Toying around with MySpace earlier today with someone else I noticed a couple of things.
1) I instantly knew which sections of the webpage contained relevant information and focused on those areas.
2) My friend did not, they read all the text.
3) They were logged into MySpace and have been using it for a long time.
A few things ticked into place.
If you have a user, and you know how they behave on your site and you wish them to invest heavily in it, why not invest in them?
Monitor users use of the site, complete A/B testing and figure out what users ‘capabilities’ are.
Then give them a slightly different experience, experienced users get the full html view, inexperienced get the easy to use editor with instructions.
We now have the data to do this, on a huge scale, why aren’t we doing it?
So my idea is to provide this as a service, conduct usability studies, suggest segments and build around them. Migrate users over time.
This way you can give me everyone a more personalised service.
We already do it for Marketing Campaigns (based on keywords) why not the user experience?