modelling personalization

I’m not youModelling and conceptualizing personalization in information architecture

Presented by / Bogo Vatovec

Change Management / Knowledge Engineering / User Experience /Interaction Design / Process Engineering

Integration of personalization in a design of an interactive system.

What will I be talking about?

Personalization related deliverables

» Personalization Strategy

» Introduction to personalization

» Writing personalization scenarios

» Selecting the right strategy for my project

» Goals and KPIs

» Continuous Improvement program

» Conceptual models

» User, content and functional profiles

» Aspect-oriented use cases

» Personalization rules

» Probabilistic models

» Technology Selection

» Architectural requirements

» Choosing the tool

» Testing and Acceptance

I‘m going to skip the red ones….

Introduction to personalization

Personalization can mean lots of different things to different stakeholders

Some of these cases are trivial

If you are happy enough that they apply to you, forget the rest of the presentation.

For the others…

First some categorization

No pretention that this modell is complete

Introduction – how personalization works

Personalization works essentially using the following methods:

1. Explicit settings: I want A, B and C.2. Similarity of profiles: If A is similar to B then do C.3. Sequence of actions: If 1) and 2) and 3), then do 4).4. Combination of: If A is similar to B and 1) and 2) then do 4)

Explicit personalization – the user chooses options

Implicit personalization

Most popular – collaborative filtering

If user A is looking at product 1 and has a similar profile to user B and user B also bought product 1 and bought product 2, recommend product 2 to user A.

User 1 User profile 1

Content A

then recommend

readsUser profile 2read

Content B

Tag cloud

Example: Detailing the user profile

Clarify user profile management

» When is the user profile created?

» When is the user profile deleted?

» Can the user delete his profile?

» What happens to the content related to the user profile?

» How much can the user know about his profile?

» How can the user manage/modify his profile?

It‘s time for use cases and flowcharts

Use cases in Information Architecture

Illustrative purpose only

Learn about banking products

Open an account

User System

Screen 1

Screen 2

Use case model allows us to better understand the interactive system

Open an account

Open a daily money account

Open a term deposit account

Open a giro account

generalize include

Open an account

Provide personal

information

Provide bank details

Provide transaction

details

Include

A use case model consists of three main type of relationships:

The aspects-oriented use case modelling gives extend relationship a dynamic dimension

extend

Open an account

User logged in

User has an account already

Apply business rules

extend

This dynamic dimension changes system behaviour

Open an account

User System

Screen 3

User has an account already

extend

User profiles can be incorporated in the activity diagram

User System/A1

Screen 3

System/RP1

Screen 1

Screen 2

For use case haters:Use the flow-diagramm connecting screens in the same way and create various flow for each profile-type

This is silly.Have no idea anymore what we are talking about

Scenario Use cases Activity steps User profileConsists of Consists of Affected by

Behavioural tracking

Generated by

Bringing it all together in a readable form

Modelling using aspects-orientation provides several advantages

» Makes conceptualization and incremental detailing easier

» Enables iterative development

» Allows for functional reduction

» Allows for easier testing and verification

This was easy, wasn‘t it?

Wait – were are at the personalization rules?Wait – were are the Bayesian models?Wait – were are adaptive interfaces?

Personalization rules specify conditions when personalization applies

Some examples

1. If user is looking at content A and content B has similar tags, show content B as related content.

2. If user A is looking at product 1 and has a similar profile to user B and user B also bought product 1 and bought product 2, recommend product 2 to user A.

3. If user A with profile A has click 1 then 2 then 3 and pauses for 2,5s here, show context sensitive help.

» In the conceptualizing process, we use a simple descriptive language like this.

Notice example Number 2) – it has a sequence of conditions…. Will talk about this in a minute.

Let‘s move to technology a bit and then explore the rest

Personalization strategy defines the use cases for technology

» Capture user behaviour on the website and store it in the user profile.

» Dynamically generate content recommendations based on user behaviour in real time (in one session)

» Dynamically generate content recommendations based on the stored user profile.

» Provide for statistical analysis of user behaviour based on user profiles to expand marketing knowledge.

» Provide the user the possibilities to customize the layout of the home pages.

To come up with requirements, you need to further specify them

Technical architecture for personalization

User interface Layer Personalization

Profile Layer Specific Values

Vocabulary Layer Attributes

Content

User Profile

Content Profile

Content Attributes

User Attributes

Personalization Rules

Modified from the model by Argus Center for Information Architecture

AnalyticsUser

BehaviourContent Statistics

How can this model help us?

» How much does one system require explicit user profile setting?

» How much implicit?

» How does it integrate with other systems to fill out the profiles?

» How does the system support vocabulary level personalization rules?

» How easy it is to automatically populate content values?

» What features does the personalization system include to manage controlled vocabularies?

Those of you who carefully listened notices that I missed an important compontent…..

Until now we looked at the user and content profiles as one object with one state

Open an account

User System

User profileFills out

Fills out

Since the user profile has only one state, we forget the sequence of actions – user‘s decision making process

Here the fun begins: Adaptive user interfaces and even – yes – artificial intelligence

Adaptive user interfaces are interfaces which automatically acquire knowledge about the users, update this knowledge over time, and uses this knowledge to adapt to the users’ requirements.

Artificial intelligence is defined as as "the study and design of intelligent agents, where an intelligent agent is a system that perceives its environment and takes actions which maximize its chances of success.

Remember the personalization rule from before

If user A with profile A has click 1 then 2 then 3 and pauses for 2,5s here, show context sensitive help.

To model this, we need to have a user profile with a sequence of events

Open an account

User System

User profile 1'

Fills out

User profile 1'’

User profile 1'’’

» How can we track all past user actions? Which data do we need to track?

» Can previous behaviour give us enough information for action?

» How can we provide qualitative personalization rules based on this data?

» Can previous behaviour provide us enough information to predict future user actions?

A Wizard of Oz research methodology in reverse – can the experts predict user action?

We talk about probability, game theory and statistics…

Considering time brings a new dimension of complexity and challenges

This is where probability theories and machine learning come into the game

The good news is that – unless you have a peculiar interest in this – you can get along with the first part of the presentation.

http://en.wikipedia.org/wiki/Machine_learning

Summary – remember what we talked about…

» We looked at the following topics

» Personalization types and categorization

» Personalization scenarios

» User, content and functional profiles

» Aspect-oriented use cases

» Personalization rules

» Probabilistic models

» Architectural requirements

Summary – the doggy bag

» What you should take with you

» Personalization was not invented by Amazon.

» Define what personalization is for you

» Explain this to every stakeholder

» Model personalization so that project members understand how it will work

» Use various models for various stakeholders

» Explore various modelling methods and start using them. They help in the communication and clarification of issues and open points.

Thank you!

Bogo Vatovecbovacon

Boxhagener Str. 111 / 10245 BerlinT +49 30 20078666 / F +49 30 20078661 / office@bovacon.com / www.bovacon.com

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