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Incorporating Customer Data Easily into Personalized Experiences

Being user centered is at the core of what we do at User Insight but what does that really mean? We help our clients remain user centered by listening to their end users, gathering thoughts and feedback in order to prioritize needs to inform decision makers and creatives as they evolve products and experiences. As end users get more savvy, their expectations continue to rise and more and more people expect or demand an ever increasing better user experience. Over the past decade, companies have continued to customize and personalize the user experience as people become more willing to share information about their lives and personal preferences for content. At User Insight, we continuously get a pulse on how much personal information people are willing to give in return for a “good, customized, user experience.” At the end of 2015, UX Magazine asked User Insight for our #1 prediction for the User Experience Industry for 2016 and we chose the surge in customization with the trade off of sharing personal information.

Kevin O’Connor sent our top UX prediction for 2016: Incorporating Customer Data Easily into Personalized Experiences.

Kevin wrote,

In the past few years, website and mobile applications have increased in their ability to tailor themselves to a specific user. After all, the more information that’s known, the more customized the experience can be. While all users crave a good experience, we see a continuum of willingness to share personal information in our research. Some people are reluctant to share the most mundane of details while others are willing to provide almost anything if it will result in an improved user experience. As one user put it during a recent user experience research project, “I want the world to know more about me if it will make my life easier.”

In 2016, the movement towards greater personalization and customization in interfaces will continue to accelerate, while putting less burden on the user to provide the necessary information to make it happen. The challenge that arises from this trend is how to design in such a way that the interface can best leverage users’ spectrum of sharing and create a usable experience, regardless of what a user is willing to share, or where they are in an experience.

Designing for users in 2016 will include more paths in the user interface to accommodate the different ways people like to consume information (i.e., a guided experience for some, a detailed research process for others). In addition, successful implementations will include more automated personalization based on user behavior (i.e., Nest or recommendations on Netflix), relying on someone’s actions rather than waiting for them to provide information. And finally, we predict that there will start to be more tailored experiences pre-login.

To read the top UX predictions for 2016, visit: http://uxmag.com/articles/the-top-ux-predictions-for-2016