Content Personalization vs Experience Personalization

Most of the personalization offered to application users, are currently limited to content personalization. The analytics data which are captured from the mobile and web apps, are used for identifying user’s behavior, application performance, and to change the content which is to be displayed to the user. With application monitoring and usage pattern tracking, relevant information for personalization is captured. For example, when you browse for a product, based on your browsing pattern, similar products and complementary products are displayed. This is basic content personalization, where the user experience or screen look-n-feel does not keep changing with use.

To bring in persona-based experience personalization, an option is to selectively hide and display User experience elements, based on a predefined set of attributes that identify different persona. For example, when a field manager logs in to the app, the User experience elements relevant to manager are shown and when the field worker logs in what is relevant to that persona is shown. Selective hide and display would require planning the screen/workflow and loading a lot more UI elements than what is required. On one side this hide-display based on persona gives the flexibility to plan the screens and workflows, but on the downside, it makes the screens heavy.

Content personalization and selective hide-display based experience personalization is offered by most of the leading experience platforms and content management solutions. AI and analytics solutions are actively engaged on identifying appropriate content for content personalization and persona-based hide-display for experience personalization.

More flexibility in experience personalization is possible in app development with angular, react, kotlin and other frameworks, for both web app, native app, and cross platform app development. This is achieved with dynamic component loading, with experience to be defined on the fly. The technique uses computational design techniques in user experience design, popularly called computational experience. The analytics data which is collected, is processed, and used for changing the application flow and user experience elements to loaded, based on the user behavior and preferences. Computational Experience used in application is expected to make true hyper personalization possible with unique experience to each user, that is interacting with the app.

Author Details

Jithesh Sathyan

Jithesh Sathyan is a Principal Technology Architect at Infosys. He is the sole inventor of first granted US patent of Infosys. He is inventor of several granted and filed patents. He has more than thirty research publications in popular journals, standardizing and external forums. He has also authored several books. Jithesh has rich experience leading Digital technology track (from strategy to steady state), for several digital transformation initiatives in multiple domains, for clients across the globe. He leads Cloud and Emerging Technologies track in Digital Technology Council and is the Chairperson of TechCohere (Tech focus Group) in Infosys Thiruvananthapuram DC.

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