Consumer Views on Respectful Technology.pdf
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What do healthy digital relationships look like? In the first in a series of webinars on Consumer Views on Respectful Technology, Noreen Whysel will present findings from interviews with digital technology consumers. We asked real people how they manage their relationships with apps, websites, browsers, and iOT devices. What types of behaviors do they put up with? What are the deal-breakers? The must-haves? And, what do people do when digital relationships go wrong?
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Consumer Views on Respectful Technology.pdf
- 4. Agenda § Me2B Relationships in the Digital World § Research at Me2BA • Customer Validation • Types of Research • Panel Participants • Publications § Standing Up a Me2BA Research Practice § 2021 Research Roadmap
- 7. Me2B Legal Relationship with Apple, Inc. Me2P Experiential Relationship with Instagram Website B2B Hidden Affiliates (3rd party integrations & software suppliers + native device monitoring) B2B Hidden Affiliates (3rd party integrations + software suppliers) Me2B Legal Relationship with Google, Inc. B2B Hidden Affiliates (3rd party integrations & software suppliers + Chrome monitoring + native device monitoring) Me2B Legal Relationship with Facebook, Inc. Me2T Technology Enabler Relationship Me2T Technology Enabler Relationship
- 12. Me2B Rules of Engagement § Freedom We agree to not coerce or manipulate each other. § Respect of Boundaries We agree to respect each other's personal boundaries, including... § Respectful Defaults In the absence of stated preferences, we default to the most conservative behavior. § Fairness & Non-exploitation We agree to treat each other fairly and not exploit things that are shared. § Good Communication We agree to be forthright, honest and clear in our communication. § Non-Harming We agree to not willfully harm one another. § Problem Solving & Accountability We agree to respectful, collaborative, and fair problem-solving methods.
- 18. 2020 Research Projects to Date • Q1: Qualitative testing • Ethnographic Studies • Certification Mark Assurances • Q2: Certification Mark ideation • Q3: Validation Testing • Lifecycle Model (language of the relationship) • Certification Mark (language and icon preferences) • Q4: Continued Validation Testing • Lifecycle Model (relationship and digital harms) • Certification Mark (language and assurances) • Legal Policies (ongoing)
- 19. Me2BA Research Process § Determine the research question § Recruit participants § Conduct the test § Analyze the findings § Apply and iterate § Publish research
- 20. Testing Methods § Literature Review § Pilot Ethnographic Studies § Surveys § Interviews § Preference Testing § Early Certification Testing
- 22. Me2B Relationship Model § Do consumers know they are in a relationship with technology? § Who (or what) do they feel they are in a relationship with? § How do they want to be treated by technology products and service providers? § Does the language we use resonate with consumers?
- 30. Recruiting § Screening for research participants who are digital technology users, but aren’t technologists § Engage panel recruitment services at Survey Monkey and UserInterviews.com § Engage Me-s in continuing qualitative and quantitative research studies
- 31. Typical Participant § Participant panels include a balanced range of ages (18-75), genders, ethnicities and income § Surveys ranged from 20 to 250 people § Interviews were smaller groups from 6 to 9 people
- 36. Insight 3: Perceptions of “digital harms” as an index of implicit attitudes regarding the consumer-company relationship. § The rules of online transactions are unknowable because they are unstable over time, variable across organizations and not standardized. § The lack of mutual understanding causes consumers to feel powerless. Insights on Consumer Concerns
- 39. Me2B Relationship Lifecycle Model Acquaintance Buildup “I have an account” Deterioration Termination
- 41. § Digital technology users have a vague understanding of what happens to the data they share and with whom or if that data is shared § They understand that they have a relationship with technology and the relationship feels unbalanced, but they don’t feel they have much control § Their description of the relationship maps closely to the Me2BA Relationship Lifecycle Model Insights on Relationships
- 44. § People will often resort to risky behaviors (out of sight, out of mind) § They will call out technologies that behave badly, posting to social media or complaining to friends § But they often assume bad activity comes from outside, third party hackers rather than the company itself Insights on Digital Harms
- 46. § Consumers they expect their data will be taken and used. Most said they would never fully trust an online product or service. § Consumers feel they get a fair deal for products and services they pay for, but for free products, the value was murkier, but generally tied to personalized content. § Consumers don’t think about control much. To them, it was more about product functionality than agency. Insights on Me2BA Assurances
- 49. Visual Language
- 50. Icon Test (pre-test) § What are the main elements of the image that you can recall? § What do you think is the purpose of the image? § Who do you think is the intended audience? § What three words come to mind when you think about the way digital products handle personal identity data?
- 51. Icon Test (pre-test) Results § Word suggestions (left) indicate potential terms to add to the semantic differential: Anxious ßà Calm Careful ß à Careless Haphazard ß à Orderly Haphazard ß à Opportunistic Opaque ß à Clear Robust ß à Weak Uncertain ß à Sure § Some terms are better suited for Likert: How Clear is this image? How Strong is this image?
- 54. Icon Meaning Test Fair Deal Control & Autonomy Safety & Stewardship
- 55. Icon Meaning Test- Language Fair Deal Control & Autonomy Safety & Stewardship Justice Fairness Balance Agreement Control Fix it Cooperation Tool Settings Help Safe Under control Got you covered ID Business Card Drivers License Muddy Fair Trade
- 56. Icon Meaning Test - Preference Fair Deal Control & Autonomy Safety & Stewardship Incoherent Preferred 4:2 Preferred 4:2 Preferred 5:1
- 58. Recommendations
- 59. Thoughts for Further Discussion § The language and iconography around the relationship concept should be centered around communication of the Me2B Commitment. § The language should reflect human aspects of these artifacts that are created during a Me2B commitment and the emotions around them such as ease, comfort, and trust. § Further study of the iconography of the commitment metaphor may be warranted.
- 60. Thoughts for Further Discussion § The concept of digital harm is not generally understood as a deliberate act against a person by a technology. § In particular, the idea that features of a service that are intended to make their lives easier might also be sharing more about them than they would otherwise like didn’t quite connect. § Me2B Alliance should create educational tools to help expose trade- offs people are making for that ease.
- 61. Thoughts for Further Discussion § Icons that relate to each other within a commitment metaphor would help to reinforce what these concepts mean in a Me2B relationship. § Me2Be should avoid overtly penal imagery (police, badges, locks). § Icon imagery should be based on human-to-human connection rather than more abstract symbols. § Illustrations that tell a story, might be more approachable.
- 63. Published Research § Customer—Supplier Engagement Framework Explained: The Evolving Dance Between Customers and Suppliers § Treatment of consumers by Internet-enabled businesses: Ethnographic pilot study (Abstracts) § Treatment of consumers by Internet-enabled businesses: Assurances calibration (Abstracts) Abstracts are available in the Me2BA Library at https://me2ba.org/library/ Become a Me2B Alliance member to access the full reports.
- 64. What’s Next?
- 65. 2021 Research Roadmap § Legal policies consumer research • Privacy Policies • Terms of Use/Terms of Service Agreements § Continuous validation testing § Four published research papers § Quarterly research webinars § 2-3 conference talks per year