Welcome & Opening Remarks
Maureen K. OhlhausenCommissioner
Federal Trade Commission
Presentation on Usability Research
Jennifer KingUniversity of California, Berkeley School
of Information
Improving Disclosures and
Privacy PoliciesJennifer King
UC Berkeley School of InformationIn Short: Advertising & Privacy Disclosures in a Digital World
5.30.2012
• Human-computer interaction (HCI) – the study of how people interact with computers
• Usability – “a quality attribute that assesses how easy user interfaces are to use” (Nielsen)
• User-centered design – a structured product development methodology that involves users throughout all stages of development in order to create a Web site that meets users' needs (Usability.gov)
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Can you spot the scissors?
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Image credit: Jeff Johnson, “Designing With the Mind In Mind,” p.7.
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Selective Attention Quiz: Did the toolbox contain a
hammer?
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Image credit: Jeff Johnson, “Designing With the Mind In Mind,” p.7.
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Image source: http://uxdesign.smashingmagazine.com/2011/05/27/getting-started-with-defensive-web-design/
Contextual notification (browser)
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Mobile contextual notification
iOS location request prompt on the iPhone
Image source: http://support.apple.com/kb/HT1975
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Visualizing online reading
Image source: http://www.useit.com/eyetracking/; Findings: Nielsen, Useit.com
• Eyetracking heatmap shows areas of most focus (red) to least (blue) to none (grey)•“F” shaped pattern based on scanning navigation, list items, and menus•Users generally read about 25% of text on a page
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
A privacy policy viewed on 1920 x 1080 resolution (23 in.) monitor
Source: http://www.apple.com/privacy/ (5/23/12)
• Long• Lacks visual
hierarchy• No call to
action• Requires
college degree (or more) to decipher
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
View from the mobile browser
Source: Yelp.com’s Privacy Policy viewed on an Android mobile browser
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Redesign: Emphasizing visual clarity
Source: Gregg Bernstein, http://www.iagreeto.org/cta-redesigns/
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Summarizing: Tabular approach
Source: Standardizing Privacy Notices: An Online Study of the Nutrition Label Approach. Patrick Gage Kelley, Lucian Cesca, Joanna Bresee, and Lorrie Faith Cranor. CHI 2010.
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
Summarizing: Layered notices
Source: Travis Pinnick, TRUSTe - http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/
5/30/12FTC Disclosure Workshop - Jen King, UC Berkeley I-
School
View from a mobile application
Source: Twitter app for Android, Privacy Policy of May 16, 20125/30/12
FTC Disclosure Workshop - Jen King, UC Berkeley I-School
But keep scrolling . . .
Source: Twitter app for Android, Privacy Policy of May 16, 20125/30/12
FTC Disclosure Workshop - Jen King, UC Berkeley I-School
Short notices for mobile
Source: Travis Pinnick, TRUSTe - http://www.truste.com/blog/2011/05/20/layered-policy-and-short-notice-design/ 5/30/12
FTC Disclosure Workshop - Jen King, UC Berkeley I-School
Panel 1: Universal and Cross-Platform Advertising Disclosures
• Steve DelBianco — NetChoice• Linda Goldstein — Promotion Marketing Association• Sally Greenberg — National Consumers League• Jennifer King — University of California, Berkeley School of
Information• Paul L. Singer — Office of the Texas Attorney General• Svetlana N. Walker — The Clorox Company
Panel 1: Universal and Cross-Platform Advertising Disclosures
• Steve DelBianco — NetChoice• Linda Goldstein — Promotion Marketing Association• Sally Greenberg — National Consumers League• Jennifer King — University of California, Berkeley School of
Information• Paul L. Singer — Office of the Texas Attorney General• Svetlana N. Walker — The Clorox Company
Panel 1: Universal and Cross-Platform Advertising Disclosures
• Steve DelBianco — NetChoice• Linda Goldstein — Promotion Marketing Association• Sally Greenberg — National Consumers League• Jennifer King — University of California, Berkeley School of
Information• Paul L. Singer — Office of the Texas Attorney General• Svetlana N. Walker — The Clorox Company
Title
Subtitle
Panel 2: Social Media Advertising Disclosures
• Susan Cooper — Facebook, Inc.• Jim Dudukovich — Word of Mouth Marketing Association• Malcolm Faulds — Bzz Agent, Inc.• Stacey Ferguson — Blogalicious Community and
Conferences• Susan Shook — The Procter & Gamble Company• Robert Weissman — Public Citizen
Panel 2: Social Media Advertising Disclosures
• Susan Cooper — Facebook, Inc.• Jim Dudukovich — Word of Mouth Marketing Association• Malcolm Faulds — BzzAgent, Inc.• Stacey Ferguson — Blogalicious Community and
Conferences• Susan Shook — The Procter & Gamble Company• Robert Weissman — Public Citizen
Example 1
Example 2
Example 3
Example 4
Example 5
Panel 2: Social Media Advertising Disclosures
• Susan Cooper — Facebook, Inc.• Jim Dudukovich — Word of Mouth Marketing Association• Malcolm Faulds — Bzz Agent, Inc.• Stacey Ferguson — Blogalicious Community and
Conferences• Susan Shook — The Procter & Gamble Company• Robert Weissman — Public Citizen
Panel 3: Mobile Advertising Disclosures
• Anna Bager — Interactive Advertising Bureau• Michelle De Mooy — Consumer Action• Jim Halpert — Internet Commerce Coalition• Mark J. Odegard — Best Buy Co., Inc.• David Schellhase — Groupon, Inc.• Paul L. Singer — Office of the Texas Attorney
General• Sheryl Ann Yamuder — Dunkin’ Brands, Inc.
