Persuasive Patterns: Influence
Tailoring
Adapt the offerings of a system to match individual users- needs and abilities
Tailoring is the strategic adaptation of a system’s offerings to meet individual users’ specific needs and abilities. A fitness app that starts with a generic workout plan but progressively adjusts recommendations based on progress, preferences, and feedback exemplifies the pattern – as does a learning platform that adapts content to match each student’s pace and style. In both cases, personalization increases engagement because users feel the product understands them.
The study
Fogg showed that making a behavior easier – by aligning it with the user’s ability – increases the likelihood it occurs. When technology is tailored to the user’s context, including their environment, social setting, and emotional state, it taps into daily routines more effectively, making desired behaviors intuitive rather than disruptive.
Fogg, B. J. (2009). A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology - Persuasive ‘09.
By aligning a system’s functionalities and content with each user’s unique preferences, abilities, and requirements, tailoring reduces friction and facilitates desired behaviors – whether making a purchase, learning a new skill, or adapting to a new tool.
The underlying principle is personalized persuasion: a one-size-fits-all approach is less effective than strategies that adapt to individual differences. Tailoring works through several psychological mechanisms:
- Relevance – Personalized content is perceived as more relevant, increasing engagement
- Autonomy – Users who feel a product meets their specific needs feel more in control, leading to greater satisfaction
- Self-efficacy – Tailored prompts that align with individual abilities boost confidence in completing desired actions
- Personalized triggers – The Fogg Behavior Model emphasizes triggering behavior when users are both motivated and able; tailoring ensures these triggers are relevant
- Feedback loops – Personalized feedback provides more meaningful, actionable insights than generic information
Designing products with Tailoring
Start with a comprehensive understanding of your users – their needs, abilities, and limitations – through research, surveys, and data analysis. Then apply Fogg’s Behavior Model: align with user motivations, reduce the ability required to act, and design personalized prompts that appear at the right moments. Here is how tailoring applies across common use cases:
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Decision-Making
When users encounter options that align with their past behaviors and preferences, they are more likely to feel understood and catered to. This personalized approach reduces the cognitive load of decision-making, making the process quicker and more efficient. Proactively suggesting options based on observed choices further streamlines the decision process, leading to a more satisfactory user experience. -
Conversion
Customizing calls to action based on a user’s interaction history can dramatically increase conversion rates. This approach demonstrates an understanding of the user’s journey, making the call to action more relevant and compelling. Personalized incentives, such as tailored discounts or bonuses, create a sense of individual attention and appreciation, further motivating users to convert. -
Branding
Tailoring branding messages to reflect the values and interests of specific audience segments fosters a deeper connection between the user and the brand. Personalized brand experiences, where the branding aligns with individual user preferences, resonate more strongly, enhancing brand loyalty and engagement. -
Experience
Adaptive user interfaces that change based on a user’s habits and preferences create a sense of familiarity and ease of use. Contextual assistance, offering help based on the user’s current activity, ensures that the support is relevant and timely, enhancing the overall user experience. -
Loyalty
Offering rewards that align with the user’s interests not only fosters loyalty but also demonstrates that the brand values and understands the user. Tailored communication, such as personalized messages or updates, makes users feel special and appreciated, encouraging continued engagement. -
Pricing
Implementing dynamic pricing models that adjust based on a user’s engagement or loyalty status can make pricing seem more fair and personalized. Customized offers based on purchasing behavior can incentivize further purchases by tapping into the user’s specific interests or needs. -
As a core product concept
Developing features that adapt to user preferences over time keeps the product relevant and engaging for each individual user. Allowing users to personalize core aspects of the product gives them a sense of control and ownership, enhancing their connection to the product. -
As a business model
Mass customization merges the efficiency of mass production with the allure of personalization, offering users a range of predefined options to tailor products to their preferences. This approach balances choice and simplicity, fostering a sense of ownership and long-term loyalty. On the other hand, the user-designed model delves deeper, empowering users to directly influence the design process. This model is particularly effective in niche markets where a high degree of customization is valued. Both models thrive on providing users with a sense of control and ownership over their products, which not only meets their individual needs but also strengthens their emotional connection to the brand, ultimately driving loyalty and advocacy. -
Onboarding
Personalized onboarding experiences that adapt to the skill level or interests of the user make the learning curve smoother and more engaging. Interactive elements that cater to the user’s learning style and pace can significantly enhance the onboarding process, making it more effective. -
For task completion
Adapting the sequence or complexity of tasks based on user proficiency can help in minimizing frustration and enhancing the sense of achievement. Providing contextual tips and guidance relevant to the user’s current task level offers timely assistance, making task completion more efficient and satisfying.
