Identifying User Personas of Indonesian Professional Workers Who Activate Dark Mode UI: A Machine Learning Approach
Reza Rahutomo · 2024
This study investigates the personalization preferences of Indonesian working professionals, specifically focusing on the adoption of Dark Mode. By conducting an online survey and employing K-Means clustering with Silhouette Score evaluation, three distinct user personas were identified: Millennials, Older Millennials and Generation X, and Younger Millennials and Generation Z. All user personas have different motivation in activating Dark Mode. Older Millennials and Generation X are primarily motivated to activate Dark Mode UI to conserve battery life, particularly when using chat applications. In contrast, younger Millennials and Generation Z are driven by both comfort and power-saving considerations, especially while engaging with social media and chat applications. Millennials activate Dark Mode across various digital platforms, including e-commerce, social media, chat services, and entertainment. Despite demographic and device usage differences, a commonality among these groups was their frequent use of chat applications. The findings indicate that chat applications are particularly popular among Dark Mode users and suggest that implementing Dark Mode as a UI option can enhance user engagement and retention within these platforms.