This paper discusses a novel approach for exploiting emotions and situation-aware software adaptation methods for individualizing some of the touch points of the digital customer journey and thereby optimizing customer experience and effectiveness of e-commerce applications. Our approach uses emotion recognition, eye-tracking, and other individual tracking methods as well as customer personas for adapting interactive web applications by accessing a flexible adaptation framework at runtime. The framework allows for individualization at runtime by applying situation-aware adaptations. Two experimental customer studies were carried out in the e-commerce domain in order to provide a basis for exploitable emotion- and persona-related situational changes. The results of the studies were used to demonstrate the potential of our situation analytic adaptation approach with examples from a commercial beauty-products e-business portal.

中文翻译：

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优化数字客户旅程——通过利用情绪、人物角色和情境进行个性化用户界面调整来改善用户体验

本文讨论了一种利用情感和情境感知软件适应方法的新方法，以个性化数字客户旅程的一些接触点，从而优化客户体验和电子商务应用程序的有效性。我们的方法使用情绪识别、眼球追踪和其他个人跟踪方法以及客户角色，通过在运行时访问灵活的适应框架来适应交互式 Web 应用程序。该框架允许通过应用情境感知适应在运行时实现个性化。在电子商务领域进行了两项实验性客户研究，以便为可利用的情感和角色相关的情境变化提供基础。