Where to start with customization?

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🚀 Our 3 steps to structuring a customization use case.

When you're new to the subject, there's a tendency, in the interests of speed, to throw use cases off the shelf proposed by the A/B test tool, or to copy a competitor without any real reflection on the real needs of users.

At Welyft, when we develop a personalization strategy, we use a structured framework that brings together all the elements needed to design use cases. This approach enables us to optimize the success of our use cases by directing our thinking towards a single objective: to be truly useful to users.

By putting utility at the heart, you'll maximize the perceived relevance, simplicity, efficiency, adaptability and quality of support of your customer experience. These elements will drive customer loyalty and, ultimately, incremental revenues.

This framework is not a miracle solution for every organization, but I hope it will help you ask yourself the right questions if you want to invest in this area.

The aim here is both to quantify audiences to ensure sufficient reach and ROI, and also to group them by interests and intentions in order to associate them with relevant activations/messages/products and boost their journey.

User research must precede this scoping phase, to provide all the information needed to build the experience.

To maximize success, here are our two tips:

1. We recommend converging on a single format to which several audiences, triggers and messages can be assigned, in order to validate the value of the message during the first testing phase.
2. Start with use cases that have maximum reach with minimum complexity. So, while interest groups (CRM segment, affinity, etc.) can be interesting for contextualizing expectations, conversion funnel audiences (anonymous, suspect, prospect, customer) are an ideal segmentation to start identifying segment intentions.

Mapping the skeleton of the use case will enable it to be scaled up, with the aim of preparing the testing plan and the various combinations of messages and audiences we're seeking to target.

This doesn't mean that all scenarios will have to be tested, but it will serve to identify opportunities to be useful to users and validate the overall coherence of the journey.

To conclude:

To avoid generating disappointment during implementation, personalization use cases must respect a clear framework and be centered on data, "best in class" but above all on user needs or "breadcrumbs". (And therefore not be based 100% on guesswork).

This short framework will enable you to scale your approach by prioritizing the experiences that reach the most people and are the most relevant.

The greater the number of combinations, the greater the impact of the case, but this will automatically increase its complexity tenfold (less is more). It's best to prioritize scenarios according to impact, visibility and complexity, in order to maximize ROI.

Our priority should be to move away from personalization for personalization's sake, towards the creation of real added value for the customer. The question that must drive us: How can we be more useful to our users?

I'm curious to know how it's going in your organization, and don't hesitate to contact me to talk about it!

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