Bringing Personality Back To The Web | Vitaly Friedman | Smashing Magazine Co-founder

Bringing Personality Back To The Web | Vitaly Friedman | Smashing Magazine Co-founder


The things I’m going to show you are not
beautiful and not nice but important to know and some of them might be boring
and I know do not take any liability for the nightmares headaches or injuries
caused during this session and I’m not joking right so privacy huh sounds like
the most exciting thing ever well it’s actually really fascinating
when I look at the web and where most people that I interviewed look at the
web they don’t like the web some of them I even even hate the web because this is
the web that we creating how did we get here to this point this is not a great
user experience we coined ourselves of user experience designers but we’re
creating this experiences which is just opposite of great user experience you
just want to read an article and have pop-up with the pop up with a newsletter
box with a cookie prompt with a few pop-ups along the way right this is not
a great user experience and it’s actually really quite everywhere right
but sometimes it’s just bad usability of course so we imagine you want to buy a
ticket to go to cinema there is nothing wrong about this idea of buying a ticket
so this is one from Madrid so you end up with a pop-up and of course the video
doesn’t play this that’s weird so you click it away you close the window and
it opens in a new tab how gentle and nice that is and then you come back
trying to close it again and it opens again in a new tab
right and this is this is just remarkable and if you actually do take
an effort to actually buy that ticket this is the interface you’re presented
with right please check that the date fee on date session the time of
information shown above is the one I have selected for a movie too you can
see will not be able to make changes to the front of purchase is finished right
and all those things with a button if you’re supposed to click to buy
something or even better this is a boat configurator company called sister
marine my beautiful beautiful video and all that and you end up really may be
thinking oh I want that boat now alright this looks really really nice I want
that boat so click on built myself and usually this is how it’s going to work
right it’s not selecting what you want to build maybe a press it right so
chosen a model and you might be willing to pay maybe one we didn’t our dollars
for the and what they given you they’re giving
you half a carousel not even a full carousel half a carousel two hamburger
icons for the price of one and the top-left corner right and it’s stop
clicking trying to make sense of this stuff right and this is everywhere this
kind of interface is everyone then they realize ah there is a height summary
checkbox I can click yes but that is the scroll down it appears again right there
just so frustrating so disrespectful in so many ways right and even worse than
that this is a bank insurance company from Germany and they asked a couple of
questions that you’re signing up for the forum and one of the questions is do you
have children right and at this point you must think I mean there must be
designer sitting somewhere in front of Adobe XD Photoshop or sketch or anything
right and thinking do you have children huh
slider it has to be a slider and the thing is about the slide it has a
minimum value and the maximum value and the minimum value is kind of obvious
because it’s hopefully going to be zero but the maximum value has to be defined
and luckily developers made a decision of what the maximum value is because the
maximum value is five if you happen to have six children or you’re planning to
have six children let’s say there is a way out there is a way out you can click
on the pencil icon then this beast turns into an input field which you can change
right and then if you type in seven of course the interface you know the
interface will tell you five right but this is so we’re laughing about this
but this is such a horrible state of things and I’m not even talking about
the more you know bad things like this is a sight I will never forget now if
you don’t like bugs or insects please close your eyes now it’s not going to
look nice now this is a configurator for a tool that allows you to kill insects
right and so can you imagine for a second how designers seat somewhere in
front of a laptop and thinking a little bit more blue or a little bit more rat
right and go to this extreme sin we create this config let’s create the
configurator because who doesn’t like to have a configurator with a bug on it on
the slider how often do you see the help in your life that’s unbelievable
and the best part about it when this came up you have to ask a couple of
questions where have the bugs invaded obviously everywhere and then BOOM you
have the final result this is what you’re going to get and the best part
about it once you actually started came in coming out has they have exactly one
product to sell right but it’s still great and they write what you have right
now some of you also might be familiar with this wonderful company oh right
well they redesign they redesign but I’m like an elephant I never forget I never
forget because they had this thing when you all when you buy up flights booked a
flight with Ryanair the insurance is added in for you automatically unless
you know how to opt out but to opt out you actually do need to know how to opt
out because to opt out need to find don’t insure me conveniently located
