On the difference between personalisation and customisation

What’s the difference between personalization and customization? Are consumers really in control? Do brands (and designers) want them to be? Nick de la Mare of Creativity considers curation and the myth and reality of control.

“A few weeks ago I heard myself say, “we want users to feel like they control the experience” then caught myself at the implication of the thought. Are we misleading people into feeling like they have more power than they do? As user experience designers, whose side are we on? Digital, experience and product design all pay lip service to a user’s control of the experience, but how much of that is an illusion? “

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