I've come to realize something about myself and, quite frankly, everyone else over the past several years. We ALL fall somewhere along the wide spectrum of Attention Deficit Disorder. While I've been able to fight through most of my ADD tendencies to lead a relatively productive life on a day-to-day basis, I find it affects me most when using the Internet. As I read about personalization in Chapter 6 of IA, it occurred to me that this particular web design strategy has exacerbated the problem.
It starts out simply enough. I make an online purchase, and as I am checking out, the site kindly informs me of other products which might be of interest to me ("Others who have purchased Item X have also purchased Item Y"). While I rarely go the way of the lemming, I do occasionally find myself clicking on the picture "to learn more," even if I don't make any additional purchases.
The next time I visit the site, it's ready for me. It reminds of what I've previously purchased and has new recommendations at the ready. What these sites fail to recognize is that I'm a buyer, not a shopper. I purchase with purpose. I already know what I want.
I understand these companies are trying to maximize profits under the guise of making my online shopping experience more pleasant and convenient; I'm even willing to tolerate the effort. All I ask is that they design the personalization so that if I have not used any of the "suggestions" in say, five visits, the site is intuitive enough to leave me alone. Now, if my ADD kicks in and/or I'm dumb enough to click on the bait, then shame on me. They get five more cracks at it.
Thanks, I feel better.
Jake
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