Web Page Customization by User Expertise Level
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Solution Overview
Problem
Conventional Web sites fail to customize the presentation of information based on individual users' expertise levels, leading to mismatched content that may be too advanced or too simple for users with varying levels of knowledge, and similarly, email and customer service routing systems do not account for users' expertise levels, resulting in inefficient communication and support.
Innovation Solution
Implementing a method where a server or Web site identifies users' expertise levels for specific topics and customizes Web page content, email content, and routes customer service calls accordingly, using a Rules Engine to analyze user data and adjust the presentation and content to match the user's expertise level.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If Web pages present information at a fixed expertise level for all users, then the system is simple to implement and maintain, but the content does not match the varying expertise levels of different users, leading to poor user experience
Solution Approach 1:
The system performs preliminary analysis of user expertise level by examining search terms before the user views the Web page. This advance determination allows the system to pre-customize the content presentation, eliminating the need for complex real-time adjustments during user interaction.
Solution Approach 2:
The Web page content presentation dynamically adapts to the determined user expertise level. The system modifies the presentation format, technical depth, and information structure based on whether the user is a novice, intermediate, or expert, making the content adaptive rather than static.
2Loss of information
If Web pages provide detailed information for all topics, then comprehensive coverage is achieved, but users with advanced knowledge receive overly basic content that does not add value
Solution Approach 1:
The system applies different levels of information detail to different sections of the Web page based on the user's expertise level in specific topics. For topics where the user has advanced knowledge, the system provides concise, advanced content, while for topics where the user is a novice, it provides comprehensive introductory information.
Solution Approach 2:
The system changes the parameter of information presentation by adjusting the technical depth, complexity, and detail level according to the user's expertise level. This transformation allows the same topic to be presented in multiple ways suitable for different knowledge levels.
3Productivity
If the system customizes Web page content based on user expertise level, then user understanding and satisfaction improve, but the complexity of content delivery and customization increases
Solution Approach 1:
The system determines user expertise level in advance by analyzing search terms before content delivery. This preliminary assessment enables the customization process to begin before the user views the content, reducing the complexity of real-time content generation and delivery.
Solution Approach 2:
The system creates different versions or copies of Web page content tailored to different expertise levels. Instead of generating entirely new content dynamically, the system prepares multiple pre-formatted versions that can be quickly selected and delivered based on the user's determined expertise level.
4Adaptability or versatility
If email and customer service routing systems use fixed templates for all users, then system simplicity is maintained, but communication effectiveness and support quality decrease for users with varying expertise levels
Solution Approach 1:
The system determines user expertise level in advance through search term analysis before routing the customer service call or sending email. This preliminary determination allows the routing system to appropriately match users with support personnel of corresponding expertise levels, improving support quality without requiring complex real-time assessments during the interaction.
Data Source
AI summary
A Web site, through the use of a Rules Engine, determines an expertise level of a User for one or more topics on a Web page. The Rules Engine may analyze User related data, such as the search term used by the User to find the Web site, the past products purchased by the User, the path through the Web site taken by the User, the usage history by the User on the Web site, the demographics of the User and/or the self declared expertise level of the User, to determine an expertise level of the User for the topics on the Web page. A Display Engine may customize a Web page based on the expertise levels of a User so that topics on the Web page are presented in a manner most appropriate for the User. An Email Engine may be used to customize emails to the User so that topics in the email are presented in manner most appropriate for the User. A Support Entity Engine may also be used to route an incoming support inquiries from a User to an appropriate technical support person for the User.