Product Thinking Episode 133: Perfecting UX Personalization with Michelle Parsons of Product School
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Aug 23, 2023 Michelle Parsons, Product Executive in Residence at Product School, discusses the essential components of a stellar consumer product, challenges in implementing user personalization, and experiences at Spotify and Netflix. They also delve into the role of personalization in the dating app Hinge and its mission for meaningful connections.
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The Kayak and Google Anecdote
- At Kayak, a Google travel product launch significantly impacted their search traffic.
- This led Michelle Parsons to explore personalization to enhance user experience and product defensibility.
Candidates for Personalization
- Consider the user's end goal when personalizing a product.
- Prioritize discovery inputs, visuals, and metadata to improve decision-making and user delight.
Working with Engineering Teams on Personalization
- Partner with tech and product teams to determine what problems personalization solves and what is being optimized (quantity or quality of matches, etc.).
- Different algorithms can power different aspects of a product (homepage, discovery, etc.) based on varying data sets and user signals (implicit vs. explicit).