Personalizing the User Interface

1) Principles

1. First benefit, then "magic." Any change should shorten the path to the goal (bet/deposit/play/set-up), not just "surprise."

2. Transparency and control. The user sees what is personalized and easily controls it. There is a "smart personalization" toggle switch.
3. Soft adaptation. Suggest, not impose: unobtrusive recommendations, keeping manual choices.
4. Security and privacy. Minimum data, only consistent signals, understandable storage policies.
5. A/B instead of guesswork. Each hypothesis undergoes an experiment and regression control.

2) Personalization areas

Navigation: section order, quick shortcuts, recently visited screens.
Leyout and density: card size, number of speakers, "dense" mode for power-users.
Content: recommended games/markets, interest tags, featured providers.
Promos and banners: relevant promotions, tournaments, bonuses (with frequency control).
Search and filters: history auto-completion, saved presets.
Notifications: smart digests against the "storm," silence at night, importance by type.
Theme/contrast/fonts: remembering visual preferences.
Domain formats: coefficients (decimal/fractional/American), display currency, language.

3) Personalization models

3. 1 Manual settings (explicit)

Panel "Preferences": the user himself turns on/off widgets, adjusts the order, sets the format of coefficients/currency/theme.

3. 2 Context-aware

Relies on the device, time of day, network: at night - a dark theme by default, on a weak connection - simplified media, on a mobile - shortened carousels.

3. 3 Behavioral segments

Clusters "slot player," "sports betting," "live games," "beginner." Affect section order, recommendations, and hints. Always leave the path back to "default."

4) Architecture: signals → solutions → UI

Signals: events (views/clicks/bets), profile settings, context (time zone, device), restrictions (limits/jurisdiction).
Rules/models layer: phicheflags, segmenter, recommendation service.
UI renderer: the component accepts semantic tokens and configs (without ML logic inside).
Local profiles: some of the preferences are stored on the client (for example, the order of widgets) with synchronization to the account.

5) User control and transparency

Personalization is marked with the "Smart Setup" badge with the tooltip "Changing the order of blocks based on your actions."

Settings: on/off personalization, "Reset recommendations," "Show standard home."

History of changes (micro-log): "The "Favorites" block has been added, since you often open...."

6) Interactions and patterns

Drag-n-drop widgets + Return As It Was button.
Hide/show block from card menu.
Saved filters/sets in search/directories.
Auto-completion takes into account the latest searches and fixed leagues/games.
"Continue from the spot": last coupon/game/tournament - first screen.
The "for you" section is neither first nor intrusive; there's always Show All and Don't Show It.

7) The specifics of iGaming

Responsible game: personal reminders of limits and timeouts - priority promo. No pressure on players with active restrictions.

Odds and Markets: Show your favorite leagues and markets first; honestly denote "recently modified coefficient."

Game recommendations: variety by provider/topic, limiting repetitions of one provider; "You played this for 3 × - try something similar."

Cash: memorizing the selected deposit/output method, display currency; ETA and commissions are relevant to the country.
Time of day: at night - quieter notifications and soft accents.

8) Availability and localization

All personalized blocks have focused handles, 'aria-grabbed' for drag-n-drop.
Don't rely on color as the only "for you" indicator - add a text label.
Localization of keys/prompts; numeric formats and currencies - by locale.
RTL mode: the order is mirrored, the drag directions are correct.

9) Performance and sustainability

Configs and recommendations - cache on the client with TTL (for example, 15-30 minutes) and incremental updates.
Hydration of the "heroes" (first screen) without blocking the rest of the UI.
The fall of the recommendation service ≠ the fall of the UI: we show the default lists.
We limit the "jitter" of blocks: permutations no more often than N hours/sessions.

10) Privacy and compliance

Get explicit consent to personalize marketing.
Store only the necessary signals, with auto-delete deadlines.
Let's just export/reset the preference profile.
Do not use sensitive categories for targeting; comply with local requirements.

11) Metrics

Task Success/Time-to-Action: Is the user reaching the goal faster?
CTR of personal units vs control.
Retention/Session depth for those who have enabled personalization.
Dismiss/Hide rate widgets ("this is not interesting").
Support rate by confusion ("why are you showing this? ”).
Regret rate.

