Personalization at the heart of Product Development

Shravan Gundavarapu

By Shravan Gundavarapu

Every product development undergoes an extensive thought process in terms of design and functionality. User centric design has been a differentiator in the market for quite a while with ‘personalization’ as its successor. But, we see elements of personalization in technology every day without thinking about its significance or considering how it could affect positive change. Consider this:

Would you like to see the title of this blog in a different format?

Would you want to have certain sections highlighted for an ease of reference?

Would you like to have a downloadable version of the blog for a certain set of website visitors?

Why would the recommendations on a Netflix app vary from person to person?

Why would the likes of Google, Amazon, Samsung, launch a geography specific or a language specific website?

The current business ecosystem is governed by customer centricity, where customization and personalization are integral elements of products and services.

Every individual is unique as are their needs. While a ‘user experience focus’ factors in the overarching principle of customer centricity, it’s the ‘personalization’ that gives individuality to a product or service.

Sensitivity to customer requirements and subjectivity to a niche premise are essential factors that help in new product or service adaptation. It allows for implementation with minimal iterations and ensures customer satisfaction. Personalization plays a vital role in customer experience. Customers want brands and products that understand and support their unique needs.

Technological advancements are the catalyst to modernization and personalization in digital services. Ubiquity of data backs up solutions powered by artificial intelligence. As a result, AI is being harnessed to effectively tailor solutions to suit specific situations, behaviors, and preferences.

Personalization in HHS Space

Health and human services agencies are managing sensitive citizen situations, therefore a human touch in their technology experience is critical to the success of their mission.

According to Hanson from Adobe, only 14% of Government Agencies believe that their digital experience is exceeding customer expectations, while 37% feel as though their digital experience is unsatisfactory. Further, about 60% of users are either neutral or unhappy with the quality of their digital channel interactions [Accenture Public Survey].

Agencies have come a long way in determining how they want users to interact with their programs. It is important to note that most users that seek assistance or are part of HHS programs are already under immense pressure and stress in their everyday life. Often, their engagement in government programs is the result of dire circumstances, which can be compounded by a lack of quality education or financial stability. It is important to develop an understanding of their background and provide access to systems that empower them. Those which support programs such as child welfare and child support have been at the forefront of this digital transformation. Personalization for state and federal agencies of this kind means offering relevant and meaningful information for clients within the software and providing an easy to navigate platform to enhance the digital experience.

Not only are agencies searching for innovative, personalized ways to better support clients, but they are making it a priority to better support their workforce. Considering the amount of pressure that caseworkers are faced with in their roles, there has been a call for change in the way the products operate to address their unique needs and workflows. Agencies receive vast volumes of applications and it is likely impossible to generalize requirements for all of them. Caseworkers would need to refer to disparate sources of data, including closed applications, to assess similar past solutions & allow for consistency and ease in completion of work.

This can be seen particularly in the increasing number of HHS applications on mobile devices, where default system preferences and settings can be employed to match the user’s needs and optimize case management processes.

Data oriented, intelligent, and personalized services have the power to improve the customer experience and support the workforce all while enabling process efficiencies and reducing cost.


Personalization at Product Development Level

Asking the right questions at the right time is critical, even more so during the design phase of product development. Understanding customer needs and incorporating them within the design ensures that the end users’ expectations are met and exceeded. Features like ‘relevance of content,’ ‘themes,’ and ‘widgets’ cater to the needs of each individual user, while product level configurations enhance the custom capabilities while retaining the basic core.

At, we believe that personalization is a critical element to digital services, so our solutions are designed with personalization at the heart of their structure.

Our products offer a balance of personalization with appropriate administrative controls, to avoid unintended tampering of the deployed products. This is all achieved with a low code approach, meaning the custom, personalized elements on a screen can be further extended based on changing needs and requirements. Our platform comes with a low - code configurator which enables a business admin to easily configure and make changes to solutions as per any policy needs.

We’ve built our suite of solutions with citizens, caseworkers, and customization at the forefront. It goes beyond the technology and to the real-life outcomes that personalized solutions provide. From supporting caseworkers in building trust with clients, to reducing administrative burden, to empowering citizens, personalization is a powerful tool which can affect positive change.

Click here to know more about our offerings and how we can help you accelerate your digital transformation and improvise citizen outcomes.