If Steve Jobs was the Privacy Czar, maybe the new ad notices would look something like this (click to enlarge):
Unlike current approaches in testing, the call to action is right on top. Instead of the choices being another click away, the details are another click away. There’s no room for platitudes about privacy. Less is more.
Only testing can tell you how a more direct approach affects consumer satisfaction and attitudes about brands and privacy. But I would be surprised if consumers liked it less. There’s little doubt that regulators who favor “Do Not Track’ would like it better.
How would advertisers and ad-delivery companies like it? A more direct approach seems likely to lead to more opt-outs. But at the same time, the research so far reveals strong consumer curiosity in profiles and control. Putting choices right on top would also lead to more clicks through to “See and Edit Profile,” which is an engagement opportunity.
The takeaway for folks designing privacy experiences: It’s always worth asking, “What would Steve do?”
Thanks to Eric at Cosmic Design Group for helping me channel the Apple design aesthetic for this thought exercise.