1. Privacy Protection Against “Creepers”
Designing Systems To Prevent
Unwanted Oversharing On Social
Networks And The Internet
June 4, 2015

2. TheTeam
Andrea Wong: User Experience & Design Research Consultant (Presenter)
John Amir-Abbassi: Senior User Researcher at Dropbox
Helga Gruenbauer: Senior User Experience Researcher at National Geographic Learning
Tracy Flynn: User Experience Researcher at Fidelity Investments
Dan Orth: User Experience Designer at Project Management Institute
Caroline Handel: User Experience Designer
M.S. Human Factors in Information Design

3. Background
Problem Statement:
Considering the vast amounts of data we are generating, where that data
resides and who can view it - unintended or not - is a source of anxiety for
many and an opportunity for us to address.
Our Focus:
We are focused on the emotions surrounding the unintended viewing of
personal data by a specific third-party: creepers. Creepers are people you
know, but don’t want having access to shared details of your online life

4. Wait, why are we starting with emotions?

5. “A formal method for practical, creative resolution of problems and creation of
emotionally meaningful solutions, with the intent of an improved future result.
In this regard it is a form of solution-based, or solution-focused thinking – starting
with a goal (a better future situation) instead of solving a specific problem.
By considering both present and future conditions and parameters of the problem,
alternative solutions may be explored simultaneously.”
DesignThinking Methodology

6. Using DesignThinking means we can…
Envision better future situations can help us to provide answers to
questions that users may not even know they have.
Make solutions memorable rather than merely good.
Go beyond expectations to deliver ease and benefit, which evokes
positive emotions, and positive emotion encourages people to
engage more and tell others about their experiences, leading to
the all important word of mouth.

7. Okay, so how do we get to our goal,
the better future situation, by looking at emotions?

8. Research

9. What our research interviews told us
Existing
Relationship
Boundary
Crossed
Coming to
Terms
Resolving
the Situation
Solving the
Problem
Description
Emotions
In nearly all cases the journey
begins with an existing
relationship or acquaintance
with the creeper
Steps
The creeper takes an action
that crosses a healthy
boundary in the relationship
and raises concern
The person being creeped
upon has to process what has
happened
Difficult steps are taken in an
attempt to resolve the
situation
The issue is resolved, but at
the expense of both time and
an emotional rollercoaster
Comfort
Neutrality
Shock
Surprise
Anger
Annoyance
Anxiety
Discomfort
Openness
Withdrawal
Sadness
Resignation
Weariness
Skepticism
Wariness

10. Our Goals
1. How might we reduce the anxiety people
feel over their shared information being
viewed by unintended parties online?
2. How might we give people hope that they
can quickly recover their sense of safety after a
creeper incident?
3. How might we turn anxiety into a catalyst
for engagement?

11. Emotional association with social boundaries in physical space
This is a famous visual concept of
personal space by anthropologist
EdwardT. Hall, used to think about
our social circles and the emotions
that are evoked when social
boundaries are crossed in the
physical space.
Awareness triggers of threats in the
physical space are easy to perceive:
- Being followed
- Being stared / glared at
- Having someone stand over your
shoulder
We notice these triggers and react
appropriately with anxiety and fear.
INTIMATE
Space
1.5 ft
(0.45 m)
4 ft
(1.2 m)
12 ft
(3.00 m)
25 ft
(7.00 m)
PERSONAL
Space
SOCIAL Space
PUBLIC Space
Edward Hall’s Concept of Personal Space
Newly
formed
groups and
strangers
Newly
formed
groups and
strangers Partner
Children
Partner
Children
Friends
Associates
Friends
Associates
Larger AudiencesLarger Audiences
A stranger
entering the
personal space
triggers anxiety
in a person.
A stranger
entering the
personal space
triggers anxiety
in a person.
Triggers are easier
perceived, enabling a
person to respond to
anxiety and fear.
Triggers in the
Physical Space
TRIGGERTRIGGER

12. Perception of threat is
missing and therefore
the correct response
is missing.
Triggers in the
Digital Space
Triggers in the digital space are
much harder to perceive.
In the digital world, you don’t
know if someone is looking over
your shoulder, you can’t tell if
someone has been staring at you
for hours.
When the perception of threat is
missing, the correct response to a
threat is missing - we don’t
respond, we think we’re safe.
Emotional association with social boundaries in digital space

