Showing posts with label Personalization. Show all posts
Showing posts with label Personalization. Show all posts

April 4, 2015

2 Heads And A House

My daughter took this photo on a trip to Spain. 

In America, in front of the McMansions, it is not atypical to see interesting statues (perhaps of lions or fantasy guard creatures), ancient fountains, and even modern art.

I thought this European house was unique with some busts of a man and woman on each side of the gate to the front door. 

Wonder whether these are actually supposed to look the owners or are just randomly funny.

Also, the color match the orange house and yellow entranceway sort of perfectly.

Either way, it makes you take a 2nd and 3rd look.

Why is the man bust smiling and the woman bust looking so miserable here (or is that just representative of what most "traditional" marriages are about)?

Wouldn't it be sort of funny if every home had busts or large photos or other representation prominently and widely displayed of the family inside. 

No more mystery of who lives there and more warmth and personalization. 

When you sell/buy property, you just have to take all of yourselves with you. ;-)

(Note: no idol worship please.)

(Source Photo: Rebecca Blumenthal)
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March 17, 2014

Time To Spread The Magic

So I'm not the biggest fan of Disney theme parks -- maybe that is not a popular thing to write.

But to me, the rides alternate between fake or nauseating (when they're not broken down), the characters are outdated, the parks are hot, overcrowded, and the lines and wait times are long, and the ticket prices are sort of crazy for what you're getting (not). 

Let's see, a day at Disney or day at the beach--uh, I'll take the beach any day!

But Disney is doing something magical these days. 

Bloomberg Businessweek reports how Disney's new MagicBands are using technology to make the theme park experience more convenient, even if not more fun. 

The MagicBands are like an all-in-one electronic link between you and Disney:

- No need for an admission ticket, because the MagicBand does that.

- Reserve your favorite rides, use your wrist band. 

- Hotel room keys, that's right the band unlocks your door.

- Shopping at Disney kingdom, the band functions as your debit/credit card. 

- Being greeted by name or wished a happy birthday, the bands make your experience more personal.

What's more Disney uses the bands for "big data" analytics--for capturing your likes and preferences for rides, restaurants, food, and souvenirs--and this adds up to customer service enhancements like restocking shelves, opening up reservations, expedited queues, and even targeted mail and text messaging/advertising. 

The bands have radio frequency identification tag/chips (RFID) as well as GPS sensors, so Disney knows who you are, where you are, and even much of what you're doing. 

Spooky from a privacy standpoint--sure, you are really sitting there exposed in just about every way. 

But this technology has arrived, not just at Disney, but via embedded RFID in your smartphones or your body someday soon. 

The synthesis of man and machine...the mystery is gone in the magic kingdom, but maybe the service gets better. ;-)

(Source Photo: Andy Blumenthal)
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January 11, 2009

Choice Architecture and Enterprise Architecture

In a free society like America, we are generally all strong believers in our rights and freedoms—like those often cited from the Bill of Rights-- speech, press, religion, assembly, bearing arms, due process and so forth. More broadly, we cherish our right and freedom to choose.

According to an recent article in Harvard Business Review, December 2008, one way that enterprises can better architect their products and services is by “choice architecture.”

Choice Architecture is “design of environments to order to influence decisions.” By “covertly or overly guiding your choices,” enterprises “benefit both company and consumer by simplifying decision making, enhancing customer satisfaction, reducing risk, and driving profitable purchases.”

For example, companies set “defaults” for products and services that are “the basic form customers receive unless they take action to change it.”

“At a basic level, defaults can serve as manufacturer recommendations, and more often than not we’re happy with what we get by accepting them. [For example,] when we race through those software installation screens and click ‘next’ to accept the defaults, we’re acknowledging that the manufacturer knows what’s best for us.”

Of course, defaults can be nefarious as well. They have caused many of us to purchase unwanted extended warranties or to inadvertently subscribe to mailing lists.”

Given the power of defaults to influence decisions and behaviors both positively and negatively, organizations must consider ethics and strategy in equal measure in designing them.”

Here are some interesting defaults and how they affect decision making:

Mass defaults—“apply to all customers…without taking customers; individual preferences into account.” This architecture can result in suboptimal offerings and therefore some unhappy customers.

Some mass defaults have hidden options—“the default is presented as a customer’s only choice, although hard-to-find alternatives exist.” For example, computer industry vendors, such as Microsoft, often use hidden options to keep the base product simple, while at the same time having robust functionality available for power users.

Personalized defaults—“reflect individual differences and can be tailored to better meet customers’ needs.” For example, information about an individual’s demography or geography may be taken into account for product/service offerings.

One type of personalized default is adaptive defaults—which “are dynamic: they update themselves based on current (often real-time) decisions that a customer has made.” This is often used in online retailing, where customers make a series of choices.

There are other defaults types such as benign, forced, random, persistent, and smart: each limiting or granting greater amounts of choice to decision makers.

When we get defaults right (whether we are designing software, business processes, other end-user products, or supplying services), we can help companies and customers to make better, faster, and cheaper decisions, because there is “intelligent” design to guide the decision process. In essence, we are simplifying the decision making process for people, so they can generally get what they want in a logical, sequenced, well-presented way.

