# Smart personalisation · UX Trends 2018 · Zorraquino > The individual as the goal URL: https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation ![Smart personalisation: The individual as the goal](https://cdn.sanity.io/images/0w1142l8/production/b9a31962d996f464392adb5d1732c26e89b6ec37-1600x1056.webp/smart-personalisation-the-individual-as-the-goal.webp?w=1600&fit=max&auto=format&q=85) Trend 02 # Smart personalisation 1. [UX Trends 2018Home](https://www.zorraquino.com/en/trends/ux-trends-2018) 2. [Trend 01Humanisation](https://www.zorraquino.com/en/trends/ux-trends-2018/humanisation) 3. [Trend 02Smart personalisation](https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation) 4. [Trend 03A more emotional interface](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface) 5. [Trend 04Mood as interface](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface) 6. [Trend 05Design for optimisation](https://www.zorraquino.com/en/trends/ux-trends-2018/design-for-optimisation) 7. [Trend 06A richer UI](https://www.zorraquino.com/en/trends/ux-trends-2018/richer-ui) 8. [Trend 07Sensory feedback](https://www.zorraquino.com/en/trends/ux-trends-2018/sensory-feedback) 9. [Trend 08The year of augmented reality](https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality) 10. [Trend 09Designer as storyteller](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller) 11. [Trend 10Connected experiences](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences) 12. [Trend 11Atomic Design](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design) 13. [Trend 12Only the essential](https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential) Smart personalisation The individual as the goal ## We personalise experiences In 2015, Gartner predicted that “by 2018, organizations that have fully invested in all types of personalization will outsell companies that have not by 20%”. Now that date has come, we can see it was right. Something at the heart of every attempt to sell, but which technology makes more accurate every day, with more intimate and emotional, useful and practical consumer experiences that save users time and reduce their consumption of irrelevant content, developed thanks to data analysis, artificial intelligence, machine learning… The reality is that consumers today expect personalised treatment and want brands to anticipate their needs in exchange for sharing their data. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Research continues to get to know users more deeply and offer an ever more personalised brand experience. 2. 02 Users are demanding more “hyper-personalisation”, so investment in these strategies is likely to keep rising and reach a new record in 2018. 3. 03 Awaiting the launch of the EU General Data Protection Regulation, which will regulate data collection techniques and could be key to redirecting strategies. ## More on the trend ### References - [10 UX Design Predictions for 2018](https://theblog.adobe.com/10-ux-design-predictions-for-2018/) - [Top 5 Trends for Customer Experience in 2018](https://www.janrain.com/blog/top-5-trends-customer-experience-2018) - [Walk a Fine Line with Personal Mobile Offers](https://www.gartner.com/smarterwithgartner/walk-a-fine-line-with-personal-mobile-offers/) - [Online Consumers Fed Up With Irrelevant Content on Favorite Websites, According to Janrain Study](https://www.janrain.com/company/newsroom/press-releases/online-consumers-fed-irrelevant-content-favorite-websites-according) - [Retail Personalization Index](https://www.sailthru.com/personalization-index/sailthru100/) - [Sephora leads the way in personalization](http://www.businessinsider.com/sephora-leads-the-way-in-personalization-2017-9) - [Content Marketing Personalization: 4 Brands’ Winning Tactics](https://insights.newscred.com/content-marketing-personalization/) - [Artwork Personalization at Netflix](https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76) Pages 25–40 of the report [![A more emotional interface: From function to emotion](https://cdn.sanity.io/images/0w1142l8/production/5cb5162a5f8a2467ee99e29d3e914c3f29eb6f8b-1600x1199.webp/a-more-emotional-interface-from-function-to-emotion.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface) Next trend · 03 [A more emotional interface](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface)