We posit that it is necessary to investigate the personalization of smart wheelchairs in three aspects interfaces for interaction, controllers for action (top-level, middle-level, and low-level), and feedback in interaction. Our team has been selected as an Innovation Corps (I-Corps) Team by the National Science Foundation to pursue customer discovery research to explore the commercial viability of smart wheelchairs. Through the process, our team has performed more than 110 interviews with powered wheelchair users, manufacturers, therapists, policy makers, and non-profit organization staff. Our findings revealed that the acceptability of fully autonomous systems by the users is still challenging and highly-dependent on the severity of the disability. Furthermore, the cost, ease-of-use and personalization are the most important factors in commercializing smart wheelchair technologies.