Finalist 2022

The Future of Personal Data Ownership

Mo Works / PwC Middle East

Giving the power back to you, with the app that integrates all personal information that matters. Manage what concerns you.

As data management is often unknown to users, PwC came up with an app that gives power back to the consumer to manage and consent to the use of their personal data. The app integrates all personal information that matters, so you can be the only one managing what concerns you.

Design Brief:

Lately, data and privacy has become a pressing and highly relevant issue. A company can extract over 15,000 data attributes from their users. Then, imagine the complexity of this where a person’s data is held by 350 brands - 83% of which they do not know plus the actions available for them to organise. Analysing how users will be the total owners of their data, understanding as easily as possible who, where, when and why others have this information and encouraging them to manage that themselves in an interactive and thoughtful user experience was the challenge of the design.


This project was developed by:

Design Process

To help users be in control of their own data use, we created a solution through an app with great UI/UX design that simplifies complex personal data management. The app features a simple, modern, bold and interactive storytelling journey style to provide insights into user’s own personal information and privacy inputs.

Our app integrates all relevant personal data with a thoughtful user experience — so the users now have a reliable tool that helps and encourages them to understand how to manage their relevant information, in a transparent and sincere way, closing the gap between companies and customers.

Our team carefully designed each flow and section of the app to make the user experience a journey into their own data, solving concerning questions they had previously because of the lack of the existence of a product like this that gathers all their relevant information in one place — making them decide what others can access. With our passion for designing satisfying, accessible and functional apps, we combined the user’s needs with PwC’s to construct a journey of seamless experiences and sleek design.

The PwC scope spanned everything from creating a consumer app journey, client-side workflow, UI Brand Concept and Kit Design to UI/UX Design. Furthermore, we created all navigation elements including buttons, sliders, icon sets, and style guides detailing colour schemes and types. Our UX design including the client portal and user app, involved mapping the data structure and processes to create database architecture and plan how the information is visualised. We also created user flows, designed extensive wireframes, and complete platform content. The UI design involved complete design to match with brand and UX design. This included all required icons, illustrations and animation. We delivered the interaction designs with Adobe XD in both Arabic and English.

Design Excellence

Our design seeks to establish a consumer-facing mobile app, simplify complex data management systems, and allow users to manage their data consent settings in one place. With growing concerns around data and privacy, PwC aims to encourage users to be in control of their data that is held by hundreds of companies worldwide through an app with professional and clean layout design, showing our commitment to information transparency.

The functionality of the design is established through comprehensive UI/UX design with interactive and engaging user journeys. The design is visualising an originally complex data analysis in a way that everyone can easily understand through graphic and storytelling to bridge the gap between companies and users. It also aims to provide purpose and direction to the project aligning all stakeholders around one shared vision.

User experience is enhanced by interactive and engaging visual representations of user information. Communicating our values and purpose with a clear layout structure defined by bold and straightforward navigation. This app encourages transparency in data collection and usage from businesses, supporting more progressive data consent laws - making the users the owner of the data that others used to benefit without consent. With the new data consent laws in the UAE, we noticed a gap within the market. We create a design solution and product story, through which potential investors and stakeholders are engaged in a conversation about our solution. For PwC to have such a focus will enhance its standing as a global brand and trusted business.

Design Innovation

PwC is a leader in professional services and B2B interactions. But, the brand is now going out of their comfort zone with our help to create a consumer-facing product that would engage and excite users while still aligning with the brand. Consumer and business privacy consent has become an increasingly hot topic in recent years.

We noticed a gap in the market fulfilling the needs of consumers and identified a need to simplify a topic that is traditionally complicated. With this in mind, we designed the app to integrate all relevant information that used to be scattered, giving the users ability to personalise what matters for them and remove consent. In terms of the human element of our design, we created clear platform user personas, identifying the primary and secondary goals of the platforms to provide the best user experience.

In the process, we designed interactive layouts, dark themes with bright buttons and elements for the app to be unique enough to stand alone as a distinctly new product while still in line with the PwC brand. We created interactive dashboards summarising data insights and designed storytelling user experience style to engage users in their use of the app.

Design Impact

Consent is a complicated and sensitive issue as most companies have been unknowingly collecting and using data from users without their consent. Given this, we aim to simplify information whilst giving real control back to users and businesses. Our design challenged existing platforms on the market in regards to data management and complexity, innovative in nature by creating an app that met the changing consumer needs.

With the Consent Management app, PwC is delivering a sustained outcome which breaks barriers, builds trust among the customers, and makes a difference in the way companies manipulate personal information — making people the real owners of what in the past (before the app) others were managing behalf them without their consent, reducing their data vulnerability. Mostly, users do not realise the extent of how their data is being stored and utilised.

We believe our designs will change the landscape of this issue - bring about lasting change, empowering individuals and businesses with their privacy consent. Our UI/UX design has allowed users to oversee all their information that was previously ‘collected and hidden’ by businesses - challenging companies to re-evaluate their consent practices around consumers’ data to provide more transparency and ownership.

Our mindfully designed interface and user experience of the app make it easy for users to monitor their information, encouraging them to be more involved and be responsible for their personal details — further preventing the alarming issue of unlawful use of personal data. PwC is currently bringing a new perspective on data and privacy consent by educating and informing users about the information held by companies. We created a reason beyond just functionality for consumers to want to use the app - encouraging data transparency and giving back the power to the right owner of the data to manage and utilise them.

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