Catering to the unique needs of each customer is the dream of any business. Technology can help us get there but we need to know how to please users without intruding their privacy. This article presents a set of guiding principles for personalization design.
Meg Peters is an information architect in the User Experience group at Marriott International. Since 1999 she has worked as an IA both internally and as a consultant, helping a variety of government, association, and private organizations provide customers with better web experiences. Past clients include the Department of Health & Human Services; IMF/World Bank; the National Association of Realtors®; the American Association of Museums; the City of Richmond, Virginia; and Upscale Resale, a furniture consignment store. In past lives Meg was a graphic designer and a writer for print, having majored in Graphic Design at Rhode Island School of Design. After seven years in advertising at The Washington Post newspaper, she began designing and writing for the web, which eventually led to IA.