Smartphone Shopping Task Sequence and Ad Targeting
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Solution Overview
Problem
The limited user interface of smartphones hinders effective online shopping and advertising, as consumers face difficulties entering long queries and conducting research, and advertisers struggle to present relevant information due to the fragmented nature of smartphone interactions and the small screen size.
Innovation Solution
A system that determines a consumer's intent to purchase and guides them through a sequence of tasks, leveraging machine learning to identify relevant tasks and update the user's state, while receiving and selecting advertising bids based on the user's intent and task state, to provide focused information and advertisements during fragmented interactions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If consumers use traditional online shopping interfaces on smartphones, then they can access online stores, but the limited user interface hinders effective shopping and research
Solution Approach 1:
The patent segments the online shopping process into discrete tasks (e.g., product search, product comparison, purchase decision) and presents them as a sequential checklist. This breaks down the complex shopping process into manageable steps that are easier to navigate on a small smartphone screen, addressing the contradiction between ease of operation and limited screen area.
Solution Approach 2:
The system performs preliminary actions by pre-determining the sequence of shopping tasks based on the consumer's expressed intent. The task sequence is prepared in advance and presented to the user, reducing the cognitive load and navigation effort required during the actual shopping process on the limited smartphone interface.
2Quantity of substance
If advertisers present extensive information on smartphone screens, then more advertising content can be shown, but the fragmented nature of smartphone interactions and small screen size reduce effectiveness
Solution Approach 1:
The patent applies local quality by tailoring the advertising information presentation to the specific context of each shopping task. Instead of presenting uniform advertising content, the system adapts the information displayed to match the user's current task in the shopping sequence, making the advertising more relevant and effective within the constraints of the smartphone interface.
Solution Approach 2:
The system incorporates feedback mechanisms by monitoring user interactions with the shopping task sequence and adjusting the advertising information presentation accordingly. This feedback loop allows the system to optimize advertising effectiveness based on actual user behavior patterns observed during smartphone interactions.
Data Source
AI summary
Guiding purchasing via smartphone by, determining, via smartphone input of a user, the smartphone user's intent to purchase a given product. At least one sequence of tasks to purchase each of a plurality of products is determined. The determined intent to purchase the given product is associated with a determined sequence of tasks to purchase one of the products in the plurality of products. The smartphone user's current state in the associated sequence of tasks is determined. The smartphone user is notified, via the smartphone, of the next uncompleted task from the associated sequence of tasks based on the smartphone user's current state in the associated sequence of tasks.