Support Personas: A Concept for Tailored Support of Users of Privacy-Enhancing Technologies

In many applications and websites people use in their everyday life, their privacy and data are threatened, e.g., by script tracking during browsing. Although researchers and companies have developed privacy-enhancing technologies (PETs), they are often difficult to use for lay users. In this paper, we conducted a literature review to classify users into different extit{support personas} based on their privacy competence and privacy concern. With developers of PETs in mind, support personas were envisioned to facilitate the customization of software according to the support needs of different users. In order to demonstrate the usefulness of support personas and based on workshop sessions with 15 participants, we designed a browser extension that supports users with the issue of script tracking by providing different user interfaces for different support personas. The following qualitative evaluation with 31 participants showed that the developed UI elements worked as intended for the different support personas. Therefore, we conclude the concept of support personas is useful in the development process of usable applications that enhance the privacy of the users while also educating them and thus potentially increasing their privacy literacy.