Panel 3: Mobile Advertising Disclosures
• Anna Bager — Interactive Advertising Bureau• Michelle De Mooy — Consumer Action• Jim Halpert — Internet Commerce Coalition• Mark J. Odegard — Best Buy Co., Inc.• David Schellhase — Groupon, Inc.• Paul L. Singer — Office of the Texas Attorney
General• Sheryl Ann Yamuder — Dunkin’ Brands, Inc.
Panel 3: Mobile Advertising Disclosures
• Anna Bager — Interactive Advertising Bureau• Michelle De Mooy — Consumer Action• Jim Halpert — Internet Commerce Coalition• Mark J. Odegard — Best Buy Co., Inc.• David Schellhase — Groupon, Inc.• Paul L. Singer — Office of the Texas Attorney
General• Sheryl Ann Yamuder — Dunkin’ Brands, Inc.
Title
Subtitle
Panel 4: Mobile Privacy Disclosures
App Download Overview
Manas Mohapatra — Federal Trade Commission Andrew Schlossberg — Federal Trade Commission
2
Apple: App Download Process
3
Apple: App Description and Install Screen
4
Apple: App Description Screen (continued)
5
Apple: Download Now Screen
6
Apple: App Home Page Screen
7
Apple: Location Prompt/Settings Screen
Android App Download Process
8
9
Android: App Description and Install Screen
10
Android: App Description and Install Screen (Continued)
11
Android: Permissions Screen
12
Android: Location Permission Screen
13
Android: App Open/Uninstall Screen
14
Android: App EULA (post-open)
15
Android: App Home Page Screen
16
Android: Global Location Settings Screen
Panel 4: Mobile Privacy Disclosures
• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive
Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.
Slides presented by Ilana Westerman, Create with Context, Inc., are not included in
this deck
Panel 4: Mobile Privacy Disclosures
• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive
Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.
Mobile apps, privacy and kidsAn industry solution
Who makes all of these apps?Moms, dads, grandmas, grandpas, aunts, uncles, cousins, brothers, sisters, teachers, special education paraprofessionals, college students, education experts, kids, software developers, nurses…
Privacy Disclosure Icon
A way to disclose, now what? How can we best define the things to
disclose on a privacy icon? Where is the best location to place this icon? How can we encourage adoption by app
developers? How can we make this a positive icon to
display on the developers website/app store listing?
How do we educate app customers about this icon?
Jim Brock, [email protected]
@privacychoiceblog.privacychoice.org
FTC WorkshopAdvertising & Privacy
Disclosures in a Digital WorldMay 30, 2012
mission: make privacy easier
for users for publishers
for application builders
privacyscore analyticschoiceprivacy
policymaker
founded 2009
open-source code and policy templates
developer resource center
policymaker
20-minute wizard
hosted web-views
developer alerts
customizable apis
icons + layered disclosure
good, better + best recommendations
guided policy implementation
covering over 1,000 tracking domains and companies
automated ad tracking and analytics disclosure
will link to do-not-track options if/when available
at-a-glance badge for parents
Policy DesignCreating Effective Privacy Policies
Layered Policy Design
Policy Summary Data in Product Design
TRUSTe Mobile Policy Generator
Policy Summary Data in Mobile
Recommendations
An effective policy summary should:
1. Support a user’s ability to assess a site or app’s privacy practices at an appropriate time (like a decision making moment such as app download)
2. Support a method of delivery that is informative without being overwhelming or intrusive to the user experience
3. Provide only the information that is most relevant, like the data collection practices which are invisible to users
Panel 4: Mobile Privacy Disclosures
• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive
Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.
Panel 4: Mobile Privacy Disclosures
• Jim Brock — PrivacyChoice• Lorrie Faith Cranor — Carnegie Mellon University• Pam Dixon — World Privacy Forum• Sara Kloek — Association for Competitive
Technology• Kevin Trilli — TRUSTe• Ilana Westerman — Create with Context, Inc.
Closing Remarks
Mary K. EngleAssociate Director
FTC Division of Advertising Practices
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