12) Anti-patterns

Hide navigation for the sake of a "personal showcase."

"Teleportation" of elements in front of the user without consent.
Aggressive frequency display of promo under the guise of personalization.
Personalization in critical streams without transparency (cash desk, KYC).
Unpredictable changes every time you sign in.
"Locks" for manual settings for the sake of the algorithm.

13) Design system tokens and configs (example)

json
{
"personalization": {
"enabledDefault": true,
"showBadge": true,
"maxReorderPerWeek": 2,
"widgetVariants": ["default","compact","dense"],
"cooldownHours": 24
},
"recommendations": {
"fallback": "trending",
"diversity": { "provider": true, "category": true },
"ttlMinutes": 30
},
"notifications": {
"digestHour": 9,
"quietHours": [22, 8]
}
}

14) Snippets

Ficheflag + Segment (React)

tsx type Segment = 'slots'    'sports'    'live'    'newbie';
type Flags = { personalizeHome:boolean };

function useSegments (): Segment [] {/return from profile/dimensions/return ['sports', 'live'];}
function useFlags(): Flags { return { personalizeHome: true }; }

function Home() {
const segs = useSegments();
const { personalizeHome } = useFlags();
const blocks = [
{id: 'continue', title: 'Continue', fixed: true},
{id: 'sportsTop', title: 'Top Events', seg: 'sports'},
{id: 'slotsRec', title: 'Recommended slots', seg: 'slots'},
{id: 'liveRooms', title: 'Live rooms', seg: 'live'}
];
const ordered = personalizeHome
? [...blocks. filter(b=>b. fixed),...blocks. filter(b=>!b.fixed). sort((a,b)=> Number((segs. includes(b. seg as Segment)))-(segs. includes(a. seg as Segment)))]
: blocks;
return <Main blocks={ordered}/>;
}

Drag-n-drop reorder (simplified)

js const list = document. querySelector('[data-widgets]');
let dragId = null;
list. addEventListener('dragstart', e => dragId = e. target. id);
list. addEventListener('drop', e => {
e. preventDefault();
const to = e. target. closest('[draggable]'). id;
if (dragId & & to & dragId! = = to) reorderWidgets (dragId, to) ;//save in profile
});
list. addEventListener('dragover', e => e. preventDefault());

Personalization control

html
<label>
<input type="checkbox" id="pToggle" checked>
Smart personalization
</label>
<button id = "reset "> Reset recommendations </button>
<script>
pToggle. onchange = () => setPersonalization(pToggle. checked);
reset. onclick = () => resetRecommendations () ;//clear profile/cache
</script>

15) Empty/errors/states

No data for personalization: show trends/novelties, explain "We are still learning from your actions."

Recommendation service error: fallback blocks; toast "Showing popular."

Too narrow profile: increase diversity (providers/categories).

16) QA checklist

Transparency

• Smart Setup Badge and clear tooltip.
• Personalization toggle switch on/off; "Reset Recommendations."

UX

• Dragging/hiding blocks is available from the keyboard.
• Personal blocks do not overlap critical content.
• Promo frequency is limited; there is "Not interested."

А11у/Localization

• 'aria' for drag-n-drop, correct tab order.
• Texts/formats/currencies localized; RTL is correct.

Performance/Reliability

• UI works when recommendations fall (fallback).
• There is no jitter in the order of blocks within a session.
• Configs are cached; TTL and reconnect backoff are met.

Compliance

• Consent to marketing personalization.
• Signal retention and deletion/export mechanism.

17) Documentation in the design system

Компоненты: `PersonalizedHome`, `ForYouRail`, `WidgetContainer`, `ReorderHandle`, `PrefsPanel`.
Tokens/configs: frequency limits, TTL, signs of "fixed" blocks, diversity rules.

Guides: "When to personalize," "How to show control," "Fallback behavior."

Do/Don't: hidden navigation, aggressive banners, frequent permutations during the session.

Brief Summary

Personalisation works when it's transparent, reversible and really cuts the path to the goal. Give the user control, rely on consistent signals, keep ML/rules out of components and always have a safe default. In iGaming, this increases trust and engagement: find "your" markets and games faster, see relevant limits and hints - without obsession and surprises.