Strategy
Hinto®Group positions itself at the intersection of design, AI, and data systems. How do you reconcile the creative freedom of design with the strict guardrails of privacy regulations?
When facing client challenges interfacing design and privacy regulations, we in Hinto®Group don’t see privacy constraints as limitations, but rather as a foundation for a creative framework.
Our team spans designers, developers and experts in GDPR, in which we consider all aspects of the design and development process. We believe that the strict guardrails of privacy regulations allow us to design and develop further considering the end user and their needs in means of trust, transparency, and control.
At Hinto®Group, blending design with AI and data systems means developing with consent questions in mind, and applying dedicated designs to make data usage understandable and considerate for users. For us, it’s about transforming compliance into an opportunity for better UX, as well as creating stronger brand identities for our clients in a privacy focused direction.
What are the most common misconceptions you encounter among clients about data collection and value exchange in 2025?
The most common misconceptions we encounter with clients about data collection and value exchange are first and foremost how to arrive at a compliance and respecting the standards in effect, and how to execute the application of these standards.
We do see a very high level of desire to reach full legal compliance, but a bit of confusion of how to get there, especially since we as consultants understand that the EU standards and requirements of privacy laws may be difficult to navigate.
Specific misconceptions we hear are related to which website elements collect cookies, especially in the case of third-party cookies. In these cases, clients often believe that third-party integrations — such as embedded videos from other websites — would be responsible for the collection and declaration of cookies, which is not true.
In fact, embedding third-party elements, including videos, may indeed create issues not initially anticipated, such as third-party cookie management, an issue we have been resolving with many of our clients.
Privacy-Led Marketing
From your vantage point, how are cultural attitudes toward data and privacy evolving across different European markets? Are businesses adapting fast enough?
One of our missions that we have applied in our partnership with Usercentrics is to be a point of reference regarding privacy and GDPR and to act as an educational force. We apply this both by writing and publishing monthly articles and newsletters on the themes, as well as being active in communication with our clients, engaging in calls and conversations on how to apply user privacy and data management.
We do see that businesses are keen to adapt to new data and privacy laws, regulations, and best practices, but that many do not strategically adapt by considering how to implement a Privacy-Led Marketing and technology strategy in advance, but they often arrive at it in a second stage.
Could you share an example where privacy wasn’t a constraint, but a competitive edge?
We recently published a case study on our client, DAB Pumps, a leader in water management technology operating in domestic, commercial, and agricultural settings, serving a global market through more than 15 web domains.
In the case of DAB Pumps, implementing a holistic approach to consent management — including re-designing of the banner to be compliant with international regulations and the GDPR — also included enhancing user interaction and the overall web experience, reinforcing brand consistency.
This strategic and customized approach transformed DAB Pumps’ consent management, increasing cookie consents from 50,000 to 80,000 in just three months, as well as reducing the opt-out rate by 25 percent.
The competitive advantage really lay in the banner design, focusing on three key aspects: simplicity, transparency, and accessibility. This resulted in a banner capable of adapting across different platforms and devices, offering a consistent experience both on desktop and mobile.
Initially, three versions of the banner underwent A/B testing to determine which layout achieved the best results. The winning design, with two main CTAs and clearly visible rejection options, confirmed the highest level of engagement.
The implementation involved over 15 international domains, each involving specific configurations to comply with local regulations. The high level of flexibility in the final solution will allow DAB Pumps the ability to quickly adapt to any future regulatory updates and maintain a user-centered approach in their website and banner designs.
Do you believe privacy is becoming a design principle in itself? If so, how does Hinto embed it into client strategies from day one?
Absolutely! We at Hinto®Group strongly believe that privacy itself is a design principle. We actively work with all of our clients to inform, educate, and strategically include privacy-led design choices when it comes to developing and designing websites and mobile apps.
At Hinto®, we believe in sustainable, flexible, and user-centered design, as well as communicating and transparency and building trust with the end user. This is very important for better user interactions, data collection, and brand reputation.
We do believe that today we live in a data-driven world and that it is crucial for all businesses to responsibly seize the opportunities that come with data collection. In addition to privacy being a design principle, we also actively work towards integrating other important standards and regulatory requirements into the design processes we execute, including accessibility.
Trends
What are your favorite emerging visual or narrative aesthetics in digital marketing that reflect new privacy-conscious behaviors or attitudes?
The top trends we are seeing regarding visual or narrative aesthetics in digital marketing are concentrated around the communication with users. This includes addressing them in a way that suits their preferences. We are also seeing a higher demand for producing video materials for B2B communication and diversity in how FAQs are written, reflecting prompt-based type of questioning built on how we interact with AI language models.
We’re also seeing companies investing more in the development and performance of their websites and mobile apps to become more user-oriented, respecting privacy to a greater degree. Businesses have learned that individuals have become more informed and selective to whom they pass on their information. This consciousness is a development we are very happy to be a part of, as privacy-conscious behaviors and attitudes are proving to be business opportunities.
If we fast-forward five years, what role do you see for companies like Hinto®Group in shaping the new digital social contract between brands and users?
It is always exciting to think about the future, especially when working in such a fast-paced and innovative field as IT and technology. Thinking of our own development, we strongly believe that the role Hinto®Group takes in shaping connections between brands and users is deeply rooted in a deeper understanding for brand identity and trust.
In an ever-changing world, with the constant launch of new brands, products, and services, we see that users have a higher level of awareness about what they consume. This calls for a stronger awareness among businesses, with a stronger focus on brand identity and building trust with your customers.
We believe ourselves to be that bridge helping brands to navigate new technologies, regulations, and user expectations, and helping businesses grow.