Persuasive Design Through Intelligent Recommendation Systems

Abstract

Collaboration between human factors and marketing can have a significant impact on the profitability of retail, particularly on the Internet where comprehensive information systems can be used to model customer and product relationships. This paper presents a case study through which the capabilities of intelligent recommendation systems to achieve persuasive design are demonstrated. A web site for a department store was created that provides targeted recommendations to customers based on functional relationships between products and customer profile information where available. The site was designed to present only recommendations that closely match the needs of the customer and establish a trusted relationship. An empirical study was conducted to verify that the goals of the site were attained. Participants rated the recommendations as relevant, unobtrusive, and reported an enhanced shopping experience. Privacy requirements were also maintained. This case study demonstrates that understanding and designing for the needs of the customer can significantly enhance the opportunity to increase sales to online retail customers.