Empowering User Privacy: Redesigning WarnerMedia's Data Consent Experience

Challenge

In the face of increasing data privacy regulations and Apple's iOS 14 update blocking third-party tracking, WarnerMedia faced a significant risk to its digital ad revenue. The company needed to transform its approach to data privacy messaging and consent, shifting from a legal and tech-driven model to a user-centered one. As the UX lead, I was tasked with:

  • Increasing trust and brand loyalty

  • Enhancing users' willingness to share data

  • Deepening the relationship with WarnerMedia's consumers

The goal was to create a production-ready prototype for AB testing that would put data privacy control in the users' hands while maintaining WarnerMedia's digital revenue streams.

Photo of Apple Privacy billboard

What I Did

Over a 12-week engagement, I led a team consisting of a Delivery Director, a Product Strategist, and a designer. Our approach was rooted in rapid experimentation and user-centric design:

  • Conducted 6 distinct experiments and interviewed 37 users

  • Ran an in-production test on CNN.com

  • Designed and tested 16 prototypes across 4 WarnerMedia brands

  • Developed and tested 28 hypotheses about user behavior and preferences

  • Iterated on designs based on user feedback and test results

  • Created a comprehensive experience recommendation for CNN and WarnerMedia

Throughout the process, I emphasized the importance of user trust, transparent communication, and intuitive design. We used Google Suite for record-keeping and presentations, and Figma for prototypes and designs.

Warner Media research findings

Outcome

Warner Media research findings

This user-centered approach yielded significant results:

  • Delivered data-driven insights, designs, and experience recommendations to WarnerMedia's leadership

  • WarnerMedia's data privacy team began implementing our recommendations across their digital properties

  • After Apple's iOS 14 update, CNN's digital properties leveraging our recommendations outperformed competitors and baseline apps significantly

"We really felt like you guys were really on OUR team. Most of all, you truly put in the effort to know us as people instead of just customers."

- Chris Herring, Warner Media Senior Director of Product Operations

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