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Understanding Personalization: New Aspects of Design and Consumption addresses the global phenomenon of personalization that affects many aspects of everyday life. The book identifies the dimensions of personalization and its typologies. Issues of privacy, the ethics of design, and the designer/maker's control versus the consumer's freedom are covered, along with sections on digital personalization, advances in new media technologies and software development, the way we communicate, our personal devices, and the way personal data is stored and used. Other sections cover the principles of personalization and changing patterns of consumption and development in marketing that facilitate individualized products and services.
The book also assesses the convergence of both producers and consumers towards the co-creation of goods and services and the challenges surrounding personalization, customization, and bespoke marketing in the context of ownership and consumption.
List of contents
PART 1 Personalisation: expectations, challenges and reality
1. The contemporary phenomenon of personalisation
2. Personalising consumption or consuming personalisation
3. The ethical dilemma of personalisation
PART 2 Digital personalisation
4. Delivering personalised, digital experience
5. Predictive personalisation: are we watching or being watched?
6. Personalisation: what the experts think
PART 3 Tailor personalisation
7. Individualisation of markets: towards personalisation
8. Consumers and producers: whose personalisation is it?
9. Customisation and co-creation: an evolving complexity
PART 4 Personalisation by material engagement
10. Personalisation and the category of the person
11. Persons consuming
12. Persons repairing: reficio ergo sum
PART 5 Back to the personalised future
13. Lessons learned: personalising the future, personalising ourselves
About the author
Dr Iryna Kuksa holds a permanent Senior Research Fellowship in art and design at Nottingham Trent University, UK. Educated at Oxford, LSE and Warwick, she has extensive research expertise in industrial design, digital and social media, and digital humanities. Her influential book Making Sense of Space: The Design and Experience of Virtual Spaces as a Tool for Communication (Chandos, 2014) redefined the use of digital spaces for communication and creative practice. Her innovative approach to understanding the role of design in social media and consumer culture, led to the launch of a new research field of design for personalisation (Design for Personalisation, Routledge, 2017). Iryna's research on 3D visualisation and digital design as a tool for education has been recognised by the prestigious award of Harry Ransom Fellowship. Her 3D reconstruction of 1921 Norman Bel Geddes' set design for Dante's The Divine Comedy has been part of the first exhibition of Bel Geddes' industrial and theatre designs 'I Have Seen The Future: Norman Bel Geddes Designs America' in Austin, USA. In 2019-2020, she was a Visiting Scholar at the Harvard Graduate School of Design and acts as a guest reviewer for the Master in Design Engineering program. Iryna leads a major ECR development initiative; co-leads the Design Research Centre and is a Board member of the Creative and Virtual Technologies Lab at NTU. In 2021, she was elected to the National Research Centre on Privacy, Harm Reduction and Adversarial Influence Online College of Peer Reviewers.
