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Understanding User Behaviour and Designing for Privacy. Thomas Hughes-Roberts. Contents. A look at privacy and the related problem A review of experiments conducted to understand the problem Some recommended design considerations based on the results. . The Privacy Problem.
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Understanding User Behaviour and Designing for Privacy Thomas Hughes-Roberts
Contents • A look at privacy and the related problem • A review of experiments conducted to understand the problem • Some recommended design considerations based on the results.
The Privacy Problem • The concept of Privacy is complex with no formal definition. • Legally – “The right to be left alone”. • How does this work with technology? • Complex social construct – sensitivity of pieces of information variable.
So what is the problem? • Easy to think that a choice has been made. • Privacy is important – Not just about secrets, but also representation.
The Privacy Paradox • Reported concern – Several pieces of research identify high levels of concern. • People say they behave differently to what we are seeing. • Is something lost in the transition to a technical platform? • If behaviour is a reaction, then what is influencing the disconnect?
Persuasive Technology • Is the system designed to persuade people to disclose more? • Or just to make it easier to do? • Is the User Interface a cause of the disconnect we have observed?
Social Psychology • The Theory of Planned Behaviour • Developed by IcekAjzen in 1991, it describes the salient information which influences and informs behaviour. • Used as the basis for a series of experiments aimed at examining the influence of the User Interface.
Experiments • A mock social network, sign-up process. • A range of questions varying in sensitivity. • A control group • Three treatments based on the three influencing factors within the theory of planned behaviour. • How much will people disclose across groups? • How much will subjects protect?
Personal Attitude • Our knowledge of behavioural consequences and what we think about them
Subjective Norms • The extent to which the opinions of others influence our behaviour.
Perceived Control • The perception of how easy a behaviour is to perform and how accurate that perception is.
Results • All groups containing a treatment disclosed significantly less information compared to the control • Only perceived control protected significantly more. • Subjective norms actually protected less (although, not significantly).
Why? • There are several theories (or observations) within HCI which apply. • Significant behaviour did not necessarily occur due to the point of the treatments. • E.g. sporadic disclosure
Goal-Driven • HCI suggests that users are incredibly goal driven during technical use. • Happy to complete and pay little mind to sub-tasks of a greater goal. • The ATM problem. • Disclosure would seem to be seen as necessary in order to “Sign-up”.
Clear Options • The salient features made clear that users did not have to fill in all form elements. • Disclosure took place where it was easy to fill in the forms interactions. • E.g. address was long and time consuming – avoided. • Have you lied on a CV was an easy checkbox – disclosed.
Efficacy • A users confidence in their ability to use a system. • SN group potentially reduced self-efficacy. • Complex and confusing pop-ups. • Mistake for error messages?
Persuasive Technology? • A concern that too much has an adverse effect. • E.g. the Perceived control group – goal change? • Detracts from system use?
Design Principles. • Privacy must be made a goal of the interaction without detracting from goal of the system. • UI must facilitate confident behaviour that is reflective of user needs. • Where appropriate optional interactions should be made clear. • Such changes should not increase the complexity of the system.
Thank You Questions?
