Personalized Needs Elicitation in Web-based Configuration Systems

Abstract

The high product variety of a mass customization strategy induces a high level of complexity both from the mass-customizer’s perspective as well as from the customers’ viewpoint. In particular, a high number of different product variants and configurable features can be challenging for the end-user who is often overwhelmed during the configuration and buying process. As customers are generally not technical engineers, but rather less-experienced, they are often confused and unable to choose the product that best fits their needs. As a consequence, customers can be dissatisfied with their buying decision later on, which finally leads to frustration and a decrease of customer loyalty. Web-based product configuration systems are nowadays well-established in commercial environments and enable users to specify desired product variants typically on a technical level. Thus, they efficiently support product experts in configuring their desired product variant. However, most current systems do not take into account the fact that online configuration systems should be usable and helpful for quite heterogeneous user groups. Online customers typically have a different background in terms of experience or skills or are simply different in the way they prefer to (are able to) express their needs and requirements. Thus, we argue that the typical “one-style-fits-all” approach for needs elicitation is not adequate for customer-supplier-interaction in mass customization. As users are different, it is necessary to adapt the interaction to the customer, i.e. to take the user’s background or his capabilities into account and tailor the interaction accordingly. Within this paper, we comprehensively discuss personalization and adaptation possibilities for interactive needs elicitation in online configuration by categorizing the different levels and dimensions in a conceptual framework. Throughout, we describe adequate techniques for effectively implementing such functionality and give examples for personalization opportunities for the different levels. Finally, we discuss architectural aspects when building and maintaining such highly-adaptive web applications. Our work extends already existing work on personalization for product configuration systems. However, while most existing approaches base their adaptation features on long-term user models, we focus on (knowledge-based) techniques that allow us to personalize the interaction style also for first-time users, for which there is nearly no support in most existing systems.