Building personalized scenarios to make it real – Toronto
Louise is a stylish 21-year-old college student who likes to meet people and try new things. She is active online and does everything from buying trendy clothing and concert tickets to keeping in touch with friends by posting updates and photos to her Facebook page. Now in her final year of college, Louise is starting to look for a job. She is putting herself through school by making jewelry and selling it online. She also collects specialty comic books and belongs to an international network of comic book enthusiasts. Louise has a younger brother, David, who is nine years old.
Louise bought some designer jeans at a storeFootnote 1 at her local mall with her credit card. She had the clerk swipe her loyalty card.
In searching the store’s website for a blouse to go with her new jeans, Louise saw an advertisement for jewelry that really appealed to her, so she clicked on it. Louise felt comfortable at the small Canadian jewelry website because the design of the site made her feel as though she were visiting a friend’s page.
She also liked the styles of jewelry on the site so she bought a necklace and clicked on the “Like” button to update her friends on her latest purchase. From there, she left the site and searched for the listing of a concert and bought two tickets. After that, she checked the status of the online auction she was participating in to get a new specialty comic book.
After this, Louise updated her Facebook page to let her friends know about her purchases and to see who else would be attending the concert. From Facebook, she checked out her favourite online bookstore where she purchased a book that was recommended to her by another comic book expert.
When Louise bought some designer jeans at her local mall, the store also offered her a widget application for her iPhone for the duration of her shopping trip in the store to show her the location of clothing she might like based on her gender and her age (21 years). Louise opted for a more personal experience and added her e-mail address, phone number and the clothing styles and sizes she prefers.
While she was in the store, Louise checked in through a popular location-based service and then got a message on her iPhone that the coffee shop beside the store was offering a special lunch deal – a chai green tea and sprout sandwich with gruyère cheese – with some of her favourite foods.
Later that evening, Louise went out with friends and she wore her new outfit. She and her friends checked in through the location-based service and then received offers for discounts at local restaurants and nightclubs. They picked an offer and alerted other friends to the deal. They were eager to get on with their night.
Louise’s younger brother, David, is 9 years old. He loves online gaming and has signed up for several on his own. He gets annoyed with any notices and clicks through them as fast as possible. He sometimes asks Louise for her email address and credit card number so he does not have to involve his parents in the consent process. She is fine with this arrangement, other than the emails she now gets for special offers related to the games he has signed up for.
When David signs up for games, he tends to fill in all the fields, because he’s not sure if he can leave them blank, though sometimes he makes up information. He likes to chat with other players, and if he trusts them, he reveals information about himself, like where he lives and what he likes to do.
One of the games David likes to play has posted a notice that “non-personal” information would be collected at log-in, and that consent for this had already been received in the Terms of Service. This satisfies David and he does not inquire further as he is not concerned anyway. However, the definition of “non-personal information” in the Terms of Service refers to the collection of David’s computer’s IP address, which some people consider to be personal information.
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