1. Main
page
Domain
Products
Purpose
Sales
Recommenda6on
Context
Time/Op6ons
offered
from
system
Whose
Opinions
Other
customers
Personaliza6on
Level
Base
on
historical
purchases/
Browsing/Business
rules
Privacy
and
Trustworthiness
Low
risk
Interfaces
Products/Non-­‐transparent
Recommenda6on
Algorithms
Aggrega6on/Business
rules
hKp://www.zappos.com

2. Main
page
• Recommenda6on
Context
– Context
changes
depends
on
the
6me,
when
Zappos
decides
to
recommend
new
items.
• Personalized
level
– Recommended
items
change
base
on
browsing
history.
– Some
items
are
promoted
as
sale
or
in
a
same
brand
à
business
rules
• Recommenda6on
Algorithms
– Check
one
shoes
-­‐>
recommend
other
kinds
of
shoes
that’s
not
relevant
à
Aggrega6on,
business
rules
– Check
a
jean
-­‐>
recommend
more
SALE
jeans
in
the
same
brand
à
Aggrega6on,
business
rules
• Interfaces
– No
op6on
to
check
historical
items,
can’t
edit
or
improve
recommenda6on
à
Non-­‐transparent
interfaces

3. Aggrega6on,
business
rule

4. Aggrega6on,
business
rule

5. Detail
item
Domain
Products
Purpose
Sales
Recommenda6on
Context
Product
associated/People
who
looked
Whose
Opinions
Other
customers
Personaliza6on
Level
Base
on
historical
purchases/Browsing
Privacy
and
Trustworthiness
Low
risk
Interfaces
Explains
+
Products/Transparency/Non-­‐
customizable
Recommenda6on
Algorithms
Products
associated/Item-­‐Item
collabora6ve
filtering/Non-­‐personalized
hKp://www.zappos.com/nike-­‐golf-­‐nike-­‐vapor-­‐x-­‐carry-­‐bag-­‐sail-­‐anthracite-­‐volt?zfcTest=fcl:3

6. Customers
who
bought
this
item
also
bought
à
Products
associated

7. Match
each
of
the
user’s
purchased
and
rated
items
to
similar
items
à
Item-­‐Item
collabora6ve
filtering

8. Non-­‐personalized