|PEREZ MAURERA FERNANDO BENJAMIN||Cycle: XXXV |
Section: Computer Science and Engineering
Tutor: AMIGONI FRANCESCO
Advisor: CREMONESI PAOLO Major Research topic
:ONLINE EVALUATION AND EXPERIMENTATION OF UI PERSONALIZATIONAbstract:
Nowadays, it's pretty common to consume digital services such as online movie renting, music streaming, online shopping. There's been a rise in the kind of businesses that have adapted their model to include themselves in the online market. Moreover, users or consumers of these services have also changed their habits to do most of their tasks in an online-centered fashion, such as doing the expenses without going to a physical supermarket, ordering delivery food and not cooking, browse new music from their cellphones instead of going to a record store and many more.
However, for companies it's not that easy to attract's the consumer's attention in the digital world, as a consequence of this mind-change from physical to the online world the competence between businesses is astounding. There are several companies that offer movie catalogs, music streaming, online shopping and more. As such, these companies are now trying different techniques and methods that try to shape the user's behavior when using these online systems, moreover, most of them want to increase user's satisfaction towards the system in order to increase their revenues; being by an increase of sales, user's retention in the medium or long term, and more.
Furthermore, testing new techniques involves, not only doing laboratory or offline testing; where no real user interacts in the tests, but also perform tests in real systems, against real data and real users, in order to know how the new feature will impact the user's behavior, but also if it scales or if it's improvements are worth the cost of full development and deployment.
This research work is focused in investigating different and novel techniques for performing online evaluations, experimentation and, going further, UI Personalization based on the user's tastes. This research field requires a strong statistical and engineering background, also, knowledge about A/B testing, causal inference, multi-armed bandits based experiments and many more.