Personalisation in UX
As we always say, user experience (UX) is a fundamental part of any digital product or service. A satisfactory user experience can increase customer loyalty and ultimately increase sales and revenue for the company.
User experience personalisation has become an important trend in the digital industry, as it allows companies to deliver a more relevant experience for each individual user.
UX personalisation is a technique of using advanced technologies, such as artificial intelligence and predictive analytics, to personalise the user experience for each individual.
This is achieved by selecting specific and relevant content for each user, based on their preferences and previous behaviours.
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What is user experience personalisation?
UX personalisation has become possible thanks to digital evolution and the growth of artificial intelligence. Artificial intelligence technologies, such as machine learning and predictive analytics, allow companies to better analyse and understand user behaviours and preferences.
The use of UX personalisation algorithms allows companies to choose the most appropriate content for users’ specific needs.
These algorithms are based on data collected on user preferences and behaviours to deliver relevant content for each user.
UX customisation
On the other hand, we can also talk about UX customisation, which can include customising the functionalities of a product or service, such as rearranging elements on the page to make it more user-friendly for a particular user.
For example, in many digital products we can choose whether we want to use light mode or dark mode.
Another example is Android and Apple phones, where you can easily change the style of icons, the appearance or frequency of push notifications and much more. This makes users feel comfortable and 100% identified with the product they are using.
What is the role of personalisation?
Personalising the user experience is essential to the success of online businesses. By personalising each user’s experience, there is a greater chance of retaining customers and even securing higher sales.
Personalisation is achieved by using information gathered about users’ previous interactions with the website or application, and then using that information to personalise the future experience.
The result of a personalised user experience is increased company revenue and more satisfied and loyal customers. Personalisation also allows companies to improve the efficiency and effectiveness of their operations, resulting in better customer service and higher overall satisfaction.
Examples of UX personalisation
There are many examples of personalisation in the user experience that can be found online and are part of our daily lives.
Some of the most common include YouTube’s recommendation section for similar videos, which are based on users’ interests.
Another example is Spotify’s personalised playlists. For example, the On Repeat playlist includes the songs you’ve listened to the most in the last 30 days, and the Repeat Rewind playlist includes songs you listened to more than a month ago for you to discover again.
In addition to these well-known examples, there are also many other websites and applications that use personalisation to enhance the user experience. For example, many e-commerce sites use personalisation to recommend similar or complementary products to those that users have previously viewed or purchased. This not only improves the user experience, but also increases the likelihood that users will make additional purchases.
In conclusion, personalising the user experience is one of the key aspects of a successful digital product. By personalising the experience for each user, companies can retain business and secure higher sales, resulting in increased revenue and more satisfied and loyal customers.
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