There is a watershed moment approaching for personalization design. Most strategy is still driven out of marketing and IT departments, a holdover from the legacy of the inbound, “creepy” targeted ad. According to Colin Eagan, fixing that model requires the same paradigm shift we’ve used to tackle other challenges in our field. In this piece, he takes a detailed look at the UX practitioner’s emerging role in personalization design: from influencing technology selection, to data modeling, to page-level implementation. It’s now 2019, and the timing couldn’t be better.
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