The wave of the digitalization is leading to a deep transformation of the business models and the modes products and services are delivered on the market. The way firms communicate with their customers has evolved at the same pace the digitization process has globally transformed the industries. Today, the successful model of communication has passed to a customer centric approach, where firms engage their audience in individualized two-ways conversations. According to this scenario, personalization is commonly identified by experts as the way to deliver the best user experience to the right person, at the right time. User experience have become more and more relevant for users, resulting to be as important as the quality of the product itself. For this reason, UX design and optimization processes gained a key focus over other firms’ activities. The present thesis aims to investigate the process of personalization, how it affects the overall user experience of international consumers and to analyze the related practices of today’s international firms. The results of this work are meant to provide the main action points that can successfully guide international firms along the personalization strategy. The results of the analysis highlight the relevance of data in delivering unique experiences to users. The success of an international firm in gaining competitive advantage over its competitors will depend on its ability to exploit data as a strategic mean to generate useful insights about users and to optimize personalized web campaigns.
Il trend della digitalizzazione sta portando a una profonda trasformazione dei modelli di business e delle modalità in cui prodotti e servizi sono destinati sul mercato. La comunicazione tra le imprese e i clienti sta evolvendo verso un approccio customer centric. Le attività di personalizzazione diventano protagoniste dell’attuale scenario nel quale le aziende intraprendono “two-ways conversations” con i loro utenti. La personalizzazione è comunemente definita dai maggiori esperti di marketing come lo strumento per offrire la miglior user experience al giusto destinatario nelle tempistiche ottimali. L’user experience diventa sempre più rilevante per gli utenti, risultando essere importante tanto quanto la qualità del prodotto stesso. Per tale motivo, ai processi di UX design e ottimizzazione di esperienza viene riservata oggi una maggiore cura e attenzione in relazione alle altre attività aziendali. Il presente lavoro di tesi vuole analizzare gli impatti del processo di personalizzazione sulla UX degli utenti di tutto il mondo attraverso una attenta osservazione delle pratiche utilizzate dalle aziende multinazionali. I risultati di questo lavoro evidenziano le principali strategie che possono guidare le aziende nella personalizzazione ideale. Viene anche sottolineata l’importanza dei dati nel veicolare esperienze uniche agli utenti. Si dimostra infine che Il vantaggio competitivo acquisito dipende dalla capacità di sfruttare strategicamente il dato come strumento per generare insights mirati ad ottimizzare campagne web di successo.
DATA-DRIVEN UX PERSONALIZATION: PRACTICES AND IMPLICATIONS FOR INTERNATIONAL BUSINESSES
NECARDO, MATTEO
2018/2019
Abstract
The wave of the digitalization is leading to a deep transformation of the business models and the modes products and services are delivered on the market. The way firms communicate with their customers has evolved at the same pace the digitization process has globally transformed the industries. Today, the successful model of communication has passed to a customer centric approach, where firms engage their audience in individualized two-ways conversations. According to this scenario, personalization is commonly identified by experts as the way to deliver the best user experience to the right person, at the right time. User experience have become more and more relevant for users, resulting to be as important as the quality of the product itself. For this reason, UX design and optimization processes gained a key focus over other firms’ activities. The present thesis aims to investigate the process of personalization, how it affects the overall user experience of international consumers and to analyze the related practices of today’s international firms. The results of this work are meant to provide the main action points that can successfully guide international firms along the personalization strategy. The results of the analysis highlight the relevance of data in delivering unique experiences to users. The success of an international firm in gaining competitive advantage over its competitors will depend on its ability to exploit data as a strategic mean to generate useful insights about users and to optimize personalized web campaigns.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/11237