Digital transformation has produced different applications and services for personal use. In an interconnected world, privacy and security concerns become main adoption barriers of new technologies. IT companies face an urgent need to address users’ concerns when delivering convenient designs. Applying conjoint analysis (CA) from consumer research, we explore users’ preferences and willingness-to-pay for privacy preserving features in personal cloud storage. Our contributions are two-fold: For research, we demonstrate the use of CA in understanding privacy tradeoffs for the design of personal ICTs. For practice, our findings can inform service designers about preferred privacy and security options for such services.