Auria Zhang
Data Transparency - Expedia App Redesign
UX Redesign | User Research | Data Privacy & Transparency
This project reimagines Expedia’s data management experience by addressing users' lack of transparency and control when navigating complex privacy policies and hidden data sharing practices. The goal is to empower users with clearer choices over their personal information, allowing them to make informed decisions about how their data is collected, used, and shared.
Key features include a streamlined opt-in/opt-out system, an intuitive data-sharing history page, and contextual prompts that explain the purpose behind each data request. The design promotes ethical data practices and helps build trust by making data control a visible, accessible part of the user experience, turning an opaque process into a clear, user-friendly journey.
Only 9% of adults read the lengthy privacy policies on digital platforms, yet 79% worry their data is being shared with third parties without clear consent.
The Problem
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Most users don’t read lengthy, complex privacy policies.
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Users lack awareness of what data is collected, why it’s needed, and who has access to it.
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Lack of clear, accessible information leaves users feeling powerless and unable to make informed choices.
HOW MIGHT WE give users more control and visibility over how their data is collected, used, and shared?
User Needs
&
Pain Points
Users want a clear understanding of how their data is collected, used, and shared. They feel frustrated by lengthy, complex privacy policies and often lack the tools to manage their data effectively. There is a strong need for simple, accessible controls that empower users to make informed decisions and regain trust in the platform.
Persona
Research Analysis
1
Privacy policies are too long and complex.
Users often feel overwhelmed and rarely read them, leading to confusion about handling their data.
2
Users lack clarity on what data is collected and how it’s used.
Many users are unaware of what information is being tracked, the reasons behind data collection, and who has access to it.
3
There is a strong demand for simple, transparent data controls.
Users want clear, accessible options to manage their data and make informed decisions without navigating lengthy legal documents.
Core Functions
Opt-in/Opt-out Data Authorization Flow
A simplified system that allows users to easily choose whether to share their data with third parties. Instead of hiding these options in lengthy privacy policies, the feature brings data sharing controls directly into the user flow, making it quick and accessible. This empowers users to make informed decisions without needing to navigate complex legal terms.
Data-Sharing History
A dedicated page that shows users exactly when and where their data has been shared. It lists all third-party services, platforms, and partners that have accessed the user’s data through the app, along with timestamps. This transparency helps users understand how their information is used and builds trust by giving them visibility into the data ecosystem behind the service.
Contextual Data Use Explanations
Clear, in-the-moment explanations that tell users why specific data is being requested, such as for location-based recommendations or personalized offers. These explanations are integrated into the user interface at the point of decision, so users don’t have to search through dense legal text to understand the purpose of each data request.
Concept Overview
This project explores a conceptual design for improving data transparency within the Expedia app. It addresses the widespread issue of users feeling powerless and uninformed about how their personal data is collected, used, and shared by digital platforms.
The concept introduces a clear, user-centered data authorization system that allows travelers to make informed choices about data sharing. It features a simplified opt-in/opt-out flow, a data-sharing history page, and contextual explanations that clarify why certain data is requested.
This design aims to enhance user trust by making data transparency an integral part of the booking experience empowering users with control over their information without overwhelming them with complex legal language.
Branding
Iterations
Final Product
