Ghostery Extension
Key Outcome:
The Challenge
Research Process
Insights
Business Outcomes
Strategic insights led future leadership and product KPI’s
Generative, Ideation, and Testing Stages
Research Questions:
How do users interpret privacy by using Ghostery Extension?
How can we lead users to interact with the Extension?
Ghostery has ~100 million downloads globally. Changes were happening to browsers, and Ghostery needed to adapt and quickly. According to privacy-centric analysis, users didn’t interact much with the extension and would install it and forget about it.
1:1 Interviews, Surveys, Usability Tests, Journey Mapping, Recognition, and Concept Testing
We recruited a small sample of users in two different rounds. The accuracy of the sample allowed us to inform the design accordingly.
Expert Interviews: We interviewed privacy specialists who analyzed a series of privacy user interfaces.
First Round: 1:1 Interviews: We asked about behaviors around the internet; how they browse, which one they use, and why; what online tracking is; and why they have Ghostery installed in their browser of choice.
Second Round: Usability Tests: We showed a Hi-Fi prototype so users could interact with. We utilized the findings in the first round to inform design changes. We designed a discussion guide with 6 tasks for analysis. All tasks were succeeded by more than 60%.
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Strategic: Users need more transparency about the words used in each CTA (call-to-action button)
Strategic: Users don’t interact with the extension because, by the sole act of installing it, they already trust the brand.
Tactical: The use of colors and clear separation of categories makes them curious about the blocked ads and trackers
Leadership and Engineering took charge in establishing future product improvements.
The team developed an early version of UX Research Guidelines where we established key privacy behaviors, and essential do’s and don’ts (privacy-enhancing/privacy-decreasing) UI’s