designing the privacy user experience experience dynamics web seminar

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Designing the Privacy User Experience

An Experience Dynamics training

WEB SEMINAR

With Frank Spillers, MS

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About Your Speaker

Frank SpillersMasters Cognitive Science 12 years User Centered Design experienceFounder, Experience Dynamics- leading User Experience

consultingWorks with Logitech, Nike, Microsoft, Intel, IBM, HP and

more.

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Agenda In this seminar, we look at how to design a web service, social networking site or social application with privacy built in from the start. What is the best way to notify users of their privacy without having them read a press release or legal footer text? How should you rework an existing design or application to be more privacy-compliant?

Session 1:

1. Privacy weak design vs. Privacy strong design- what are the tradeoffs?

2. The 5 Key Privacy Controls

3. Transparency and Translucence- implications for your privacy strategy

4. What could a privacy-friendly Facebook look like instead? (Explore a mock-up of a better privacy user experience for Facebook)

5. Q & A

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Privacy Disconnects

IT Pro/Marketer• Privacy is a legal footnote.• Privacy is forfeited in TOS.• Privacy loss is discovery

gain.• Privacy and security are

separate issues.• Privacy is not a big deal!

User/Consumer• Privacy is not protected very

well.• Privacy is unsure/ obscure. • Privacy/security is a

worry/concern.• Understanding privacy

challenging.• Privacy is very important.

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72% of Americans concerned about online behaviors being tracked and profiled by companies (Consumer Reports 2008).

52% of users are over-sharing without realizing it (Consumer Reports 2010)

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How users relate to Online Privacy

• 20% read privacy policies; 14% of sites offer privacy policy in context.

• 42% customize privacy settings on Facebook.• Privacy and security are perceived as the

same thing .• Browser security indicators are not fully

understood by all users. • Privacy UX is not privacy policy or privacy PR.

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1. Forrester Research 2005.2. Consumer Reports 2010. 3. Egelman 20094. Spillers 2010

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eTruste (2010): PII 73%; CC 69%; Marketing 44%; None 8%

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1. Privacy weak design vs. Privacy strong

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Privacy leadership

Commercial Privacy Bill of Rights Act of 2011

Store search logs for 18 months

Source: Historical timeline adapted from Online Privacy Alliance 1998-2003; Patient Privacy Rights scorecard 2010 and current performance 2005-2011.

GOOD

BAD

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WEAK

Example: Facebook Wall

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3 clicks deep!

WEAK

Example: Facebook Settings

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WEAK

Example: Facebook

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STRONG

Example: Facebook

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STRONG

Example: Land’s End

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STRONG

Example: Flickr

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STRONG

Example: Flickr

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WEAK

Example: Dropbox

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WEAK

Example: Dropbox

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The Privacy ShiftPrivacy is a background effect, that’s why privacy controls are pushed to the background.

It’s time to bring privacy to the foreground in terms of policy, practice and UI.

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2. The 5 Key Privacy Controls

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“Privacy means people know what they are signing up for in plain English, and repeatedly…”

Steve Jobs

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“and that they can easily opt-out or control their privacy choices deliberately to get the best of social and data effects as suits their situation…”

Frank Spillers

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5 Key Privacy Controls

1. Open Interactive ‘Privacy UI’s.2. Easy Privacy Control Exits. 3. In context Controls/ Policies. 4. 3rd Person Previews5. Summarized privacy policy

sprinkles.

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What Motivates Users?

MOVING AWAY FROM:

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3. Transparency and Translucence- implications for your privacy

strategy

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Transparency

• Awareness – social rules ‘forced’ by the system.

• Accountability – not knowing that others can see your actions.

• Visibility – seeing others actions without their knowing.

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Social Translucence• Awareness – knowing, user can

react to social etiquette (cultural or self defined).

• Accountability – knowing others see your actions, user can choose how to share.

• Visibility –knowing clearly when they see you, you see them.

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Adapted from Erickson & Kellogg (2000) Social Translucence: An Approach to Designing Systems that Support Social Processes

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Introducing Translucence

Let users:• Decide when stuff is shared.• Know when & to whom stuff is

shared. • See how the system shares.• Change how the system shares.• Strengthen & protect social fabric.

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Example: LinkedIn

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GOOD

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Example: LinkedIn

GOOD

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Example: Skype

GOOD

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4. What could a privacy-friendly Facebook look like instead?

(Explore a mock-up of a better privacy user experience for

Facebook)

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IMPORTANT ANNOUNCEMENT

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Nathaniel Perez, Eddie Gomez, Omar Mendez

Head of social marketing, associate creative director, art director; Sapient Nitro

for Fortune.com

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38Senior interaction designer, Smart Design

Michael Jones

for Fortune.com

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Frank SpillersExperience Dynamics

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Frank SpillersExperience Dynamics

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Frank SpillersExperience Dynamics

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Frank SpillersExperience Dynamics

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5. Q & A

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thank you!1-800-978-9183www.experiencedynamics.com

Frank Spillers, MSFrank.Spillers@experiencedynamics.com

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About Experience Dynamics: Experience Dynamics is a professional usability design research firm. Through its User Centered Design services, Experience Dynamics assists organizations with removing the frustration and confusion that plagues most website and software development projects. Companies benefiting from Experience Dynamics actionable usability recommendations include AutoNation, IBM, Hewlett Packard, Intel, Verizon, Microsoft, Four Seasons, Washington Mutual, Bank One, Target, Land Rover, Providence Health System and KeyBank.

About Experience Dynamics web seminars:Experience Dynamics offers a recurring set of usability web seminars on hot usability topics. The web seminars provide an overview and quick review of key issues and opportunities related to best practices in usability research.

The seminars are presented by Frank Spillers, MS, a recognized expert in the field of usability engineering and user experience design. Experience Dynamics seminars are complimentary and are attended by companies including Intel, Citigroup, KeyBank, The Hartford, Fujitsu, Intuit, EMC Corp, Chase, US Bank, Apple, Amazon.com, Business Objects, Mentor Graphics, GM, Toyota and others.