Understanding Personalisation: New Aspects of Design and Consumption PDF
Preview Understanding Personalisation: New Aspects of Design and Consumption
UNDERSTANDING PERSONALISATION This page intentionally left blank 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 ChandosPublishingisanimprintofElsevier 50HampshireStreet,5thFloor,Cambridge,MA02139,UnitedStates TheBoulevard,LangfordLane,Kidlington,OX51GB,UnitedKingdom Copyright(cid:1)2023ElsevierLtd.Allrightsreserved. Nopartofthispublicationmaybereproducedortransmittedinanyformorbyany means,electronicormechanical,includingphotocopying,recording,oranyinformation storageandretrievalsystem,withoutpermissioninwritingfromthepublisher.Detailson howtoseekpermission,furtherinformationaboutthePublisher’spermissionspolicies andourarrangementswithorganizationssuchastheCopyrightClearanceCenterandthe CopyrightLicensingAgency,canbefoundatourwebsite:www.elsevier.com/permissions. Thisbookandtheindividualcontributionscontainedinitareprotectedundercopyright bythePublisher(otherthanasmaybenotedherein). Notices Knowledgeandbestpracticeinthisfieldareconstantlychanging.Asnewresearchand experiencebroadenourunderstanding,changesinresearchmethods,professional practices,ormedicaltreatmentmaybecomenecessary. Practitionersandresearchersmustalwaysrelyontheirownexperienceandknowledgein evaluatingandusinganyinformation,methods,compounds,orexperimentsdescribed herein.Inusingsuchinformationormethodstheyshouldbemindfuloftheirownsafety andthesafetyofothers,includingpartiesforwhomtheyhaveaprofessional responsibility. Tothefullestextentofthelaw,neitherthePublishernortheauthors,contributors,or editors,assumeanyliabilityforanyinjuryand/ordamagetopersonsorpropertyasa matterofproductsliability,negligenceorotherwise,orfromanyuseoroperationofany methods,products,instructions,orideascontainedinthematerialherein. ISBN:978-0-08-101987-0 ForinformationonallChandosPublishingpublicationsvisitourwebsiteat https://www.elsevier.com/books-and-journals Publisher:GlynJones EditorialProjectManager:RafaelGuilhermeTrombaco ProductionProjectManager:NirmalaArumugam CoverDesigner:MilesHitchen TypesetbyTNQTechnologies 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 j v 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. j ix
The list of books you might like
