Personalization

1. Personalization • Usually refers to e-commerce

2. Benefits • Searches (ex: amazon.com) • Customized or localized for each user • Using zip code, past purchases (amazon), interests • Passive gathering of proper context • Site (ex: amazon.com) • Customized Accessibility • Save time (remember form data, last viewed)

3. Pit Falls • Too many options (see: open source software) • Passively gather preferences / trends • “Hide” uncommon options -- USER centered • Advanced users will find them • Obtrusive - surveys or extra questions • Large Visual customization - loss of “identity” • Web-Apps: training/support issues

4. Hidden Option Example

5. How? • Cookies • User Account info (requires login, etc.) • Web stats tracking “click stream” • Requires login-- hidden cookie system could… • Purchase History (requires account) • Group Users by Characteristics (movielens.org) • Other users who bought this also bought...

6. A Few Uses • Integration into other environments • cell-phones, languages • Form-Letter: • Customized content based on user • Not just text, but items displayed, suggested etc • Preferences: “Themes”, feature control, etc. • Ratings: of things, others, OF YOU (achievements)

7. Conversation Interface • “Proven” more effective • Interface is more similar to a chat room • User can ask questions / interact (≈ sales people) • Limited usage • Exceptionally difficult to make automated • Most “good” uses are chat-rooms with real sales people or “call back” phone sales people

8. Trust • Gaining and Keeping Users’ Trust

9. Right to Privacy • There is no right to privacy in the USA • Laws exist to limit the government • Laws exist to limit certain information in certain situations -- almost non-existent • Privacy Policies are same as a Contract • People are weary to give out information that might be harmful to them • Don’t assume users know what to guard

10. Give Context • Provide a Privacy Policy • Post a Certification of Privacy (truste.org, bbbonline.org) • Given short policy hints at locations in question: • “Zip code is used to determine inventory in your area” • Security Note: Often users will break down with any silly justification-- “Credit Card # is just used to confirm your identity”

11. Fostering Trust • Ask user to opt-in or opt-out of “services” • “I wish to subscribe to the newsletter” • “Allow 3rd parties to contact me about deals” • Provide useful information • “A Confirmation email will be sent” • “Standard shipping will take 3-5 days” • Order Status, Account Information

12. US Government • 4th and 5th amendment protection is weak • Using 3rd or 4th parties, they control the rights to your information NOT YOU • There must be an expectation of control and of security in order for your rights to apply • You may be required to hand over data • You may not be allowed to disclose it happened • Foreign governments may request similar things

13. Security • Privacy Threats

14. Browsers • Fast Development (outside of MS IE) • New features = new bugs = new security threats • Javascript / DOM bugs lead to exploits • Specialized Browsers (for attacks or probing) • Cookies - program accessible file or in memory • OS security affects browser security • weakest link is browser

15. Watch for • User Logins: • saving login info, don’t store the password in the cookie! • Time-out sessions (public terminals) • Don’t EVER display the users password to them • Provide the user the OPTION of “saving the login” • Visually displaying private info on the screen ••••• • Password Hints BAD (most users don’t use properly)

16. HTTPS • EVERYTHING sent over the network is public • HTTPS encrypts client to server connection • slows server down (many e-commerce sites only use if for credit card numbers) • Client-Side javascript encryption is a JOKE • Cookies are NOT secure • Exception: server-side encrypted data stored in cookie

17. BE PARANOID • Everything is out to get your user’s information • ONLY allow the minimum possible to complete the task • Heavily Analyze the your minimized “points of entry” • Script Libraries can have unknown bugs • Specific Browser checks can be justified to block/warn users with browsers known to be insecure

18. Think of the Users • Don’t make users paranoid (that hurts you) • Don’t tell them you are correlating their behavior patterns with others to predict if they are a pedophile... • Be tactful • Don’t advertise every little detail (burry it in the privacy policy - like amazon.com) • Be informative: tell them how to verify the email you sent is not a scam-- ex: give a link + directions to pull up the information from your website.

19. Spam • By law, an opt-out option has to be provided • Don’t irritate users by defaulting to an opt-out policy • Opt-In confirmation emails (verify they wanted to opt-in and include detailed opt-out at any time directions) • Users can FORGET if they did opt-in! • Use mass mailer or BCC addresses

20. Passwords • 8+ alphanumeric long (could have symbols too) • Don’t allow password hints • Never let user see their password • Never let user change password without entering old password again • Put a delay (1-2 sec) during login • Javascript + Form to Aid in password creation / policy verification • Provide forgotten password procedure (never let them see password)

21. Alternate Passwords • Electronic Keys • no browser integration • Images • people tend to click/draw the same areas of the image • Files • People don’t like uploading files • General Rule: has to take too long for a program to attack: 8 chars = 6,095,689,385,410,816

22. Biggest Threat • Employees • Information must be secured internally • Don’t forget about former employees or consultants • Employers / Owners • Damaging information should be destroyed • Trusted 3rd party which does not show you the data • Ex: store hashed passwords