between Denmark and right and this is just the state of
things and it’s actually very safe set of things right and if we look further
you see this happening all the time this new Instagram ads showing up right and
so because people don’t like to have hair or dirt on the phone right
they just Photoshop the hair to increase engagement right and it actually works
really well and then some ways that we can do better we can do better let’s add
some dirt on a banner can you see oh that’s not what was supposed to happen
okay so it’s works now again let’s take a look at the dirt here and make sure
that people actually notice it right and then of course we entered a new era of
beautiful web design that push notifications my medic would like to
send you notifications there are two great options you might not want to stay alive for you
allowing I’ve been tracking the work done by this wonderful company and of
course they must have run an a/b test or something because in the B version of
the test they decided that it’s probably a better conversion right and whit’s
everywhere and this actually so said and we’re laughing about this because this
is just horrible but we all kind of take it right in a way so it’s a browse the
web we just just okay whatever I’m just going to click it away right but
actually on a much smaller scope it happens as well like when I go to
Facebook and they have this little red notification right kind of indicating
that there is something and we’re almost you know it was like a psychological
trick right so I’ve never been to the worst section but they tell me that
there’s some mystifications waiting for me right and all those notifications
actually I’m really really horrible in horrendous you look at booking.com
right and you see must have must know if you have seen this in high demand and
all of that if you look what’s happening behind the scenes it’s horrendous it
really is because there is a JSON file which randomly combines the names the
products the images the visuals and the random times so it creates this you know
illusion of somebody buying at the same time these people do not exist right and
it’s everywhere so when I started trying this interviews
I was really shocked because of the weight how people perceive the web and
specifically of course for a long time I thought that this is just me it just me
blocking Facebook and taking care of privacy and trying to block tracking and
all those things and I realized that it’s not just me and one thing that was
really interesting when it showed up was all these private certification right
anybody read it in the entirety at least once in the life one person two so for
this year I decided to do two things every time somebody sends me a link to a
new tool and your service or anything I’m going to take the time to read the
entire privacy policy not because I’m a freak and don’t get me wrong I’m not
this kind of person who is you know installing tor and blocking everything
is only possible right I just really wanted to understand the scope of
privacy acts at this point right and when I started looking deeper
was shocked because so many things are hidden in such a horrendous way as well
like terms and Privacy Policy on whatsapp right you can either agree you
can click here and read more about the key updates and only then you get that
check box where you can select if you want to share your data or not kind of
hidden away so it’s not easy to spot f-secure is a network net link operator
they set up Wi-Fi smait be even one of those here and in their terms and
conditions they have a heard clause where you agree to sign your firstborn
child to them for the duration of eternity right because nobody reads
these terms and conditions that people can write whatever they want in them
write it go further than that you’ll find a lot of interesting things anybody
using Amazon probably probably Amazon’s web service service terms are incredible
piece of design you can print it out and you’ll spend approximately eight and a
half hours reading it it’s no fun to read because most parts you will not
understand at all because they’re all legalese and totally and unclear to me
at least but then if you scroll far enough to point fifty six point seven
fifty seven point seven you’ll find out an incredible incredible section which
is also called the zombie apocalypse clause where they have free they
restricted the use of their tools in the event of the occurrence of a widespread
viral infection transmitted by bites or contact with bodily fluids if cured
causes human corpse to reanimate and seek the consume living human flesh
blood brain and earth tissue and is likely to result in the fall of organize
realization because one of the things that they’re building is also engine a
game engine for building zombies virtual wrong zombies but if it’s only used at
some point to actually build real zombies they’re not liable right and all
those things you kind of started really freaked me out a little bit anybody
heard of this wonderful tool price app anybody used it now did you read the
privacy policy before using it I did I did right and it’s horrible it’s just so
bad not only you give all access to you know the information you’re submitting
they can use this information in any way they like in any product they are going
to develop in the lifetime and you’re not going to get paid for it
and of course more than that they also can give this data away to third parties
and fourth parties and sell it on your behalf without actually giving you any
