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2020 | OriginalPaper | Chapter

Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations

Authors : Christian Märtin, Pietro Asta, Bärbel Bissinger

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

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Abstract

This paper discusses a novel approach for combining persona-based and situation-aware software adaptation methods for individualizing some of the touch points of the digital customer journey and thereby optimizing customer experience and effectiveness of e-commerce applications. Our approach uses emotion recognition, eye-tracking, and other individual tracking methods for adapting interactive web applications by accessing a flexible adaptation framework at runtime. The framework provides model-based support and allows for individualization at runtime by applying situation-aware adaptations. The approach is demonstrated with examples from a commercial beauty-products e-business portal.

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previous chapter The Effect of Web Advertising Visual Design on Online Purchase Intention: Insights on Generations Y and Z
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Footnotes
1
Part of this work was carried out in cooperation with Dr. Grandel GmbH, Augsburg, Germany. We greatly acknowledge the opportunity to run the SitAdapt 2.0 tools and user tests on their enterprise e-business platform.
 
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Metadata
Title
Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations
Authors
Christian Märtin
Pietro Asta
Bärbel Bissinger
Copyright Year
2020
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-47595-6_18