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Optimizing the digital customer journey—Improving user experience by exploiting emotions, personas and situations for individualized user interface adaptations
Author(s) -
Märtin Christian,
Bissinger Bärbel Christine,
Asta Pietro
Publication year - 2021
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1964
Subject(s) - persona , computer science , adaptation (eye) , situational ethics , human–computer interaction , user interface , domain (mathematical analysis) , interface (matter) , psychology , social psychology , mathematical analysis , mathematics , bubble , neuroscience , maximum bubble pressure method , parallel computing , operating system
This paper discusses a novel approach for exploiting emotions 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 as well as customer personas for adapting interactive web applications by accessing a flexible adaptation framework at runtime. The framework allows for individualization at runtime by applying situation‐aware adaptations. Two experimental customer studies were carried out in the e‐commerce domain in order to provide a basis for exploitable emotion‐ and persona‐related situational changes. The results of the studies were used to demonstrate the potential of our situation analytic adaptation approach with examples from a commercial beauty‐products e‐business portal.