money isn’t that nice it’s surprising actually that all these
things show up right and sometimes the interface is you know not that great and
sometimes the upload button is not that great but the privacy policy is always
50 pages long that’s really freaks me out right now
when we’re looking to it in a bit more detail we’ll find out a few other things
as well right specifically when these things start
showing up people start fighting back now when YouTube was serving ads with
CPU draining cryptocurrency miners for somebody else while you were watching
videos right that was a big boom for people actually started using things
like ad blockers anybody using ad blockers yeah well it is actually
becoming a very very common thing it’s not just us using them it’s really
becoming a mainstream thing right and of course I remember a couple of years ago
there was a big push of advertising industry against ad blockers saying that
ad blockers are illegal it should be forbidden by law right but they lost
right so ad blockers have been pre wearing but at the same time you see the
stools appearing appearing like stop at blocking on your site now they try to
prevent ad blocking from happening and when this was released one day later
there was an anti ed block killer right there is a war happening blockers
against bloggers against ed bloggers against blockers at this point this is
actually a blog blog blog blog blocker right and there are all these tools
right ed book plus and ghost 3 anybody using ghostery you might want to
reconsider because they’re also selling at least they were known to sell data
about what they were blocking to advertising agencies that companies too
so that makes sense what is being blocked and what not right so you have
to be careful about that and all these extensions which I thought only I use
are becoming mainstream that’s been incredible right and so we have this
Facebook container then you get around the block stop chat pop-ups blocker
right and also this one this is fun track this which essentially opens
hundred tabs so you know cuz you know Instagram knows quite a lot about you
and fie knows quite a lot about you so it opens
hundred tabs so you can pretend to change your personality to become rich
very rich will open Lamborghini and all these ad tracking services they’re right
or influencer and then all of a sudden you’re really screwing the personality
that they have about you advertisers track this right now you might wonder
okay so what does it all mean to you or to us right oh this is also one of my
favorite ones make medium readable again that’s fun that’s fun right but when I
started kind of looking diamond deeper I understood quite a few things that were
really new to me so if you think about the user behavior today like right now
what is the state of things well whenever I get to see a pop up a model
block or click away right whenever somebody wants to send
you a push notification block chat window pop-ups usually block install a
prompt block importing contacts block because we know from our experience with
LinkedIn right and all of a sudden all friends were spent as well we don’t want
that so importing contacts there should be block with your autoplay block
somebody wants to get your permission to access the data about where you are
where you’re located block gdpr cookie consent prompt okay sure no problem that’s okay that’s fine
advertising banners usually blocked – oh this is a fun one when somebody asks you
to turn off an ad blocker that’s right yeah right we have two developed
established strategies of dealing with this kind of message right now you go to
an article and it says please turn off an ad blocker what do we do well we
either go in incognito mode or private window right or we have a special
browser dedicated for these kind of things right anybody using one of those
strategies a few people a few people but turning off adblock and no no way not
doing that access the camera photos microphone all blocked email input
that’s a fun one imagine you are at the airport right and you want to get in
Wi-Fi and have four options to sign in with Twitter Instagram Facebook or email
right who would use Twitter to sign in for the Wi-Fi not many Twitter not many
people who use Instagram to sign in just as many now Instagram it’s it’s very
private it’s it’s a precious we’re not going to let them in in our instagrams
no way no way who’d use Facebook to sign in facebook is like whatever right now
who would use email now what kind of email would that be though hmm
right because we don’t have just one email we have a couple we have a very
dedicated email account for all kind of crap right accounts newsletters you know
actually I would love to see a database of all the emails collected in the
airport Wi-Fi it must be creative like so creative with people coming up with
all kind of emails right so getting a proper email from somebody is really
hard because people are used to either using fake accounts are creating a new
disposable one right and it’s not just us because we’re you know the IT people
it’s a real regular thing right the same goes for social sign-in alright maybe
we’ll let them in maybe will not write capture well what can you do with the
capture right there is not much you can do there right and every now and again I
hear the same thing over and over well I have nothing to hide right so
okay so what the Facebook knows about it or what if Instagram or Google knows
about things anybody in this camp right I think that this is a very dangerous
