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It's best to keep it personal

1 January 2018
watching netflix

I've recently connected to Netflix. It has proven to be one of my best content consumption experiences in a while. Why?

  • I can choose which devices I wish to use (Smartphone, tablet, PC, laptop, etc.)

  • I can also choose users: a personal user for each household member, considering age preferences.

  • A personal user account allows my partner and I to watch the exact same show each at his/her respective free time and continue where each of us left off.

  • By choosing 3 shows or movies, the system can better comprehend your preferences and accordingly select appropriate content.

Digital trends have been seeping into organizations. Our expectation from organizations include finding data similarly to Googling information, connecting to organizational data via Smartphone, holding an organizational YouTube-like video channel and a social network not unlike Facebook. Each of these interfaces provides a personally tailored content consumption experience: adapted search results, recommended playlists, etc. A noteworthy KM trend for 2018 is the personalization of organizational portals.

Meet Dana and Lior, both work at the same organization (and both are avid Netflix viewers):

How can we provide them with a personally customized organizational portal?

  1. We must start off with comprehending the users' needs. Some content is naturally relevant to all organization workers: company strategy, various services, contact info. Some content's relevance is context-dependent and varies according to position, rank, seniority, business unit and geographical location- is the need access to work tools and systems? Which systems? Perhaps the need is staying current with developments within the organization or business unit?

  2. The next step involves dividing the large population into target audiences- different groups based on shared characteristics, such as business unit.

  3. Identify user profiles based on data such as name, location, position, seniority.

  4. Select a content strategy: which content to which target audience (according to user needs charting)?

  5. Define Metadata on said content: subjects, content type, etc.

  6. Finally, select a platform according to organizational needs.


The results:


Website personalization allows us to present content relevant to workers, thus more effectively connecting them to the organization and increasing the level of engagement. Customized access to tools and data can assist workers in finding relevant data easily and in turn benefit their routine work.

While personalization has become popular in the world of organizational portals, this trend isn't essentially new. Implementing full personalization is complicated as some organization lack the resources or tools required for fully applying a structured personally tailored internal strategy. However, as technology is constantly evolving we should consider cases in which a personalized content experience will substantially benefit their workers and start from there. For example, JetBlue's organizational portal- one of 10 best interant sites in 2017 (according to an NNG survey)- personalized news and organizational events.

Returning to Netflix, it seems that it is taking personalization one step further. Netflix not only ensures we view the most interesting content, but also presents different thumbnails for the same according to our viewing preferences.

So, which thumbnail makes you want to watch this show?


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