Customization in the AI Era: Tactics for Product and Technology Innovators

In the buzzing arena of product development and innovation, offering customization options stands as a beacon of user empowerment and engagement. This isn't just about tweaking products, but rather about control and who gets it. It's a dynamic that not only satisfies the desire for a personal touch but also engenders a deeper connection between consumers and products.

Customization is the first Design Strategy in a series where I share essential tips for creating tech products people love.

The Nuance between Customization and Personalization

It’s crucial to first distinguish the fine line between customization and personalization. While both customization and personalization strive for a similar end—tailored experiences—their paths diverge in execution. Customization requires active user input to adjust settings or features, and giving them control over their product experience. Consider a good example of this to be the ‘Custom instructions’ function in ChaptGPT that allows users to customize the responses they receive and how the AI interacts with them.

In contrast, personalization is when the AI does the heavy lifting. This is generally company-driven by seamlessly integrating the service provider based on user data, sometimes without explicit user awareness. A common example, that will also be discussed in next week’s post, is recommendation engines used by companies like Netflix to feed users the content they think users want to see.

Both strategies aim to tailor products and experiences, but their approaches differ significantly.

Customization is a user-led symphony, while personalization is more like a serenade by your AI.

In this week’s article, our focus is customization. Let's begin to explore customization, particularly in the era of AI-driven technologies. Utilize the following tactics to strike this delicate balance:

Customize the User Experience

Customization gifts users with the autonomy to mold products or services to their preferences, be it through physical modifications or digital adjustments. Software and apps present a playground for customization possibilities with sometimes negligible additional costs. However, the challenge lies in avoiding option overload. Techniques like progressive disclosure–presenting basic customization options first, followed by more advanced choices later–guide users through customization options in a manageable way, enhancing usability without overwhelming them.

A recent AI example? Adobe Photoshop's "Sensei" AI gives users control over their settings to customize their experience. Adobe Sensei leverages artificial intelligence and machine learning to offer a variety of smart features, such as content-aware fill, auto-selection tools, and enhanced filtering options. Users can adjust the settings and parameters of these AI features to suit their specific project needs, thereby tailoring the software's capabilities to their personal workflow and creative style. This level of customization allows users to harness the power of AI while maintaining control over the creative process.

Customize the Design

The act of customizing products, and investing time to do so, can deepen the emotional bond between the product and its user. Allowing users to participate in the design process, even through simple customizations, can increase their attachment and loyalty to the brand. Similar to nurturing a plant, the more you care for it, the more you become invested in its growth. It might seem appealing to offer complete customization in order to deliver the best user experience, but too many settings might overwhelm users. It's strategic to start with the most popular configurations and then adjust from there. In other words, offer popular configurations, but also leave room for personal creativity.

Building on the earlier OpenAI example, they now allow you to build your own GPTs on top of the new GPT4 language learning model. When building your GPT, you can configure and train it for specific tasks to create your unique GPT. You can then use it for yourself, or make it available in the GPT store.

Customize the Product Fit

The future is here, and it's custom-fit! With technologies like 3D printing and AI, products can be tailored to the T. This combination can put users in control of creating products that fit their individual needs and preferences. 

Companies like Topology Eyewear use an app that leverages AI and augmented reality (AR) to allow users to design their own bespoke eyeglasses. Users can take a video selfie using the app, and the AI technology then measures their facial features with high precision. Based on these measurements, users can customize various aspects of their glasses, such as the frame size, shape, color, and even the lens type, to ensure a perfect fit. This level of customization ensures that the glasses not only fit the unique contours of the user's face but also match their personal style preferences.

Dos and Don'ts of Customization

👉 Nudge, Don't Push: Encourage users to explore customization options, but don't force it. It's like guiding someone through a maze, not pushing them through a door.

⚖️ Balance Adaptability with Standardization: Find the sweet spot between adaptability and standardization in order to keep costs down. It's like a chef creating a menu for a restaurant; it must have enough variety to cater to different tastes, but the ingredients must be common enough to purchase in bulk or used in multiple dishes. 

💎 Limit Options to What Matters Most: Understand your users' needs before bombarding them with options. It's like buying jam in a supermarket; it's easier to choose from three varieties than 30.

In summary, as we move forward in the AI-driven era, customization becomes not just a feature but a necessity in creating products that are truly user-centric. Customization gives users a sense of control and ownership, fostering a vested interest. By understanding and implementing effective customization strategies, technology professionals can give users the control to shape experiences that are not only functional but also deeply resonate with them.

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This article is the first in a series of articles sharing practical, actionable tips on how to design tech products that people don't just use, but love. We'll dive into applying AI in ways that truly matter by making technology work for people, not the other way around.

The articles build on the world’s leading design method for designing successful tech products, as described in the book “Design Things that Make Sense”. Visit www.designthingsthatmakesense.com to learn more or download the free toolkit.

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