Consortium of Global Companies Announce Consumer Research in Effort to Strengthen Mobile Privacy by Design

Consortium of Global Companies Announce Consumer Research in Effort to Strengthen Mobile Privacy by Design

WASHINGTON, May 30, 2012 /PRNewswire via COMTEX/ — Insights Being Unveiled Today at Federal Trade Commission Workshop

As mobile technology evolves, solid privacy design is critical to ensure user understanding and build consumer trust. Today, Create with Context, an independent research and design firm, is releasing results of a wide-ranging study on users’ comprehension and expectations of mobile privacy.

This research is the result of an initiative called “Design for Trust,” which is funded in part by AOL, the Future of Privacy Forum, Yahoo!, Verizon and Visa Inc. The initiative aims to develop suggested design guidelines, best practices, and new innovative designs for trust and privacy in the digital world. The research findings are being unveiled today at a Federal Trade Commission workshop on Advertising and Privacy Disclosures in Online and Mobile Media. ( http://www.ftc.gov/opa/2012/05/dotcomdiscl_ma.shtm )

After conducting one-on-one observations with users and implementing technology tests such as eye tracking, Create with Context co-founder and CEO Ilana Westerman discovered key information about consumers and privacy:

Trust is most eroded when consumers feel companies are collecting data that doesn’t make sense for the product or service they provide. Conversely, consumer trust is enhanced when companies collect data that makes sense for the product or service they offer. Good privacy design helps ensure understanding, which grows consumer trust.

Consumers want transparency and have more trust in companies that give it to them. They want to know what is happening, but will not take the time to go to privacy policies to read about it. It has to be clear from just using the service.

Action-oriented tools make users feel like they are in control of their privacy. Tools like radio buttons that attract the eye make users feel like they are taking control of their privacy, leading to increased trust.

The less text consumers have to read in order to understand privacy practices, the more likely consumers are to understand what happens with data. This is particularly true for users of mobile devices.

Privacy is not just about compliance, it is about trust in a brand. As more data is being collected and utilized to bring personalized experiences, brand managers and marketers who design for trust will have healthier brands and reputations.

Based on the research findings, initial design concepts including a trust icon have been developed and are in testing. The design goal is to create greater transparency and control for consumers.

“To innovate we must first understand the context of use,” said Westerman. “What do consumers really care about, what do they know, what do they notice, how do they interact? Based on the context, we have identified foundational design guidelines and best practices that are concrete and actionable. Initial design concepts based on these guidelines tested positively, and by incorporating consumers into the iterative design process we can create trusted experiences.”

Jules Polonetsky, director and co-chair of the Future of Privacy Forum, says, “Companies that wish to use mobile data responsibly will need to understand the usability challenges posed by the mobile ecosystem. By bringing a top design expert into the process, we hope to provide guidance for user design that will advance consumer trust.”

“Yahoo! strongly supports the philosophy of ‘privacy by design,’ or intentionally considering privacy throughout the product lifecycle. This requires high level attention to ensure a consistent, quality approach that enhances a safe and trustworthy digital experience for our hundreds of millions of users,” echoes Leslie Dunlap, Yahoo!’s vice president of Privacy, Policy & Trust.

“Privacy by design is critical to our philosophy of responsible innovation,” said Russell Schrader, Chief Privacy Officer, Visa Inc. “This research will help industry develop useful and creative ways to offer value and privacy choices in the mobile environment.”

To learn more about the initiative and its principles, please visit http://createwithcontext.com/insights-digital-trust-and-privacy.php .

SOURCE Create with Context

Copyright (C) 2012 PR Newswire. All rights reserved

Leave a Reply


Privacy Calendar

Apr
23
Wed
6:30 pm Behind the Headlines: NSA Surveillance and Ongoing Revelations @ The Washington Post
Behind the Headlines: NSA Survei… @ The Washington Post
Apr 23 @ 6:30 pm – 8:30 pm
Nearly a year after former government contractor Edward Snowden revealed the extent of the NSA’s surveillance system, revelations about the global programs continue to emerge. [...]
Apr
24
Thu
all-day 6th Biannual International Surveillance & Society Conference
6th Biannual International Surve…
Apr 24 – Apr 25 all-day
The 6th Biannual International Surveillance & Society conference hosted by the University of Barcelona and supported by the Surveillance Studies Network is currently calling for [...]
12:00 pm Data Privacy in Education: Ensuring Student Security while Encouraging Innovation in K-12 Education @ Rayburn House Office Building, Room B-354
Data Privacy in Education: Ensur… @ Rayburn House Office Building, Room B-354
Apr 24 @ 12:00 pm – 1:00 pm
The Congressional E-Learning Caucus in cooperation with Into and the National Coalition for Technology in Education and Training presents a luncheon to discuss “Data Privacy [...]
Apr
29
Tue
all-day IAPP Europe Data Protection Intensive 2014
IAPP Europe Data Protection Inte…
Apr 29 – May 1 all-day
The IAPP Europe Data Protection Intensive features timely programming centred on the top issues impacting the European data protection community, with a focus on addressing [...]
Apr
30
Wed
5:30 pm InSecurity: Race, Surveillance and Privacy in the Digital Age @ New America Foundation
InSecurity: Race, Surveillance a… @ New America Foundation
Apr 30 @ 5:30 pm – 7:30 pm
Now more than ever, digital tools sit at a precarious tipping point, and many question whether they will be used to address pre-existing disparities, [...]
May
7
Wed
all-day IAPP Canada Privacy Symposium 2014
IAPP Canada Privacy Symposium 2014
May 7 – May 9 all-day
The IAPP Canada Privacy Symposium is the leading conference for education, debate and discussion of issues that matter most to Canadian privacy and data protection [...]
Jun
5
Thu
all-day Privacy Law Scholars Conference (7th Annual) @ The George Washington School of Law
Privacy Law Scholars Conference … @ The George Washington School of Law
Jun 5 – Jun 6 all-day
  UC Berkeley School of Law and The George Washington University Law School will be holding the seventh annual Privacy Law Scholars Conference (PLSC) on [...]
Jun
8
Sun
all-day Computers, Freedom, and Privacy 2014 Conference @ Airlie Center
Computers, Freedom, and Privacy … @ Airlie Center
Jun 8 – Jun 10 all-day
Mark your calendars! The 2014 Computers, Freedom, and Privacy Conference will be held June 8-10 at the Airlie Center in Warrenton, Virginia. The Airlie Center [...]

View Calendar