In this age of big data and hyper-personalization, companies are putting their best foot forward when it comes to targeting and attracting new customers. As a result, they focus time and energy on not only personalized marketing, but on optimizing the entire user experience to be an enjoyable and hassle-free experience. Most businesses collect data from users to provide an experience more tailored to their needs. Most peoples idea of user experience refers to an end-users interaction with a companys product or service, including copy, design, usability, and branding. But with the rise of GDPR, user experience must expand to include data privacy and security.
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