Designing the privacy user experience experience dynamics web seminar


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Privacy User Experience strategy, UI Design, perception of privacy, Designing privacy systems, social networking privacy, social software

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  • The Center for Democracy & Technology welcomed the Obama administration's call for online privacy legislation. "This is a historic announcement, marking the first time the White House has called for a baseline consumer privacy bill," CDT president Leslie Harris said
  • Designing the privacy user experience experience dynamics web seminar

    1. 1. Designing the Privacy User Experience An Experience Dynamics training WEB SEMINAR With Frank Spillers, MS
    2. 2. About Your Speaker <ul><li>Frank Spillers </li></ul><ul><li>Masters Cognitive Science </li></ul><ul><li>12 years User Centered Design experience </li></ul><ul><li>Founder, Experience Dynamics- leading User Experience consulting </li></ul><ul><li>Works with Logitech, Nike, Microsoft, Intel, IBM, HP and more. </li></ul>
    3. 3. Agenda <ul><li>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? </li></ul><ul><li>Session 1: </li></ul><ul><li>Privacy weak design vs. Privacy strong design- what are the tradeoffs? </li></ul><ul><li>The 5 Key Privacy Controls </li></ul><ul><li>Transparency and Translucence- implications for your privacy strategy </li></ul><ul><li>What could a privacy-friendly Facebook look like instead? (Explore a mock-up of a better privacy user experience for Facebook) </li></ul><ul><li>Q & A </li></ul>
    4. 4. Privacy Disconnects <ul><li>IT Pro/Marketer </li></ul><ul><li>Privacy is a legal footnote. </li></ul><ul><li>Privacy is forfeited in TOS. </li></ul><ul><li>Privacy loss is discovery gain. </li></ul><ul><li>Privacy and security are separate issues. </li></ul><ul><li>Privacy is not a big deal! </li></ul><ul><li>User/Consumer </li></ul><ul><li>Privacy is not protected very well. </li></ul><ul><li>Privacy is unsure/ obscure. </li></ul><ul><li>Privacy/security is a worry/concern. </li></ul><ul><li>Understanding privacy challenging. </li></ul><ul><li>Privacy is very important. </li></ul>
    5. 5. <ul><li>72% of Americans concerned about online behaviors being tracked and profiled by companies (Consumer Reports 2008). </li></ul><ul><li>52% of users are over-sharing without realizing it (Consumer Reports 2010) </li></ul>
    6. 6. How users relate to Online Privacy <ul><li>20% read privacy policies; 14% of sites offer privacy policy in context. </li></ul><ul><li>42% customize privacy settings on Facebook. </li></ul><ul><li>Privacy and security are perceived as the same thing . </li></ul><ul><li>Browser security indicators are not fully understood by all users. </li></ul><ul><li>Privacy UX is not privacy policy or privacy PR. </li></ul><ul><li>Forrester Research 2005. </li></ul><ul><li>Consumer Reports 2010. </li></ul><ul><li>Egelman 2009 </li></ul><ul><li>Spillers 2010 </li></ul>1 2 3 4
    7. 7.
    8. 8.
    9. 9.
    10. 10. eTruste (2010): PII 73%; CC 69%; Marketing 44%; None 8%
    11. 11. <ul><ul><ul><li>Privacy weak design vs. Privacy strong </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    12. 12. 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
    13. 13. Example: Facebook Wall WEAK
    14. 14. Example: Facebook Settings 3 clicks deep! WEAK
    15. 15. WEAK Example: Facebook
    16. 16. STRONG Example: Facebook
    17. 17. STRONG Example: Land’s End
    18. 18. STRONG Example: Flickr
    19. 19. STRONG Example: Flickr
    20. 20. Example: Dropbox WEAK
    21. 21. WEAK Example: Dropbox
    22. 22. The Privacy Shift <ul><ul><li>Privacy is a background effect , that’s why privacy controls are pushed to the background. </li></ul></ul><ul><ul><li>It’s time to bring privacy to the foreground in terms of policy, practice and UI. </li></ul></ul>
    23. 23. <ul><ul><ul><li>2. The 5 Key Privacy Controls </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    24. 24. “ Privacy means people know what they are signing up for in plain English , and repeatedly …” Steve Jobs
    25. 25. “ 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
    26. 26. 5 Key Privacy Controls <ul><li>Open Interactive ‘Privacy UI’s. </li></ul><ul><li>Easy Privacy Control Exits. </li></ul><ul><li>In context Controls/ Policies. </li></ul><ul><li>3 rd Person Previews </li></ul><ul><li>Summarized privacy policy sprinkles. </li></ul>
    27. 27. <ul><ul><ul><li>What Motivates Users? </li></ul></ul></ul><ul><ul><ul><li>MOVING AWAY FROM: </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    28. 28. <ul><ul><ul><li>3. Transparency and Translucence- implications for your privacy strategy </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    29. 29. Transparency <ul><li>Awareness – social rules ‘forced’ by the system. </li></ul><ul><li>Accountability – not knowing that others can see your actions. </li></ul><ul><li>Visibility – seeing others actions without their knowing. </li></ul>
    30. 30. Social Translucence <ul><li>Awareness – knowing, user can react to social etiquette (cultural or self defined). </li></ul><ul><li>Accountability – knowing others see your actions, user can choose how to share. </li></ul><ul><li>Visibility –knowing clearly when they see you, you see them. </li></ul>Adapted from Erickson & Kellogg (2000) Social Translucence: An Approach to Designing Systems that Support Social Processes
    31. 31. Introducing Translucence <ul><li>Let users: </li></ul><ul><li>Decide when stuff is shared. </li></ul><ul><li>Know when & to whom stuff is shared. </li></ul><ul><li>See how the system shares. </li></ul><ul><li>Change how the system shares. </li></ul><ul><li>Strengthen & protect social fabric. </li></ul>
    32. 32. Example: LinkedIn GOOD
    33. 33. Example: LinkedIn GOOD
    34. 34. Example: Skype GOOD
    35. 35. <ul><ul><ul><li>4. What could a privacy-friendly Facebook look like instead? (Explore a mock-up of a better privacy user experience for Facebook) </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    37. 37. Nathaniel Perez, Eddie Gomez, Omar Mendez Head of social marketing, associate creative director, art director; Sapient Nitro for
    38. 38. Senior interaction designer, Smart Design Michael Jones for
    39. 39. Frank Spillers Experience Dynamics
    40. 40. Frank Spillers Experience Dynamics
    41. 41.
    42. 42. Frank Spillers Experience Dynamics
    43. 43. Frank Spillers Experience Dynamics
    44. 44. <ul><ul><ul><li>5. Q & A </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    45. 45. thank you ! 1-800-978-9183 Frank Spillers, MS [email_address]
    46. 46. 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,, Business Objects, Mentor Graphics, GM, Toyota and others.