Comparative study of personalization and Comparative study of personalization and adaptation techniques in websites: adaptation techniques in websites:

ee--commerce, news, and SNScommerce, news, and SNS

SatyajitSatyajit DasDas, , PornpatPornpat NikamanonNikamanon

December 14, 2007December 14, 2007Informatics 233: KnowledgeInformatics 233: Knowledge--Based User InterfacesBased User Interfaces

Objective & MotivationObjective & Motivation• Objective

– Study personalization and adaptation techniques – Observe how modern websites use these techniques– Different approaches of personalization– Levels of customization (automatically or manually configured system)– Focus on three domain: e-commerce, news, and SNS

• Motivation– Browsing the internet and observing the personalization features of

the web site– Features available in some websites like facebook and myspace

prompted us to study the tools and different ways of presentation and how these are useful to improve the user interests with respect to context (domain specific).

– Personalization trends / tools in One-to-one Marketing– The complexity, scope, control provided to users to interact with these

tools.

PersonalizationPersonalization• Personalization process

– Data acquisition– Representation and secondary inferences– Adaptation

• Adaptation in content• Adaptation in presentation and modality• Adaptation in structure

• Different approaches of personalization– Individual Vs Collaborative– Users Information Vs Item Information– Reactive (Explicit) Vs Proactive (Implicit)

• Functions of personalization– Personalized home page– Personalized recommendations

Case studyCase study• E-commerce

• News

• Social Networking

AmazonAmazon“If I have 3 million customers on the Web, I should have 3 million stores on the Web.”

Jeff Bezos, CEO of Amazon.com™

• We have recommendations for you– Based on item you own and more…– Improve recommendations– Rate items, I own it, Not interested– Browsing history

• Your Amazon.com– Today’s Recommendations For You– New For You®

– Complete Your Series

• Your page on Amazon.com– Personal profile page– Latest activities– Amazon Friends & Interesting People– Reminders

eBayeBayThe word “online auction” are synonymous with eBay

PC Magazine

• Search– Customize Display– Customize Search Options– List View | Picture Gallery

• My eBay– You might like these items! – Customize My eBay views– Edit Shortcuts– Save Searches/Sellers– My Messages

• My World– Publishing space to tell the community

what makes you … you– Customize: pick your favorite features– Personalize: tell the world about you– Share: connect with people in the community

CraigslistCraigslist“If it's not something that users are asking for, we don't consider it.”

Jim Buckmaster, CEO of Craigslist

• Preferences– Default site (450 craigslist sites in all

50 US States and over 50 countries) – Maximum number of posting displayed

• Posting– Email this posting to a friend– Flag: miscategorized, prohibited,

spam/overpost, and best-of-crigslist

• Discussion forums– Email it– Rate a handle (user)– Flag: prohibited conduct,

miscategorized, spam

CNN.comCNN.comThe first major news and information website on the Internet

CNN.com

• Presentation– Integrated multimedia story telling

• Text, videos, photos, maps, charts– Multiple channels

• CNN Mobile• Desktop News Alerts• E-mail Alerts• RSS Feeds• Podcasts• CNN Radio, CNN TV

• Locally relevant content– Weather forecasts– Local News

• We Recommend– Stories you may be interested in – based on past browsing

DiggDiggThe site was called “Digg” instead of “Dig” because

the domain name “dig.com” was previously registered, by Walt Disney Internet Group

• Customize your view– Filter topics not interest– Filter media type– Viewing preferences

• Connect with friends– Add your friends– See friends’ activity

• Create a profile– Share your favorite stuff– Update your profile information

Google NewsGoogle NewsAggregated headlines and a search engine of

many of the world’s news source

• Personalize this page– Rearrange page– Personalized News– Tailored news to your interests

• Customized to location– International versions in

42 Countries and languages

• Presentation version– Text / Standard / Image Version– Feeds (RSS, Atom)– News Alerts (email)– Mobile News

FacebookFacebook“a social utility that enables people to understand the world around them.”

• Versions– Customize Display/ profile – Open framework for numerous applications– Layout fixed, page-contents flexible.

• The homepage provides updates of friends’every move– user controls the information display in

homepage.

• Numerous Personalization features.– Friend feature– Personal Information– Regulatory Feature– Group feature– Event feature– Misc. feature

My SpaceMy Space"MySpace is an online community that lets you meet your

friends' friends.”

• Versions– Customize Display/ profile edit– Flexible structure– Community Features

• Personalized Page/ features– MySpace TV– MySpace News– Blogs– Groups, Forums– Events– Classifieds– Chat Rooms– Polls

OrkutOrkuta social networking and discussion site from the google factory

• Versions– Fixed Structure– Recent updates– Community Features

• Rating Features- "Trustworthy", "Cool", "Sexy"

on a scale of 1 to 3

• Personalized page- Testimonials- Communities- Discussion Forum- Recent Updates- Restricted/ un-restricted polls