understanding users' perceptions about privacy - ica 2016
TRANSCRIPT
![Page 1: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/1.jpg)
June 11, 2016 ICA annual conference | Fukuoka, Japan
Understanding Users’ Percep0ons About Privacy
Jen Romano-‐Bergstrom UX Researcher
![Page 2: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/2.jpg)
We have lots of tools to help people manage privacy
2
#ICA16 @romanocog
![Page 3: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/3.jpg)
Users care
![Page 4: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/4.jpg)
We have lots of data
4
#ICA16 @romanocog
• Survey data • Bug reports • AnalyMcs – click data, page visits
…but we don’t know why
![Page 5: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/5.jpg)
![Page 6: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/6.jpg)
Itera0ve Tes0ng
6
#ICA16 @romanocog
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.
![Page 7: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/7.jpg)
Some UX Research Objec0ves
7
#ICA16 @romanocog
• 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
![Page 8: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/8.jpg)
User Experience Metrics
8
SELF-‐REPORT • Difficulty raMngs • SaMsfacMon raMngs • Think-‐aloud protocol • Moderator debriefing
interview
OBSERVATIONAL • Time to selecMon • Click/selecMon pa^erns
#ICA16 @romanocog
![Page 9: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/9.jpg)
User Experience Metrics
9
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.
#ICA16 @romanocog
![Page 10: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/10.jpg)
Future Direc0ons in UX
10
Modern Eye Tracking
![Page 11: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/11.jpg)
What can we learn from UX research?
![Page 12: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/12.jpg)
It is not clear where to find certain seKngs.
12
#ICA16 @romanocog
Click data from an unmoderated remote usability study
![Page 13: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/13.jpg)
Some things do not translate well and lead to confusion.
13
#ICA16 @romanocog
![Page 14: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/14.jpg)
People only read what they need to read.
14
#ICA16 @romanocog
![Page 15: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/15.jpg)
People consume content quickly on mobile.
15
% 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/
#ICA16 @romanocog
![Page 16: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/16.jpg)
Help make design decisions
16
#ICA16 @romanocog
0.00
0.10
0.20
0.30
0.40
0.50
0.60
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
![Page 17: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/17.jpg)
Future Directions
![Page 18: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/18.jpg)
![Page 19: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/19.jpg)
19
• 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
#ICA16 @romanocog
![Page 20: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/20.jpg)
20
Older Adults Middle Age Adults Younger Adults
Need to assess
different user
groups
![Page 21: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/21.jpg)
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
#ICA16 @romanocog
![Page 22: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/22.jpg)
Improving Implicit Measures
22
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
#ICA16 @romanocog
![Page 23: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/23.jpg)
Biometrics may tell a more accurate story of users’ percep0ons.
23
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.
#ICA16 @romanocog
![Page 24: Understanding Users' Perceptions About Privacy - ICA 2016](https://reader034.vdocument.in/reader034/viewer/2022051520/58a811c51a28ab3d6e8b6a89/html5/thumbnails/24.jpg)
Web Cam Eye Tracking
h^ps://xlabsgaze.com/user-‐manual/ 24
#ICA16 @romanocog
Jen Romano-‐Bergstrom UX Researcher