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When it comes to enhancing user experience, personalization plays a pivotal role. Users these days look for more feasibility while using products and services online. And their expectations are increasing easily and quickly alongside it.
Thereby, users expect custom-made products and services. In fact, many users left using some products and services that cannot be personalized. For this reason, it’s necessitous to incorporate personalization as one of the prime parts while creating the UX design of a software product.
What is Personalization in UX Design?
It’s a procedure that allows UX designers to customize user journeys and experiences according to the choices and requirements of customers. Managing the real-time individualization of a product or service, this process intends to meet every visitor’s exclusive requirements and instruct them through a tailored conversion funnel.
It Predicts Users’ Needs
Whenever you personalize your application or website, you can predict your users’ requirements. Providing them something helpful, before they ask for those, enhances the user experience altogether.
It is Dynamic
Content is required for learning and adapting because 74% of online consumers are annoyed with websites when they don’t find the content of their interests. Dynamic personalization allows content for learning as well as adapting. Nevertheless, if you personalize UX design, you are providing helpful information depending on user behaviors, attributes, characteristics, and data analysis.
Dynamic personalization uses algorithms for making an image of possible clients, their requirements, and buying habits depending on factors like device, behavior, Geolocation, and demographics. Machine learning, a crucial part of dynamic personalization, depends on a combination of analytics, filters, and algorithms for anticipating users’ basic behavior with your brand.
Types of Apps That Highly Focus on UX Personalization
Three basic types of app that highly focus on UX personalization are:
1. ECommerce Apps
ECommerce apps like Amazon, Chewy have a huge focus on UX personalization. They identify their consumers and their buying habits, suggest them some items, and help them find products that they don’t even know they required.
2. Streaming Apps
Applications like YouTube, Hulu, Amazon Prime, and Netflix have a huge focus on user experience personalization. Whenever you log into any of these apps your whole user interface is made just around you. Another excellent way of personalization that these apps present is the capacity to pick you up where you left off the last time.
3. Social Media Apps
When it comes to personalizing the user experience, the most popular social media apps are Facebook and Instagram. These apps predict their users’ behavior so relevantly that they don’t need to research any longer for finding the content they wish to see. These apps automatically deliver personalized content to their users.
Differentiating Personalization and Customization in UX Design
Both customized and personalized UX designs target the same — a tailored experience for meeting your clients’ requirements. Nevertheless, their ways of this target achievement are not the same.
- Customization — When users are provided with some features in an interface from which they can select as per their need, it’s called Customization.
- Personalization — Personalization is when technology and data are controlled separately for tailoring a user’s experience in real-time.
Statistics around Why Personalization Matters in UX Design
Personalization is important in businesses in case it is important for your users. Hence, if the UX personalization of your mobile application or website is done appropriately, it will highly impact the success metrics of your business. Here are a few statistics around why personalization matters in user experience:
- By 2020, 51% of customers strongly believe that organizations will predict their requirements and make appropriate recommendations before contacting them.
- 63% of active users are frustrated by how brands constantly depend on the old-fashioned method of spoiling generic ad messages repeatedly.
- 80% of frequent shoppers buy only from brands that personalize their experience.
- 91% of customers will possibly buy more from brands that give appropriate recommendations and offers.
What to Consider While Creating a Perfect Personalization in UX Design?
How precisely will you design a personalized user experience that will make sure continuous success? You need to consider the points given below:
1. Know Your Target Audience
For efficient personalization, you must identify your target audience. Have a precise concept of whom you are catering to helps personalize efficiently. You should build target audience groups depending on attributes, interests, demographics, the real state of the buying procedure, and previous buying patterns.
Depending on your target audience as well as the study conducted by you, you can personalize your user experience. Knowing whom you are serving helps you do it better.
2. Personalize the Content
After identifying your target users, collecting their data, and understanding their interests and requirements, you can tailor their profile appropriately.
You can mention them by their name, suggest and showcase some content depending on their behavior and interests, etc. Make sure the forms are auto-filled with data provided by the user.
3. Decide Your Goals
Why do you want to go for personalization? Make a list of queries about your targets from personalization.
- Are you seeking to increase leads?
- Do you look at it from a business, sales, or marketing viewpoint?
- Are you planning to boost brand value?
- Do you need higher sales?
- Do you want to retain clients?
These are a few points your list might incorporate. The main point is you require deciding a target for what you are seeking to accomplish by targeting your users and determining how much effort you need to put.
4. Utilize Push Notifications
Users find push notifications very annoying, but it’s a great way to get involved with them, even if they are not using your app or website. You can use them for reminding users of your brand’s name, by giving updates regarding new inclusions in your app or website.
5. Implement Geolocation
Recognizing a user’s location is one of the most crucial factors in UX personalization. Targeting Geolocation is a great method to provide more tailored content to your targeted users.
6. Start from the Last Visited Area of the User
Some live streaming apps like Netflix use this feature. If a user cannot watch a movie or a program until the end and exits the app before time, the app can start it from the same part when previously it stopped — when the user signs back in. In fact, some eCommerce apps also display what visitors browsed through on the earlier visit.
Moreover, these apps send notifications regarding the products added previously and left in the cart by visitors. Things become easier by this for the users as they don’t need to keep track of their journey on your app or website.
How Artificial Intelligence and Machine Learning Help Offer Personalized User Experience
Machine Learning (ML), Artificial Intelligence (AI), and User Experience (UX) share a similar end goal: understand human behavior and predict what your possible users can do further. Predictive Analytics lies at the basis of all these technologies. You can utilize it for assessing user behavior, choices, and characteristics so you can serve them a tailored and unique experience.
Eventually, it will help you boost client engagement easily across all the touchpoints in the customer journey. The organizations experiencing the maximum value from their AI usage, i.e. respondents who say 20% or more of enterprise-wide EBIT was answerable to their AI use — report many strengths that make them different from other respondents.
Businesses that use Big Data, AI, IoT, and ML were considered to reveal new business insights by 2020 to take $1.2 trillion per year from their less-informed competitors.
Here are a few benefits that AI-driven personalization offers to your business:
- Lowered marketing risk
- Increased revenues and ROI
- Enhanced content appropriateness
- Scalable tailored experiences
In a Nutshell
Personalization gives convenience to your users. They anticipate these kinds of features while deciding where to invest their time and money. In case companies don’t personalize their UX design, they can lose a massive percentage of users. After all, now it’s what users expect and not an optional luxury anymore.
Proper UX personalization is the tool to make your app or website stronger. And this is where you need to contact a reliable UX design agency. In today’s dynamic digital era, success needs companies to strategize, structure, and organize their methods around their consumers.
And the only way to stay competitive and relevant is to personalize the user experience. Hence, identifying your users’ requirements and choices can help a lot in making an enriched user experience.
Author: Mehul Rajput is a CEO of MindInventory, a leading IT solutions company delivering mobile app development, web development & UI/UX design services to clients worldwide. His role involves heading the operations related to business and delivery with strategic planning and defining road-map for the future.
Everything You Need to Know About the Personalization in UX Design was originally published in Muzli – Design Inspiration on Medium, where people are continuing the conversation by highlighting and responding to this story.