Personalization in mobile services
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Transcript of Personalization in mobile services
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Personalisation in mobile servicesMatias Pietilä, Head of User Experience @mpietila
IxDA Helsinki @ Foodie, 3/25/2013
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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:
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CustomisationChanching how it looks
& feels
PersonalisationChanching how it works
Functional
Contents
Emotional
&Manual Automatic
AdaptationHow form, content, and
features change automatically
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Add a setting
When you don’t knowwhat to do
Try to adapt
Get rid off it?
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Functional adaptationstill too hard to handle?
It looks like I’m being used as an example again.
OK
Cancel
Functional
Adaptation
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http://www.liamdelahunty.com/blog/media/theglasswall.pdf
BBCi, Project Glass Wall, 2002
“Digital Patina”Functional
Adaptation
Content
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early emotional successLogo customisation
ContentEmotional
Customization
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Funct. customisationsurprisingly rare on mobile
Functional
Customization
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Linkedin brings controlfunctional customization included, too
Adaptive(?) Customizable
Functional
Adaptation
Content
Customization
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Content
Personalization
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Content customizationmuch more popular
Adaptation
Content
Customization
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Pay by facelet’s all be VIPs
Functional
Adaptation
Content
Customization
Emotional
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Content
Customization
Functional
EmotionalFriend networkas a shortcut to personalized content
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Friends everywherecontent and emotion
Content
Customization
Functional
Emotional
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Content
Customization
Functional
EmotionalFacebook HomeTaking it too far?
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Customization
EmotionalSailfish ambienceemotional customization
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Haze weather appunlockable reward themes Content
Customization
Functional
Emotional
Adaptation
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unlock themes by installing other appsClear to-do app
Customization
ContentEmotional
Adaptation
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rich 3D card feels exclusiveQvik Card
Personalization
ContentEmotional
Adaptation
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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
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Thanks for your interest
Matias Pietilä Head of User Experience
!
+358 50 5060 201 qvik.fi
@mpietila
http://köyttöliittymä.net