Social shopping with semantic power

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A social/group shopping experiment done with semantic technologies: API mashup, wiki, search and with evaluations

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  • Everything is an (open) wiki page, on Wiki Object Model.Both data and UI are stored as wiki pagesSNS, Deals, Comments, Blogs…… CC is just like a cloud bus
  • Unsatisfied: unclear purpose, complex UI, sluggish performance, very user unfriendlyAfter major changes, still not so satisfactory. No clear focus, need simpler UI, search interface not intuitive, other usability issuesLarger scale evaluation (40), relatively satisfied result. Simple, effective, helpful.
  • Further ImprovementBugs\Privacy\Further UI improvement.Integrate 新浪微博 as a major SNS serviceAnalyze each website before mashup, retain only those useful information. (宁少勿乱)
  • Social shopping with semantic power

    1. 1. Jesse Wang @aiwang jessew@vulcan.com Dr. Huajun Chen Zhejiang University Social Shopping w/ Semantic Power Design, Architecture, and Lesson Learned
    2. 2. Outline • • • • • Motivation Technologies Architecture and Design Iterations and Evaluations Summary, Questions and Answers
    3. 3. MOTIVATION
    4. 4. Social Shopping in China • Similar to Groupon, Living Social, but not exactly the same • Very popular, especially among young people
    5. 5. Problems in Social Shopping Too many Choices Limited Search & Browse Further info needed
    6. 6. Example: Together with Friends Example: Seafood Buffet Dinner at • Many options for seafood buffet • Need N friends to buy a table or 2 • Need know where and when exactly (restrictions apply) • Possible bus-route and weather info • … 6
    7. 7. Another Example: Family Trip Planning Inception Social Networks Invites friends Calendar Widget Services Weather Widget Location Widget Activity widget
    8. 8. Will Your Friends Join? How Long Does It Take to Reach Consensus? 8
    9. 9. Tools to Help? 9
    10. 10. Dream: One Application • Serves a dynamically organized small, temporary, ad-hoc community of interest • Collects, integrates, analyzes data and options • Helps decision making for: – Group/social purchase – Group vacation planning – Team event planning 10
    11. 11. Enters CC: Collaboration Compass Collaborative, D.I.Y. information integration portal 11
    12. 12. TECHNOLOGIES 12
    13. 13. CC: Collaboration Compass • Collaboration Compass (CC) is a micro-wiki widget-based dynamic system that uses a combination of posts, charts, tweets, online WS API mash-ups, etc., to integrate heterogeneous data and support onthe-fly social collaboration. • It is based on Semantic MediaWiki Plus (SMW+) and a semantic mash-up engine called sMash by Zhejiang University. Collaboration Compass Semantic MediaWiki + Wiki Widgets Semantic Data sMash API Mashups
    14. 14. What is sMash Search and Navigation with Semantics Metadata Integration with Semantics Mapping data to an Ontology Synchronization With Online APIs
    15. 15. Standard Mashup Development Steps 1.Think of a mashup scenario. I want to see photos of all famous beaches around the world. 2. Look for APIs manually. Flickr、VirtualEarth、WindowsLiveSpace 3. Design mashup logic. Flickr+WindowsLiveSpaceVirtualEarth 4. Read the API document and master the usage of those APIs, and write the codes. 5. Publish and share mashups.
