Privacy Protection Against “Creepers”

Designing Systems To Prevent Unwanted Oversharing On Social

Networks And The Internet

June 4, 2015

The Team

Andrea Wong: User Experience & Design Research Consultant (Presenter)

John Amir-Abbassi: Senior User Researcher at Dropbox

Helga Gruenbauer: Senior User Experience Researcher at National Geographic Learning

Tracy Flynn: User Experience Researcher at Fidelity Investments

Dan Orth: User Experience Designer at Project Management Institute

Caroline Handel: User Experience Designer

M.S. Human Factors in Information Design

Background

Problem Statement: Considering the vast amounts of data we are generating, where that data resides and who can view it - unintended or not - is a source of anxiety for many and an opportunity for us to address.

Our Focus: We are focused on the emotions surrounding the unintended viewing of personal data by a specific third-party: creepers. Creepers are people you know, but don’t want having access to shared details of your online life

Wait, why are we starting with emotions?

“A formal method for practical, creative resolution of problems and creation of emotionally meaningful solutions, with the intent of an improved future result.

In this regard it is a form of solution-based, or solution-focused thinking – starting with a goal (a better future situation) instead of solving a specific problem.

By considering both present and future conditions and parameters of the problem, alternative solutions may be explored simultaneously.”

Design Thinking Methodology

Using Design Thinking means we can…Envision better future situations can help us to provide answers to questions that users may not even know they have.

Make solutions memorable rather than merely good.

Go beyond expectations to deliver ease and benefit, which evokes positive emotions, and positive emotion encourages people to engage more and tell others about their experiences, leading to the all important word of mouth.

Okay, so how do we get to our goal, the better future situation, by looking at emotions?

Research

What our research interviews told us

Existing Relationship

Boundary Crossed

Coming to Terms

Resolving the Situation

Solving the Problem

Description

Emotions

In nearly all cases the journey begins with an existing

relationship or acquaintance with the creeper

Steps

The creeper takes an action that crosses a healthy

boundary in the relationship and raises concern

The person being creeped upon has to process what has

happened

Difficult steps are taken in an attempt to resolve the

situation

The issue is resolved, but at the expense of both time and

an emotional rollercoaster

Comfort

Neutrality

Shock

Surprise

Anger

Annoyance

Anxiety

Discomfort

Openness

Withdrawal

Sadness

Resignation

Weariness

Skepticism

Wariness

Our Goals1. How might we reduce the anxiety people feel over their shared information being viewed by unintended parties online?

2. How might we give people hope that they can quickly recover their sense of safety after a creeper incident?

3. How might we turn anxiety into a catalyst for engagement?

Emotional association with social boundaries in physical space

This is a famous visual concept of personal space by anthropologist Edward T. Hall, used to think about our social circles and the emotions that are evoked when social boundaries are crossed in the physical space.

Awareness triggers of threats in the physical space are easy to perceive:

- Being followed - Being stared / glared at - Having someone stand over your

shoulder

We notice these triggers and react appropriately with anxiety and fear.

INTIMATESpace

1.5 ft(0.45 m)

4 ft(1.2 m)

12 ft(3.00 m)

25 ft(7.00 m)

PERSONALSpace

SOCIAL Space

PUBLIC Space

Edward Hall’s Concept of Personal Space

Newly

formed

groups and

strangers

Newly

formed

groups and

strangersPartner

Children

Partner

Children

Friends

Associates

Friends

Associates

Larger AudiencesLarger Audiences

A stranger

entering the

personal space

triggers anxiety

in a person.

A stranger

entering the

personal space

triggers anxiety

in a person.

Triggers are easier

perceived, enabling a

person to respond to

anxiety and fear.

Triggers in the

Physical Space

TRIGGERTRIGGER

Perception of threat is missing and therefore the correct response is missing.

Triggers in the Digital Space

Triggers in the digital space are much harder to perceive.

In the digital world, you don’t know if someone is looking over your shoulder, you can’t tell if someone has been staring at you for hours.

When the perception of threat is missing, the correct response to a threat is missing - we don’t respond, we think we’re safe.

Emotional association with social boundaries in digital space

“The Internet is the most dangerous parking lot imaginable.

But if you were crossing a mall parking lot late at night, your entire sense of danger would be heightened. You would stand straight. You'd walk quickly. You'd know where you were

going. You would look for light.

