understanding users' perceptions about privacy - ica 2016
TRANSCRIPT
June 11, 2016 ICA annual conference | Fukuoka, Japan
Understanding Users’ Percep0ons About Privacy
Jen Romano-‐Bergstrom UX Researcher
We have lots of tools to help people manage privacy
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Users care
We have lots of data
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• Survey data • Bug reports • AnalyMcs – click data, page visits
…but we don’t know why
Itera0ve Tes0ng
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Romano Bergstrom, J. C. & Strohl, J. (2014). Improving government websites and surveys with usability tesMng: A comparison of methodologies. Proceedings from the Federal Commi4ee on Sta6s6cal Methodology (FCSM) Conference, Nov 2013, Washington, DC.
Some UX Research Objec0ves
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• Understand what people know • Assess if people can find things • Assess how people use things and the issues they have
• Understand how those issues impact percepMons and usage
User Experience Metrics
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SELF-‐REPORT • Difficulty raMngs • SaMsfacMon raMngs • Think-‐aloud protocol • Moderator debriefing
interview
OBSERVATIONAL • Time to selecMon • Click/selecMon pa^erns
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User Experience Metrics
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SELF-‐REPORT • Difficulty raMngs • SaMsfacMon raMngs • Think-‐aloud protocol • Moderator debriefing
interview
OBSERVATIONAL • Time to selecMon • Click/selecMon pa^erns
PHYSIOLOGICAL • Eye tracking
What
Why
What, how long, how oaen people focus on things
We do not use eye tracking in isolaMon.
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Future Direc0ons in UX
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Modern Eye Tracking
What can we learn from UX research?
It is not clear where to find certain seKngs.
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Click data from an unmoderated remote usability study
Some things do not translate well and lead to confusion.
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People only read what they need to read.
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People consume content quickly on mobile.
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% who looked = 80.0% Time looked = 7.789 sec.
Approx Time Ads on Screen = 14 sec.
% who looked = 96.4% Time looked = 3.45 sec.
Approx Time Ads on Screen = 7 sec.
N=70 per group
People consume mobile content on Facebook faster than on a desktop (1.7s v.2.5s).
h^p://adage.com/arMcle/digitalnext/facebook-‐twi^er-‐mobile-‐content-‐consumed-‐differently/302397/
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Help make design decisions
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0.00
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Only Me Friends Confirm Change progress bar
back on phone
outside area
V1, N=2000
V2, N=1898
Pre-‐UX, N=864
First-‐click heat maps
Percentage of parMcipants who made the first click to these areas of interest
Future Directions
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• Romano Bergstrom, J. C., Olmsted-‐Hawala, E. L. & Bergstrom, H. C. (2016). Older adults fail to see the periphery during website navigaMon. Universal Access in the Informa6on Society, 15, 2, 261-‐270.
• Romano Bergstrom, J. C., Olmsted-‐Hawala, E. L. & Jans, M. E. (2013). Age-‐related differences in eye tracking and usability performance: Web site usability for older adults. Interna6onal Journal of Human-‐Computer Interac6on, 29, 541-‐548.
Older adults interact differently than young
Older Adults Middle Age Adults Younger Adults
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Older Adults Middle Age Adults Younger Adults
Need to assess
different user
groups
21 Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data CollecMon Tool. Paper presentaMon at the AAPOR Conference, Anaheim, CA, May 2014.
People aQend to elements of displays differently across devices
We must test across devices
Android App Homepage Tablet Web Homepage Tablet App Homepage
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Improving Implicit Measures
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Biometrics (EDA = Electrodermal
AcLvity)
Eye Tracking Facial Coding
SELF-‐REPORT • Difficulty raMngs • SaMsfacMon raMngs • Think-‐aloud protocol • Debriefing interview
OBSERVATIONAL • Time to selecMon • Click/selecMon pa^erns
IMPLICIT • Eye tracking • Electrodermal acMvity (EDA) • Behavioral analysis • VerbalizaMon analysis • Pupil dilaMon
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Biometrics may tell a more accurate story of users’ percep0ons.
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Biometrics (EDA = Electrodermal
AcLvity)
Romano Bergstrom, Duda, Hawkins & McGill (2014). Physiological Response Measurements. In Romano Bergstrom & Schall (Eds). Eye Tracking in User Experience Design. Morgan Kaufmann.
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Web Cam Eye Tracking
h^ps://xlabsgaze.com/user-‐manual/ 24
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Jen Romano-‐Bergstrom UX Researcher