thing to do and to say a very simple reason it’s not about having something
to hide it’s about protecting something that belongs to you and it’s a very
different perspective because we never know where our data will land so this
year has been a big year of münster surveillance right where all these apps
that lets you track your cycles for example which you want to from the
family right would you like this data to get out
there to be publicly available to your managers or to your clients or to
anybody you’re dealing with this is your data it belongs to you it doesn’t it’s
not anybody else’s business right and it’s not even that there are many
pregnancy apps if actually collect this data and when you sign up with terms and
conditions they’re happy to sell it to the highest bidder and if that better
happens to be your manager or the company you’re working for well then
they will know maybe a little bit too much about you
all right the same goes for health insurance would you like health
insurance to know exactly how often you go to the gym and when you’re going and
what you’re eating and what you’re not eating and all death so they can adjust
the interest rates based on that probably not anybody had this experience
at some point that you may be looking at the phone or you may be talking to
somebody and all of a sudden that topic that you’re speaking about with a friend
shows up an Instagram two minutes later or a month later anybody had this
experience all right this is not random phantom that’s just surround us because
phones are listening all the time all right again if you need if you’re using
an app and don’t you know I’m not again I’m not a person who says don’t use
Instagram don’t use Facebook don’t use all of that but I think it’s important
to be aware of the impact of data collection and where it kind of leads us
right so the phone is actually listening so every time you’re using Instagram you
might want to check if they have access to your microphone or not all right so
all those things are really really important and I’m not even mentioning
things like data breaches and so on and so forth so we’ll look back here I think
the most important thing is it’s not about having this really urgent sense of
privacy it’s about regular things that we tend to value a lot right now our
data has some values and I ask myself how come that Instagram and Facebook and
all this wonderful tools were using they never had a premium account where you
could say I want to pay I don’t know five dollars and no advertising or
tracking well because you can earn much more money by tracking this data and
selling the data to highest bidders so lost in that debate about privacy and
the very real day-to-day battles that we all face so if you are looking for a new
job you don’t want your employee to find out that you learn from your job before
you found it right if you’re planning to propose to
somebody you don’t want them to find out that you’re buying a jewelry or anything
before you you know commit it it’s a simple thing and you want to choose what
information to reveal on a dating profile for example this is all your
prior things that kind of belongs to you so this shiny new beauty gdpr that some
of you might have heard of right the century this new regulation that’s
coming to European Union in order to give people control back about how the
data is treated and yes it’s a very dry thing and it’s very boring it’s really
really boring to read but I think it’s a very fundamentally can a very
fundamental very important thing that’s going to define for years how we’re
going to treat the web and our users as well right and it’s just a start because
you know there is a consumer privacy coming to California on January 1st
which is like GDP a light so as we are designing with privacy in mind we need
to really understand how we deal with data what data we can collect and what
data we should not collect and I’m not going to go into details of all of that
of course but it’s all about protecting that personal data and having and that’s
very important privacy being a default by default you as a you know the web app
or service are not allowed to collect data without consent at least coming
from the European Union at this point it’s probably going to be a bit
different here in the US because it’s not a different understanding of
legislation when it comes to privacy and data but this is an important important
consideration here and so what does it mean for us again when the gdpr thing
came up we started saying this thing’s right I mean I don’t know how often you
see them here the u.s. probably not so much you do
right so if you go to Europe every state website will have a horrible horrible
pop-up like this now it’s very important to understand that this was not coming
from GDP ah this is the way we as designers with developers decided to
implement the consent to get the consent but this is a fake consent so you get to
New York Times you can review your Cokie policy and then it doesn’t matter what
you do here you can click on I accept or close or just use the site and that’s
consent that’s that’s not GDP are compliant right and you know I’m really
burning for this not because I’m trying to be overly protective about privacy
and all that but because I think this is just so wrong on so many levels
it’s like it’s not even dark patterns it just really tricking people into doing
something that the desperate they don’t want to do and so if you look at these
examples this is what the traditional experience has become right this is one
