Customization vs Personalization in the User Experience

Customization vs. Personalization in the User Experience
Customization vs. Personalization in the User Experience

Both customization and personalization tailor content and features to specific characteristics of users, so that different visitors see different things on the “same” page. Is there a difference between them? Yes. Which one is better? It depends on your goals and implementation.

Definitions

Personalization is done by the system being used . Developers set up the system to identify users and deliver to them the content, experience, or functionality that matches their role. Personalization can be done down at the individual level (e.g., Amazon.com’s suggestions based on past browsing and purchase history), or at group or audience level (e.g., an intranet displaying information specific to those in a certain location...






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