1. Web Usability Made Easier Adaptation personalization vs. customization Aleksandra Stoeva

2. Current State of World Wide Web More than 1,000,000,000 websites Users: The World What do people want online? – “They're not aimless "surfers" looking for a fix or a novelty. Instead, the average Net user seems to be a goal-oriented person interested in finding information and communicating with others.” (Sean Carton. (2000) What Do People Want Online. Retrieved February 20, 2007, from http://www.clickz.com/showPage.html?page=824471)

3. Usability What is usability applied to the WWW? – the extent to which a site can be used by a specified group of users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use How can adaptation help? – Content (consider: age, occupation, other interests) – Presentation of information (language, level of experience) Where can adaptation be applied? – Browser – Web Application

4. Forms of Inference Requires activity history, but whose? – Web log mining one user – Clustering Generalize (from group to user) – Data usage – Profile

5. Adaptive vs. Adaptable Personalization – Full Control: system – Faster from user perspective – Relatively more data – e.g. EBay Book suggestion You want X? That’s what I needed! Customization – Full Control: user – Slower from user perspective – Relatively less data – e.g. !My Yahoo Color Layout

6. Adaptive vs. Adaptable Continued Problems – Reduced awareness – Reduced level of trust – Sociological problem W – workload U – unpredictability C - competency Solutions – Provide feedback – Support undo and redo – Adaptable automation – Friendly interface

7. Browser vs. Web Application Browser - individual – Customization Security level Content Accessibility – Personalization The last thing I saved in… Cookies – Advantage or Disadvantage?

8. Browser vs. Web Application Continued Web Application – Individual Personalization requires registration – Can do: Infer Shortcuts, Remember States – Cannot do: Infer appeal, Aid during/before registration Customization – Specify own rules – Wizards – By Groups

9. Browser - Interface to IS Support for dynamic changes in context – Computing Memory availability (e.g. respond properly to CPU usage) – Communication Respond to network’s characteristics (e.g. bandwidth availability) – Input/Out Support different types of devices and interaction modes (e.g. GUIs adapting to screen size) – User Interface tailored based on user history – Location Define the security domain

10. Implications Personalization techniques, agents Additions to the browser – Context monitor – Context manager Disadvantages – CPU time used by the manger – Space required for extra data (user adaptation) Customization saves CPU time, language and other preferences better asked than inferred

11. Adaptation System Out Advantages – Resources Not yours – Scope Group information Disadvantages – Scope Only this web application

12. Summary Intermediaries – more is better – In browser Consider constrains – CPU, memory – In web application Properly combined use of personalization and customization – Consider Constrains Human factors