The work presented in this paper introduces the concept of
On-line Interactive (OI) privacy feature
which is defined as any on-line interactive tool, component or user-interface that creates privacy awareness and supports users in understanding their on-line privacy risks. These features have been developed as an
interactive social translucence map
that discloses the flow of personal information, a
for a direct chat about users’ privacy concerns and a
presenting users’ privacy concerns using their language in an interactive FAQ format. The paper presents an evaluation of a prototype of this set of embedded OI privacy features. The field study presented evaluates the prototype’s usability and its effect on users’ privacy awareness, understanding and attitude. 100 participants took part in the study and were drawn from groups of
users. Both quantitative and qualitative data collection methods were used. Findings suggest that OI privacy features increase users’ privacy awareness and encourage users to find out more about the uses of their personal data. However, users’ ICT skills and Internet experience significantly influence whether a feature is favoured or otherwise. In general, it is concluded that privacy features are very much welcomed and necessary to empower users to manage their privacy concerns but some groups need to be further supported by social and institutional privacy management processes.