Ways To Personalize User Experience For Better Retention

People value what they create 63% more. Yet most digital experiences treat customers as passive recipients instead of co-creators. This psychological principle, known as the "Ikea Effect", is shockingly underutilized in digital journeys. When someone builds a piece of Ikea furniture, they develop an emotional attachment that transcends its objective value. The same phenomenon happens in digital experiences. After optimizing digital journeys for companies like Adobe and Nike for over a decade, I've discovered this pattern consistently: 👉 Those who customize or personalize a product before purchase are dramatically more likely to convert and remain loyal. One enterprise client implemented a product configurator that increased conversions by 31% and reduced returns by 24%. Users weren't getting a different product... they were getting the same product they helped create. The psychology is simple but powerful: ↳ Customization creates psychological ownership before financial ownership ↳ The effort invested creates value attribution ↳ Co-creation builds emotional connection Three ways to implement this today: 1️⃣ Replace dropdown options with visual configurators 2️⃣ Create personalization quizzes that guide product selection 3️⃣ Allow users to save and revisit their customized selections Most importantly: shift your mindset from selling products to facilitating creation. When customers feel like co-creators rather than consumers, they don't just buy more... they become advocates. How are you letting your customers build rather than just buy?

When I go to my local butcher — who, by the way, has the best meats in town — I earn loyalty credits. But honestly, that’s not why I keep going back. 🏃🏼 The points are a pleasant bonus. But the real hook? The experience. It’s in the friendly question: “How did you like that Vidalia-onion-marinated chicken you picked up last weekend?” It’s in the thoughtful nudge: “You know, a lot of folks are pairing that ribeye with grilled Brussels sprouts — might be worth a try.” These little moments are the magic. They feel human. Personal. Relevant. And that’s what inspires loyalty — far more than any points program ever could. Now here’s the question for us in the enterprise world: How can we scale that kind of relevance — the thoughtful, human touch — with the help of AI? Three ideas: 1️⃣ Context Before Content Don’t just personalize the message — personalize the moment. Use AI to read behavior, not just profiles. 2️⃣ Memory as a Service True loyalty comes from being remembered — what they liked, skipped, or raved about. Build systems that care, not just track. 3️⃣ Empowered Frontlines Give your people — or your bots — the tools and the permission to be helpful, curious, and just a little bit human. Loyalty isn’t dead. But points aren’t the answer. Presence is. #CustomerExperience #LoyaltyInnovation

For years, I thought personalization was this: - Using a landing page template - 98% of the content is the same - Swap a company logo and name  - Maybe if we're getting crazy, add a title Wow, so ABM of me.  Not to mention the risk I was taking on: What if I used the wrong logo?  Am I even allowed to use the logo?  What if I misspell the company name?  What if I show the page to the wrong company? Now, add the volume I had to manage. Having approx. 0 time for analysis and testing. Then it hit me — Personalization ≠ being *personal*. 70% of users want custom experiences. But that doesn't mean having their PII and pictures of grandma splattered across pages. I simply need to meet them where they are. Key = relevant experiences Amplitude released a report on personalization at scale and had cool examples that were neither too generic nor too personal. Like Goldilocks' porridge. 1) Segment users by behavior, not PII  For example, to move users from free -> paid. - Look at who upgraded in the last 60 days.  - Create a cohort who show similar behaviors. - Create landing pages relevant to that cohort. 2) Message timing - Pop-ups directing users to a product demo  - Use on BOFU high-intent pages, not TOFU - Look at intent to learn vs purchase 3) Recency effect How often have you gotten an ad for a product you purchased? Or a reminder for a bill you already paid? WORST. Exclusions are as important as inclusions. Personalization ultimately comes down to good, targeted, and relevant marketing. (Link to report in comments)