Shortcuts— unseen by the novice user — speed up the interaction for the expert users such that the system can cater to both inexperienced and experienced users.
Encourage engagement with recommendations by presenting them prominently, segmenting suggestions into clear categories, and providing methods for users to give feedback.
Users appreciate personalized content suggestions and are willing to give up some of their privacy for quality recommendations, while accepting some inaccurate recommendations.
Customization gives control to the user and personalization gives control to the site. Both can enhance experiences, but only when carefully implemented.