Ad Tracker App
Let users control their data exposure in advertising.
Project Type
Personal Project
Category
Product Design Concept
Role
UXUI Designer
Year
2023
Problem
Shouldn't smartphone users have control over how their data is used in online advertising?
Advertising is not user-friendly on current online ad platforms; it aims to reach a wide or specific audience, which fails to respect users' privacy.
Ad Tracker allows users track how their data is used for advertising. Users can choose what kind of data they want to share with the advertisers - if they are willing to share more user data, they get offered a monitization option.
To design the app,
Ad Tracker allows users track how their data is used for advertising. Users can choose what kind of data they want to share with the advertisers - if they are willing to share more user data, they get offered a monitization option.
To design the app, I conducted
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To design the app,
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Problem
Shouldn't smartphone users have control over how their data is used in online advertising?
Advertising is not user-friendly on current online ad platforms; it aims to reach a wide or specific audience, which fails to respect users' privacy.
Market Research
The idea of enhancing privacy security has been around for a while, although it is sometimes not for the benefit of users.
Apple has been strengthening API control in recent years. iOS 14.5 update in 2021 added a feature "Ask app not to track", making apps difficult to collect 3rd party data.
Many social media like those below also have ad settings features, allowing users to set ad preferences or decide which profile info is used for advertising.
Solution
Unfortunately, these apps do not give users an entire authority to control how their data is used. Users miss a holistic view of which social media uses how much or what kind of their data.
Therefore, I've come up with an app concept that not only enables users to control their privacy but also lets them see and monitor ad activities.
App concept
A pre-installed iOS app: As a wide range of user data is usually collected in the device itself, it would be more relevant and realistic if it is a pre-installed app in the smartphones.
Ad activities analytical report: Users can view how much their personal data is used in a period of time.
User privacy control: Users can choose to minimize or maximize their data exposure. The feature enables more flexibility for users willing to share their extensive data while limiting the customization function to those who want to share minimum data.
Monetization: Users who are willing to share their extensive data will be given incentives.
Target Users
Worldwide Apple smartphone users
General population (aged 18-65)
People who want to know how their data is used for advertising
User Framework
I created a diagram to define how users with two different mindsets will navigate the app and take actions differently. It addresses which actions will be taken for each goal.
(*"Further action" will be differentiated between two "attitudes" of users. The scheme of the app is to give more flexibility to those who are willing to share more data.)
Ideation & Wireframing
I created 4 sections (dashboard, analytics, privacy control, and account) to address two key functions - allowing users to track and control their data exposure.
Privacy control center: Offers 5 scale privacy levels. Level 1 only limits advertisers to collect minimum data, while Level 5 allows collecting maximum data; in return, it offers users a choice of what ad topics/brands want to see and which ad platform to see them. However, Level 5 does not provide complete authority to users because entirely blocking ads would not be realistic as we cannot ignore the business demands.
Design
Design concept
For a better user experience, I tried to resemble pre-installed iOS app design patterns and colorings that users are familiar with.
Also, I kept tone and manner concise for the credibility of the app, since it handles users' sensitive data.
Major changes from the wireframes
I realized a 5-scale privacy setting might be confusing. Therefore, I changed to a 3-scale.
Level 1: limiting data exposure minimum
Level 2: accepting more data collection and being able to customize what users want to see
Level 3: sharing the most extensive data in trade of customize where and what users see, plus monetization feature.
Mobile version
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PC version
I provided a detailed view on the PC screen. For example, users can click and see the actual ads they've seen in a big image. Moreover, monetization history can be found in the analytics tab altogether.
Reflection
This was my first ever personal UX project. I don't have a design or UX background, so I was nervous and excited at the same time.
It was sometimes overwhelming when I learned visualizing my thoughts is not always easy. However, I could utilize my professional experience in user insights analysis and data visualization. Moreover, I loved the process of crafting a method to solve a problem that I had when I was working in the advertising/tech industry.
Although this journey was just a glimpse of the whole UX design work, it was a very rewarding experience and made me want to explore the possibility of UX even more.
Acknowledgement
Legal or advertising business issues were not considered critical factors in this project. I acknowledge that giving users more control over their privacy is not realistic, however, I thought it was worth exploring the possibility of a better user experience in advertising.
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