Often perceived as simple online tracking tools, cookies actually play an essential role in personalizing the user experience. In this article, we will explore how a responsible use of cookies can not only improve user experience, But also align with social norms, Opportunities et concerns de digital eco-design.
Opting for an approach that respects data and the environment is today more essential than ever, and cookies, although they can sometimes seem complex to manage, can prove to be valuable allies in this approach.
Cookies: friends or enemies?
The cookies are not cookies to be enjoyed, but rather small text files stored on your browser when you visit a website.
Cookies are used for a variety of reasons, including tracking user preferences, personalization of the experience and data gathering. However, misuse of cookies can have a negative impact on vie privée users and website performance. Therefore, user consent becomes essential, in accordance with data protection laws, such as the GDPR en Europe.
According to these standards, 76% of French people say they are concerned about the use of their personal data. Despite this general concern, a paradox remains: according to the 2019 Odoxa survey, half of French people accept the conditions of use without even reading them. This contradiction can be explained by several factors, including the complexity of the terms of use, which often discourages users from reading them, complicated and daunting user interfaces which make it difficult to access essential information, prompting users to simply “ Accept everything” out of frustration.
To remedy this situation, it is imperative to promote practices based on transparency and ethics.
Adhering to the principles of the GDPR means above all giving users control over their data. Maintaining control, respecting granularity, allowing users to backtrack, distinguishing conditions, transparency and explaining benefits are all essential practices for establishing a relationship of trust with users. But how can we approach these practices within the framework of an eco-conceptual approach?
Cookies and digital eco-design
Let’s first return to the fundamental principles of digital eco-design. This approach focuses on the reduction of the environmental footprint digital products, encompassing aspects such as energy efficiency, responsibility in resource use and minimization of electronic waste. Integrating these principles into the design process helps mitigate the ecological impact of digital technologies. This ultimately comes down to adopting a logic of efficiency, that is to say use what is strictly necessary of resources to achieve our objectives, and to promote rapid efficiency.
But how do cookies fit into this equation?
The use of cookies in the context of eco-design must be considered and measured, particularly when it comes to collecting data.
First of all, it is essential to reduce the amount of data collected : Less data means less storage needed, less data transfer over the network, and, therefore, a reduced carbon footprint.
In addition, theuse of cookies can be optimized to ensure that only essential information is collected. This results in less use of resources for processing and storing this data.
In summary, if we want to design our products and services in an environmentally friendly way, above all we must reduce unnecessary data collection and optimize the tracking process.
Best practices for a GDPR-compliant experience
The following recommendations, inspired by the article “What does GDPR mean for UX?” by UX Designer Claire Barrett, provide concrete guidelines for reconciling GDPR compliance with an optimal user experience.
- Keep control : Users should have the power to decide whether their data will be collected and used, through user-friendly and easily understandable controls.
- Respect the Granularity : Consent must be obtained for each activity requiring the processing of data, presented clearly at the time of collection.
- Being able to go back : Users have the right to withdraw their consent at any time. It is therefore essential to provide easy access to privacy settings.
- Differentiate Conditions : Terms and conditions should be clearly separated from data collection information, to ensure easy understanding.
- Be Transparent : It is essential to explain concisely and clearly the objectives of data collection.
- Explain the Benefits : When requesting consent, it is important to explain the benefits to the user experience.
By adopting these best practices, you can ensure both GDPR compliance and a positive user experience, building trust with your users while meeting legal requirements around personal data.
Put into Practice: Good practices and mistakes to avoid
To do :
- Avoid the information banner : Instead, opt for clear and easily accessible information windows, so as not to disrupt the user experience.
- Favor the Privacy Center : Provide persistent access so users can easily choose and understand their privacy options.
By adopting these best practices, you can ensure a smoother user experience while complying with privacy and data protection standards.
Source: Screenshot taken from the grizzlead website
- To do : The use of a information window with its FAB (Floating Action Button) is distinguished by a clear message, sometimes even enhanced with a touch of humor. The action buttons are easily accessible and understandable for the user. The window can be reopened at any time by the user, giving them the opportunity to change their privacy choices.
- To avoid : It is best to avoid uninviting and unfriendly pop-ins that could disrupt the user experience.
Balancing personalization and privacy
Our websites and mobile applications must adopt a transparent approach regarding the use of cookies, allowing users to choose the types of cookies they wish to allow or refuse.
When users have full control over their data and are informed about its use, they are more likely to provide consent. This results in an improved user experience, as users feel confident and in control.
- Third Party Cookies:Minimize the use of third-party cookies, as they can slow page loading. Use third-party cookies only when strictly necessary.
- Persistent Cookies: Think carefully before using persistent cookies. These remain on the user's computer for a long time and can impact privacy and performance.
- Regular cleaning: Have mechanisms in place to automatically delete non-essential cookies after a certain period of time.
- Minimization of Data Collection: Consider what you collect through cookies, avoiding collecting excessive and irrelevant data.
- Performance Optimization: Choose cookies that improve user experience, such as language preferences, can help to better eco-design by preventing the user from repeating actions.
By implementing these practices, you can ensure an effective balance between personalizing the user experience and respecting the privacy of your users, while promoting better ecological design of your digital products.
Some concrete examples:
As mentioned previously, if we are looking to promote eco-friendly content, it is essential to avoid the use of unnecessary or excessive cookies, as this can cause server overload and slow down the site.
In this context, cookies can nevertheless enrich the user experience by providing easy access to:
- Recently viewed articles: Saving the articles that visitors have recently viewed allows them to easily find content that interests them without having to carry out exhaustive searches each time. This approach can improve user experience while minimizing the load on servers.
- Personalized recommendations: Use non-intrusive data to provide personalized recommendations to users based on their preferences and browsing history. This practice can help keep users engaged while avoiding excessive use of cookies.
By implementing these examples, you can create a more pleasant user experience while respecting the principles of eco-design and reducing the carbon footprint of your website.
Conclusion
By associating the transparency recommended by the GDPR with a responsible approach to cookies, we promote a digital environment that is more respectful of users and the environment.
The example of cookies in eco-design illustrates how we can create experiences that are beneficial both for users and for the planet. By directing our efforts towards more responsible user experiences, we are helping to build a more sustainable digital world, focusing on user needs while minimizing our impact on the environment.
And you ? What are your current tips for designing human-centered and planet-friendly user experiences?
Nour Hebiri, Senior Product Designer at UXRepublic
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