Per the norm – the following thoughts are just those – thoughts. I don’t claim the following to have perfect rationale or even be well-written.
INTRO – NOW IT’S PERSONAL
The new (or maybe not so new) hot phrase in design – especially for consumer design is providing a “personal experience.” Lots and lots and LOTS of data is collected and used to provide a unique experience for consumers. The goal is to provide relevant information and options when someone encounters a website or application. But it also has crept into customer service on the phone, ordering food in a restaurant, or checking out at the local store. Employees at McDonald’s ask for your name so they can directly thank you later, and cashiers at KMart are required to ask for email addresses, zip codes, and phone numbers so you can be targeted for personalized messaging.
And sure, using all this information surely will make it possible to deliver service and experiences that are tailored to the individual.
PERSONAL VS. PERSONABLE
There is a lot of market and consumer research that quotes consumers as saying that they want “more personal experiences”. But I believe this is misinterpreted. I believe that what people truly crave isn’t a website, customer service system, or checkout process that knows who they are and responds accordingly. I think what people really mean when they say they want personal experiences is that they want to be treated like a person – with respect for their time, their culture, their opinions, and their beliefs. They want their consumer experiences to be “personable” – not personal.
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