Mobile Design Trends: Personalization

Michelle Lawrence Picture

by Michelle Lawrence | Last Updated: Feb 17, 2020

With more than 7.5 billion people in the world, it can be easy to feel like just a number. So when brands invest in highly personalized experiences for consumers, it pays off. The issue is that consumers stopped giving out gold stars to companies that would simply put their names on an email subject line and call it a personalized experience. Some brands were quick to catch on to this new demand from consumers by providing recommendations for future purchases based on previous purchasing habits, but that’s even starting to no longer cut it with consumers. Let’s take a closer look at some ways that brands are leading the way with personalized mobile experiences.

Because You Watched….

Selective hearing…we’re all guilty of doing it. Don’t tell my friends or family, but I’m not always giving them 100 percent of my attention. If I’m zoned out in the middle of someone’s story and they mention something relevant to me, my ears immediately perk up. Well, the same goes for brands. 91 percent of consumers are more likely to shop with brands that provide relevant offers and recommendations. Having personalized recommendations based on a user’s past purchases or experiences at the top of an app make for a totally personalized experience on a mobile platform.

Take Netflix as an example. A common First World problem is to be in a “show hole” (you know, where you’ve just finished a show and don’t have anything new to watch). The “Top Picks For Me” section pulls viewers out of this dreaded purgatory by learning our viewing preferences to recommend shows.

This One’s On Me
We’ve all got a million things going on, so keeping track of our loyalty programs probably isn’t going to make it on your to-do list. Starbucks is a prime example of a brand that keeps track of your rewards, so you don’t have to. By putting an eye-catching rewards slider front and center on their Progressive Web App platform, coffee-lovers can worry less about how many stars they need until their next free handcrafted drink and more time focusing on the big things.

I Like To Move It, Move It

Remember those Choose Your Own Adventure games? They allowed the player to essentially write his or her own story. Brands can take this concept and apply it to their mobile marketing strategy. The Huntington Bank native mobile app puts the fun back in banking with its custom dashboarding capabilities. Users can customize the home page of the app by toggling on and off certain features, moving around modules, etc.

Artificial Intelligence Enters the Restaurant Game

Delivery and plant-based meat options aren’t the only things restaurants are paying attention to in 2020. Almost 80 percent of people now want a personalized dining experience. You might be asking, “I don’t know what I’m hungry for half the time, so how is a restaurant supposed to figure that out for me?” Well, you can thank Artificial Intelligence (AI) for making deciding what to eat easier. Taco Bell has started utilizing AI to recommend the most relevant menu items for app users.

Need a crash course in other to mobile design trends? Be sure to download our Mobile Design Swipe File eBook to help you get inspired on your next mobile experience!

Digital Experiences for Every Moment

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