Author
Colin Eagan
Colin Eagan is an experience designer in Washington, DC, where he works to create content strategies and other useful digital things for Fortune 500 companies, nonprofits, and government clients. He’s a frequent contributor to UX blogs and conferences, including UXPA, IAC, Ad Age, and the UX Booth. He credits any career success thus far to his decision to not go to law school.
Also from this author
Looking to tailor your product to individual users’ needs? In this article, Colin Eagan and Jeffrey MacIntyre walk you through their approach to aligning different stakeholders toward the common goal of personalized user experiences.
Implement personalized digital experiences that are intentional, ethical, and technologically sound.
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.
Experience management systems are making it easier than ever to customize content for your visitors—but are you using your newfound personalizing powers for good (or for creepy)? Colin Eagan shows that personalization can be done, thoughtfully, using the same tools you would apply to any content strategy conundrum: by asking why, being deliberate, and putting users first.
