Customization and personalization refer to distinct concepts in user experience design. Personalization occurs on the backend, relying on algorithms to match content with user interests based on data. Users have no control over how personalization is shaped. In contrast, customization empowers users to modify their experience directly, allowing them to tailor applications and interfaces according to their preferences. This differentiation is crucial for understanding user engagement with technology and how they interact with different platforms and products.
Personalization is done in the back end, often by algorithms these days. The platform or product is set up to deliver content that the system in place believes matches the interests or needs of a user.
Customization is done by the user themselves. They edit the experience in question to serve their needs.
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