Web Adaptation and Personalization Marios Belk Outline Overview - - PowerPoint PPT Presentation
EPL344 Internet Technologies Web Adaptation and Personalization Marios Belk Outline Overview and Importance of Personalization in Interactive Systems Architectural Overview of Human-centered Adaptive Interactive Systems User
EPL344 – Internet Technologies
Recommended Books
Adaptation and Personalization - From Theory to Practice. Human-Computer Interaction Series, Springer, doi: 10.1007/978-3-319-28050-9
Web: Methods and Strategies of Web Personalization, Springer, doi: 10.1007/978-3-540-72079-9
Related Conferences and Journals
Personalization Research, Springer
1 3 2 3 out of 40
not naturally embed the users’ characteristics in the design process
–
different characteristics
–
develop different structural and functional mental models
–
need individual scaffolding
characteristics and the tasks taking place during user interactions
100 200 300 400 500 600 700 800 900 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Number of Hosts
Millions
Year
5 out of 40
Evolution of Internet Usage and Adaptive Interactive Systems
Adaptive Hypertext and Hypermedia (early 1990s)
drawbacks of static hypermedia in a variety of application areas
the needs of individual users Adaptive Web (mid-1990s)
and preferences of users became
and challenging platform for applying their research
applied on it
–
User modeling
–
Machine learning
–
Natural language generation
–
Information retrieval
–
Intelligent tutoring systems
–
Affective computing
–
Cognitive science
–
Web-based education
–
Information retrieval: find documents that are most relevant to user interests and then to
–
Intelligent tutoring systems: select educational activities and deliver individual feedback that is most relevant to the user’s level of knowledge
ACM UMAP – User Modelling, Adaptation and Personalization Conference (http://um.org)
working on systems that adapt to individual users, to groups of users, and that collect, represent, and model user information
Hypermedia and Adaptive Web-based Systems conferences that were merged in 2009
Related Journal
(http://www.umuai.org) is one of the journals mostly related to UMAP which provides an interdisciplinary forum for the dissemination of novel
adapted or adapt themselves to their current users, and on the role of user models in the adaptation process. Other Related Conferences
(https://link.springer.com/conference/aied)
Adaptation Component User Modeling Component
videos images text Decision Making & Adaptation Mechanisms Adaptive User Interface Usability User Experience
7 out of 40
Why? Adaptation Goals Where? Application areas To what? User features What? Adaptation effects Conceptual Level
Example Where: Educational Who: 1st year Students Why: Learn effectively To What: Knowledge When: Recognize invalid user behavior What: Additional explanations How: Track progress of the user for user knowledge modeling and expand content explanations
How? Implementation techniques Who? Target user group When? Initiate adaptation
Collect data about the user Create and maintain a user model
Name: Anna Gender: Female Age: 19 Profession: 1st year CS student Bought: Matrix Revolutions Movie Navigation behaviour data (e.g., time spent on pages, ratings on products) … Interests: Like Sci-fi movies Individual traits: Imager cognitive style … Content level adaptation Provide more images Link level adaptation Recommend new Sci-fi movies
Adaptive technology
user modeling deals with
what information represents the user in a particular context and how to learn and represent this information
adaptation deals with what
adaptation types and mechanisms need to be performed and how to communicate them to the adaptive user interface improve its usability and user experience
8 out of 40
–
“the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use”
–
Usability is focused so that a task is carried out successfully
–
“a person's perceptions and responses that result from the use or anticipated use
–
Extends traditional task-based analysis and evaluation
–
Focuses on aesthetic and affective aspects (e.g., thoughts, feelings) that result through user interaction
33 out of 40
Interaction Design
Context of use Context of use
Human Factors Usability
–
3D Game
feelings
remove sound? –
ATM machine
successfully without being frustrated
second priority
34 out of 40
Adaptive Hypermedia Web Personalization User Experience User Modeling
Context of Use
Study the effect of content adaptation
Study evaluation methodologies
AIS
success Define User Experience factors of a specific application area Which parameters are significant enough to be incorporated in user modelling? How to optimize existing adaptation mechanisms (e.g., collaborative filtering) and user modeling mechanisms (e.g., soft computing) to provide better results How to represent user models and content? (e.g., study semantics) How to create a global, scalable and open adaptive interactive system architecture? Study the effect of specific user factors
– Static models vs. Dynamic models
– Explicitly
– Implicitly
browsing activity
Extract knowledge from the navigation behaviour of users on the Web with specific data analysis techniques Data Collection Data Pre-processing
Gather users’ browsing history and activity through log files, agents, proxy servers, etc.
Pattern discovery
Server-side data Client-side data
i) Data filtering ii) User identification iii) User session identification i) Clustering or Fuzzy Clustering ii) Classification (e.g., Neural Networks) iii) Association Rules
Knowledge Post- processing
i) Reports ii) Extract user models and provide them as input to the Adaptation mechanism
Adaptation Mechanism & Decision Making
123.123.123.123 belk [01/Jan/2012:00:16:12] ”GET /books/userexperience HTTP/1.0" 200 1540096 “/books/adaptiveweb“ "Mozilla/8.01 [en] (Win7)"
Interactive Systems Information Architecture Functionality Content Content Presentation Content Navigation
An important adaptation issue is which visible features of the system can be adapted by a particular technique
Adapt the hypermedia elements (or content fragments) of a node
Adapt the presentation of hyperlinks within a node in order to support user navigation in the hyperspace
– Basic adaptation mechanisms – User Customization – Rule-based mechanisms – Content-based mechanisms – Collaborative-based mechanisms
– “the extent to which a product can be used by specified users to
achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use”
– Usability is focused so that a task is carried out successfully
– “a person's perceptions and responses that result from the use or
anticipated use of a product, system or service”
– Extends traditional task-based analysis and evaluation – Focuses on aesthetic and affective aspects (e.g., thoughts,
feelings) that result through user interaction
33 out of 40
Usability Methods for measuring usability, propose guidelines for usability, evaluation methodologies Adaptive Interactive System Methods and techniques for User modeling and Adaptation achieve specified goals with effectiveness, efficiency, and satisfaction Application Layer User Information Context Information Tasks
– Adaptive Vs. Non-adaptive – Difficult in the case where the system relies on adaptation (e.g.,
recommender systems)