Short Essay On Personalisation
Personalisation What is personalisation
The term personalisation is used across a varying number of fields of research. In an extensive literature review based on the topic of personalisation and variations of the same word stem, Fan and Pool (2006) concluded that there is six general areas in which personalisation has been studied: marketing / e-commerce; computer science / cognitive science; architecture / environmental psychology; information science; and social sciences. Based on these findings, personalisation means different things to those working in different fields. This report will outline personalisation in the context of human computer interaction.
Even with narrowing personalisation to the field of HCI, there are still a plethora of definitions available for interpretation (Sun, 2009). Kobsa (2000) defines personalisation as being “a system
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Most frequently used when the same information can be reached in different scenarios. Sun (2009) provides an example of context personalisation through a conference paper review application, where one paper may appear in different sets, and different users may have different access restrictions.
Humanised personalisation. This is the most ambiguous category of personalisation (Sun, 2009). Humanised personalisation draws focus to the emotional dimension of the personalisation elements, e.g. “Hello Jane, how are you?”. Germankos et al. (2005) believe that this category has a wealth of potential, however there has been little exploration into this area of research due to technical obstructions and areas of ambiguity (Kaplan, Farzanfar and Freidman 2003; Sun 2009).
User Initiated personalisation and System initiated personalisation
Martinez, Chen and Liu (2009) state that there are two primary personalisation approaches, user-initiated and system-initiated. The former being the modification of the user interface by the user (Sun, 2009) and often being described as customisation (Blom,
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