datavrij
DataVrij is a digital board game that invites players to reflect on the value of their personal data in online environments. The game explores the idea of personal data as currency to raise awareness of how frequently we are asked to share our data, and how often we agree to it.
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I developed this project as part of the MediaLab – Amsterdam University of Applied Sciences, in collaboration with the Museum of the Dutch Institute for Sound and Vision. The museum’s brief was to design an interactive experience that could spark meaningful conversations about online privacy among families.
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I worked as part of an international, interdisciplinary team of five. My main contributions included planning and conducting user research, creating and testing paper prototypes, analyzing results to guide new iterations, and designing the final visual identity of the game.
Game Design • Data Privacy • Digital Awareness
The Netherlands
Team: Valentina Sierra, Aniek Breevoort, Manolis Fragkiadakis, Pradeep Siddappa, and Dimitra Kousteridou
The game
DataVrij is played on a digital board made of interconnected tiles, where players race to reach the end of the path. Along the way, they may land on “Data Tiles” that offer a choice: share personal information in exchange for advantages, such as rolling the dice again, moving forward, or sending an opponent backward. The more private or sensitive the data they share, the greater the advantage they receive, illustrating how digital systems often reward exposure.
Each player uses a mobile phone during the game to input their data. All the information they provide becomes visible to everyone on the shared game board, revealing how easily personal data can circulate in digital spaces.
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At the end of the path, the leading player faces one final dilemma: they can either win the game by publishing their personal data on a public leaderboard for all Museum visitors to see, or choose to protect their privacy and give up victory.
game stages
The gameplay unfolds in distinct stages designed to prompt reflection and discussion about privacy. These stages were developed and refined through multiple rounds of prototyping and testing, ensuring that the game not only entertains but also sparks meaningful conversations about the trade-offs of sharing personal information.
01. Start Up
Players learn about the general rules of the game. In DataVrij, at this point, it is not completely evident that the game is about the threats to online privacy.
04. Conversation
When making the decision of whether or not to pay with data, players discuss and advice one another on which information they think is safe to share, which is not, and why.
02. Realization
As players advance, they focus on learning how the game works. The experience shifts when they are first asked to pay with their personal data. Surprised by the questions, they begin to reflect on the real theme of the game
05. Final Dilemma
The first player to reach the end of the path faces a final choice: to win the game by making all their personal data public, or to keep it private and lose. This prompts a reflection on the broader consequences of sharing personal data beyond the game.
03. Strategy
As players grasp the game’s true intention, they begin to form strategies. They weigh their desire to win against their comfort with sharing personal data, questioning how much information they’re willing to give and what the consequences of those choices might be.
06. Reflection
After the game ends, players are left with a lingering sense of awareness about their choices and the discussions they sparked. From then on, many say they become a bit more mindful before sharing their personal information online.
MUSEUM Visitors Playing DataVriJ
process highlights
Research and Concept Development
We conducted semi-structured interviews and observed families visiting the Museum to understand who they were, their concerns about new media, and how they interacted with installations. Using tools such as Customer Journey Maps and Personas, we identified key insights that led to the concept of DataVrij, a game that explores the idea of personal data as currency.
Early Prototyping
Refinement and Digital Version
Building on these findings, we developed multiple iterations to fine-tune the game mechanics and ensure they sparked meaningful dialogue while remaining fun and accessible. Once we identified the most effective dynamics, we transitioned from paper prototypes to the digital version.
The early versions of the game were inspired by Monopoly: instead of buying properties with money, players exchanged personal data. Testing this idea helped us recognize two essential aspects of the board game format: the turn-taking moments that encouraged conversation, and the physical closeness among players that fostered a sense of comfort and trust.