? This website uses your search terms to create that narrative, and the results can be surprising and even sometimes disastrous.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

How Far Would You Go to Sell a Product

We all give up phone numbers, addresses and other pieces of private information daily because it's convenient. In this game, you choose your own adventure and decide how much privacy you're willing to give up in order to get what you want.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

I.D. Thief Game

You wake up and realize your identity has been stolen. Welcome to an immersive game experience where a player retraces his steps to learn how his identity was stolen, and what privacy risks exist in everyday life.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

What Your Privacy Is Worth If You Sell It

Ever wanted to know how much your privacy would be worth if you sold it? In this game, you would be faced with questions that force you to decide whether or not to sell your privacy to retailers, and would learn how much money your privacy is really worth.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Privacy Debt Clock

Curious about how much and how frequently you put private information online? With the privacy debt clock application, you can keep track of your privacy, and can also connect to Facebook and check in with friends to see how much information you are all sharing and how to protect it.

After brainstorming, each team member was given five votes and asked to vote for the ideas they found most compelling for both Melissa and Allen. Fourteen ideas were selected for rapid prototyping. We formed teams, used construction paper, markers and sticky notes, and sketched out rough frameworks for each idea in 45 minutes. The goal was to make the ideas come to life immediately. We presented our work to the full team and voted again to select the six ideas we would continue prototyping.

Melissa

With Allen and Melissa officially designated as our two target personas, the product development process began. The Privacy Project team kicked off with a brainstorming session in which we developed over 100 ideas targeted toward the two personas.

The team employed a written brainstorming process to generate 74 ideas in 30 minutes for Melissa, our 32-year-old shopping aficionado. Ideas included a BlackBerry case listing common privacy risks and a daily BBM offering a privacy tip.

Allen

With Allen and Melissa officially designated as our two target personas, the product development process began. The Privacy Project team kicked off with a brainstorming session in which we developed over 100 ideas targeted toward the two personas.

Using a 30-minute verbal brainstorming process, the team generated 48 ideas for products that might be useful for Allen, our 29-year-old techie, including an app explaining how his privacy can be used against him and a privacy risk calculator that mimics a calorie counter.

Melissa

Melissa, 32, is a black woman living in Minneapolis, Minn., and is a marketing manager at Peterson Milla Hooks, a large advertising firm. She lives in an apartment downtown and rides the bus to work. Melissa loves shopping, and because of her busy schedule she uses online retail sites because of the convenience they offer. Though she is a professional, she is unaware of the true extent of targeted advertising and online tracking.

Our qualitative and secondary research gave us information about the best audience to target and what information they would need, but we wanted it in a consolidated and easily accessible form.

To accomplish this, we developed personas, which are fictional characters that embody the characteristics of target audiences.

Allen

Allen, 29, works at Texas Instruments and lives with his fiancé, in Austin, Texas. He is the ultimate techie and likes to share products with others and pass on information about the latest releases. Allen's computer skills make him a go-to resource for friends and relatives who have questions about technology. Because of this, Allen thinks he already knows all there is to know about online privacy. As a young man, however, he is statistically more likely to be the target of crime on the Internet.

Our qualitative and secondary research gave us information about the best audience to target and what information they would need, but we wanted it in a consolidated and easily accessible form.

To accomplish this, we developed personas, which are fictional characters that embody the characteristics of target audiences.