coming from Germany we have different sets of cookies right it’s so remarkable
because it takes maybe 50 milliseconds to display a relevant ad on Instagram
but here it takes two minutes to set up your settings for cookies and what you
care about what you don’t care about what you would like to share what you
would not like to share right and this is just horrendous
and I’m wondering sometimes how come that some of those settings are
activated by default and some are not so I have to manually opt-out from every
single one of them and that’s the other thing I was doing this year I was going
every time I would see this kind of pop up I would go to extremes to unkind of
remove everything right and that’s extremely painful right especially if
you get to see something like this right so unwise you go all the way there is no
way to unselect everything no you’re going to go all the way in ants like
every single one of them right and this might take really literally minutes to
get it done now again with this in mind we need to figure out what how we can do
things better one of the in really good examples of it is to explain to customer
what happens to the data what is require what is not required
right and what impact it has on the actual user experience as well and so
you have this little slider here and depending on what you would like to
share getting Meishan about what kind of experience
they’re going to get as a result right on the other side of things it’s
actually quite important to understand that the GDP is not coming out of
nowhere so this legislation existed since 1995 it has been renewed last year
on specifically 2018 actually and so it’s actually evolving and what’s coming
is really really important and critical why because right now we see this cookie
problems it’s very unlikely that we’re going to see them in a year or two
because what’s happening right now with the a privacy directive and it’s
happening in the US as well is that the setting to adjust the way the user data
will be treated is coming into browser settings so as you install a new browser
or as you update the browser you can choose what you want to share right and
then this is going to be advertised to websites and to web applications as
users use them and then it’s going to be your responsibility as designers and
developers to react to what people decided to share and whatnot which means
that you might want to have different kind of experiences right
personalization yes or if somebody doesn’t want to share any data no
personalization at all right so because people have an option to opt out I’ve
been in a really strange discussions lately really strange discussions like
for example you know if you want to be a doctor you have to go to school you have
to study you have to your medicine you have to practice to practice you need to
pass an exam and so on and to get the license doctors need a license to become
doctors lawyers the same thing you need to study you get the license and then at
some point you will be able to you know practice law and so the discussion goes
student designers and developers having so much responsibility today go to
school and get a license and then to be designers and to be developers you know
have this lightens on the wall this is a really really strange kind of concept to
think about but this is seemingly where it’s like all heading because right now
there is no control over data at all and this is not what I want for sure but I
want to be to be in a place where I know what happens with my data is because
this is really really important to me right now let’s take a look at just some
patterns to figure out what we can do to make things better
I mean maybe just five minutes dun dun so everybody feeling bad now
right I think it’s very important to understand the impact of how data is
collected now bad patterns right dark patterns we are really good at designing
things but you’re also very good at increasing conversion right if you look
at this example right we can do this kind of two buttons you can add to
basket without insurance going in the wrong direction or you know add with a
green button at the basket with insurance and if nobody needs insurance
for the shoes but we can actually figure out how to sell insurance for shoes
that’s not a problem we know how that works and it will
obviously increase conversion if you rather they B test this will perform
much better right no wonder about that but every time we
think about a/b testing just to increase conversion just one metric we need to
think about the other metrics as well because there are many hidden costs
involved too right dark patterns can help increase conversion right away but
long-term you might be losing customers because they’re not going to stick
around right and so when we think about a healthy metrics mix this is what many
companies in Europe started doing now right when we try to look not only
conversion rate but also all the other metrics that kind of make up our for the
lifetime value of the lifetime experience of a user right at this point
it would be something like time to repeat purchase recommendation strength
time to first share time to first purchase time to first upgrade these
kind of things and once you bring all these metrics together only then you
have kind of a balanced view of what the experience actually is right so it’s not
just about conversion as a result now every time we ask for some data we need
to be explicit why we need it so here’s an example for an age prom right Anna
