Enhance User Experience while complying with GDPR: A comprehensive approach for UX Designers.
Complying with GDPR and UX has become a key challenge for businesses. On May 25, all companies and businesses operating in the EU had to adjust to the new Internet security laws known as the General Data Protection Regulation (GDPR). These laws were drafted to protect user information, giving individuals more control over the collection of their online data. Users are now required to actively consent to certain data storage practices before browsing, practices that companies previously used to strengthen their familiarity with customer profiles and needs.
Although the laws create greater transparency, the legal language and informational reminders that companies now have to use on their websites and applications can be quite cumbersome and sterile. As a result, User Experience (UX) designers must find a way to incorporate these new legal requirements into their web pages while still designing for a positive user experience. So, how can both be achieved without jeopardizing UX or your company’s adherence to the new laws? Here are some key strategies.
1. Insist on user consent with easy toread Microcopy
- Visually Attractive Presentation
As soon as users arrive at your company’s homepage, they must now choose between “accept” or “reject” the collection of their data and the use of cookies. Try to present this step in a visually attractive way that gets to the point without overloading with legal jargon.
- Friendly Microcopy
A friendly and reassuring microcopy can convey the required message without bombarding users with the type of language that usually goes unnoticed in the “terms and conditions” section of websites and applications.
2. Maintain both fluidity and security to comply with GDPR and UX
- Consent Options Throughout the Journey
The fact that users must actively consent to data collection is not limited to the homepage. Users should have the option to consent to certain practices while denying companies the right to other types of data collection throughout their journey on your page.
- Unbundling Options
This means that all previously “bundled” opt-out options, such as receiving emails, newsletters, and cart abandonment notices, can no longer be grouped as a single consent option. Instead, you must now offer users several options they can opt into, including specific definitions of what those options are.
- Design and Visual Presentation
The UX professional must pay close attention to their copy and visual presentation when designing these consent requests, as well as the effect it may have on the user journey. While you want to offer users greater transparency and a greater sense of online security, you do not want to disrupt the navigation flow so much that the user becomes frustrated and bounces.
3. Reevaluate your “Legitimate Interest”
- User Interface Testing
To maintain a smooth user journey, the company’s engineers and designers must perform multiple iterations of user interface testing to discern whether these active consent boxes are truly interrupting the user experience.
- Classification of Reminders
If they are, it is possible to classify some of these reminders as “outside legitimate interest,” or the legal category that GDPR now employs to define what information companies must provide versus what may be irrelevant to their purpose.
- Legitimate Interest Justifications
For example, if your website suddenly requires users to submit their name, phone number, and email address while they are looking for home improvement advice, they may feel confused or annoyed by the “intrusive” request. Since this information is not relevant to this section of the user journey, you may be able to delay this request until the end of the purchase process using legitimate interest justifications, thereby improving your platform’s UX and overall navigation flow.
4. Make Changing and Deleting Data a Clear Option to Comply with GDPR and UX
- Ease of Access
Finally, allow users to change and delete their data without having to search for the necessary button or comment box.
- Fluid and Friendly Microcopy
Again, a fluid and friendly microcopy that asks users for information about why they are unsubscribing can increase their trust in your brand. Make this step as comfortable as any other task in your application, and your user will appreciate their experience with your company much more.
Although designers and brand professionals have yet to measure changes in conversion rates and UX feedback due to these new laws, these preventive steps will help your company comply with the new laws while still satisfying your customers. You just need to include creative and attractive design that ensures user security at every step of the way.
Want to learn more about optimizing User Experience while complying with GDPR? Contact us today for a free consultation!
Remember: GDPR is not just a legal matter, it’s also an opportunity to improve the user experience. By focusing on transparency, control, and data security, you can build a relationship of trust with your users. Don’t just meet the minimum requirements. Look for ways to integrate best privacy practices into your UX design.
I hope this article has been helpful!
