Rationalization of society changed the nature of work, making it much more structured and much less independent. Before rationalization, many workers worked on their own, making products themselves or farming for themselves. They worked when and how they wanted to. As rationalization continued, this changed. Work became more systematized, culminating in the system we have with super-efficient assembly lines where the work process is very exactly defined and must be carried out in a certain way.
Outside of work, the changes are harder to pin down with certainty. You can argue, though, that rationalization makes social relationships more purposeful and goal-oriented. This reduces the amount of caring in relationships, making them more into a means for achieving some material end.