The PersonaWeb System: Personalizing E-Commerce Environments based on Human Factors

This demonstration paper presents the PersonaWeb system, an adaptive interactive system that personalizes the visual and interaction design aspects of E-Commerce product views based on individual differences in cognitive processing. The PersonaWeb system consists of three main components: i) the user modeling component in which explicit and implicit user data collection methods are performed for eliciting the users’ cognitive processing factors; ii) the content management component for creating and managing structured Web content; and iii) the adaptive user interface that is responsible for performing rule-based mechanisms for deciding and communicating a personalized visual and interaction design according to the users’ cognitive characteristics.