Carlsberg they will actually ask you for the specific day of your birth only if
they need this information by default you know if you say that you’re over 18
then you just enter the side right but they will show the day and the month
only if it’s actually necessary to confirm that you’re over 18 right so we
can actually ask for information only when we need it and ask only what needed
and not more right because if you think about something like a birthday even
birthday alone is a very private information that you might want to
protect on the if you need some information from your
customers you need to explain why you need it right so it is little
information toggles so every time you ask so something like a gender or phone
number right you need to be really cautious about how you ask for this
information because what many people do and ask for the phone number right
because they know that the formatting is probably going to be strict so you have
to have the exact the right number of digits and people tend to do is type the
in phone number and then remove the last two and replace them with some random
numbers so people can’t call them anybody does that yeah I know you a
little bit and I studied you right on the other side is really fascinating to
see what we can do with things like let’s say email you have to jump a
little bit hold on to the digital sorry sorry just a second yeah here right once
we get to email this is fun this is fun so whenever you get to us an email
address and you have to confirm your email address right how many of you
would copy paste the email address where nice to confirm it yeah so approximately
60% of people continuously copy paste and I saw these examples where you know
we as designers found a way to make sure that people don’t copy paste we block
copy pasting huh oh that’s nice and friendly that’s very nice
right and then the best example I’ve ever seen is when you split the confirm
email into two input fields the one before at symbol and the one after at
symbol what do people do they copy/paste twice that’s not the problem
that’s not a problem at all so sixty percent of customers consistently copy
paste their email address when asked to verify in the e-commerce checkout
especially on mobile so when we started working on our e-commerce experience
instead of verifying right away as you actually start checking out we need to
really ask ourselves where do people care about the correctness of this data
and that’s usually right before they purchase something right when they
purchase something right so right before they click the big green button there is
an option to adjust the email address and once you finish there is an option
to adjust the email address as well right and especially actually and that’s
interesting whenever you get to this page the confirmation page we are very
unlikely to just dismiss close the tab right away do we know know
we linger on this page for a while right and maybe we go to email INBOX to check
if the confirmation email has arrived and if it hasn’t within one minute we
get panicking and we start doing this magical thing that everybody does namely
we take a screenshot or we maybe save it as PDF because we don’t want to be
dealing with them right anybody does that yes yes so I know you’re fairly
well so if you want to get a proper e-mail address you really have to think
twice about when to ask and how to ask because you’d really hard to get the
proper email address so you really need to think about this on the other side
the same goes for passwords oh these are beauties right now of course many of you
will be using password managers right but many of you will be using the same
passwords for you know situations where you have to create an account right
memorable password right so anything about memorable passwords on average
people have 4.2 passwords now which passwords are they hmm now there’s a
gmail password now that’s a good password lowercase uppercase exclamation
mark comma hyphens whatever you name it you got it
good password Gmail Facebook password lowercase uppercase exclamation mark you
remember it most of the time good password online banking usually shorter
and you remember it so it’s not such a good password but you remember it and
then there is a fourth password yes this password if somebody asked you to
create an account you’re going to probably use many people like this are
going to use that password now what if your password is not good enough for
them because it’s missing some wonderful features right well then we learned how
to deal with it right it needs it needs everything so whenever we get to this
point where we asked to to come up with a better password because they feel like
we don’t have a good enough password what do we do well we take our password
as a baseline and then we add or append a couple of characters to match the
requirements who does that so this is so why does this exist
then if it doesn’t work anyway right so one thing that you can do when it comes
to passwords is make people actually make it easier for people to remember
them so one thing it worked really well is when you have this kind of four words
that people can remember four random words like honey jar carrot cake known
as pass phrase easier to remember and they’re also better for conversion so
you can use them instead right instead of forcing people into setting up an
account or resetting the password and then getting the password recovery
routine right the only thing to know though whenever you write something like
