Toptal

In an age of increasing digitalization, where user data mining is the new gold rush, there is a movement emerging for wider personalization in design.

Large corporations like Google and Facebook have been able to collect millions of data points on all (un)registered users. This data is used to present close and distant friendships, agenda appointments, and can even predict if and when an employee will quit.

Through this data, (enterprise) companies can provide useful advice on upcoming appointments (e.g. automatically add planned flights from Google Mail to Google Calendar) and give people the latest news on the topics they prefer. These personalizations, when done right, create the sense that these products have the best interests of the user in mind—whether that’s true or not.

However, is this preferred? What is the overall emotional impact these personalized changes have on people’s lives? And what responsibility do these companies and their

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