The BBC's new take on personalisation
The BBC's website gets more sophisticated by the minute. A recent change described by Matt Jones is the way the background colour of the boxes change shades in response to your own visiting patterns. The BBC home page has been coded in a way that whatever you click most gets reinforced over time, signalled to you through shades of colour. As Matt points out, this is quite a gentle form of personalisation, far from the shouty 'Hello Louise!!! Welcome back!!' that we see in too many places.