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Why App Personalisation is the Key to Enhancing User Experience?

Updated on August 29, 2016

Don’t you love it when your favorite music streamer adapts itself to suggest songs to you based on the kind of music you usually listen to? Or how Netflix just knows what sort of movies you like to watch? There’s no effort required on your part.

This is personalisation. An experience that is tailor-made exclusively for you. Giving the users content that is personalised to their needs, interests, location etc. is the key to creating a great in-app experience.


App Personalisation – A Trend On the Rise

While personalisation on web interfaces has been in practice for a long time, spearheaded by the e-commerce industry, this practice has only become popular on mobile devices in 2016. Many leading retail apps personalise the user experience by offering their customers special offers based on their purchase history, recent searches and such relevant sources. This sort of personalisation not only helps engage better with the customers but increases brand loyalty as well.


This trend has spread like wildfire and has been quickly adapted by all major e-commerce companies. The reason behind this is that personalisation goes beyond just affecting how things look to users; it also affects the way things feel to users. Users expect tailored content to be delivered to them without making any effort on their part.

This goes a long way in creating a user experience that is both smooth and pleasant.

Mobile Personalisation Hold-ups

Digital marketers often struggle with personalising their marketing efforts at a large scale. The struggle with scaled personalisation is real and usually happens because of the following reasons:

• Poor or incomplete customer data
• Difficulty in turning data into action
• Difficulty in identifying customers across different devices
• Isolation of data by different vendors

It is important to maintain a smooth and effective mobile user experience without compromising the privacy of the users. While developers and app designers may experience certain obstacles in the course of creating personalised mobile experiences, there exist easy-to-use instant app makers, loaded with features that make creating a personalised experience seem like a piece of cake.

Methods of Personalising Mobile UX

Following are some examples of how brand can utilise their data to personalise the in-app experience, features that are common in most retail and catalogue apps:


• Personalised Content:
Put your users into groups so that the app will show users the content that is highly relevant to their needs and interests.

• Personalised Recommendations:
A user that has been previously searching for swimming trunks wouldn’t be offered a raincoat, while someone searching for umbrellas would. Similarly, a user who previously purchased football boots should be offered shin guards or a new football, perhaps?

• Location-Based Offerings:
Personalising the experience according to the user’s location is a common practice that most retail mobile apps follow. If a user travels frequently, a mobile app can offer them special deals on travel packages or maybe a suitcase?

• Push Notifications:
Users are given a choice to opt-in for receiving push notifications on their mobile. Once they do, they can be sent exclusive offers/promotions based on their past searches/shopping activity.


With the increasing rise in the number of retail apps that are taking up the practice of personalising mobile experience, users now expect to receive promotional offers based on their preferences without having to do much. Get creative, track your users’ engagement, look at what’s working and optimise your user experience. Or you could simply turn to cloud based mobile app builders. Either way you’re going to end-up with a kickass mobile UX for your users that will keep bringing them back to your app.


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      2 years ago


      Great article! You have addressed such a relevant topic in the mobile app industry. Personalizing an app for a user can now break or make an app. You’re right when you say that users now expect personalized content delivered to them with no effort.

      To make sure that your efforts to personalize your app are executed properly, it’s important to use qualitative analytics. Qualitative analytics can help by showing PMs user session recordings and touch heatmaps. A great tool that can help with this is

      Would love to hear your thoughts!




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