Ethical recommendations
The misuse of tailoring in persuasive design can occur when the technique is used to manipulate or exploit users. For example, tailoring can be misused by presenting options that lead users to make decisions that are not in their best interest but benefit the service provider. This can include tailoring choices that encourage excessive spending or use of a product, or the collection and use of personal data without transparent consent. Misuse can also occur when tailoring results in exclusion or unfair treatment of certain user groups due to biases in the data or algorithms used for personalization. To ensure ethical use of tailoring, the following best practices are recommended:
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Be transparent
Be transparent about how user data is collected, used, and stored. Users should be informed about what data is being collected and how it is being used to tailor their experience. -
Get user consent
Obtain explicit consent from users before collecting and using their data for personalization. Ensure users have control over their data and can opt out of data collection and personalization features if they wish. -
Avoid manipulation
Tailoring should be used to enhance user experience and provide value, not to manipulate or exploit users. Avoid designing systems that trick users into making decisions that are not in their best interest. -
Be inclusive and fair
Ensure that the algorithms and data used for tailoring do not perpetuate biases or discrimination. Regularly audit and update systems to promote fairness and inclusivity. -
Respect privacy
Uphold user privacy by implementing robust data security measures. Minimize data collection to what is necessary and be vigilant about protecting user information. -
Prioritize user well-being
Focus on the needs and well-being of users. Use tailoring to provide meaningful and beneficial experiences that respect user autonomy and decision-making.
Real life Tailoring examples
Netflix
Uses sophisticated algorithms to provide personalized show and movie recommendations based on individual viewing histories.
Grammarly
Grammarly, a writing assistance tool, tailors suggestions based on the context and tone of the user’s writing. It adapts its feedback to suit the specific writing style and goals of the user, whether it’s a formal business document or a casual email.
Google Maps
Google Maps offers personalized location suggestions based on a user’s travel history and preferences. It tailors route recommendations, traffic updates, and nearby place suggestions to enhance the user’s navigation experience.
Trigger Questions
- How can we segment our users to provide more relevant experiences?
- What user data can we leverage for meaningful personalization?
- How can our interface adapt to individual user behaviors or preferences?
- In what ways can we integrate user feedback for continuous improvement?
- Are there any privacy concerns with our personalization approach?
- How can we balance personalization with simplicity and ease of use?
Pairings
Tailoring + Priming Effect
This combination uses customized content to prime users for certain behaviors or attitudes. For example, a financial management app might display personalized savings tips based on the user’s spending habits, priming them for more prudent financial decisions.
Adapt the offerings of a system to match individual users- needs and abilities
Decisions are unconsciously shaped by what we have recently experienced
Tailoring + Autonomy Bias
Empower users by providing tailored choices that align with their preferences, thus enhancing their sense of control and satisfaction. An e-commerce platform could offer personalized product recommendations, allowing users to feel their unique tastes are recognized and catered to.
Adapt the offerings of a system to match individual users- needs and abilities
We strive to feel in control
Tailoring + Simulation
Pairing Tailoring with Simulation involves creating scenarios or environments where users can experience a personalized version of a product or service. This combination allows users to see firsthand how a product adapts to their specific needs or preferences. For example, in a car customization simulator, users could select various features and immediately see how these choices impact the car’s appearance and performance. This pairing is effective because it gives users a tangible sense of how the tailored product fits their unique requirements.
Adapt the offerings of a system to match individual users- needs and abilities
Give people first-hand insight into how inputs affect an output
Tailoring + Cognitive Dissonance
Combining Tailoring with Cognitive Dissonance can be used to encourage users to align their actions with their beliefs or desired self-image. For instance, a health app could tailor its messages to remind users of their stated health goals whenever they track unhealthy eating habits, creating a dissonance that motivates behavior change. This pairing works by personalizing the experience to the user’s goals and then leveraging the discomfort of cognitive dissonance to drive positive change.
Adapt the offerings of a system to match individual users- needs and abilities
When we do something that is not in line with our beliefs, we change our beliefs
Tailoring + Curiosity Effect
Integrating Tailoring with the Curiosity Effect can increase user engagement by providing personalized information that piques curiosity. For instance, a learning platform could suggest tailored educational content based on a user’s previous interactions, leaving some questions partially answered to encourage further exploration. This approach keeps users engaged by continually adapting to their interests and leveraging their natural curiosity.
Adapt the offerings of a system to match individual users- needs and abilities
We crave more when teased with a small bit of interesting information
Tailoring + Competition
When Tailoring is paired with Competition, it creates a personalized competitive environment. For example, a fitness app could allow users to enter tailored challenges based on their fitness level and track record. Users could be pitted against others with similar abilities, making the competition feel fairer and more engaging. This pairing works well as it motivates users through competition while ensuring they don’t feel overwhelmed or under-challenged.
Adapt the offerings of a system to match individual users- needs and abilities
We strive to attain things that cannot be shared
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- Fogg, B. J. (2003). Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kaufmann Publishers.
- Fogg, B. J. (2009). A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology, Article No. 40.
- Norman, D. A. (1988). The Psychology of Everyday Things. Basic Books.
- Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
- Jones, A. & Williams, M. (2015). Personalization in web design: Effects on user experience. Journal of Web Design, 10(3), 22-37.