Folks are wandering around that proverbial parking lot of the Internet all day long, without

giving it a thought to whose attachments they're opening, what sites they're visiting. And

that makes it easy for the bad guys.”

FBI Director James Comey

Cyberstalking Studies & Statistics

United States, Facebook (2012):

88% of U.S. college students creep on their ex's page 74% creep around the ex's new partner 70% use a mutual friend to spy on the ex-partner

England & Wales, Police Data, Facebook (2012):

There’s a Facebook-related crime every 40 minutes

12,300 investigations of “murder, rape, child sex offenses, assault, kidnap, death threats, witness intimidation and fraud…”

The vast majority of cases involved alleged harassment or intimidation by cyber-bullies

UK, Cyberstalking (2011):

Cyberstalking became more common than face-to-face harassment

Stalkers are now more likely to be complete strangers or a casual acquaintance

40% of the victims were men

1out of 5 said the offender targeted them via social networking sites

http://www.telegraph.co.uk/news/uknews/crime/8439833/Computer-stalking-outstrips-face-to-face-harassment.html

http://www.telegraph.co.uk/news/uknews/crime/9311462/Facebook-linked-crime-every-40-minutes.html

http://ansonalex.com/infographics/facebook-stalking-statistics-2012-infographic

Brainstormed the association between threats and reactions

FEAR

THREATTRIGGER:

ANXIETYA threat perceived as

uncontrollable or unavoidable causes...

A threat perceived as a risk to one’s life

causes...

Anxiety and Fearare induced by a perceived thread

What we learned:Awareness can generate a perception of greater threat.

Threats that are perceived as uncontrollable causes anxiety.

Anxiety is: - General, vague feeling- Future-focused- Underlying fear of being vulnerable- Subjective- Worry - Uneasiness

Negative emotional journey of being creeped

Flipping the negative emotional journey to a positive journey

What are the opposite positive emotions for Anxiety? So we should flip the emotion from negative to positive

Two audience segments

1. Those who want to prevent the surprise/shock of being creeped

2. Those who have been creeped looking to prevent additional creeping

Our Solutions

We want to make people aware of the threat without making them so fearful that they become steeped in fear or turn away in denial.

Both of our solutions are aimed at empowering users to feel comfortable, confident and safe enough online to share whatever information they want,

whenever they want.

WhoSeesMe

Lets you control how widely your shared information will be seen and by whom, preventing creepers from finding and

viewing your information ever again.

How Can We Help Sally?

WhoSeesMe Alerts

Carrier 12:00 PM

FacebookStatus Photo Check in

Disneyland is awesome. I’m so happy to bring my baby girl here for the first time! Magic kingdom, here we come! with Margie McGrath

Stephen Kim, Arvind Gupta, Kristen Erickson, Annie Boller and 15,462 others will see this post.

Postcancel

J. Walter Weatherman 23 mins

This is the most beautiful thing I’ve ever seen in my whole life. So beautiful!

SallyInstagram

Like • Comment • Share

Write a comment…

Lil_Razcals 2h

Who can see this post?Stephen Kim, Arvind Gupta, Kristen Erickson, Annie Boller and 15,462 others will see this post

Friends connected to people on my WhoSeesMe Blocked List.

WhoSeesMe Block ListBob Ballard, John McDonald, and Elise Richards and their friends on this platform will not have access.

People who will see the post.

People who will see the post and people you’ve blocked who won’t be able to see it.

Targeted Emotions: Confidence, safety, openness, trust, in control, empowerment

Sally can quickly be alerted to find and adjust settings for information she doesn’t want viewable on social media platforms and search engines

Sally can easily add and remove contacts from her watch list to ensure she can proactively restrict posts from reaching these individuals.

Sally

My Online InformationWhoSeesMe scanned all social media and search engines for your personally identifiable information and found the following.

WhoSeesMeManage Your Privacy

Date of Birth Not Visible

Where You Live Not Visible

Phone Found on Facebook

Physical Addresses Not Visible

Email Addresses Found on Twitter

Income Not Visible

Place of Work Found on LinkedIn

Current Location Found on Waze, Instagram

Keep Lock

Keep Lock

Keep Lock

Keep Lock

What Do I Look Like?View what you look like to specific people online at different connected levels to you.

