Recently I wrote a review on Website Morphing for the Web Analytics Associations’ Research Committee.

You can go ahead and take a look at it if you want. I’ll wait.

Website Morphing represents a coherent method for automating incremental optimization. It’s not perfect. Morphing will require a heavy amount of human creative and analytical inputs. It’s the social technology that’s one of the big problems with Morphing, not the physical technology under the engine.

People with diverse skill sets often have a hard time working together. It’s hard to communicate complex concepts with people who don’t share your vocabulary. Sometimes it’s like being an English Speaker in Germany, an increase in volume doesn’t equal an increase in comprehension.

Those skills have always been hard, and they’ve been vitally important since the dawn of the information age. They’re going to become that much more important as we move from designing static-one-size-fits all experiences, to designing custom, delta-heavy experiences.

In the end, if we’re not growing we’re declining.

3 thoughts on “Website Morphing

  1. SteveM says:

    Website morphing is a fascinating concept, and you’re right, people with diverse skill sets often have a hard time working together, but some of the greatest innovations have come when people from different fields have worked on a problem. I think there’s great potential in this area.

    What strikes me as most fascinating, however, is the conundrum you mentioned on your original review morphing paper, is how do you measure the success of an interactive experience that is behaving like a salesperson with multiple-personality syndrome? (paraphrasing here)

    Maybe you’d have to start applying an approach that you’d use to measure human performance?

    You can yell at me if you want 🙂

  2. Very prescient.

    User based KPI’s are sorely lacking frankly.

    They won’t be if I the future turns out how I want it to turn out. 🙂

  3. Sven Jan says:

    I think it is a very interesting beginning towards a paradigma change. In combination with intelligent profiling tools and an adserver, future websites could be designed directly by the adserver based on this model. Fantastic new possibilities. Further ideas I have written on my Blog (unfortunately only in German)

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