TECPDS (Texas Workforce Registry and Texas
Trainer Registry) website
UX Researcher
2 Months
The Challenge
The TECPDS initiative's backers need demographic data from users of the TECPDS site to decide on future funding. However, many user accounts lack this info, which makes it hard to know who's using the site and how to improve services.
My Task
I was brought on to determine the method users would prefer utilize to update their demographic data on the platform.
The Real Issue
Simply offering users their mechanism of choice to update their demographic data doesn't ensure this will impact their behavior and persuade them to actually update their information.
My aim was twofold: firstly, to discern users' attitudes towards sharing demographic data with companies; secondly, to uncover any barriers preventing them from doing so and to propose solutions to address these obstacles.
By understanding the underlying reasons behind users' reluctance to share demographic information, strategies could be developed to mind their concerns and ultimately influence their behavior.
I designed a survey to uncover ways to encourage users to complete demographic data.
I typically complete the questions as accurately as possible regardless of the situation
I feel it’s not anybody’s business, so I don't fill it out if it is not required
I often select the response “prefer not to answer”
I fill out my demographics if and only when I know what the data is being used for
I quickly click answers to respond and my responses may or may not be accurate
46%
7%
8%
34%
5%
"I typically complete the questions as accurately as possible regardless of the situation"
Participants who selected the above response sited the values of caring about the truth, being a rule follower, and wanting to support research as reasons to complete demographic questions when asked.
"I feel it’s not anybody’s business, so I don't fill it out if it is not required"
"I often select the response “prefer not to answer”"
"I fill out my demographics if and only when I know what the data is being used for "
Participants who selected the above responses chose to guard their information for a few different reasons. The most commonly sited were that they needed a why, were worried about scams or spam, general privacy was a concern, thought that by asking it was discrimination, or took the philosophical approach in that demographics should not matter.
"I quickly click answers to respond and my responses may or may not be accurate"
Although only 5% of participants selected this response, the trend in the corresponding reason was that as an organization, demographics were requested too frequently leading to fatigue resulting in inaccurate responses being recorded.
If the request is from an organization I trust
If there is a clear privacy policy stating how the data will be handled
If I am told what the information will be used for
I won't fill it out unless I am forced to do so before continuing on the site
If I could fill in my own answers instead of having to choose from pre-selected options that don't always apply to me
30%
25%
28%
10%
7%
"If the request is from an organization I trust"
If there is a clear privacy policy stating how the data will be handled"
If I am told what the information will be used for"
Users chose the top three options, as indicated above, as factors that would encourage them to complete demographic data. Implementing a single strategy would not suffice. To engage over 80% of the user base, the TECPDS site must establish a robust privacy policy regarding data and clarify the organization's need for this information.
By addressing these two aspects, trust in the organization would be strengthened, aligning with the initial response of "if the request is from an organization I trust."
The reasons cited for these responses included concerns about privacy, data exposure, and spam. Once again, the importance of providing a clear reason and transparency emerged.
"I won't fill it out unless I am forced to do so before continuing on the site"
Participants selecting this response indicate that despite our efforts to encourage the sharing of demographic data, some users may still feel uneasy. They may lack trust in our privacy policy, disagree with our intended use of the data, or simply distrust us. Therefore, we should anticipate that there will always be a portion of users unwilling to share their demographic details.
"If I could fill in my own answers instead of having to choose from pre-selected options that don't always apply to me"
While only 7% of participants chose this response, addressing it is a straightforward solution that could encourage this 7% to complete their
demographic information. Ensuring that the options provided are inclusive can help encourage participants to provide accurate information. For instance, avoiding options like "Anglo-Saxon" or "African American" would be more inclusive, as many individuals who identify as "white" or "black" may not fit neatly into these categories.
If it was used to make sure all people had equal opportunities regardless of race, gender, age, etc.
If I knew it was being used to identify gaps in the workforce
If it helped the local workforce boards to focus training
If it helped give marginalized communities new opportunities
None of the above
56%
41%
42%
35%
13%
Participants were presented with the actual reasons why TECPDS requests demographic information. These options, however, are not currently communicated to users. They encompass various objectives, including ensuring equal opportunities irrespective of race, gender, or age, identifying workforce gaps, directing training for local workforce boards, and creating new opportunities for marginalized communities.
While no single reason received an overwhelming majority of votes, one did surpass 50%. Users had the flexibility to select multiple responses that resonated with them.
Despite this flexibility, none of the current options proved especially compelling. The most popular choice, focused on ensuring equal opportunities, received only slightly over 50% of the votes.
Nevertheless, it remains crucial for TECPDS to communicate all these reasons to encourage data sharing. Even if users do not strongly identify with any single reason, offering multiple rationales enhances the likelihood of broad participation.
Furthermore, 13% of participants indicated "none of the above." This suggests that some individuals may remain hesitant or unwilling to share their demographic data. However, this represents a small portion of the population, emphasizing the importance for TECPDS to promote all reasons to maximize participation.
What happened to the original task I was given?
My Task
I gave participants 4 methods of choice for inputting their demographic data.
Email with Link
Pop-up
Direct reply to email
Notification on dashboard
72%
19%
14%
8%
My Recommendations
Employ email as the primary method for requesting updates to demographic data. In tandem with this, utilize pop-up reminders, as email messages may not always be read. Combining both email and pop-ups ensures maximum participation.
Adjust site settings to avoid repetitive requests for demographic information if it's already been provided and stored.
Clearly communicate the purpose of data collection to users and update them on any changes resulting from previous data submissions. Our users want and deserve the why.
Develop and distribute a robust privacy policy to build trust among users, recognizing that trust is a highly valued attribute.
Provide inclusive options for demographic selection, such as allowing users to choose two or more races