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

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Christian Märtin

    (Augsburg University of Applied Sciences)

  • Pietro Asta

    (Augsburg University of Applied Sciences)

  • Bärbel Bissinger

    (Capgemini)

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.

Suggested Citation

  • Christian Märtin & Pietro Asta & Bärbel Bissinger, 2020. "Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 141-148, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_18
    DOI: 10.1007/978-3-030-47595-6_18
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    Cited by:

    1. Silvia Sumedrea & Cătălin Ioan Maican & Ioana Bianca Chițu & Eliza Nichifor & Alina Simona Tecău & Radu Constantin Lixăndroiu & Gabriel Brătucu, 2022. "Sustainable Digital Communication in Higher Education—A Checklist for Page Loading Speed Optimisation," Sustainability, MDPI, vol. 14(16), pages 1-15, August.

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