Should be PERSONAL. After doing a little research into personal design or design solely for the viewer
I came across the concept which Eli Pariser calls "filter bubbles." Here is the great TedTalk he did which explains the concept perfectly.
This concept of over-personalized data made me question how we design instead for human connection and empathy instead of for algorithmic personalization. I realized that empathy played a big part in the content making process of personal design. Gaining empathy with the viewer is might be one of the most important parts of designing on the internet. Even though this empathy is between the computer and the user, it is building empathy within the user nonetheless.
When thinking of design that encourages empathic content I immediately thought of a few new features Facebook recently added. The first addition I thought about was the Facebook Feeling/Activity tab. This tab allows you to let others know what you are feeling in that moment without making a status. The other example is Facebook's personalized timed messages. Every so often a message pops up on Facebook that reads Good Evening, Rose or Good Morning, Rose. This little message makes one feel more connected to the technology they're using. The last feature on Facebook that I want to touch on is the new like button options. Previously there was only the option to like another users post. A like is an unemotional blanket wasy to connect with another user. With the addition of the Love, Haha, Wow, Sad and Angry like buttons it allows the user to interact on a deeper level emotionally with the user.
I also thought about the idea of Conversational User Interface (CUI), like Siri, Alexa etc. Attaching a voice to an inanimate piece of technology makes it seem like there is another being there to connect with. The first example of this was with the unveiling of the Macintosh computer in 1984. In this video below you can watch how by making the computer have a voice or display type it connects with the emotions of the human audience.