Google x SCADPro

Trust is built when users feel in control, not when they’re asked to blindly agree.

year

2022

problem overview

As digital ecosystems grow more complex, privacy has become increasingly difficult for users to understand, manage, and trust. Research revealed that Gen Z users while being highly active online, feel overwhelmed by the volume of information and lack clarity around how their data is collected and used.
Most existing privacy solutions are buried in settings, and disconnected from real-life behaviors. Users are often conditioned to give consent without fully understanding the implications, leading to a passive relationship with their own data. This creates a critical gap between perceived control and actual control, resulting in anxiety, distrust, and disengagement.
In todays world, users don’t just want security. They want confidence, transparency, and reassurance in everyday interactions, especially when sharing devices or engaging with others.

understanding users

Privacy is often treated as a technical problem. But for users, it’s deeply personal.
Rather than treating privacy as a purely technical issue, the research focused on understanding its emotional and social dimensions, especially for Gen Z users, who are highly connected yet deeply aware of digital risks.

Through 906 data points collected via surveys, interviews, cultural probes, and journey mapping, patterns emerged around how people actually experience privacy in their daily lives. This approach allowed to go beyond what users say and uncover how they actually think, feel, and behave.

key themes from the research

Accountability

Users want to know who is responsible for their data and how it is being used. Trust is earned through transparency and clear communication.

Security & Comfort

Security is not just functional, it’s emotional. Users feel safe when systems are predictable, familiar, and aligned with their expectations.

Control

The ability to control what, when and how it is shared impacts user confidence.

Misuse of Data

Fear of misuse remains a key barrier. When users feel their data may be exploited, they disengage or comply reluctantly.

Good Use of Data

Users are open to sharing data when there is a clear benefit.

Misuse of Data

Fear of misuse remains a key barrier. When users feel their data may be exploited, they disengage or comply reluctantly.

opportunity area

The opportunity lies in rethinking privacy as an experience. Insights showed that users feel most secure when:
1. They have clear control over their data
2. They understand how and why data is being used
3. They can trust systems through transparency and feedback
4. Their privacy aligns with real-life social behaviors
Rather than adding more controls, the goal is to make privacy intuitive, visible, and empowering.

solution

The solution introduces Orbit, a privacy ecosystem designed to give users control, confidence, and clarity over their digital lives. Instead of isolating privacy into system settings, Orbit integrates it seamlessly into everyday experiences, transforming it into something users can actively understand and manage.

At its core, Orbit redefines privacy through human relationships. The concept of Inner and Outer Orbit allows users to categorize trust based on real world connections. Close friends and family exist within the Inner Orbit, while broader communities occupy the Outer Orbit. This structure mirrors how people naturally share information, making privacy feel intuitive rather than technical.

To address real world scenarios, features like Guard Mode introduce contextual protection. For example, when a user shares their phone, the system intelligently hides sensitive content such as messages, apps, or financial data, ensuring privacy without interrupting the experience. This shifts privacy from a manual action to a proactive safeguard embedded in behavior.

Orbit also introduces App Monitoring, enabling users to visualize and control how their data is accessed. Instead of long, complex policies, data is translated into clear, digestible insights. Users can track usage, set limits, and make informed decisions, turning abstract data flows into something tangible and actionable.

Finally, Discovery balances privacy with personalization. Users can still benefit from data-driven experiences, but with full control over what is shared and why. By allowing users to shape their own recommendations and connections, Orbit ensures that personalization feels intentional rather than invasive.

Together, these features create a system where privacy is no longer hidden or reactive. It becomes transparent, contextual, and empowering, helping users feel confident navigating their digital world.

Guard mode automatically hides sensitive content like messages, photos, banking info, and third-party apps when someone else is looking at your phone using facial recognition and the information from your inner and outer orbit . Users can also choose who stays within their “inner orbit” for a more private experience.

Monitoring is built around transparency and control, the system helps users clearly understand how their data is being used. Through simple data visuals and access logs, users can easily track activity and customize permissions for things like camera, location, or microphone

The redesigned Discover feature gives users more control over what they see, with options to refine or remove suggestions. It also introduces local events, making it easier to connect with others—whether they’re in your inner or outer circle—in a way that feels more intentional and less intrusive

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