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      Probing the Design Space of Usable Privacy Policies: A Qualitative Exploration of a Reimagined Privacy Policy

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      Electronic Visualisation and the Arts (EVA 2017) (EVA)

      Electronic Visualisation and the Arts

      11 – 13 July 2017

      Usable Privacy, Visual Design, Data Negotiations, Interviews, Human Data Interaction

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          This paper explores the design space of privacy policies through the prototyping of a ‘reimagined’ privacy policy for a UK media service. Privacy policies notify potential users about the data practices of a service and, in principle, enable users to make informed decisions about how their data is used. In practice, they are routinely ineffective, by design. In response to the persistent problems with the effectiveness of privacy policies we develop a prototype of a ‘reimagined’ privacy policy for a UK media service. We conduct several workshops with stakeholders to explore the problems with existing policies and identify how they could better balance industry and user needs and use these findings to prototype a new interactive policy design for the service. Our prototype presents a new visual design and added options and controls for data exchange. We conduct an exploratory study with potential service users to explore how the prototype compares with an existing policy, eliciting feedback on the visual design and control options before facilitating a discussion about users’ past experiences and needs in relation to the policy design space. Findings from the pilot study show participants appreciated key elements of the new design and valued the new options for sharing data with service providers and restricting data collection and use - negotiating ‘degrees of consent’. Findings suggest people felt more empowered by the design and this improved their impression of the service provider in terms of openness, fairness and trustworthiness. The paper contributes to HCI by advancing our understanding of the potential of the design space to increase engagement with privacy policies and in the data exchange process. This paper does not promote this design per se as a solution but uses it as a vehicle to discuss the potential of reimagining the design space for policies.

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          Most cited references 16

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          Toward a Typology of Internet Users and Online Privacy Concerns

           Kim Sheehan (2002)
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            The eyes have it: A task by data type taxonomy for information visualizations

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              Human-Data Interaction: The Human Face of the Data-Driven Society


                Author and article information

                July 2017
                July 2017
                : 1-12
                BBC Research and Development

                MediaCity, UK
                University of Nottingham

                Nottingham, UK
                © Jones et al. Published by BCS Learning and Development. Proceedings of British HCI 2017 – Digital Make-Believe, Sunderland, UK.

                This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit

                Electronic Visualisation and the Arts (EVA 2017)
                London, UK
                11 – 13 July 2017
                Electronic Workshops in Computing (eWiC)
                Electronic Visualisation and the Arts
                Product Information: 1477-9358BCS Learning & Development
                Self URI (journal page):
                Electronic Workshops in Computing


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