web adaptation and personalization
TRANSCRIPT
Marios Belk
EPL425 – Internet Technologies
Web Adaptation and Personalization
Outline
Overview and Importance of Personalization in Interactive Systems Architectural Overview of Human-centered Adaptive
Interactive Systems User Modeling Factors, User Data Collection Methods and
User Model Generation Personalization Categories Adaptation Technologies
Introduction
User Modeling, Adaptation and Personalization
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Paradigm Shifts of Interactive Systems
One-size-fits-all vs. Personalization
Ineffective practice of usability in today’s interactive systems, they do not naturally embed the users’ characteristics in the design process
Ignores the fact that users are different– different characteristics– develop different structural and functional mental models– need individual scaffolding
It is necessary to understand in depth the interdependencies among the user characteristics and the tasks taking place during user interactions
Personalization Systems offer an alternative by adapting content, and functionality according to the users’ unique characteristics, in order to
improve efficiency, effectiveness and user experience
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Evolution of Internet Usage and Adaptive Interactive Systems
Historical Perspective of Adaptive Interactive Systems
Adaptive Hypertext and Hypermedia (early 1990s) Researchers from the hypertext and hypermedia community recognized the
drawbacks of static hypermedia in a variety of application areas Explored ways to adapt content presentation and functionality of such systems to
the needs of individual users
Adaptive Web (mid-1990s) Exponential increase of users and information on the World Wide Web Need to provide adapted and personalized content to the heterogeneous needs
and preferences of users became
The Adaptive Hypermedia community used the World Wide Web as an attractive and challenging platform for applying their research
Since then, the majority of research on adaptive interactive systems has been applied on it
Interdisciplinary Field
Early 1990s: Hypertext and Hypermedia Community
Today: Attracts many researchers from different communities– User modeling– Machine learning– Natural language generation– Information retrieval– Intelligent tutoring systems– Affective computing– Cognitive science– Web-based education
Popular areas– Information retrieval: find documents that are most relevant to user interests and then to
order them by the perceived relevance– Intelligent tutoring systems: select educational activities and deliver individual feedback
that is most relevant to the user’s level of knowledge
User Modeling, Adaptation and Personalization
ACM UMAP – User Modelling, Adaptation and Personalization Conference (http://um.org)
The premier international conference for researchers and practitioners working on systems that adapt to individual users, to groups of users, and that collect, represent, and model user information
ACM UMAP is the successor to the biennial User Modeling and Adaptive Hypermedia and Adaptive Web-based Systems conferences that were merged in 2009
User Modeling, Adaptation and Personalization
Related Journal User Modeling and User-Adapted Interaction - UMUAI
(http://www.umuai.org) is one of the journals mostly related to UMAP which provides an interdisciplinary forum for the dissemination of novel original research results about interactive computer systems that can be adapted or adapt themselves to their current users, and on the role of user models in the adaptation process.
Other Related Conferences Intelligent User Interfaces - IUI (http://iui.acm.org) Artificial Intelligence in Education - AIED
(https://link.springer.com/conference/aied) Recommender Systems - RecSys (https://recsys.acm.org)
Adaptation ComponentUser Modeling Component
videosimages
text
Decision Making & Adaptation Mechanisms
Adaptive User Interface
Usability User Experience
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High-level AIS Architecture
Why?Adaptation Goals
Where?Application areas
To what?User features
What?Adaptation
effects
Conceptual Levelof an AIS
ExampleWhere: EducationalWho: 1st year StudentsWhy: Learn effectivelyTo What: KnowledgeWhen: Recognize invalid user behaviorWhat: Additional explanationsHow: Track progress of the user for user knowledge modeling and expand content explanations
How?Implementation
techniques
Who?Target user group
When?Initiate
adaptation
Conclusive Framework for Defining an AIS
Collect data about the user
Create and maintain a user model
Name: AnnaGender: FemaleAge: 19Profession: 1st year CS studentBought: Matrix Revolutions MovieNavigation behaviour data (e.g., time spent on pages, ratings on products)…
Interests: Like Sci-fi moviesIndividual traits: Imager cognitive style…
Content level adaptationProvide more images
Link level adaptationRecommend 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 userexperience
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Personalization Process Paradigm
ISO 9241-11 definition for Usability:– “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 ISO 9241-210 defines User Experience (UX) as:
– “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
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Usability and User Experience (UX)
InteractionDesign
Context of useContext of use
HumanFactors
Usability
Example:– 3D Game
Visual Design Sound Design Content Focus on aesthetics,
feelings What happens if we
remove sound?– ATM machine
Usability Carry out task
successfully without being frustrated
Aesthetics come to second priority
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Factors affecting the User Experience
Adaptive Hypermedia
Web Personalization
User Experience
User Modeling
Context of Use
Study the effect of content adaptation on User Experience• What content?• How to present?