    16. 16. Semantic Mashup - sMash • Semantically markup online web service APIs • Mapping these APIs and underlying data model to a common upper ontology • Data can be consumed via a more general purpose API using semantic data • Limited transformation is needed for mash up and integration purpose 16
    17. 17. As API Façade and Ontology Map 17
    18. 18. S.Mash and Social Shopping Social Participation Create wiki page “G14 mobile Group-buying” Manage Information topic creator Information Aggregation SNS APIs Semantic Wiki Everything is based on mobile Semantic Mashup G14 engine Semantics Microblog APIs Social Shopping APIs Comment APIs Filter Production Information APIs
    19. 19. What is a Semantic Wiki • A wiki that has an underlying model of the knowledge described in its pages. • To allow users to make their knowledge explicit and formal • Semantic Web Compatible Semantic Wiki 19
    20. 20. Two Views of Semantic Wikis Wikis for Metadata Metadata for Wikis 20
    21. 21. Basics of Semantic Wikis • Still a wiki, with regular wiki features – E.g. Category/Tags, Namespaces, Title, Versioning, ... • Typed Content – E.g. Page/Card, Date, Number, URL/Email, String, … • Typed Links – E.g. “capital_of”, “contains”, “born_in”… • Querying Interface Support – E.g. “[[Category:Person]] [[Age::<30]]” 21
    22. 22. Advanced Features of Semantic Wikis Forms Auto-completion Visualization Queries Notification Data I/O, Browsing 22
    23. 23. Characteristics of Semantic Wikis 23
    24. 24. What is the Promise of Semantic Wikis? • Semantic Wikis facilitate Consensus over Data • Combine low-expressivity data authorship with the best features of traditional wikis • User-governed, usermaintained, user-defined • Easy to use as an extension of text authoring 24
    25. 25. CC = sMash + Semantic MediaWiki • Wiki as social platform. We add the social functionality of semantic wiki in the system to improve the flexibility of customizing social shopping and data integration application. • Semantic metadata. The system leverage the semantic power of both semantic media wiki and semantic mash-up so that advanced knowledge processing capability is enabled • Mash-up support. The system uses a mash-up engine to integrate all kinds of web data sources (restful web services) so that online information can be easily imported to wikis as content sources
    26. 26. DESIGN AND ARCHITECTURE 26
    27. 27. CC Goals For smaller social circle on more targeted, transient, recurring topics Mini wiki widgets for modular, editable, annotatab le UI contents. Wiki widgets can connect to mash-up APIs, synchronizing content automatically. Mashups are annotated and composited semantically with mappings to wiki ontologies Popular Social Services supported. Users will be able to collaborate through the web interface, email, SNS and mobile applications. Networks
    28. 28. Core System Architecture … Families, Enterprises, Interest Groups… Compass Portal Feed, New s Wikidget Photo Wikidget Event Wikidget Media Wikidget Database Wikidget … Custom View Collabration Compass System Wiki Bundle Portal Creation Tool Wiki Bundle Templates Repository Wikidget Data Importing Tool Wikidget Configuration Tool Wikidget Repository Subject Topic Knowledge Data Filtering Aggregation Extraction Visualization Semantic Mash-up Engine Recommendation News Mashup Social Mashup Composition Location Mashup Event Mashup Integration … Music Mashup Photo Mashup
    29. 29. Design Principles Everything is an (open) wiki page, on Wiki Object Model. • Both data and UI are stored as wiki pages Everything is in the cloud. • SNS, Deals, Comments, Blogs…… CC is just like a cloud bus Keep things simple. • Simple UI, simple workflow, simple ontology… 29
    30. 30. Basic Design Ideas (1/2) • Integrate and import all kinds of SNS services such as RenRen, MSN, Sina-Weibo, QQ, etc. on the fly by sMash to SMW. – No need to create and maintain a new SNS service. • Integrate different types of online data APIs by sMash and import mashuped data directly to SMW. – Data are delivered at real-time, no need to maintain a huge data center. • Each mashup corresponds to a wiki widget that is responsible for data visualization for mashuped data.
    31. 31. Basic Design Ideas (2/2) • Filters and content recommender are necessary – Only relevant data will be delivered instantly. • Offer a number of mashup-based wiki widgets templates. – Can be configured and used all together by members of the group. • Mobile rendering will also be supported in the future.
    32. 32. Data Page vs. UI Page • A data page is generated by the sMash engine. • A UI page is created by user based on certain templates. SNS Data Pages Web API Deal Data Pages ASK Queries UI Pages Blog Data Pages …… Other Data Pages Page Templates 32
    33. 33. A Sample Data Page 33
    34. 34. A Sample UI Page 34
