Quinto Andar Privacy research
As part of the Compliance team at Quinto Andar, the need arose to understand the user's relationship with privacy and find opportunities to improve the experience and processes. In addition to maintaining closer and constant contact with different user profiles through continuous research.
Methodology
For this initial vision, we chose to use qualitative research, inviting at least five representatives from each category of users: Sellers, Buyers, Owners and Tenants. From the South and Southeast regions, between October and December 2021 with contracts made within the last 3 months. 18 people from São Paulo, 4 from Porto Alegre and 4 from Rio de Janeiro.
Execution
To capture this understanding of privacy, the script included topics such as:
vision of what privacy is related to each point of the journey from brand perception to post service provided
general understanding of security and risk perceptions
in-depth information about the user profile (age, work, location)
Recruitment was carried out with the support of the UX research team and interview notes were made by the team's PMs. I am responsible for the rest of the activities such as detailing the profiles to be invited, calendar configurations, interviews and data analysis.
There were few dropouts during the interviews compared to previous ones and the iFood voucher bonus was well received.
Data analysis
Based on the notes, I verified response patterns by journey point and general findings. Furthermore, the responses were also evaluated asynchronously by the alliance design team to find insights related to the product.
The analyzes and insights were compared with a market analysis with national information and with possible future scenarios for international research related to LGPD. The points found in the interviews reinforced the quantitative data from these external research and helped us to outline a vision of the moment and future exploration proposals.
Learnings
Talking to people about security and privacy has a tendency to scare them into warning. Therefore, for this matter we understand that it is recommended to have a positive and preventive approach that does not break the safety relationship with the product.
Another interesting point related to digital products is the insecurity of not having a physical point of contact. This may have been caused by the entry of a market audience due to the pandemic, which has less interaction with digital services and is not QuintoAndar's conventional audience. But also related to the average age of people using the product and the seriousness of the transactions made.
Next steps
Based on the research, some exploration suggestions were made and added to the roadmap, such as:
Repetition of the research after a period of maturation of the LGPD in the national market
Collect more impressions post-contract with users, collaborators such as photographers and brokers
Deepen discovery in profiles over 50 years old about perceptions in the digital channel and other contact channels such as WhatsApp with brokers.
Testing and website improvements related to disclosing and establishing trust and data security
Conclusion
In this research it was clear that the risk of brand exposure to privacy incidents significantly affects adherence to the service in addition to generating friction during consumption. With the market maturing and the entry of financial solutions into the QuintoAndar group, the tendency is for this issue to come with more regulatory force and for users experiencing this in other products to demand clear messages about how safe they are here. As one of the pillars of Privacy by Design already says, we need to be preventive and not reactive. Likewise, preparing the user for the issue will bring them closer to the brand and maintaining a healthy relationship will promote less damage in cases of incidents.
Participants
Daniela Claudino, Felipe Betassi, Livia Martins and Otho Faustino.