Personalisation in mobile servicesMatias Pietilä, Head of User Experience @mpietila

IxDA Helsinki @ Foodie, 3/25/2013

Personalisationdifferent levels

CustomisationChanging how it looks &

feels

PersonalisationChanging how it works

HackingHow it’s used in

unexpected ways

AdaptationHow form, content, and

features change automatically

Based on:

CustomisationChanching how it looks

& feels

PersonalisationChanching how it works

Functional

Contents

Emotional

&Manual Automatic

AdaptationHow form, content, and

features change automatically

Add a setting

When you don’t knowwhat to do

Try to adapt

Get rid off it?

Functional adaptationstill too hard to handle?

It looks like I’m being used as an example again.

OK

Cancel

Functional

Adaptation

http://www.liamdelahunty.com/blog/media/theglasswall.pdf

BBCi, Project Glass Wall, 2002

“Digital Patina”Functional

Adaptation

Content

early emotional successLogo customisation

ContentEmotional

Customization

Funct. customisationsurprisingly rare on mobile

Functional

Customization

Linkedin brings controlfunctional customization included, too

Adaptive(?) Customizable

Functional

Adaptation

Content

Customization

Content

Personalization

Content customizationmuch more popular

Adaptation

Content

Customization

Pay by facelet’s all be VIPs

Functional

Adaptation

Content

Customization

Emotional

Content

Customization

Functional

EmotionalFriend networkas a shortcut to personalized content

Friends everywherecontent and emotion

Content

Customization

Functional

Emotional

Content

Customization

Functional

EmotionalFacebook HomeTaking it too far?

Customization

EmotionalSailfish ambienceemotional customization

Haze weather appunlockable reward themes Content

Customization

Functional

Emotional

Adaptation

unlock themes by installing other appsClear to-do app

Customization

ContentEmotional

Adaptation

rich 3D card feels exclusiveQvik Card

Personalization

ContentEmotional

Adaptation

Conclusionwhat did we learn?‣ Functional adaptation is hard but hopefully returns soon

‣ Personalised content seems to be the main area of personalisation but other areas should not be neglected either

‣ Design explicitly for personalisation

‣ Even if it does not directly improve usability of the app, there might be experience gains available

Thanks for your interest

Matias Pietilä Head of User Experience

!

matias.pietila@qvik.fi

+358 50 5060 201 qvik.fi

@mpietila

http://köyttöliittymä.net