STRATEGIC CONCEPT FOR A FAIR DATA ECONOMY

At Payem, I explore how personal data can become a resource that works for people, not against them. The platform turns the invisible trade of information into a transparent, participatory system — where users decide what to share, with whom, and at what price. I translate a complex vision of ethical, user-driven data exchange into a concept that feels empowering, accessible, and fair.

„Information is power. But like all power, there are those who want to keep it for themselves.“ — Aaron Swartz

How can we use our personal data in a fair, transparent, and self-determined way?

This question was at the heart of Payem, a speculative platform concept I developed as my bachelor’s thesis. In a world where personal data has become the most valuable resource, trading often happens invisibly, unequally, and without real benefit for the people who generate it. Payem proposes an alternative: a digital infrastructure that empowers users to actively manage their data, share it selectively – and get paid directly in return.

The platform works as a personal data hub. Through an app, browser plug-ins, and wearables, users gain a clear overview of what information is being collected, who has access to it, and at what price. Companies, in turn, benefit from high-quality, voluntarily shared data – and can purchase it transparently. The model is not only ethical but also economically viable: fairness becomes the foundation of a new data economy.

From Structure to Experience – The User Journey Through the App

This structural overview illustrates the functional core of the Payem app and maps out the logical flow of the user journey – from first contact to the active management and monetization of personal data. The journey begins with the splash screen and sign-up, followed by two personalization steps in which users set up their data profile and review interaction analyses. Based on this foundation, the app generates a tailored selection of services, unlocking access to its key features.

From there, users can navigate through the main sections:

Home – Overview of all collected data, its current value, and active services.

My Data – Detailed control over who uses which data and how it generates income.

Wallet – Management of balance, transactions, and payouts.

Trophies – Gamification with progress tracking and rewards.

Settings – Management of personal preferences and account details.

Help – Direct support via chat or phone.

The diagram highlights how clearly structured and purpose-driven the app ecosystem is: every step is designed to empower users to actively control their data and extract real value from it. In the next section, the UI screens bring this structure to life – translating it into an intuitive, visually consistent app experience.

From Strategic Foundations to a Complete Platform Vision

My role spanned from strategic groundwork to full visual execution.
Starting with an in-depth market and trend analysis, I explored the current dynamics of the data economy. Using the Sinus-Milieus model, I segmented target audiences, developed personas, and defined specific use scenarios. From this foundation, I created a business model that integrates legal, technological, and societal frameworks.

Next, I designed the user experience: transparent data permissions, intuitive control mechanisms, and gamification elements that make complex processes easy to understand. In parallel, I developed the branding – from naming and logo to a coherent visual identity.

The result is a fully developed platform concept that serves not only as a critical contribution to the debate on the data economy, but also as a concrete design approach for a fair and future-proof solution. Payem positions itself at the intersection of strategic design, user experience, and societal vision – and demonstrates how speculative design can influence real markets.

Transparent Connections Between People, Markets, and Technology

The Payem ecosystem is designed as a closed, transparent system in which all relevant actors and processes are seamlessly interconnected.

At its core is the user, who generates and actively manages data through various touchpoints – including the mobile app, browser plug-ins, wearables, smart clothing, and integrated third-party apps. These data streams are aggregated in the Payem Cloud, where they are securely stored, categorized, and made available for authorized requests.

Businesses can request specific data packages via the platform, with clearly defined value and fully traceable origin. Every release is based on the user’s explicit consent. In return, not only are monetary rewards transferred directly into the integrated wallet, but users also receive situationally relevant services or content.

This ecosystem creates a fair, closed loop in which economic value and user sovereignty stand on equal footing. The accompanying graphic serves as a visual condensation, illustrating the roles, data flows, and value exchanges between the cloud, services, users, and businesses.

Real-time data control – simple, transparent, self-determined

The Payem app is designed as the central control hub for personal data trading. Its approach: radically simplifying complex processes while combining maximum control with a positive user experience. Users can instantly see which data is currently being collected, which of it is available for sale, and what earnings it is generating.

Through a clearly structured dashboard, data packages can be actively switched on or off, prices can be set, or access can be granted to specific companies. Every transaction is fully traceable – from the dataset itself, to the buyer, to the final payout into the integrated wallet. At the core of the design is real-time control that feels like managing a digital account: intuitive, secure, and always reversible. In this way, abstract data protection becomes tangible, self-determined action – equally suited for everyday use and for a deliberate, strategic approach to managing personal information.

Motivation meets data sovereignty

The trophy system in Payem is a gamification feature that playfully rewards users for managing their data and builds long-term motivation. Users can earn experience points (XP) through specific actions – such as making their first data sale, connecting a new device, or shopping at partner stores. These points unlock trophies and new levels that not only provide visual recognition but also create additional incentives to actively engage with the platform.

Each trophy is clearly described, shows progress, and makes it transparent which steps are still required to reach the goal. In doing so, Payem combines economic benefit with a positive user experience, fostering an emotional connection that goes beyond purely functional transactions.

When smart products become data partners

The Payem product section connects physical goods with the digital data economy. Users can explore wearables and smart clothing that not only deliver functional benefits but also actively generate monetizable data. Each product is clearly labeled – showing the purchase price, potential weekly earnings with regular use, and a transparent breakdown of which data it collects (e.g., location, heart rate, calorie consumption).

This approach makes a product’s value visible not just in its physical function, but also in its contribution to the user’s personal data balance. By linking product usage, data generation, and financial reward, Payem makes the data economy tangible and seamlessly integrates it into everyday life.

More than an app – part of an ecosystem

With Payem, an ecosystem emerges that transforms data trading from an invisible background process into a transparent, controllable, and value-generating experience. The app combines intuitive usability, clear information architecture, and playful incentives into a service that not only involves users economically but actively engages them in the decision-making process.

From the very first onboarding to personalized service suggestions, trophies, the wallet, and smart products, every touchpoint is designed to align control and value. Payem is not just a platform – it is a tangible example of what a fair, user-centered data economy could look like.

Yet this is only a fragment of a much larger vision: the Numen world goes far beyond Payem, connecting additional services, scenarios, and design studies into a holistic vision of the future.

Learn more and explore the full Numen world here.