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CHI-WEB  January 2001, Week 1

CHI-WEB January 2001, Week 1

Subject:

SUMMARY: Customization vs. Personalization

From:

Christy Confetti <[log in to unmask]>

Reply-To:

Christy Confetti <[log in to unmask]>

Date:

Tue, 2 Jan 2001 10:43:45 -0800

Content-Type:

TEXT/plain

Parts/Attachments:

Parts/Attachments

TEXT/plain (246 lines)

Hi all -

Printed below is the summary from the responses I received on my
November 30th request regarding personlization vs. customization.

Christy


---------------------------------------------------------------

Does anyone have a good source for definitions on customization vs.
personalization? What is your opinion on the differences?

Thanks in advance -

Christy

~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~

Christy Confetti Higgins		Sun Microsystems
Information Specialist			901 San Antonio Rd
Web Project Manager			SCA15-101
Sun Microsystems, SunLibrary		Palo Alto, CA 94303		
[log in to unmask]		

		phone: 	408-276-3316 (x33316)
		fax: 	408-276-3365 (x33365)
		http://SunLibrary.corp
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
-----------------------------------------------------------------

We had this discussion at my company a few months back. I don't know if
these definitions are truly industry-standard, but they make sense to me,
and certainly work for our products.

    Personalization is something that the end-user can do. It has to do with
setting preferences, such as colors, or what pieces of functionality appear
on the home page (in the case of a web application).

    Customization is something that the installer/configurer does to tailor
an application for a particular customer. This might have to do with which
modules or features that company bought, or specialized workflows that need
to be created specifically for that installation.

Hope this helps.

Thanks,

    James Rudoff
    Usability Engineer
    Niku Corporation

-------------------------------------------------------

I think the generally accepted definitions are that customization is what
the user gets to do (e.g. choosing which information elements might be
presented on a home page, choosing display colors, etc.).  Personalization,
on the other hand, is what the system does to tailor the user experience to
the individual.  For example, Amazon says "Welcome back, [Name], and
immediately presents things to buy that are based on what you have
previously purchased - not what the user specifies, but what is nonetheless
tailored to individuals.

Having said that, I see both terms used interchangeably much of the time,
which blurs the distinction; while the back-end considerations are similar
for both, the user experience implications are really quite different.
IMHO, personalization - when done well - is much more powerful for aiding
the user experience than customization, although that really also depends on
the context.

best,
Colin Furness

----------------------------------------------------------


I've used the definition that Jakob Nielson gave in an Oct 1998 column on
personalization (http://www.useit.com/alertbox/981004.html).   His
definition/distinction:

Customization is under direct user control: the user explicitly selects
between certain options (a "portal" site with headlines from the New York
Times or from the Wall St. Journal; enter ticker symbols for the stocks you
want to track)

Personalization is driven by the computer which tries to serve up
individualized pages to the user based on some form of model of that user's
needs.

Regards,
Andy
[log in to unmask]

----------------------------------------------------------

Christy,

The ASIS listserv SIGIA-L had a lengthy discussion on this around
September. Primarily in regard to portals. You should be able to read the
posts at its archives. (http://www.listquest.com/goto/sigia) Here's the
link from my search
http://www.listquest.com/lq/search.cgi?ln=sigia&mid=&sp=&q=customization+and+per
sonalization&b=1&s=1&o=0

- Tanya
___________________________________
Tanya Rabourn <[log in to unmask]>
[User Services Consultant]
AcIS R & D <www.columbia.edu/acis/rad>
tel: 212.854.0295
----------------------------------------------------------


The attached document (assuming it transfers correctly) contains some quick
notes I put together on this distinction in a discussion I had with a
business analyst at my workplace. None of it is my wording but it supports
my opinion on the differences.

Regards,
-Michael Sichmeller
Information Architect -- Consultant
Javelin Solutions
----------------------------------------------------------

I'm here at Sun and have had a few discussions about this with others in our 
group.  My homegrown definitions:

Customization:
The ability for a user for select what is displayed and how it is displayed.  
Example:  My Yahoo allows users to say, " I want to see stock quotes and news 
but I don't want to see horoscopes.  And I want stock quotes to be displaed at 
the top of the left column."

Personalization:
The display of information specific to a certain user.  
Examples: 
  1. Displaying a set of stock quotes that the user has defined.
  2. Displaying the status of that customers current purchase orders.
  
I guess the main difference is that customization is at a generic "feature" 
level whereas personalization is at the data level.

Let me know if this makes sense.  This is the first time I've attempted to 
actually write these out.

Matt
   Matt Zellmer 
   Customer Experience Project Manager         
   
   Sun Microsystems                  
   Global eServices Engineering

   303-272-5206   X75206
   [log in to unmask]   
----------------------------------------------------------

My take:  Well, regardless of which is which:  one is allowing the client to
modify, and the other involves modifications being provided to the client,
or customer, or end user, or whoever/whatever you want to call the intended
recipient of the modifications.   As I see it, professionals refering to
customization equating to the client handling his own customizations is in
the lead by half of a car length... 

Best,
Robbie Lemos
UI engineer, IA, Front End Tech.
Scient, SF.
----------------------------------------------------------
I would say, Customization means that the user "customizes" a website, i.e. 
specifies personal settings that make the website look the want he wants it to 
look. Personalization is, if the website is trying to do the same thing without 
explicitly asking the user.

Of course, customization will lead to better results, as I doubt that there are 
mechanisms that enable a machine to think of what I want to see better than I 
can. This is less an IT problem than a conceptual challenge. On the other hand, 
if the user simply refuses to change his settings and instead just uses the 
default settings forever, personalization might be better than nothing.

Good luck with your "report"! Looking forward to read it...

Peter

  + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + +
  Peter Hogenkamp   Zeix AG                    phone +41  1 247 78 78
                    Stauffacherstrasse 96        fax +41  1 247 78 88
                    Postfach 2522            [log in to unmask]
                    CH-8026 Zürich                       www.zeix.net
  + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + +
----------------------------------------------------------

My understanding of the difference is this:

Customization: allows the user to set their own terms for their experience
on a site, including layout, colors, content, etc. (Example - my Yahoo)

Personalization: delivers targeted messages based on user's browsing
habits/interests/other criteria (Example: Amazon's "You might be interested
in..."


At least that's the way I see it - I'll be interested to see other's
feedback!


    ~~~~~~~~~~~~~~~~~~~~~~~~			
          Adam Doerr			
     [log in to unmask]   
        (319) 861-5149

     Stamats Communications	
     615 Fifth St. SE
     Cedar Rapids, IA 52401
    ~~~~~~~~~~~~~~~~~~~~~~~~
----------------------------------------------------------

Customization: Content that target user can edit. (controlled by user)

Personalization : Content that is filtered for target user. (controlled by
content provider)

User may or may not customize personalized content!

Rajiv Ramarajan
Information Architect
----------------------------------------------------------

In my mind...

"Customization" is when the user is able to modify the site to their own
liking. For example, adding/removing sections from a MyYahoo page.

"Personalization" is when the site modifies itself based on what is
knows about me. For example, Amazon's ability to provide teasers for
specific books based on books I've purchased from them in the past.

Mike
[log in to unmask]
----------------------------------------------------------

------------- End Forwarded Message -------------

   ---------------------------------------------------------
   About CHI-WEB: http://www.acm.org/sigchi/web/chi-web.html
   ---------------------------------------------------------

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April 1997, Week 3
April 1997, Week 2
April 1997, Week 1
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February 1997, Week 4
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January 1997, Week 5

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