The importance of a user representative in digital development has received increased attention in the last couple of years and all respected digital agencies now have UX practitioners as parts of their teams. As good user experiences have become the norm, users have heightened expectations for the interfaces they engage with. People will not settle for a deficient app experience when they are likely to find a better alternative in no time. Luckily, by personalising software, UX practitioners have found a way to cater to users’ expectations.
What is PX?
Personal experience (PX) is the new frontier in the UX field. It focuses on the individual in UX and aims at creating a platform where the user can tailor the content to their individual needs. This gives a sense of ownership and adds value to their experience because the result is a more user-friendly, relevant and efficient experience. An example of this is the ability to decide your feed content in the app Tattoodo, where the user is able to follow others and get a feed based on their posted pictures.
Another take on PX is contextual UX, where the software is adapted to specific situations and needs. An example of contextual UX is push notifications going out at noon with suggestions on where to eat lunch in our area (based on your geolocation). With the rise of new technologies such as beacons and bots, it has become much easier to personalise experiences. However, delivering relevant data in the right place and at the right time requires substantial knowledge about the user and her touchpoints.
Touchpoints, Tracking & Transparency
To gain relevant knowledge about the user’s touchpoints, you’ll need to collect data about the user from tracking, geolocation, and interviews. By tracking their touchpoints you can be more precise in your customization of their content. This is a great example of how tracking user-specific activity is helpful in providing more relevant content for the user and not only a creepy stalking tool. If you embrace transparency and ask the user for permission to track their behavior, you can gain their trust, which is ultimately essential for the quality of their experience.
Don’t scare the user
The real headaches are related to questions about what content we should personalise and on what grounds. If the software sends too many daily notifications or is too responsive to the users’ behaviours, it can easily scare them. At the same time, the software should deliver the right content just before the user starts asking for it to make the experience as lean as possible. In the end, the best UX is the one you don’t see.
At Nodes we aim to adapt our products and services to the user’s needs as much as possible and think PX is worth investing time and resources in.
Personalise the Right Content
To provide targeted and relevant content, we need as much information about the user as possible. The technology is not yet advanced enough to adapt to the user’s needs on its own, but with help from AI and IOT technology we see personalised experiences being the future of UX. To start mastering this, you need to ask yourself the following three questions:
- Which touchpoints are most important to track?
- How can we be transparent with our users in our tracking?
- How can we provide the most valuable personal experience from the available data?
There’s a thin line between PX being genius and infuriating for the user. Just think about online targeting ads bombarding you with the same coat for weeks although you already bought another one. That’s why you should make sure to use the right parameters to measure with and use the data for the right purpose.
Anna Didriksen UX Advisor