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 Modeling Factors, User Data Collection Methods and User Model Generation  Personalization Categories  Adaptation Technologies

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

Introduction User Modeling, Adaptation and Personalization

Paradigm Shifts of Interactive Systems 1 3 2 3 out of 40

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

Evolution of Internet Usage and Adaptive Interactive Systems 900 Millions 800 700 600 Number of Hosts 500 400 300 200 100 0 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 Year 5 out of 40

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)

High-level AIS Architecture User Modeling Component Adaptation Component images videos text Decision Making & Adaptation Mechanisms Adaptive User Interface Usability User Experience 7 out of 40

Conclusive Framework for Defining an AIS Where? Who? Why? Application areas Target user group Adaptation Goals Example Where: Educational Who: 1 st year Students Why: Learn effectively To What: Knowledge When: Recognize invalid user Conceptual Level behavior of an AIS What: Additional explanations How: Track progress of the user for user knowledge modeling and expand content explanations When? What? How? To what? Initiate Adaptation Implementation User features adaptation effects techniques

Personalization Process Paradigm Name: Anna Gender: Female Collect data about the Age: 19 Profession: 1 st year CS student user user modeling deals with Bought: Matrix Revolutions Movie Navigation behaviour data (e.g., time what information represents the user spent on pages, ratings on products) in a particular context and how to … learn and represent this information Interests: Like Sci-fi movies Create and maintain adaptation deals with what Individual traits: Imager cognitive style a user model adaptation types and mechanisms … need to be performed and how to communicate them to the adaptive user interface Content level adaptation Provide more images Link level adaptation improve its usability and user Adaptive technology Recommend new Sci-fi movies experience 8 out of 40

Usability and User Experience (UX)  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 33 out of 40

Factors affecting the User Experience Context of use Context of use  Example: 3D Game –  Visual Design  Sound Design  Content  Focus on aesthetics, feelings  What happens if we remove sound? Human ATM machine – Factors  Usability Carry out task  successfully without Interaction being frustrated Design  Aesthetics come to second priority Usability 34 out of 40

Research in Adaptive Interactive Systems Context of Use How to optimize existing adaptation mechanisms (e.g., collaborative filtering) Adaptive and user modeling mechanisms (e.g., soft Study the effect of content adaptation Hypermedia computing) to provide better results on User Experience Web • What content? How to represent user models and content? Personalization • How to present? (e.g., study semantics) How to create a global, scalable and open adaptive interactive system architecture? Study evaluation methodologies User User • How to evaluate UX in Modeling Experience AIS • Measures for adaptivity Which parameters are success significant enough to be Define User Experience incorporated in user modelling? factors of a specific application area Study the effect of specific user factors on User Experience design

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. Knowledge B. Interests C. Individual Traits D. 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