The best apps today don’t wait for you to act, they act on your behalf. Powered by algorithms and user data, they anticipate needs, surface what matters, and reduce friction at every turn.
Whether it’s saving time, cutting out noise, or boosting engagement, personalisation is no longer a nice-to-have. It’s the engine behind better retention, smarter conversions, and deeper loyalty.
We explored how top consumer apps use personalisation to drive UX performance, and why it works so well.
Here’s what we found…
Key Takeaways from the Best in the Game…
1️⃣ Keep Users Hooked Without Overwhelming Them
Spotify’s ‘Discover Weekly’ uses your listening habits to recommend tracks that feel intuitive, not random. It’s personalisation that feels invisible, just the right content at the right time.
→ Personalised recommendations reduce choice fatigue and keep users engaged longer.
2️⃣ Build Loyalty Through Familiarity
Netflix’s ‘Because You Watched’ feature creates a loop of relevant suggestions based on genre, tone, or themes, making the app feel more like a personal curator than a content platform.
→ When apps reflect your preferences, they feel more like a habit than a tool.
3️⃣ Make Everyday Use Effortless
Google Maps remembers your routines, suggesting saved places, optimising routes, and reducing taps.
→ Personalisation removes repeat effort and makes apps feel indispensable day-to-day.
4️⃣ Drive Promotions that Feel Natural
Amazon’s “You might also like” recommendations aren’t just accurate, they’re timed. By understanding purchase patterns, they suggest relevant products that feel helpful, not pushy.
→ When suggestions feel relevant and timely, they increase trust and drive action.
5️⃣ Create Feeds That Reflect the User, Not the Algorithm
Letterboxd tailors its film recommendations based on what you’ve watched and rated, no generic lists, just spot-on picks that match your tastes.
→ The best personalisation feels human, not algorithmic, making users feel understood.
Final Thought: UX That Feels Like a Superpower
The best apps don’t just meet user expectations, they anticipate them. Whether it’s AI-driven recommendations, eerily relevant content, or seamless navigation, personalisation isn’t just about making apps better, it’s about making them irresistible. They don’t just keep users around. They make them feel at home.
