Personalization in UX Design: 5 Examples from Leading Apps

A critical component to creating an excellent user experience inside your app is personalized content. UX design can be key to making a great first impression with your users, or even getting the opt-in on app permissions. Personalizing content is equally important. In push notifications, personalization can boost open rates by up to 800 percent.

When people talk about personalization on mobile, the conversation is often focused around messaging. Including a user’s name or location in a push notification is a good start, but personalization can also be deeply integrated into the UX design to go beyond just a user’s name. One retailer was even able to increase new visitor conversions by 18 percent in the first two weeks after adopting a personalized mobile experience.

The sky’s the limit for what you can dream up, but here are some examples from apps to get you started.

Location and Geotargeting

Activity Guides Based on Location

Airbnb’s home page is a prime example of prioritizing personalization in UX. I have an upcoming stay at an Airbnb in Boston, so the first thing the app offers on launch is a Boston city guidebook. Further down, they have a “Just for the weekend” carousel, which recommends locations that are within driving distance of your current location.

Besides these examples, travel apps can also provide activity suggestions, such as places to eat (bonus points for timing your suggestions based on the time of day, i.e. brunch at 11am), or suggest popular local activities based on user reviews. Clearbridge Mobile reported that 75 percent of consumers prefer that retailers use personal information to improve their experience. Brands have the green light from users to integrate personalized content into the mobile experience.

Highlight Local News Updates

Breaking News’s “Nearby” tab creates a home dedicated to local news updates. Not only does it report local reports from news organizations, but Breaking News also…