Understanding Personalisation: New Aspects of Design and Consumption

284 Pages·2022·2.652 MB·English

by  Iryna Kuksa, Tom Fisher, Anthony Kent

UNDERSTANDING
PERSONALISATION
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UNDERSTANDING
PERSONALISATION
NEW ASPECTS OF DESIGN AND
CONSUMPTION
DR IRYNA KUKSA
NottinghamTrentUniversity,Nottingham,UnitedKingdom
PROF TOM FISHER
NottinghamTrentUniversity,Nottingham,UnitedKingdom
PROF ANTHONY KENT
NottinghamTrentUniversity,Nottingham,UnitedKingdom
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Contents
Personalisation ix
PART 1 Personalisation: expectations, challenges and reality
1. The contemporary phenomenon of personalisation 3
IrynaKuksa,MichaelSkinner,TonyKentandTomFisher
Definingpersonalisation 3
Discrepanciesinpersonalisationresearch 8
Technologyasfacilitatorofpersonalisation 9
Producer-led,consumer-ledandco-createdpersonalisation 11
Privacyissuesinpersonalisation 14
Thestructureofthebook 15
Conclusion 20
References 22
2. Personalisingconsumptionor consuming personalisation 27
TonyKent,IrynaKuksaandTomFisher
Introduction 27
Consumersandpersonalisers 29
Materialityofconsumptionandpersonalisationoftheimmaterial 31
Motivationstopersonaliseconsumption 33
Time,truthandpersonalisedconsumption 36
Conclusion 39
References 40
Furtherreading 42
3. The ethical dilemmaofpersonalisation 43
IrynaKuksa,TonyKentandTomFisher
Introduction 43
Individualism,collectivismandbusinessethics 44
‘Agoodlife’inmodernsociety 47
Ethicaltensions 49
Power,deceptionandpersonalisation 51
Responsibleconsumptionaspersonalisation 55
Personaliseddataflows:regulation,surveillanceandmisinformation 57
Conclusion 59
References 60
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vi Contents
PART 2 Digital personalisation
4. Deliveringpersonalised, digital experience 67
IrynaKuksa,MichaelSkinner,TomFisherandTonyKent
Introduction 67
Socialmediadatamanagementandtransparency 68
Digitalwellbeingandsocialmedia 73
Tothefuture:aperson-centreddesignapproachtodatamanagementinSNSs 78
Conclusion 82
References 83
Furtherreading 87
5. Predictive personalisation: are we watching or being watched? 89
IrynaKuksa,MichaelSkinner,TonyKentandTomFisher
Introduction 89
Mobilehealthewhoisincontrol? 92
Healthmotivationapps:what’sinthebox? 95
Fitbiteaministudy 99
Conclusion 105
References 106
Furtherreading 108
6. Personalisation: whatthe experts think 109
IrynaKuksa,TomFisherandTonyKent
Introduction 109
Theroleofpersonalisation 110
Differentsidesofpersonalisation 114
Impactandfutureofpersonalisation 118
Conclusion 122
Expertprofiles(inalphabeticalorder) 123
References 124
PART 3 Tailor personalisation
7. Individualisation of markets: towards personalisation 127
TonyKent,IrynaKuksaandTomFisher
Introduction 127
Personalisationinabusinesscontext 131
Towardspersonalisation:themarketingprocess 133
Routestopersonalisation 140
Conclusion 142
References 143
Contents vii
8. Consumers andproducers: whose personalisation is it? 149
TonyKent,IrynaKuksaandTomFisher
Introduction 149
Technologyandpersonalisation 150
Artificialintelligence 154
Autonomy,controlandpower 158
Privacy 159
Bias,securityandtrust 161
Conclusion 163
References 166
9. Customisationand co-creation: an evolvingcomplexity 169
TonyKent,IrynaKuksaandTomFisher
Introduction 169
Customisationandmasscustomisation 170
Co-creation 173
Co-creationandconsumerengagement 174
Complexityandnetworks 177
Ownership 178
Sharing 180
Socialcommerce 181
Towardsnewformsofpersonalisation 182
Conclusion 184
References 186
PART 4 Personalisation by material engagement
10. Personalisation and the category of the person 193
TomFisher,IrynaKuksaandTonyKent
Introduction 193
Ahistoryoftheperson 195
Personsandpseudo-persons 197
Thelegalperson 199
Thecategoryoftheperson 202
Contemporarydigitalpersonhood 204
Conclusion 207
References 208
viii Contents
11. Persons consuming 211
TomFisher,IrynaKuksaandTonyKent
Modernexperienceandmodernconsumption 211
It’sallabouttheexperience 220
Personhood,consumptionandtheecologicalapproachtocognition 224
Conclusion 225
References 226
12. Persons repairing: reficio ergo sum 229
TomFisher,IrynaKuksaandTonyKent
Introduction 229
Learningtorepair 230
Repairnetworks 232
Repairandtheperson-thingrelationship 235
Repairingpeopleandthingswithskill 238
Conclusion 242
References 243
PART 5 Back to the personalised future?
13. Lessons learned:personalising the future,personalising
ourselves 249
IrynaKuksa,TomFisherandTonyKent
Introduction 249
Perspectivesonpersonalisation 250
Lessonslearnedandlookingforward 257
Conclusion:backtopersonalisedfuture? 261
References 263
Index 265
Personalisation
Understanding Personalisation is a guide to how the most powerful technolo-
gies of our times are affecting us as designers, consumers, citizens and per-
sons. As designers, we have been given a very powerful tool which we
love to wield, but by more deeply understanding what it does for people
and what it can do to people, we will be able to apply it more responsibly.
By understanding personalisation as consumers, we will be better prepared
to embrace what is good in personalisation and resist being exploited.
The commercial power of design is to create a better experience, shape
customer behaviour and grow businessdgenerally by increasing sales.
Designaspartofthemarketeconomyhasenabledtheextraordinaryquality
oflifeweenjoyinthedevelopedworld.Workingindesignoverthelast30
years, I have witnessed the power of segmentation and personalisation to
improvethequalityofproductsandservicesanddriveprofit.Initssimplest
form, segmentation is a way to divide customers into groups who value
products and services differently. Designing different products and services
foreachgroupofcustomers,wecanoffermorevaluetoeachgroup,which
meansthatoverallcustomersarewillingtopaymore.Crudely,segmentation
isawaytofirstbetterserveandsecondextractmoremoneyfromcustomers.
Takentoitsextreme,inaworldofmasscustomisationorpersonalisation,we
can create unique designs for each customer, perhaps even tracking how
theirwantsevolveovertime.Inthisway,aproducercanmaximisethevalue
to each customer and, correspondingly, what they are willing to pay. Seg-
mentation and personalisation drive profit.
Ofcourse,therearepracticallimitationstosegmentationinthephysical
worlddassegmentsbecomesmallerandmorespecific,thecostofdifferen-
tiation begins to exceed the incremental revenue. For many brands, each
type of product is often offered in just three segments: ‘good, better and
best’. Even so, brands like Nike and Mini have gone a long way towards
providing unique solutions for customers through colour and accessories
whichcanbecombinedtocreatethousandsofvariations.Thereisalsoaddi-
tionalvaluetothecustomerinjustthefeelingthatyourpurchaseisbespoke,
or that you were involved personally in the design or creationdco-
creationdof the product you buy. Nike’s shoe customisation service:
‘Nike By You’ equates your choice of colours with your creation of your
shoe.
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