Web Page Customization via User Expertise Detection
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Solution Overview
Problem
Conventional Web sites fail to tailor the presentation of information on their Web pages and emails to individual users based on their varying expertise levels, leading to mismatched content that may be too advanced or too simple for the user, and similarly, customer service call centers often route users to support personnel without considering their expertise levels, resulting in ineffective support.
Innovation Solution
Implementing a method where a server or Web site identifies and customizes the expertise level of a user for specific topics, using a Rules Engine to tailor Web page content, email content, and route customer service calls to ensure that information and support are provided at an appropriate level for the user's expertise.
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 information is mismatched to individual user needs, reducing understanding and satisfaction
Solution Approach 1:
The system performs preliminary actions by identifying and storing user expertise levels before the user requests information. The Rules Engine pre-evaluates user characteristics and prepares customized Web page content appropriate to the user's expertise level, so when the user accesses information, the content is already tailored to their needs without requiring real-time complex processing
Solution Approach 2:
The patent introduces a Rules Engine as an intermediary component between the user and the Web page content delivery system. This mediator evaluates user expertise levels and selects appropriate content versions, simplifying the overall system architecture by centralizing the customization logic in a dedicated component rather than distributing complexity throughout the entire Web page generation process
2Reliability
If customer service call centers route users without considering expertise levels, then the routing process is fast and simple, but users may be connected to inappropriate support personnel, reducing support effectiveness
Solution Approach 1:
The system performs preliminary routing decisions by evaluating user expertise levels before the support interaction begins. The Rules Engine pre-determines the appropriate support personnel or resources based on user characteristics, ensuring that users are connected to the right expertise level immediately rather than requiring trial-and-error matching during the support interaction
Solution Approach 2:
The patent implements feedback mechanisms where user interactions and outcomes are monitored to refine the routing rules. The system learns from past support interactions and adjusts the Rules Engine parameters to improve routing accuracy over time, creating a self-improving system that becomes more reliable with use while maintaining efficient routing
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.