GDPR is an opportunity for marketers to improve customer experience design.
This comment piece argues that automatic opt-ins, inferred data and opaque user agreements not only risk breaching the regulations, they also make for poor user experiences.
Instead, customers should be allowed to take the lead through on-boarding processes, and marketers need to use good design to create trust so that they choose to share their data.
Doing so is a big opportunity for brands, but getting it wrong will have consequences with an increasingly data-aware public.
[4 minute read; article may be behind a paywall]