management and display. Design/methodology/approach ‐ Taking an iterative process of design, the authors developed the interface of the "Send Data?" prototype, a browser extension designed and developed to deal with the powerful features provided by PPL, and having the purpose
of helping users to make conscious decisions on the dissemination of their personal information. The proposed interface introduces the novel features of "on the fly" privacy management, predefined levels of privacy settings, and simplified selection of anonymous credentials. The last iteration
of the prototype has been tested using a cognitive walkthrough approach. Findings ‐ Results from usability tests show that users understood and appreciate most of the features contained within the interface and they perceived their benefit for protecting their privacy online.
However, improvement is still needed in order to make the display and management of privacy policies more intuitive and seamless. Showing privacy mismatches inside a two-dimensional table was preferred by users in general. Originality/value ‐ The paper introduces the novelty
of "on the fly" privacy management, which lets users adapt and organize their own privacy preferences whilst an online transaction takes place, Also, it allows users to select credentials to identify themselves in a simpler manner.