A global tech company asked us:

What are the top negative and positive experiences related to privacy, security, and safety moments among Android users?

Our client came to AnswerLab for help planning and executing an international diary study across three major markets to help their team understand the journey of Android users in the context of privacy, safety, and security, and identify how they can build more trust in this space.

Our objectives included:

  • Identifying top negative and positive privacy, safety, and security experiences among Android users, specifically during onboarding.
  • Understanding when, where, and how often those moments occur in the user journey.
  • Identifying actions people take to mitigate negative moments and if they’re successful or not.
  • Building a deeper understanding of where the client is losing opportunities to build trust and how to recover from negative experiences

We answered:

Our research team designed a two-part study, beginning with a 10-day-long mobile diary study, which allowed us to learn about experiences, actions, and feelings relating to privacy and security in the context of users’ daily smartphone interactions. The diary was followed by a series of follow-up in-depth interviews with selected diary participants to supplement the findings with additional context and detail.

The diary study included 150 participants across the United States, Germany, and India, with 30 participants participating in follow-up in-depth interviews. Our sessions in Germany and India were completed by local in-country partner moderators who were able to navigate the local market and culture, and speak targeted local languages.

Outcome:

Our research resulted in a set of guiding principles and best practices for positive privacy and safety experiences the client team could use for future development projects.

Additionally, we built an action framework compiling our insights and findings that outlined client opportunities, potential actions to take, recommendations, and participant quotes to help illustrate each scenario and build empathy.

Our research also identified:

  • User mental models and expectations regarding data control preferences
  • The difficulties and challenges users experienced when trying to make meaningful changes to control their data
  • Characteristics of positive and negative security experiences and best practices for how to improve upon them
  • Commonalities and differences in trust-building and breaking experiences and the underlying reasons why they occur

...

Research can help you identify critical gaps and reduce risk and costs when launching a new digital product. Contact us for help meeting your product success goals.

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