1 Team intro

Name it, Nail it

Our team name contains two meaning, while is easy to remember both in English and Chinese. This reflects our flexibility and confidence. No matter what name or challenge comes our way, we’re ready to tackle it and get it right. It’s a playful expression of our adaptability and determination to succeed in any situation.

2 Project proposal

Our team is designing an innovative mobile app aimed at protecting users’ personal privacy while enhancing their online experience. The app allows users to create and manage multiple virtual identities, each tailored for use with different apps or services. This ensures that users can safeguard their real personal information while enjoying a personalized and secure experience across platforms.

Additionally, our app will leverage these virtual identities to help users discover more tailored and interesting recommendations, enhancing engagement without compromising privacy. By keeping users ’ actual identity private and providing relevant, enjoyable content, the app balances privacy protection with an enriched digital experience.

3 Survey data analysis

The pie chart illustrates the user distribution regarding the importance of personal privacy protection.

A clear majority of users (55%) consider personal privacy protection as “very important,” indicating a high level of emphasis on this issue.
An additional 27% of users deem it “important,” further demonstrating widespread concern for privacy matters.
Only 18% of users rate its importance as “average,” suggesting that the majority holds a positive stance towards personal privacy protection.
Overall, the chart underscores a general consensus among users about the significance of personal privacy protection, emphasizing the need for relevant organizations and businesses to prioritize and enhance privacy safeguards.

The pie chart illustrates the public perception of digital services’ respect for user privacy.

Notably, a significant majority of 82% believe that digital services do not respect user privacy.
Conversely, only 9% think they do, while another 9% are unsure. This indicates a widespread concern among the public regarding the privacy practices employed by digital services.

This bar chart analyzes the types of personal information that users perceive as most vulnerable to online leakage.

Notably, social media content stands out as the most likely to be compromised, earning a high score of 9. Close behind are payment information and browsing history, which are rated 6 and 7 respectively, indicating significant concern regarding their security.
In contrast, personal health data, credit card numbers, health records, and contact information appear to be less at risk, each scoring a mere 1. This suggests that while users are highly aware of the potential for social media, payment details, and browsing history to be leaked, they perceive other sensitive information like health data and credit card numbers as relatively safer from online threats.
Overall, the chart highlights a key focus on social media privacy and digital footprint security among users.

This bar graph presents an analysis of the privacy protection measures adopted by users.

Among these, limiting the sharing of personal information stands out as the most popular choice, with 10 users opting for it. Closely following is the use of privacy settings, which is adopted by 9 users. Six users prefer to use a VPN for privacy protection, while the least favored method is avoiding free services, chosen by only 4 users.
This distribution indicates that users prioritize controlling the dissemination of their personal information and configuring privacy settings as their primary means of safeguarding their privacy.

This pie chart depicts the distribution of data types that users consider most important to prevent algorithms from accessing.

The breakdown reveals that browsing history tops the list with 26%, indicating a significant concern among users regarding their web activity privacy. Geographic location follows closely at 22%, highlighting the sensitivity around location tracking.
Purchase history accounts for 19%, suggesting that users are also wary of their shopping behaviors being analyzed. Social media content, with 15%, and personal health data, at 11%, show considerable attention towards safeguarding these private aspects.
Contact information, though less prioritized, still garners attention at 7%. Notably, there seems to be a varying degree of emphasis on different data types, reflecting diverse privacy concerns among users.

What We Have Learned from the Survey

The survey analyzes user perceptions on personal privacy protection in the digital age. Key insights include:

Importance of Privacy: A clear majority (55%) of users consider personal privacy “very important,” demonstrating a strong emphasis on this issue.
Digital Services’ Privacy Practices: Public concern is widespread, with 82% believing digital services do not respect user privacy.
Vulnerable Information: Social media content, payment info, and browsing history are perceived as most likely to be leaked online.
Privacy Protection Measures: Users prioritize limiting personal info sharing and configuring privacy settings over using VPNs or avoiding free services.
Data Types to Protect: Browsing history, geographic location, and purchase history are top concerns, with diverse emphasis on different data types among users.

In summary, it highlights the significance of privacy to users, widespread concern about digital privacy practices, and users’ preferences for specific privacy protection measures. These insights are vital for businesses to consider in safeguarding user privacy and building trust.

4 Interview data analysis

Overview of Key Themes

Our affinity diagram reveals core themes around user privacy protection and personalized recommendations. These themes encompass users’ attitudes towards privacy, their perceptions of recommendation systems, current privacy-preserving strategies, and their expectations for future privacy features. This diagram enables us to intuitively understand the connections between these themes and their significance in addressing user needs.
Privacy attitudes emerge as a central theme, encompassing various sub-themes related to users’ concerns and preferences for data control. Within the diagram, this theme includes sub-topics such as a strong focus on privacy and the demand for control over personal data. This layered structure helps us gain a deeper understanding of users’ diverse needs and perspectives on privacy protection.

Structure and Relationships Between Themes and Sub-Themes

The affinity diagram presents a clear structure that highlights the relationships between main themes and sub-themes, allowing for a systematic analysis of user privacy needs.
For instance, the theme “Attitudes toward Personalized Recommendations” includes several sub-themes, such as “Feeling Manipulated by Algorithms” and “Demand for Transparent Recommendations.” The connections between these sub-themes are clearly illustrated within the diagram, aiding us in accurately pinpointing user needs. This structure allows us to design digital services that provide privacy protection aligned with users’ expectations.

Insights Gained from the Affinity Diagram

Analyzing the affinity diagram has deepened our understanding of users’ needs and expectations for privacy protection and personalized recommendations. We observed a strong demand for more granular control over privacy settings and transparent recommendation algorithms.
Additionally, an unexpected insight was the desire among users to maintain control over their data while benefiting from personalized services, indicating a growing emphasis on privacy protection. These insights will inform future designs, enabling us to meet user needs while safeguarding their privacy.