CyLabUsablePrivacyandSecurityLaboratoryh7p://cups.cs.cmu.edu/

CyLabUsablePrivacyandSecurityLaboratoryh7p://cups.cs.cmu.edu/

DesigningaPrivacyLabel:Assis>ngConsumerUnderstandingofOnlinePrivacyPrac>ces

PatrickGageKelley

Pla?ormforPrivacyPreferencesP3P

CANWECREATEABETTERDESIGNEDPRIVACYPOLICY?EasytounderstandFasttofindinforma>onEasytocompare

What wecollect

How we use your informationWho shares your

information

Provideservice andmaintain site

Researchand

developmentMarketing Telemarketing

Profiling notlinked to you

Profilinglinked to you

Othercompanies

Publicforums

Contactinformation

Content

Cookies

Demographicinformation

Social securityno. and gov't ID

Preferences

Purchase andfinancial data

Web browsinginformation

Uniqueidentifiers

Understanding this privacy report

Data is collected and used in this way. Your data will not be used in this way unless you opt-in.

You can opt-out of this data use. You can opt-in or opt-out of some uses of this data.

The Acme Policy

types of

information

contactinformation

cookies

demographicinformation

financialinformation

healthinformation

preferences

purchasinginformation

social securitynumber & govt

ID

your activity onthis site

your location

how we use your information

provideservice &maintain site

research &development marketing telemarketing profiling

who we share your

information with

othercompanies

publicforums

Amazon.com

3focusgroups

• 7‐11par>cipantseach

• exploredaMtudestowardsprivacypolicies

• testedunderstandingoflabelsandsymbols

UserTesOng

LaboratoryStudy

• 24par>cipants

• withinsubjectsdesigntocomparelabelandtextpolicies

• 8tasks,measured>meandaccuracy

• 6opinionques>ons

UserTesOng

Like‐abilityResults

Strongly Disagree Strongly Agree

The Acme Policy

types of

information

contactinformation

cookies

demographicinformation

financialinformation

healthinformation

preferences

purchasinginformation

social securitynumber & govt

ID

your activity onthis site

your location

how we use your information

provideservice &maintain site

research &development marketing telemarketing profiling

who we share your

information with

othercompanies

publicforums

Amazon.com

Allowsforinforma>ontobefoundinthesameplaceevery>me

The Acme Policy

types of

information

contactinformation

cookies

demographicinformation

financialinformation

healthinformation

preferences

purchasinginformation

social securitynumber & govt

ID

your activity onthis site

your location

how we use your information

provideservice &maintain site

research &development marketing telemarketing profiling

who we share your

information with

othercompanies

publicforums

Amazon.com

Removeswiggleroomandcomplicatedterminologybyusingfourstandardsymbols

The Acme Policy

types of

information

contactinformation

cookies

demographicinformation

financialinformation

healthinformation

preferences

purchasinginformation

social securitynumber & govt

ID

your activity onthis site

your location

how we use your information

provideservice &maintain site

research &development marketing telemarketing profiling

who we share your

information with

othercompanies

publicforums

Allowsforquickhigh‐levelvisualfeedbackbylookingattheoverallintensityofthepage

The Acme Policy

types of

information

contactinformation

cookies

demographicinformation

financialinformation

healthinformation

preferences

purchasinginformation

social securitynumber & govt

ID

your activity onthis site

your location

how we use your information

provideservice &maintain site

research &development marketing telemarketing profiling

who we share your

information with

othercompanies

publicforums

Amazon.com

Canbeprinted,fitsinastandardbrowserwindow

• Allowsforinforma>ontobefoundinthesameplaceevery>me

• Removeswiggleroomandcomplicatedterminologybyusingfourstandardsymbols

• Allowsforquickhigh‐levelvisualfeedbackbylookingattheoverallintensityofthepage

• Canbeprinted,fitsinastandardbrowserwindow

• Andmostimportantlypeoplewhohaveusedittofindprivacyinforma>onhaverateditasnotjustmorepleasurablethantext,butactuallyenjoyable

Thefinallabeldesignwehaveproposedhere:

AccuracyandComparisonResults

LargeOnlineStudy

IntegratewithPrivacyFinder.org

NextSteps

CyLabUsablePrivacyandSecurityLaboratoryh7p://cups.cs.cmu.edu/

h7p://cups.cs.cmu.edu

Acknowledgments:

JoannaBresee,JaniceTsai,SungjoonSteveWon,RobertReeder,AleeciaMcDonald,DanielRhim,RobertMcGuire,Cris>anBravo‐Lillo,NormanSadeh,

andmyadvisoronthisprojectLorrieCranor