We think about personalization at four levels:
Customization – the explicit statement of preferences, for example:
- I like my data in tables as well as charts
- I have deuteranomaly colour vision deficiency
- I have cerebral palsy.
Crowd – learning from collective behaviors, for example:
- People who ask that question prefer this presentation …
- People who do that expect to see advanced tools.
Segmentation – identifying similarities between individuals, for example:
- People like you prefer simple language summaries without charts
- People like you relish comparative / benchmarking information
- People like you love to run regression analyses.
Unique – implicit, interpreting the individual’s proclivities uniquely:
- Setting up a pension HI based on an existing banking HI
- Turning signposting off after three sessions, ‘as normal’
- Offering up an end-of-month fitness report, ‘as usual’.