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

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.