personalization in mobile services
DESCRIPTION
Slides for Matias Pietilä's presentation about personalisation in mobile services in IxDA Helsinki event, hosted by Foodie.fm. March 2013.TRANSCRIPT
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
!
+358 50 5060 201 qvik.fi
@mpietila
http://köyttöliittymä.net