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2020 | OriginalPaper | Buchkapitel

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

verfasst von : Christian Märtin, Pietro Asta, Bärbel Bissinger

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: 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.
Fußnoten
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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Metadaten
Titel
Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations
verfasst von
Christian Märtin
Pietro Asta
Bärbel Bissinger
Copyright-Jahr
2020
DOI
https://doi.org/10.1007/978-3-030-47595-6_18