Study evaluation methodologies• How to evaluate UX in
AIS• Measures for adaptivity
successDefine 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, scalableand open adaptive interactive system architecture?
Study the effect of specific user factors on User Experience design
Research in Adaptive Interactive Systems
Principles
Processes and techniques for adaptation and personalization of
interactive systems
User Model
The user model is a representation of information about an individual user that is essential for an Adaptive and Interactive Systems to provide the adaptation effects Dynamicity factors
– Static models vs. Dynamic models Modelled User Features:
A. KnowledgeB. InterestsC. Individual TraitsD. Context of use
User Modeling Mechanisms
User information collection– Explicitly
e.g., direct input via Web forms online questionnaires psychometric tests
– Implicitly e.g., infer information (e.g., interests) about the user through his/her
browsing activity
User Model Generation
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-sidedata
i) Data filteringii) User identificationiii) User session identification
i) Clustering or Fuzzy Clusteringii) Classification (e.g., Neural Networks)iii) Association Rules
Knowledge Post-processing
i) Reportsii) Extract user models and provide them as input to the Adaptation mechanism
Adaptation Mechanism & Decision Making
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What to Adapt? - Interactive System Architecture
Interactive Systems
Information Architecture Functionality
Content Content Presentation
Content Navigation
Adaptation Technologies
An important adaptation issue is which visible features of the system can be adapted by a particular technique
Content-level adaptationAdapt the hypermedia elements (or content fragments) of a node
Link-level adaptationAdapt the presentation of hyperlinks within a node in order to support user navigation in the hyperspace
Adaptation Mechanisms
Implementation mechanisms to provide adaptation effects on the user interface based on the user model
Main adaptation mechanisms– Basic adaptation mechanisms– User Customization – Rule-based mechanisms– Content-based mechanisms– Collaborative-based mechanisms
Adaptive Interactive Systems from a Usability Perspective
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
Usability Issues in Adaptive Interactive Systems
What is a fair comparison condition for adaptive systems?– Adaptive Vs. Non-adaptive– Difficult in the case where the system relies on adaptation (e.g.,
recommender systems) How to switch off the adaptation mechanism?
Suggested Readings
Recommended Books Germanakos, P., Belk, M. (2016). Human-Centred Web
Adaptation and Personalization - From Theory to Practice. Human-Computer Interaction Series, Springer, doi: 10.1007/978-3-319-28050-9
Brusilovski, P., Kobsa, A., Nejdl, W. (2007). The Adaptive Web: Methods and Strategies of Web Personalization, Springer, doi: 10.1007/978-3-540-72079-9
Suggested Readings
Related Conferences and Journals User Modeling and User-Adapted Interaction (UMUAI): The Journal of
Personalization Research, Springer User Modeling, Adaptation and Personalization (UMAP), ACM Press Intelligent User Interfaces (IUI), ACM Press Recommender Systems (RecSys), ACM Press Human Factors in Computing Systems (CHI), ACM Press