13. “The Internet is the most dangerous parking
lot imaginable.
But if you were crossing a mall parking lot late
at night, your entire sense of danger would be
heightened. You would stand straight. You'd
walk quickly. You'd know where you were
going. You would look for light.
Folks are wandering around that proverbial
parking lot of the Internet all day long, without
giving it a thought to whose attachments
they're opening, what sites they're visiting. And
that makes it easy for the bad guys.”
FBI Director James Comey

14. Cyberstalking Studies & Statistics
United States, Facebook (2012):
88% of U.S. college students creep on their ex's page
74% creep around the ex's new partner
70% use a mutual friend to spy on the ex-partner
England & Wales, Police Data, Facebook (2012):
There’s a Facebook-related crime every 40 minutes
12,300 investigations of “murder, rape, child sex offenses,
assault, kidnap, death threats, witness intimidation and fraud…”
The vast majority of cases involved alleged harassment or
intimidation by cyber-bullies
UK, Cyberstalking (2011):
Cyberstalking became more
common than face-to-face
harassment
Stalkers are now more likely to
be complete strangers or a
casual acquaintance
40% of the victims were men
1out of 5 said the offender
targeted them via social
networking sites
http://www.telegraph.co.uk/news/uknews/crime/8439833/Computer-stalking-
outstrips-face-to-face-harassment.html
http://www.telegraph.co.uk/news/uknews/crime/9311462/Facebook-linked-crime-every-40-minutes.html
http://ansonalex.com/infographics/facebook-stalking-statistics-2012-infographic

15. Brainstormed the association between threats and reactions
FEAR
THREAT
TRIGGER:
ANXIETY
A threat perceived as
uncontrollable or
unavoidable causes...
A threat perceived as
a risk to one’s life
causes...
Anxiety and Fear
are induced by a
perceived thread
What we learned:
Awareness can generate a perception of
greater threat.
Threats that are perceived as uncontrollable
causes anxiety.
Anxiety is:
- General, vague feeling
- Future-focused
- Underlying fear of being vulnerable
- Subjective
- Worry
- Uneasiness

16. Negative emotional journey of being creeped

17. Flipping the negative emotional journey to a positive journey
What are the opposite
positive emotions for Anxiety? So we should flip the emotion from negative to positive

18. Two audience segments
1. Those who want to prevent the surprise/shock of being creeped
2. Those who have been creeped looking to prevent additional
creeping

19. Our Solutions
We want to make people aware of the threat without making them so
fearful that they become steeped in fear or turn away in denial.
Both of our solutions are aimed at empowering users to feel comfortable,
confident and safe enough online to share whatever information they want,
whenever they want.

20. WhoSeesMe
Lets you control how widely your shared information will be
seen and by whom, preventing creepers from finding and
viewing your information ever again.

21. How Can We
Help Sally?

22. WhoSeesMe Alerts
Carrier 12:00 PM
Facebook
Status Photo Check in
Disneyland is awesome. I’m so happy to bring my
baby girl here for the first time! Magic kingdom,
here we come! with Margie McGrath
Stephen Kim, Arvind Gupta, Kristen Erickson,
Annie Boller and 15,462 others will see this post.
Postcancel
J. Walter Weatherman
23 mins
This is the most beautiful thing I’ve ever seen in my
whole life. So beautiful!
SallyInstagram
Like • Comment • Share
Write a comment…
Lil_Razcals 2h
Who can see this post?
Stephen Kim, Arvind Gupta, Kristen Erickson, Annie
Boller and 15,462 others will see this post
Friends connected to people on my WhoSeesMe
Blocked List.
WhoSeesMe Block List
Bob Ballard, John McDonald, and Elise Richards
and their friends on this platform will not have
access.
People who will
see the post.
People who will see
the post and people
you’ve blocked who
won’t be able to see it.

23. Targeted Emotions: Confidence, safety,
openness, trust, in control, empowerment
Sally can quickly be alerted to find and adjust
settings for information she doesn’t want viewable
on social media platforms and search engines
Sally can easily add and remove contacts
from her watch list to ensure she can
proactively restrict posts from reaching
these individuals.
Sally
My Online Information
WhoSeesMe scanned all social media and search engines for your personally identifiable
information and found the following.
WhoSeesMe
Manage Your Privacy
Date of Birth Not Visible
Where You Live Not Visible
Phone Found on Facebook
Physical Addresses Not Visible
Email Addresses Found on Twitter
Income Not Visible
Place of Work Found on LinkedIn
Current Location Found on Waze, Instagram
Keep Lock
Keep Lock
Keep Lock
Keep Lock
What Do I Look Like?
View what you look like to specific people online at different connected levels to you.
Lucile Bluth Follower 1st Connection Friend
Bob Ballard Blocked:
What Do They See:
Maebe Fünke
View:
Friend of
Friend Follower FollowerView:
Tobias Fünke Unrelated Unrelated 2nd ConnectionView:
Block List
Block specific people online.
Search Connections
Add to Block List
Connected: None
Elsie Richards Blocked: Connected:
Block
WhoSeesMe Alert Center
Sally can easily simulate how her profile looks
to these other individuals on social media.
Notifications can be adjusted. If Sally doesn’t
want a pop-up prior to sharing each post, the
eye logo itself can be a strong visual reminder.
Also, we could explore a weekly digest email.