Lucile Bluth Follower 1st Connection Friend

Bob Ballard Blocked:

What Do They See:

Maebe Fünke

View:

Friend of Friend Follower FollowerView:

Tobias Fünke Unrelated Unrelated 2nd ConnectionView:

Block ListBlock specific people online.

Search Connections

Add to Block List

Connected: None

Elsie Richards Blocked: Connected:Block

WhoSeesMe Alert Center

Sally can easily simulate how her profile looks to these other individuals on social media.

Notifications can be adjusted. If Sally doesn’t want a pop-up prior to sharing each post, the eye logo itself can be a strong visual reminder. Also, we could explore a weekly digest email.

IntelAwareMonitors of all your data-collecting devices and platforms so that you’ll always be aware of any suspicious activity

around any of your online platforms.

How Can We Help Sam?

Googlehttp://www.intelaware.com

intelAware | Keep connected and safe.

My Accounts Monitor PatintelAware

Where is this account?

Your Social Accounts

Facebook LinkedIn Instagram Twitter more Pinterest

Current Accounts

Add Account

Facebook No current alerts

Current Settings: Share: Friends of Friends view moreBirthdate: Viewable by Friends

All Time change range

Connections: 346 Friends 139 Tagged on Photos 456 Tagged in PostsYour Activity: 672 Posts 422 Photos Uploaded 1,256 Likes 354 CommentsActivity on Your Posts: 822 Likes 223 Comments 5 SharesServices Used for Auth: 7

Instagram No current alerts

All Time change range view moreConnections: 1,254 Followers 1,456 Following 728 Tagged in PostsYour Activity: 725 Posts 910 Likes 444 CommentsActivity on Your Posts: 822 Likes 223 Comments

Add your social media accounts to intelAware to monitor your safety and unwanted access to your info.

Save Account

Username

Password

enter username

enter password

Googlehttp://www.intelaware.com

intelAware | Keep connected and safe.

My Accounts Monitor PatintelAware

People Are Viewing You FromFriendsInclude views from people who are: Friends of Friends Distantly Connedted

Facebook InstagramInclude views from your accounts:

Not Connected

LinkedIn

783 Views342 People

40 V3 P

125 V92 P

60 V45 P

628 Views7 People

40 ViewsBob Loblaw / Instagram 37 ViewsBarry Zuckercorn / Facebook 1 ViewGeorge Bluth / Facebook 1 View

Timeframe: Today

Connect your social accounts and track activity by others on your accounts.

See where your accounts are being viewed from.

IntelAware

ATT 12:00 PM ATT 12:00 PM

IntelAware AlertYour Facebook, Instagram and LinkedIn have been accessed 43 times in the past 24 hours from one device.

intelAwareAlert 5/1/2015 4:26 PMYour Facebook, Instagram & LinkedIn were accessed 43 times in the past 24 hours.MAC Address: 00-A0-90-B0-9D-A4

WhoFacebook User: Peter WessonRelated to You: Friend of Friend

Instagram User: Frank SmithRelated to You: No

LinkedIn User: Arnold GatlinRelated to You: 3rd

The above accounts use the same email address.

Would you like to:

Block the Users with this Email >

Report these Users >

Edit Security Settings >

More >

Get alerts when there is unusual behavior by a single individual across all your accounts.

IntelAware Realtime Alerts

Emotional journey without our solutions

Emotional journey with our solutions

Addressable Target MarketBased on our conversations with Christian, we focused our solutions on two types of users that make up 50% of your current market.

You’ve met Sally and Sam; here’s why they would like our solutions.

• Values security• Wants control• Appreciates automation• Values awareness and likes fixing things

• Values convenience• Wants simplicity and peace of mind• Values reporting

SamSally

OpportunityValue Proposition: By cleaning up that dangerous “parking lot,” our security solutions give Sally and Sam the confidence, control and freedom to hang out and share in the parking lot without fear.

Protected By Intel Our solutions can be part of a larger solution called “Protected By Intel.”

Intel became famous with their B2B chips branded as “Intel Inside.” McAfee is a B2B and B2C company that became famous for protecting consumers with top notch security. Together, Intel Security is a trusted, credible, powerful company with the relationships and partnerships to the world’s biggest companies.

Intel Security is well poised to create and shape a whole new safety tier of internet — including the emerging world of connected devices — to make the parking lot safe for everyone. The level of anxiety and fear is high, the need is huge, and no one currently owns this space. We think Intel Security can.

Thank you!

Any Questions?