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The paper investigates some critical issues connected to the digitalization of products and systems for the domestic environments involving the collection of personal data. The research focuses on the most innovative solutions, such as those based on AI algorithms for speech recognition, IoTs, wearable devices, cloud computing, and the use of smart phones and devices. These solutions require and imply the collection of personal data and their local or remote processing. The paper provides a design-oriented discussion on the features of smart products with respect to the consequences of design choices on complex dimensions of experience such as sense of self, privacy, and personal identity. The paper aims to set out the terms of a discussion about the most critical factors of services and systems involving personal data, and to create references on the responsibilities of designers acting in multi-disciplinary project teams. The research is based on ethnography at home and on a critical discussion about case studies. The results highlight the importance of considering privacy and control issues in the design of smart solutions and provide some pointers to be used in the development of smart solutions for home.