    35. 35. Technical Architecture retrieve data from data All data pages and UI pages can be UI pages searched by a customized facet search engine. All data are imported to SMW as semantic data pages. pages through “ASK Query”. A UI page is typically comprised of several wiki widgets that control the display of the semantic data. Each wiki widget is a kind of semantic result format that can control the display of semantic data. All data are mapped to the ontology so that heterogeneous data can be merged. Data are mashuped from online APIs. 35
    36. 36. The CC:Social Shopping Ontology One category page is created for each class of the ontology 36
    37. 37. Facet Search Implementation Two places where we use facet searches Search all UI pages based Semantic Content in that Pages. Filtering deal data pages while configuring social-shopping. 37
    38. 38. Problems with Original Faceted Search • Cannot search final (rendered) content that is generated through ASK Queries and templates • Need index the rendered content of UI pages 38
    39. 39. Solution: Deep Indexing • For each UI page, we generate a corresponding data page (called UI-data-page) by executing those ASK queries of that UI page. • The facet search engine simply indexes these UIdata-pages. While users search a UI-data-page, they will be re-directed to the corresponding UI pages. • We then write a spider(like a search engine spider) to periodically execute those UI pages to update corresponding data pages. 39
    40. 40. Data Sources Integrated Social Shopping (6) Micro Blog (2) Social Networks (3) Travel (2) Entertainment (1) Other (4) • Meituan,Lashou, 55tuan, Nuomi, Ftuan , Manzo • Sina, Tencent • Kaixin, Renren, Tencent (QQ) • Travelling of 163, dili360 • Douban • Weather, Map and Traffic Information, Pictures from Flickr , etc 40
    41. 41. 41
    42. 42. 42
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    44. 44. 44
    45. 45. 45
    46. 46. 46
    47. 47. Iterations and Evaluations 47
    48. 48. Evaluation Feedbacks Team Review Internal Feedbacks External Evaluation 48
    49. 49. Team/Stakeholder Review Feedbacks • • • • • • More like a mixture of technologies and data No clear, simple purpose through UI Duplicate ways of storing data/metadata UI is very cumbersome and confusing Workflows are too many and unclear Ontology was way to complicated and irrelevant 49
    50. 50. Result of Changes • Overdraft the architecture and technologydesign • Simplified the workflow (into 2) • Organized the data and responsibilities • Re-designed the ontology to just meet the requirement of this scenario • Re-design the UI 50
    51. 51. The Internal Feedback • Invite friends who are totally unfamiliar with the system • Methods: – Face-to-Face interaction – Online Survey Form 51
    52. 52. Major Results of The First Internal Test • The benefit of using the system is not intuitive. – It takes a while for them to know why the site is useful to them. • The workflow is still complex – The testers are confused about the workflow at the beginning. • It takes time to learn using the facet search – They like Taobao-style facets. 52
    53. 53. Lesson 1. Why use it? • The benefits of using the system must be simple and more obvious to end users. – Benefit 1: you can search deals all together. – Benefit 2: you can invite friends to vote against deals. – Benefit 3: you can easily retrieve relevant information from many other sites. 53
    54. 54. Lesson 2. How to use it? • Previous workflow: Search user-pages Search deals Create UI pages Customize UI pages Votes – Starting from searching user pages is not good for incubating user groups. • We do not have that much pages for user to search at the beginning. • Many users just end up with searching deals. • New workflow: Search deals Join an user page or create a new page Vote deals on pages – Starting from searching deals is good for incubating user groups. 54
    55. 55. Lesson 3. New Facet search • We must develop a brand-new facet search engine given its important role in the whole system. – More intuitive to use – Only display useful facets – Hide non-useful info in the results. – The ontology also needs to be modified to support new facets we want. 55
    56. 56. Lesson 4. More data needed • We also want to integrate more data to improve user experience. – Product info from Taobao.com – Shops/store info from Jiepang.com 56
    57. 57. Constantly Changing Pieces Workflow: from complex to simple UI: Simple and simpler: New facet search Ontology: simple but extensible New and updated data sources Performance optimization 57
    58. 58. External Evaluation • Around 40 students participate the evaluation. – http://www.sojump.com/report/1818509.aspx?default=1 • An online questionnaire is setup, and 30 answer sheets are collected in total. – We invited 10 students (get paid) to come to lab to do on-site evaluation. – Each student was asked to invite at least three more friends (through CCWiki’s SNS components) to join the evaluation. To control the evaluation, further invitation are not allowed. – Each invited student received an earphone as a gift.
