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Contextualiztion should always be the key ingredient in ANY designing experiences!
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We enter a generation of sensory based technologies that are supposed to improve our quality of life. Personalized web design is about interpretation and delivery, in other words to implement the right experiences for the right users in the right moments for the right devices. And according to this short but useful article that's best achieved by adapting designs to contextual data like demographics, historical behavior and situation of use.