This project was conducted with the goal: to increase the customer intimacy by considering customer's personality for personalization. The main outcome of this project is a personality driven design principle based on the big five (Goldberg, 1990). This principle can be used as the guideline for personality-based product and service innovation. Furthermore, by applying this principle, a website tailored to customer's personality was formulated as a use case. According to the concept evaluation results, services taking personality into account by applying the proposed principle can positively influence the customer experience.