Comments on UX in the Age of Personalization

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  1. Really great article - thanks for making it easy to understand.

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  2. What I like most about this article is the discussion around design tools and design thinking for personalized experiences. The UX-specific deliverables provide great examples of useful and necessary tools. Take for example, the copy deck and its role in personalized content. A copy deck is important, because in addition to capturing the necessary content and setting standards around it, it also illustrates the amount of content necessary to support personalization experiences. In Colin’s example, we see positioning content on a homepage / landing page—and thus, shorter content. These various flavors of positioning content add up overtime. Providing a copydeck to capture positioning content that point to longer articles or product detail pages helps keep a personalization rollout successful. I also recommend capturing this content when those longer articles are developed, and ideally, having those fields in a CMS. So in addition to serving as a copy deck, this tool helps capture and illustrate the different flavors of content, which will indeed require additional time and effort (i.e., investment). Colin’s other deliverables are critical in personalization products, and his examples provide a framework and template for best-practices. I also think the user behavior to personalization tactics matrix is very useful and provides a baseline visualization for how to prioritize for personalization experiences. Overall, this is very useful content, Colin! Thank you! - Kevin

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  3. fantastic and detailed article. the Google Maps ‘for you’ feature, albeit an app based feature, is a great example of how Google use their massive data set and tailor the google maps experience to you (beyond just predictive search!). implementing even a simple version of a few of the examples in this article will go a long way to improving the engagement with your users. - Guy https://wavedigital.com.au/

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  4. This is a test.

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