Selling Privacy By Design

This research investigates the privacy invasive data gathering techniques used within menstruation-tracking applications (MTA). As these applications become increasingly popular due to the digitalisation of bodily functions and the ease of administering medical self-care, concerns for privacy grow as well. Oftentimes these applications are not transparent about their technological practices and ‘blackbox’ information and specifics of use algorithmic models. Simultaneously they continue to prompt users to give away their data, which serves as the fuel for functionality of the MTA. In answering the research question ‘How does the user-experience of menstruation-tracking applications relate to privacy and datafication?’, Critical Discourse Analysis is used to investigate thoroughly and critically seven in-depth interviews. Prior to the analysis interviews were held with both users of MTAs as well as privacy experts. Within the interviews they were asked to think about their privacy experiences and the possibility of the implementation of Privacy by Design (PBD). It resulted in finding that improvement of transparency, visibility, data minimisation and respect for user privacy is wanted by users, which define some of the principles of PBD. Moreover, the implementation of such principles are increasingly important as this research found that increased datafication of the body has created the growing urge to control the body, yet has also resulted in more people becoming in-sync with the tracking technology rather than their body. Finally, as more people become in-sync with this technology, the continuation of usage of, for example MTAs, comes with a growing risk to loose privacy, especially as this is ofter ‘rewarded’ with increased functionality of the technology. Ultimately, this research wishes to showcase how by bridging the gap between the cost-benefit considerations regarding user- and privacy-experience of users, companies and privacy experts, an increase in privacy does not always have to mean a loss in functionality. Yet only as long as companies are willing to transform their perspective on privacy protective measures such as PBD from something obligatory into an asset and selling point, can users experience an increase in privacy without a decrease in functionality.