Of course, the flip side is that when choice architecture is done poorly, we unnecessarily limit options, drive people to poor decisions, and people are dissatisfied and will seek alternative suppliers and options in the future.

Certainly, we all love to choose what we want, how we want, when we want and so on. But like all of us have probably experienced at one time or another: when you have too many choices, unconstrained, not guided, not intelligently presented, then consumers/decision makers can be left dazed and confused. That is why we can benefit from choice architecture (when done well) to help make decision making simple, smarter, faster, and generally more user-centric.


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June 8, 2008

Cognitive Styles and Enterprise Architecture

We are all familiar with personalizing websites like Yahoo.com to make them more appealing, functional, and easy to navigate.

Now, according to MIT Technology Review, 9 June 2008, websites are being personalized not by the person, but rather by systems “that detect a user’s cognitive style” and changes the website accordingly

What is cognitive style?

Cognitive style is how a person thinks. Some people are more simplistic, others more detail-oriented, some like charts and graphs, and some like to be able to see and get to peer advice.

Why is cognitive style important?

Well, if we can figure out a person’s way of thinking and what appeals to them, then we can tailor websites to them and make them more useful, useable, and more effective at selling to them.

“Initial studies show that morphing a website to suit different types of visitors could increase the site’s sales by about 20 percent.”

So what’s new about this, haven’t sites like Amazon been tailoring their offering to users for quite some time?

Amazon and other sites “offer personalized features…drawing from user profiles, stored cookies, or long questionnaires.” The new method is based instead on system adaptation “within the first few clicks on the website by analyzing each user’s patterns of clicks.”

With cognitive style adaptation, “suddenly, you’re finding the website is easy to navigate, more comfortable, and it gives you the information you need.” Yet, the user may not even realize the website has been personalized to him.

“In addition to guessing each user’s cognitive style by analyzing that person’s pattern of clicks, the system would track data over time to see which versions of the website work most effectively for which cognitive style.” So there is learning going on by the system and the system gets better at matching sites to user types over time!

If we overlay the psychological dimension such as personality types and cognitive styles to web design and web adaptation, then we can individuate and improve websites for the end-user and for the site owner who is trying to get information or services out there.

Using cognitive styles to enhance website effectiveness is right in line with User-centric Enterprise Architecture that seeks to provide useful and usable EA products and services. Moreover, EA must learn to appreciate and recognize different cognitive styles of its users, and adapt its information presentation accordingly. This is done, for example, in providing three levels of EA detail for different types of end-users, such as profiles for executives, models for mid-level managers, and inventories for analysts. This concept could be further developed to actually modify EA products for the specific end-user cognitive styles. While this could be considerable work and must be balanced against the expected return, it really comes down to tailoring your product to your audience and that is nothing new.


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May 5, 2008

Personalization and Enterprise Architecture

Everyone likes to have things personalized for them. Personalization appeals to our desire to be unique and distinct—special in our own ways.

Online, we have the ability to personalize our portals, like Yahoo, so that we get the information (content) that we are interested in and the look and feel for the layout (format) and navigation that we are comfortable with.

We also like to get personalized recommendations (advice and offers) for things we might be interested in, assuming that the suggestions are pretty darn solid and hit the mark.

MIT Technology Review, May/June 2008, reports that “people do buy more when you help them find what they need”

Generally, while advertising often gets bothersome and we tune it out, people do like “that internet companies have dedicated such ingenuity, memory, and processing power to offering me good suggestions.”

Hence, the ever growing amount of:

  • “Customers who bought this item also bought…” (Amazon)
  • “Just for you” (Apple iTunes)
  • Pop-ups
  • Context-sensitive advertisements

On Amazon, for example, “reviews, recommendations, and rankings become an essential part of browsing and shopping.”

And the larger the number of users that the recommendation engines can infer from (the “network effect”), the better the personalized suggestions become.

Where’s all this personalization going?

“Perhaps Google’s Gmail will tell you—to whom you should forward that urgent email to, or remind you to keep in touch with a friend you’ve inadvertently ignored…[or] imagine Facebook suggesting what information should be shared with whom—or who should be sharing more with you.”

Those companies and organizations that can architect personalization and recommendations right for their consumers and end users stand to profit hugely. For example, “Netflix is offering a million dollars to anyone who can improve the efficacy of its (exceptionally successful) recommendation engine. That’s a small price to pay for a company who future depends on its ability to compete with Blockbuster and the digital video companies of the future.”

Time is money, and both are scarce and valuable. Enterprises that are able to develop personalized recommendations that speed up the shopping experience and help us get better value for our dollars—and at the same time aren’t “in your face” and annoying--will have an architecture that will pay off in terms of strategic competitive advantage.

The target enterprise architecture here is increased sales and profitability (performance); focused sales and marketing (business); greater personalization and useful recommendations (information); systems processing automated suggestion algorithms (services and technology), all done securely and with privacy assured (security).


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