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What is the real value of our data?
Data is the new currency. But it's not our's to spend: digital companies collect and sell our most personal information to other companies and make money with it, lots. Our Facebook & Instagram profiles, website cookies, payments, locations, search behaviours, and nowadays even smart home data and sleep rituals.
It seems our entire life is up for sale but where is our profit? We are the ones creating this data, so shouldn't we own it? And if sold, what should we get as compensation? Is your data worth a candy bar?
Introducing The Deeply Personal Vending Machine
Introducing The Deeply Personal Vending Machine
In this art installation, Tom explores the relationship people have with their personal data. Using new digital techniques like face detection turned a vending machine into a deeply personal experience.
The machine is able to capture data from the user in various ways. For example, a camera module inside the vending machine scans the participant to calculate a variety of data. Utilizing machine learning.
An interactive UX allows the audience to negotiate step by step, which personal data they want to trade for a discount. The ultimate transaction is a free candy bar, but if made explicit which personal data has to be traded will the user still do so? Would you be able to resist the temptation?
Automagic Data Collection
In order to debunk the misconception that users are the owners of their personal data, data is discovered by the vending machine automatically. Standing in front of the machine is enough. Tom calls this automagic data collection. Gender, age, length, even BMI data, everything is collected. Then the trading conversation is started by the machine. Where, with consent, the data can be exchanged for discounts. This is how it becomes a deeply personal experience.
GENDER SCAN
The camera module inside the vending machine uses facial detection software to discover data such as gender
GENDER SCAN
The camera module inside the vending machine uses facial detection software to discover data such as gender
AGE INDICATION
Scanning the participant's face can also reveal an age indication. Wrinkles and contours can give pretty accurate results.

ATTRACTION SCORE
This highly subjective score is an indication of the participants face is attractive. The stars are given based on lines, angles and symmetry.
ATTRACTION SCORE
This highly subjective score is an indication if the participants face is attractive. The stars are given based on lines, angles and symmetry.
BMI SCORE
Weight is calculated by a hidden Wii balance board. Lenght is derived by a unique developed code which is accurate up to ±5cm.
BMI SCORE
Weight is calculated by a hidden Wii balance board. Lenght is derived by an unique developed code which is accurate up to ±5cm.
The strange contrast in what people say vs how people act if it comes to Privacy.
The strange contrast in what people say vs how people act if it comes to Privacy.
if you read the papers it seems we as society find privacy very important. The right to decide which personal details we share with others, and how they are used.
We don’t want everyone to know what we do or think. We don’t want our boss to know what we discuss with our friends. In other words: "Can we have some privacy please?"
But this is increasingly less self-evident in a world where digital innovations surround us and we are constantly bombarded and seduced with offers, where personal information is traded implicitly for a service or even a good. Because it is implicit, it is very hard to understand the real value of our personal data.
How to Protect your online life?
After people experienced this installation and traded in their personal information, they might want to reconsider sharing their data. For this Tom wrote a small booklet on 5 things you can do to guard your private life online. This allows the participant to safeguard their online lives. As a bonus, every participant receives a free webcam-shutter. A simple but effective first step to an improved privacy lifestyle.
GRADUATION PROJECT
JANUARY 2020
CONCEPT & RESEARCH, BUILD, UI & UX DESIGN TOM SCHOUW
HARDWARE & PROGRAMMING
SJOERD LEGUE
Studio Tom Schouw
tomschouw@gmail.com
+31611113601
Instagram: @tomschouw
© 2021, Tom Schouw. All Rights Reserved.