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One of the most visible manifestations of the changes brought about by the digitization of everyday life is undoubtedly the spread of electronic commerce. It is difficult to think of the digital economy without considering transactions through electronic channels. In turn, the user interface (UI) is the key to ecommerce, as it is usually the first and primary point of contact between business and consumer. A key trend in e-commerce is the personalization of communications, which can improve the user experience, increase customer satisfaction and deliver tangible business benefits. Today, it is technically possible to base this personalization on an analysis of user behavior using artificial intelligence and machine learning techniques. A common form of personalization in e-commerce is the use of product recommendation systems, but the user interface can be tailored much more extensively. The approach described and discussed in this paper is a multivariant user interface that allows the layout to be tailored to the characteristics, attributes, and behaviors of customer groups generated using machine learning techniques. The results of the research carried out make it possible to verify the practicality of the proposed solution and provide an opportunity to identify development directions that take into account the potential of artificial intelligence. The application of the concept described in the paper is broad, covering all aspects of e-commerce design that require compromises when serving a single UI variant, but allow flexibility and customization for different users when serving a multivariant UI.
One of the most visible manifestations of the changes brought about by the digitization of everyday life is undoubtedly the spread of electronic commerce. It is difficult to think of the digital economy without considering transactions through electronic channels. In turn, the user interface (UI) is the key to ecommerce, as it is usually the first and primary point of contact between business and consumer. A key trend in e-commerce is the personalization of communications, which can improve the user experience, increase customer satisfaction and deliver tangible business benefits. Today, it is technically possible to base this personalization on an analysis of user behavior using artificial intelligence and machine learning techniques. A common form of personalization in e-commerce is the use of product recommendation systems, but the user interface can be tailored much more extensively. The approach described and discussed in this paper is a multivariant user interface that allows the layout to be tailored to the characteristics, attributes, and behaviors of customer groups generated using machine learning techniques. The results of the research carried out make it possible to verify the practicality of the proposed solution and provide an opportunity to identify development directions that take into account the potential of artificial intelligence. The application of the concept described in the paper is broad, covering all aspects of e-commerce design that require compromises when serving a single UI variant, but allow flexibility and customization for different users when serving a multivariant UI.
Modern e-businesses heavily rely on advanced data analytics for product recommendations. However, there are still untapped opportunities to enhance user interfaces. Currently, online stores offer a single-page version to all customers, overlooking individual characteristics. This paper aims to identify the essential components and present a framework for enabling multiple e-commerce user interfaces. It also seeks to address challenges associated with personalized e-commerce user interfaces. The methodology includes detailing the framework for serving diverse e-commerce user interfaces and presenting pilot implementation results. Key components, particularly the role of algorithms in personalizing the user experience, are outlined. The results demonstrate promising outcomes for the implementation of the pilot solution, which caters to various e-commerce user interfaces. User characteristics support multivariant websites, with algorithms facilitating continuous learning. Newly proposed metrics effectively measure changes in user behavior resulting from different interface deployments. This paper underscores the central role of personalized e-commerce user interfaces in optimizing online store efficiency. The framework, supported by machine learning algorithms, showcases the feasibility and benefits of different page versions. The identified components, challenges, and proposed metrics contribute to a comprehensive solution and set the stage for further development of personalized e-commerce interfaces.
E-commerce platforms are constantly evolving to meet the ever-changing needs and preferences of online shoppers. One of the ways that is gaining popularity and leading to a more personalised and efficient user experience is through the use of clustering techniques. However, the choice between clustering algorithms should be made based on specific business context, project requirements, data characteristics, and computational resources. The purpose of this paper was to present a quality framework that allows the comparison of different clustering approaches, taking into account the business context of the application of the results obtained. The validation of the proposed approach was carried out by comparing three methods - K-means, K-medians, and BIRCH. One possible application of the generated clusters is a platform to support multiple variants of the e-commerce user interface, which requires the selection of an optimal algorithm based on different quality criteria. The contribution of the paper includes the proposal of a framework that takes into account the business context of e-commerce customer clustering and its practical validation. The results obtained confirmed that the clustering techniques analysed can differ significantly when analysing e-commerce customer behaviour data. The quality framework presented in this paper is a flexible approach that can be developed and adapted to the specifics of different e-commerce systems.
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