Personalization vs. Customization - Comparative Study
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The document discusses personalization versus customization in user experiences. It provides an overview of personalization, explaining that personalization uses implicit user preferences and actions to tailor content, while customization allows users to explicitly specify their preferences. The document also presents case studies of customization features on My Yahoo! that allow users to customize their homepage layout and content, and personalization features on Amazon and Gmail that aim to anticipate user needs based on purchase and browsing histories.
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Overview
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- 5. Personalization vs Customization Customization Personalization You explicitly specify what you want. It gives explicit user control ( you are what you say you are ) E.g. choosing which information elements might be presented on a home page, choosing display colors, etc. Customization is at a generic "feature" level , where you see/hide etc what you want My Yahoo is an example of customization where you tell the site what you want Personalization uses implicit interests and learns what you like from your actions ( you are what you click on and what you buy ) E.g. getting the information related to one’s preferences and regular activities Personalization is at the data/ content served level Amazon.com is an example of personalization where the latter learns your interests and adapts to your needs
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- 11. Customization features in My Yahoo! Choice of colors / layout and other settings pertaining to UI Choice of colors / layout and other settings pertaining to UI Prioritizing services by specifying their placement on screen
- 12. Customization features in My Yahoo! Allowing users to add non-Yahoo! sections – providing access to all frequently used services / sites from one point
- 14. Personalization features in Amazon Recording customer preferences by asking her to rate/tag products ( 2 way communication) Recording customer preferences by asking her to rate/tag products ( 2 way communication) Recording customer preferences by asking her to rate/tag products ( 2 way communication)
- 15. Personalization features in Amazon Advertisements related to what’s on wishlists Advertisements related to what’s on cart
- 16. Personalization features in Amazon Name Name Recommendations based on preferences of people with similar profile Recommendations based on preferences of people with similar profile Recommendations based on browsing history
- 17. Personalization features in Amazon Recently Viewed Items
- 19. Personalization features in GMail Informing users about sites they may be interested into based on their email communication