I also wrote iPhone apps for a mid-size technology company that shall remain nameless. You’ve likely heard of it, though, and it has several thousand employees and several billion dollars in revenue. Call it TechCo, in part because its approach to user privacy is unfortunately all too common in the industry. It cared much less about user privacy than Apple.
The app I worked on recorded every user interaction and reported that data back to a central server. Every time you performed some action, the app captured what screen you were on and what button you tapped. There was no attempt to minimize the data being captured, nor to anonymize it. Every record sent back included the user’s IP address, username, real name, language and region, timestamp, iPhone model, and lots more.
Keep in mind that this behavior was in no way malicious. The company’s goal wasn’t to surveil their users. Instead, the marketing department just wanted to know what features were most popular and how they were used. Most important, the marketers wanted to know where people fell out of the “funnel.”
When you buy something online, the purchase process is called a funnel. First, you look at a product, say a pair of sneakers. You add the sneakers to your shopping cart and click the buy button. Then you enter your name, address, and credit card, and finally, you click Purchase.
At every stage of the process, people fall out. They decide they don’t really want to spend $100 on new sneakers, or their kids run in to show them something, or their spouse tells them that dinner is ready. Whatever the reason, they forget about the sneakers and never complete the purchase. It’s called a funnel because it narrows like a funnel, with fewer people successfully progressing through each stage to the end.
Companies spend a lot of time figuring out why people fall out at each stage in the funnel. Reducing the number of stages reduces how many opportunities there are to fall out. For instance, remembering your name and address from a previous order and auto-filling it means you don’t have to re-enter that information, which reduces the chance that you’ll fall out of the process at that point. The ultimate reduction is Amazon’s patented 1-Click ordering. Click a single button, and those sneakers are on their way to you.
TechCo’s marketing department wanted more data on why people fell out of the funnel, which they would then use to tune the funnel and sell more product. Unfortunately, they never thought about user privacy as they collected this data.
Most of the data wasn’t collected by code that we wrote ourselves, but by third-party libraries we added to our app. Google Firebase is the most popular library for collecting user data, but there are dozens of others. We had a half-dozen of these libraries in our app. Even though they provided roughly similar features, each collected some unique piece of data that marketing wanted, so we had to add it.