this for example honey jar carrot cake approximately 0.1% four people will use
that password so you have to protect your users from doing that as well
all right now finally I want to leave us with something that’s a bit more
positive namely it is possible to make privacy interesting
just two minutes in the rhythm it’s okay to be experimenting and trying something
new and stuff and I don’t want to break everybody down and say this is like
everything is horrible because we can do things like anybody likes popups in the
room I love a good pop-up so this is the best problem in the world I wish every
single website had this pop-up because it’s so annoyingly amazing it’s really
difficult to close but as long as it fits in within this
story this may be just fine that’s no problem at all right here’s the H prom
right so here in the Scotch malt whisky Society you can type in 30 second or
forty third of two thousand one thousand five hundred fifty two forty seven and
you can still enter the side because you know make it easy people to lie right
but you can also make it fun so here in Austin beer works they are scary 21 and
if you click yes then you enter the side not surprised not surprised is there to
click no oh that’s your journey are going to take are you at least eighteen
hmm maybe seventeen hmm and it’s not difficult to build but you
can really play around and there is no way to close it by the
way it’s just not possible anymore right and then you end up with the video
that you’ve chosen right and so it’s really not difficult to build on in the
end it’s not that privacy’s dry and boring and you know you can really make
it interesting for people to share some information like this here’s another one
what could be more boring in the entire world than the title you go checking out
and they ask what’s your title mr. Mays missus you don’t have to you know
restrict yourself to a few options go all bored what would you like to be
today right we have all this wonderful options right and in fact there are 56
options to choose from so you can go ahead and explore what you
would like to be right so all these options are right there and you know
sometimes even just having a little bit of fun loading animations could be just
waiting but it’s cute it’s cute to look at or even this this is the final one
you know we have the subscriber box oh you by default you automatically opt-in
in our email subscription right it’s something that people always uncheck and
sometimes use the it pinkie finger on the mobile phone to untap it because
it’s so tiny and so small right so maybe make people click a couple of times to
subscribe like this right and so it becomes kind of this
thing maybe maybe it’s okay to make people click twice or three times or
four so I think it’s just a lot of opportunity for us to have fun while
also respecting our customers now I want to wrap up right just by kind of I think
I want to emphasize just one single thing we can create wonderful
experiences we’ve learned that what we haven’t not really is – how to adapt the
experience based on what people want this goes for disability in the same way
like it goes for everything around inclusive design localization and
recently also privacy and so privacy is one of those things that actually will
have to be discussed and we’ll have to figure out it together because again the
first implementation of the GD P R is not great right nobody is questioning
that but we can do better than that and it will be better and I want to leave
you with just one video off of an app that I really respect and I like and I
would love to see more applications like that and when I think about people using
the app I feel about protecting their interests and protecting their data and
their privacy because they cannot sometimes sometimes they cannot defend
all themselves so we have you might wonder how blind people deal
with everyday challenges well normally the answer is simple they’re not that
different from you we play music we go to school we go to work
you get the picture but sometimes the simplest things can be
difficult and we need a pair of odds connect to that’s where you coming establishing through your smartphone be
my eyes connects the blind with sighted people
to a live video connection simply choose if you need help or want
to help by the click of a button you can help just by installing the be my eyes
out and will notify you when someone needs your help and if you’re in the
middle of something don’t worry someone else will step in so would you care to be my eyes every
time I look at this I feel like you know there are some people who we have to
protect because they can’t protect themselves right on the on the other
side we also have to be kind of careful about not just creating a product that
looks nice but also that really works for all people around us and that’s the
important part that’s again a little bit sad so the nice the next video and the
final one is the story of my life in 40 seconds and then I’m really done I
promise which is more fun we can do whatever we want on the web we will
never get things perfect and maybe that’s okay but we can at least try to
be better oh no no sorry that’s the story of my life that’s what designers that’s just sad just but huge thanks to
pearls to you for the video of this in mind cats to spice up the spa cats and
now and thank you and looking forward to more conversations later

3 thoughts on “Bringing Personality Back To The Web | Vitaly Friedman | Smashing Magazine Co-founder

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