Personalization & UX
1. What Is Personalization?
Section titled “1. What Is Personalization?”Personalization consists in dynamically adapting the interface, content, or features of a digital product or service based on the preferences, behaviors, or characteristics of a specific user.
It transforms a generic experience into a tailored journey.
2. Why Is It Important?
Section titled “2. Why Is It Important?”| 🔍 UX & Business Goals | 📈 Benefits |
|---|---|
| Create an engaging experience | ↗ Conversion |
| Empower the user | ↗ Retention |
| Adapt to individual expectations | ↗ Satisfaction |
| Reinforce brand identity | ↗ Positive image |
Note
65% of users are more likely to buy from a brand that recognizes them and personalizes their experience (source: Accenture, 2017)
3. Types of UX Personalization
Section titled “3. Types of UX Personalization”| 🧩 Type | 💡 Examples |
|---|---|
| Personalized content | Suggested articles or products, recommendations |
| Adapted interface | Dark/light mode, contrast settings, accessibility |
| Targeted communication | Push notifications based on preferences |
| Contextual display | Homepage varies based on location or browsing history |
4. Data Used for Personalization
Section titled “4. Data Used for Personalization”- Declared data: profile, preferences, settings
- Behavioral data: navigation, purchase history, searches
- Contextual data: device, location, time, weather
- CRM data: customer segmentation, loyalty, habits
Caution
Always inform users and obtain GDPR consent
5. Personalization Mechanisms
Section titled “5. Personalization Mechanisms”Logged-in Users
Section titled “Logged-in Users”- Information retrieved via account creation
- Example: first name, preferences, delivery mode
Browsing History
Section titled “Browsing History”- Track visits and viewed products
- Example: automatically suggest shoes viewed the day before
Personalized UX Writing
Section titled “Personalized UX Writing”- Use the user’s name, adjust tone
- Example: “Welcome back, Léa! Here are new arrivals for you.”
6. Post-Purchase Personalization
Section titled “6. Post-Purchase Personalization”- Recommendations related to previous purchases
- Order tracking and tailored post-purchase content
- Loyalty programs or personalized emails
Tip
Example: “Enjoyed this book? Here’s the sequel!“
7. Technical Solutions for Personalization
Section titled “7. Technical Solutions for Personalization”| 🛠 Tools / Methods | 💡 Function |
|---|---|
| Cookies & Local Storage | Save user preferences |
| CRM + automation (e.g. Mailchimp) | Segmentation & personalized messaging |
| A/B testing tools (e.g. Kameleoon) | Test different personalization setups |
| AI recommendations (e.g. Algolia, Segment) | Real-time suggestions |
8. Consent & Ethics
Section titled “8. Consent & Ethics”- Only collect data that is necessary
- Clearly inform the user
- Allow users to change their preferences
- Comply with GDPR: cookies, sensitive data, purpose of processing
Tip
Good personalized design doesn’t intrude — it guides.
Conclusion
Section titled “Conclusion”Personalization is not just a “bonus” — it’s a key lever for a smooth, human, and engaging user experience.
It helps:
- Create a sense of connection
- Reduce friction in the user journey
- Strengthen brand loyalty