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From everyone to 1-2-1Treating your customers as individuals online
Ryan Sackett, Head of UX Design, Blonde
#signalnoise #personalisation
From everyone to 1-2-1
“Web pages are personalized based on the characteristics (interests, social category, context, ...) of an individual.
Personalization implies that the changes are based on implicit data, such as items purchased or pages viewed.”
Wikipedia
From everyone to 1-2-1
“Serving tailored content based upon a model of behaviour, needs or preferences.”
Me
From everyone to 1-2-1
Anonymous
CustomisationUsing attributes like location; search terms, device etc.
Behaviouralaka (re)targeting - using online behaviour (from on and off the site) to target them
Known
ExplicitUsing things like preferences and settings (via login). User is likely to be aware
ImplicitUsing a range of data, typically historical transaction. User is likely to be unaware
Register
Socialconnect
1.
2.Ruled-basedPersonalization
History + behavior Merge mobile &laptop history
Explicitpersonalisation
History, data andsocial datapersonalization
Ruled-basedPersonalization
5.
6.
Research Concept
Design
Build
Launch
ModelsScenarios Prototypes
FlowsWireframes
Usability testing Expert review
Analytics reviewBenchmarkingKPIs
User needsPersonasLandscapeBrand review
UX, CreativeDesign
From everyone to 1-2-1
1. Know your online and offline universe
2. Align strategic themes, objective and goals
3. Know your users (and communicate their needs)
4. Asses the clients’ digital maturity (and readiness)
5. Don’t skip the design process