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Privacy and Strategy

Helping People Feel in Control of Their Facebook Experience
Paddy Underwood
Product Manager, Privacy Product, Facebook
Jen Romano-Bergstrom @romanocog
UX Researcher, Privacy Product, Facebook
1
Why You Should Care
2
92%
Concerned about
online privacy
89%
Avoid doing
business
80%
Less likely to
use an app
Your Users Care
3
You’re Going to Have a Bad Time!
Regulatory
Scrutiny
Angry
Users
Negative
Press
Privacy
Misstep
4
What We’ve Learned
5
Put people first.
6
ImproveCommunicate Build
7
ImproveCommunicate Build
8
ImproveCommunicate Build
9
Cultivating a Privacy Culture
Building Privacy Experiences
Nailing Privacy Fundamentals
10
Cultivating a Privacy Culture
11
Companies are different
Things to Consider
12
Companies are different
Align with company values
Things to Consider
13
Companies are different
Align with company values
Privacy from day one
Things to Consider
14
Companies are different
Align with company values
Privacy from day one
Grow privacy program
Things to Consider
15
Companies are different
Align with company values
Privacy from day one
Grow privacy program
Balance interests
Things to Consider
16
Training
Our Approach
17
Training
Infrastructure and tools
Our Approach
18
Training
Infrastructure and tools
Privacy product team
Our Approach
19
Training
Infrastructure and tools
Privacy product team
Cross-functional collaboration
Our Approach
20
Privacy means different things
to different people.
21
22
23
24
25
26
Make privacy intuitive
Design Principles
27
Make privacy intuitive
Don’t surprise people
Design Principles
28
Make privacy intuitive
Don’t surprise people
Use clear, simple content
Design Principles
29
Make privacy intuitive
Don’t surprise people
Use clear, simple content
Make the controls testable
Design Principles
30
Privacy is an important feature
31
Test Measure Feedback Iterate
What Does This Mean?
32
Test Measure Feedback Iterate
What Does This Mean?
33
Test Measure Feedback Iterate
What Does This Mean?
34
Test Measure Feedback Iterate
What Does This Mean?
35
Nailing Privacy Fundamentals
36
Defaults
37
Get permissions
you need
Provide context Tell people
the value
Device Permissions
38
Get permissions
you need
Provide context Tell people
the value
Device Permissions
39
Get permissions
you need
Provide context Tell people
the value
Device Permissions
40
Device Permissions
41
Developing Privacy Statements
42
Use,
collect, and
store data
Product
development
over time
Be 

creative
Keep it 

simple
Accessibility
where it matters
43
Use,
collect, and
store data
Product
development
over time
Be 

creative
Keep it 

simple
Accessibility
where it matters
44
Use,
collect, and
store data
Product
development
over time
Be 

creative
Keep it 

simple
Accessibility
where it matters
45
Use,
collect, and
store data
Product
development
over time
Be 

creative
Keep it 

simple
Accessibility
where it matters
Romano Bergstrom, J. C. & Strohl, J. (2014). Improving government websites and surveys with usability
testing: A comparison of methodologies. Proceedings from the Federal Committee on Statistical
Methodology (FCSM) Conference, Nov 2013, Washington, DC.
Alayoubi, L. & Romano Bergstrom, J. (2014). Paying for Education: User-Centered Research on the
Paying for College Website and Tools. Presentation at edUi, Richmond, VA, Sept 2014.
46
Use,
collect, and
store data
Product
development
over time
Be 

creative
Keep it 

simple
Accessibility
where it matters
47
Use,
collect, and
store data
Product
development
over time
Be 

creative
Keep it 

simple
Accessing
where it matters
48
Put people first.
Paddy Underwood
Product Manager, Privacy Product, Facebook
paddy@fb.com
Jen Romano-Bergstrom @romanocog
UX Researcher, Privacy Product, Facebook
jenrb@fb.com
49

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UX STRAT USA, Dr. Jen Romano-Bergstrom, "Strategy and Privacy at Facebook"