understanding users' perceptions about privacy - ica 2016

June 11, 2016 ICA annual conference | Fukuoka, Japan

Understanding Users’ Percep0ons About Privacy

Jen Romano-‐Bergstrom UX Researcher

[email protected]

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


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

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

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


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

[email protected]

understanding users' perceptions about privacy - ica 2016

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