Just when you thought you understood UX Design for mobile apps, a new trend is gaining popularity.

In UX Magazine’s Top Predictions for 2016, Liraz Margalit, PhD, web psychologist at ClickTale projected that we will see a turning point from the field of User Experience Design (UX) as we know it to the field of PX – delivering Personalized Experience.

“More and more businesses are discovering the value of customization, the opportunity to deliver a customized experience, and the additional revenue potential that can be generated from it, “says Margalit.
App Personalization is the process of building a mobile application to meet the needs of specific audiences, presenting users with experiences customized to their specific needs, rather than a broad, one size fit alls experience for all users.
This is important. According to a July 2015 report by Statista,  there are over 1.5 million apps in the App Store and 1.6 million apps in the Google Play Store. Once an app is chosen and installed, 65% of users will delete it if the first experience using it is a negative one. Even after an app has passed that threshold, the average person will have about 65 apps on their device but only actually use about 15 of them each week.
Personalization is an opportunity to make your app stands out from the crowd. Users are far more likely to use an app that addresses their specific needs and interests over a generic, impersonal platform.

“Inspired by Your Shopping Trends…”

Amazon practically invented personalization and has been mining and using data to create a more curated e-commerce experience for consumers from the start . Now, nearly all e-commerce companies and marketplaces have caught on and are using more personalized recommendations to enhance the user experience when shopping and browsing.
Professional platforms, such as LinkedIn, are also in the personalization business. The Pulse reader app, for example, shares stories based on who you’re connected with and where you work. The app uses machine learning to understand what types of content you’re interested in.
“The idea is very simple,” explained Pulse co-founder Akshay Kothari to Kurt Wagner of Recode. “How do we become this personalized business digest for you in the morning?”

How to personalize your app

This Slide Share by Localytics provides strategies and examples of personalization done right:

The bottom line

Personalizing apps increases user engagement, and breaks down the technological barrier, making  a strong connection with your end user.