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In the modernized information service environment, the users' needs of information grow diversified and personalized. However, there is great difference among different users. Compared with the standardized products and services, the personalized services and products are more helpful to the increase of products' added value and meet the users' needs better. In this paper, based on Maslow's Hierarchy of Needs, the fundamental source for personalized needs is discussed. Moreover, it also proposes the design strategy for the B2C E-commerce user experience based on personalized needs.