[Sigia-l] Automatic personaliztion of the look-and-feel

[Andres Sulleiro]

Hi all,

I'm looking to see if there is any consensus around the following scenario:

Imagine an interface for a solicitation form for, say a real estate application, that asks a number of questions around preferences and current situation of the solicitant. This interface is a multi-step form, and it targets many customer segments.

The client wants to be able to automatically present a different look-and-feel (fonts, colors, layout, photos, etc) to each segment, based on the initial questions answered or some other way (the actual method is not the issue here). So for example, Jennie, who lives in Florida would see yellow and palm trees and Clarence, who lives in Oregon, would see mountains and green. 

The flow and actual questions cannot be changed, only skinned. This would use some sort of logic in the background and it's not a user controlled customization.


- What is your opinion of the ability to personalize the interface in such a way?
- Would you think it would increase form completion?
- Do you think it would improve brand perception / segment alignment?

- Or on the other hand, do you believe skinning does not help?
- Does it not impact form completion?
- Can one interface's look and feel target all segments with equal impact?


Have there been any tests supporting either position that you know of? Any literature you can point me to?

Thanks!

// Andrés