The death of third-party cookies has been looming for a while now—like the plot twist in a slow-burn thriller everyone saw coming. Google keeps pushing back the execution date, but make no mistake: the cookie jar is getting locked up, and marketers are panicking. (Disclaimer: this is the modern world, and that last statement may age like milk – but regardless, the following points still stand.)

For users, this is mostly good news. No more weirdly specific ads stalking you across the internet just because you once looked up “best smart fridge 2023.” But for businesses and UX designers, it raises a big question: how do we design seamless, personalised experiences when we can’t track users like digital bloodhounds?

Let’s talk about what a privacy-first UX actually looks like—and how not to ruin it.

So, What’s Changing?

Cookies have been the backbone of digital tracking for years, letting advertisers and businesses follow users across different sites. But with increasing privacy regulations (hello, GDPR) and browser restrictions, this kind of passive data collection is disappearing.

Instead, we’re seeing:

Less third-party tracking (because Google is phasing it out).
More first-party data collection (i.e., businesses collecting info directly from users).
A bigger focus on transparency and user control.

Good UX in this new world means figuring out how to collect data ethically—without breaking the experience or annoying users into submission.

How to Design Privacy-First UX Without Annoying Everyone

Be Honest About Data Collection
If you’re collecting data, tell people why and how. No one reads 17-page privacy policies, so keep it simple: “We use this info to improve your experience, not sell your soul to advertisers.” Trust is earned through transparency.
Make Opt-In Feel Like a Choice (Because It Should Be)
Dark UX patterns (like sneaky pre-ticked consent boxes) are on the way out. If users don’t feel like they have a real choice, they won’t trust you. Give clear options—yes, no, and a “tell me more” if they’re feeling curious.
Prioritise First-Party Data (Without Being Creepy About It)
Instead of relying on external trackers, encourage users to share data directly. But here’s the catch: they’ll only do it if they get something useful in return. Whether it’s a personalised dashboard, smarter recommendations, or just fewer annoying pop-ups, the value exchange needs to be obvious.
Use Contextual Personalisation Instead of Tracking Everything
Instead of hoarding user data like a digital dragon, use real-time context to adapt experiences. For example, an e-commerce site can suggest relevant products based on current search behaviour—without needing a creepy data trail from six months ago.
Give Users Control Over Their Data
Want to earn some trust points? Let users adjust their privacy settings easily. Bonus points if they can see exactly what data is stored and delete it whenever they want—because nothing says “we respect your privacy” like an actual delete account button.

The Future: UX That’s Private By Design

The shift to a cookie-free world isn’t just about dodging legal trouble—it’s about building better user experiences. When privacy is baked into UX from the start, users don’t feel like they’re being manipulated. They feel in control.

The future of UX isn’t about tracking people across the internet like a digital detective. It’s about designing experiences that are so good, users willingly engage with them—without the need for sneaky workarounds.

And honestly? That’s a win for everyone. Except, maybe, for the people who still think retargeted ads are the answer to everything.