From Static to Adaptive: How Personalisation is great for UX – when used right.

Personalisation in UX is one of those things that sounds great in theory—give people exactly what they need, when they need it, without them having to dig around for it. The problem? Most personalisation today is either lazy, creepy, or just plain wrong.

Ever had a website recommend something totally irrelevant because you once clicked on it by mistake? Or worse, bombard you with ads for a product you already bought? Yeah, that’s the kind of “personalisation” that makes people want to throw their phone into a lake.

But done well, adaptive UX can make a huge difference—turning clunky, one-size-fits-all experiences into something genuinely helpful. Let’s break it down.

The Problem with “Personalisation” Today

1. It’s often just… data stalking.
   Half the time, “personalisation” is just tracking users across the internet and throwing their own search history back at them. There’s a fine line between helpful and “Why does my fridge know what I Googled last night?”
2. It’s too rigid.
   Many “adaptive” experiences are about as flexible as a brick wall. Just because I usually buy oat milk doesn’t mean I don’t want to switch it up once in a while. UX should adapt dynamically—not just assume I want the same thing forever.
3. It gets things laughably wrong.
   “You bought a mattress? Great! Here are 500 more mattresses!” Ever had an algorithm latch onto one thing and refuse to let go? That’s bad personalisation. The goal isn’t to bombard users with more of the same—it’s to understand what they actually want next.

So, What Should Adaptive UX Look Like?

1. Context-Aware, Not Just Data-Driven
   Instead of blindly pushing “more of what you clicked,” good adaptive UX considers context. If I’m shopping for holiday flights, I probably don’t need more flights recommended after I’ve booked. But maybe I’d like a hotel suggestion.
2. User-Controlled, Not Just AI-Driven
   People should be able to adjust their experience. Give users control over their recommendations. Let them reset preferences, turn off “smart” features, or tell the system when it’s way off base. Nothing’s worse than an algorithm that assumes it knows you better than you know yourself.
3. Subtle, Not Shouting
   The best personalisation doesn’t announce itself. It’s small, thoughtful touches—like a form remembering your preferences or a homepage surfacing relevant content without making a big song and dance about it.
4. Predictive, But Not Presumptive
   It’s great when UX anticipates needs. It’s not great when it forces assumptions down your throat. The best adaptive experiences make smart predictions, but always leave room for user input.

The Future of UX is Adaptive (But Not in a Creepy Way)

Static, one-size-fits-all UX is slowly dying—and that’s a good thing. But personalisation has to be thoughtful. No one wants their digital experiences to feel like they’re being micromanaged by an overbearing algorithm.

The best UX doesn’t just track behaviour—it understands context, respects choice, and enhances the experience without getting in the way. Get that balance right, and users won’t even notice how good it is.

Which, let’s be honest, is the best compliment any UX designer can get.