Dynamic Supplemental Content Appending via Scroll Activity

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Solution Overview

Problem

Online users face inconvenience in accessing additional content of interest on web pages, requiring them to navigate through multiple pages, which can lead to a poor user experience and high likelihood of abandoning the website.

Innovation Solution

A system that dynamically appends supplemental content to an information resource by monitoring scroll activity, using a supplemental content scroll script to identify and display relevant content items within the viewport, creating an 'infinite scroll' effect without the need for users to explicitly navigate to other pages.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Loss of information

If users navigate through multiple pages to access additional content, then users can find related content, but user experience deteriorates and abandonment rate increases

Engineering Contradiction:

Improveaccess to related contentVSAvoiduser experience

Core Design Contradiction:

Loss of informationVSEase of operation

Solution Approach 1:

The patent merges the navigation process with content delivery by dynamically appending supplemental content to the current page. Instead of requiring users to navigate to separate pages, related content is integrated directly into the existing page structure, allowing users to access additional information without leaving the current context.

Inventive Principle:

Principle #5Merging (Combining)

Solution Approach 2:

The system performs preliminary actions by pre-identifying and preparing supplemental content items before they are needed. The scroll script identifies relevant content in advance and positions it for automatic appending when trigger conditions are met, reducing the perceived wait time and effort for users.

Inventive Principle:

Principle #10Preliminary action

2Productivity

If the system dynamically appends supplemental content, then user engagement improves, but device complexity increases

Engineering Contradiction:

Improveuser engagementVSAvoidsystem complexity

Core Design Contradiction:

ProductivityVSDevice complexity

Solution Approach 1:

The system implements self-service through an automated scroll script that monitors user scrolling behavior and autonomously determines when and what supplemental content to append. The script independently identifies trigger conditions, selects appropriate content items, and executes the appending operation without requiring manual intervention or complex centralized control mechanisms.

Inventive Principle:

Principle #25Self-service

Solution Approach 2:

The scroll script acts as an intermediary layer between the user's scrolling action and the content delivery system. It translates user behavior into content selection decisions, simplifying the overall system architecture by handling the complexity of content management in a dedicated, reusable component rather than embedding it throughout the entire system.

Inventive Principle:

Principle #24Intermediary (Mediator)

3Measurement precision

If the system monitors scroll activity, then content delivery becomes more precise, but energy consumption increases

Engineering Contradiction:

Improvescroll position detectionVSAvoiddevice energy consumption

Core Design Contradiction:

Measurement precisionVSUse of energy by moving object

Solution Approach 1:

The system employs periodic action by monitoring scroll activity at discrete intervals rather than continuously. The scroll script checks for trigger conditions at specific points during scrolling (e.g., when certain scroll thresholds are reached), reducing the frequency of measurements while still capturing the necessary information to deliver content effectively.

Inventive Principle:

Principle #19Periodic action

Data Source

PatentUS10838609B2Systems and methods for dynamically appending supplemental content to an information resource responsive to scroll activity

Publication Date: 2020.11.17 GOOGLE LLC

AI summary

Method and systems for displaying content items on an information resource include identifying a supplemental content item to append to a DOM tree of the information resource and identifying a first content item displayed in a first container of the information resource. The methods also includes monitoring a position of a predetermined portion of the first content item relative to a viewport of the application and determining, responsive to monitoring the position of the predetermined portion of the first content item, that the first content item is visible within the viewport of the application. The method also includes appending the supplemental content item in a second container at a first position between the first container and an end of the information resource and displaying the supplemental content item within the viewport of the application responsive to detecting a scroll action towards the end of the information resource.