Provoking opinions about personalised websites
With the help of a “provotype”, a hyper-personalised prototype of a website, we explored the customers’ mindsets towards personalisation in relation to the clients context and defined design principles for personalised website experiences.
Outline
Project work at Sinnerschrader
Team for the UseLab: 2
My role: Designing the study, carrying out the study & supervising analysis
Client: confidential
Methodology
Design Research
Wizard of Oz
Impact
The derived personalisation principles are used cross-projects as guiding material when designing personalised features.
Highlights of the process
Demystifying personalisation
Personalisation is often viewed as the desired approach when designing the future websites. However, we have rarely looked at the people’s perspective of the topic: How do people feel about websites that are tailored to them? What personally tailored content is of interest to people on the client’s website?
The setup
In an interview, personal data about each participant was gathered and then, in a short break, transferred into a hyper-personalised website provotype. This provotype was shown to our participants and we discussed it with them.
Outcome
From the gathered data, we identified several mindsets and uncovered white spots in the user journey. We derived personalisation design principles and tension fields within personalisation. These are now the foundation of further design work that entails personalisation aspects for the client.