24. IntelAware
Monitors of all your data-collecting devices and platforms
so that you’ll always be aware of any suspicious activity
around any of your online platforms.

25. How Can We Help Sam?

26. Googlehttp://www.intelaware.com
intelAware | Keep connected and safe.
My Accounts Monitor PatintelAware
Where is this account?
Your Social Accounts
Facebook LinkedIn Instagram Twitter morePinterest
Current Accounts
Add Account
Facebook No current alerts
Current Settings: Share: Friends of Friends view more
Birthdate: Viewable by Friends
All Time change range
Connections: 346 Friends 139 Tagged on Photos 456 Tagged in Posts
Your Activity: 672 Posts 422 Photos Uploaded 1,256 Likes 354 Comments
Activity on Your Posts: 822 Likes 223 Comments 5 Shares
Services Used for Auth: 7
Instagram No current alerts
All Time change range view more
Connections: 1,254 Followers 1,456 Following 728 Tagged in Posts
Your Activity: 725 Posts 910 Likes 444 Comments
Activity on Your Posts: 822 Likes 223 Comments
Add your social media accounts to
intelAware to monitor your safety
and unwanted access to your info.
Save Account
Username
Password
enter username
enter password
Googlehttp://www.intelaware.com
intelAware | Keep connected and safe.
My Accounts Monitor PatintelAware
People Are Viewing You From
FriendsInclude views from people who are: Friends of Friends Distantly Connedted
Facebook InstagramInclude views from your accounts:
Not Connected
LinkedIn
783 Views
342 People
40 V
3 P
125 V
92 P
60 V
45 P
628 Views
7 People
40 Views
Bob Loblaw / Instagram 37 Views
Barry Zuckercorn / Facebook 1 View
George Bluth / Facebook 1 View
Timeframe: Today
Connect your social accounts and track activity by
others on your accounts.
See where your accounts are being viewed from.
IntelAware

27. ATT 12:00 PM ATT 12:00 PM
IntelAware Alert
Your Facebook, Instagram and LinkedIn
have been accessed 43 times in the past
24 hours from one device.
intelAware
Alert 5/1/2015 4:26 PM
Your Facebook, Instagram & LinkedIn were accessed
43 times in the past 24 hours.
MAC Address: 00-A0-90-B0-9D-A4
Who
Facebook User: Peter Wesson
Related to You: Friend of Friend
Instagram User: Frank Smith
Related to You: No
LinkedIn User: Arnold Gatlin
Related to You: 3rd
The above accounts use the same email address.
Would you like to:
Block the Users with this Email >
Report these Users >
Edit Security Settings >
More >
Get alerts when there is unusual
behavior by a single individual
across all your accounts.
IntelAware Realtime Alerts

28. Emotional journey without our solutions

29. Emotional journey with our solutions

30. AddressableTarget Market
Based on our conversations with Christian, we focused our solutions on two types
of users that make up 50% of your current market.
You’ve met Sally and Sam; here’s why they would like our solutions.
• Values security
• Wants control
• Appreciates automation
• Values awareness and likes fixing things
• Values convenience
• Wants simplicity and peace of mind
• Values reporting
SamSally

31. Opportunity
Value Proposition:
By cleaning up that dangerous “parking lot,” our security solutions give Sally and Sam the
confidence, control and freedom to hang out and share in the parking lot without fear.
Protected By Intel
Our solutions can be part of a larger solution called “Protected By Intel.”
Intel became famous with their B2B chips branded as “Intel Inside.” McAfee is a B2B and
B2C company that became famous for protecting consumers with top notch security.
Together, Intel Security is a trusted, credible, powerful company with the relationships and
partnerships to the world’s biggest companies.
Intel Security is well poised to create and shape a whole new safety tier of internet —
including the emerging world of connected devices — to make the parking lot safe for
everyone. The level of anxiety and fear is high, the need is huge, and no one currently
owns this space.We think Intel Security can.

32. Thank you!
Any Questions?