    59. 59. 1.The frequency that you use group purchasing? Most students have group purchasing experiences. 选项 (Options) 小计 基本不用 (Seldom) 7 每月1到5次 (1-5 times per month) 21 每月5次以上 (Over 5 times) 2 本题有效填写人次 30 比例 (Ratio) 23.33% 70% 6.67%
    60. 60. 2.The most frequently used group purchasing web site? CCWiki covers most of the most popular group purchasing website in China. The data has already enough coverage. Rank Name Number that mentioned 1 美团(Meituan) 9 2 百度团购(baidu) 6 (not a group purchasing website) 3 淘宝聚划算(taobao) 4 4 团800(tuan 800) 4 5 窝窝(wowo) 4 6 糯米网(Nuomi) 2 7 大众点评网(Dazhong) 2 8 拉手(Lashou) 2 9 360团购(360tuan) 2 10 QQ团购(Qqtuan) 1 11 口碑(koubei) 1 12 Google实惠(google) 1
    61. 61. 3.The mostly used SNS web site? Rank Name Frequency 1 Sina microblog 15 2 Tencent microblog 13 3 Renren 12 4 Kaixin 0 It is important to integrate Sina Weibo (Microblog),and useless to integrate Kaixin
    62. 62. 4.How do you evaluate our general idea of CCWiki from an end user point of view? The general idea of CCWiki is accepted. From interview, almost all students said they would like to use the website. 选项 (Options) 小计 有创新,又实用 (Novel and useful ) 16 有创意,但不实用 (Novel but not useful) 5 创意一般,还算实用 (Not impressed, but useful) 9 没有创意,也不实用 (Not novel, and not useful) 0 本题有效填写人次 30 比例 53.33% 16.67% 30% 0%
    63. 63. 5.How do you evaluate the UI style 选项 小计 美观,简洁大方 (Beautiful, simple and elegant) 5 看上去还算美观,过得去 (Good enough, acceptable) 16 不怎么漂亮,勉强看下 (Not great, but acceptable) 9 这皮肤,看了都不想再用这个网站了 (Ugly UI, I don’t even want to enter it) 0 其它 [详细] 0 本题有效填写人次 30 比例 16.67% 53.33% 30% 0% 0%
    64. 64. 6.Evaluate our facet search engine Our facet search needs further improvement with regards to both search accuracy and facets design. 选项 小计 比例 关键字搜索和分类准确,过滤功能使用方便 (Keyword search and index have high accuracy, the facet 11 36.67% filters are easy to use.) 搜索和分类不准确,过滤条件使用方便 (Search and index not entirely accurate, but filters are easy to 3 10% use.) 关键字搜索和分类准确,但过滤什么的用起来没实际效果 6 (Search and index accurate, but facets filter not useful) 20% 搜索分类不准确,过滤使用也没效果 3 (Search and index not accurate, facets filter not useful) 10% 其它 [详细] 7 本题有效填写人次 30 23.33%
    65. 65. 7.Grade the Faceted Search 选项 小 比例 计 5分(最高分) 4 4分 12 3分 13 2分 1 1分 0 本题有效填写人次 30 13.33% 40% 43.33% 3.33% 0%
    66. 66. 8.How do you evaluate the function of “Group Page”(The voting page or decision page)? 选项 以团购为中心,发起社交讨论、评价,比较创新 The idea is novel 功能比较实用 It is useful in real-life 在实际生活中可能用大不到 It is not useful in real-life 群组页面功能齐全,设计得比较合理 The group page is sound, design is generally good 想法是比较好,但群组页面的实现需要提高 The idea is good, but implementation needs further improvement 本题有效填写人次 小计 20 13 6 3 12 30 比例 66.67% 43.33% 20% 10% 40%
    67. 67. 9.Grade the function of “Group Page” 选项 小 比例 计 5分(最高分) 7 4分 15 3分 8 2分 0 1分 0 本题有效填写人次 30 23.33% 50% 26.67% 0% 0%
    68. 68. 10.Evaluate the function of data mashup? 选项 感觉用不上,多余的 (I feel not useful) 小 比例 计 3 10% 想法是比较实用的,可惜实现得还不好, 24 还要大量改进 80% (Useful, but need major improvement) 其它 [详细] 5 本题有效填写人次 30 16.67%
    69. 69. 11. Evaluate the function of SNS mashup? 选项 多此一举,不如直接用浙大团聚网的帐号 Not useful, better to use the SMW’s account directly 挺方便的,因为我的关系圈都在这些网站上 Very useful, because all of my friends are on those SNS websites. 这个想法是很好的,但用起来还是不太方便 The idea is great, but somehow still inconvenient 小计 0 24 5 其它 [详细] 1 本题有效填写人次 30 比例 0% 80% 16.67% 3.33%
    70. 70. 12. Please grade the function of SNS 选项 小 比例 计 5分(最高分) 8 4分 16 3分 5 2分 1 1分 0 本题有效填写人次 30 26.67% 53.33% 16.67% 3.33% 0%
    71. 71. 13.If you use CCWiki, which category of social activities would you like to launch? 选项 小 比例 计 一起网购 Shopping together 3 餐饮小聚 Restaurants 12 组队旅行 Team travel 4 娱乐聚会 Entertainment and Party 10 共同生活 Life style 1 其它 0 本题有效填写人次 30 10% 40% 13.33% 33.33% 3.33% 0%
    72. 72. 14.Which functions among SNS, facet search, group page and data mashup do you think are useful ? 选项 小 比例 计 SNS功能 (SNS Mashup) 17 团购搜索功能 (Deal Searching) 19 群组页面 (Group page or decision page) 16 数据聚合功能 (Data Mashup) 13 本题有效填写人次 30 56.67% 63.33% 53.33% 43.33%
    73. 73. 15.Please grade the whole site
    74. 74. 16.Do you know the Semantic Web and Google Knowledge Graph?
    75. 75. Other general comments summary • UI and engineering still has lots of room to be improved – Details and details. • Need to ensure user data privacy. • Mashuped data is too much, less and useful is the #1 rule. • Data accuracy is important • The user should have no right to edit the page as in wiki • Real-time data should be integrated 75
    76. 76. Summary of External Evaluation • Social shopping is a good application for students. • The overall idea are well accepted by most participants. • Deal facets search, launch a social event, and information mashup are all useful to them, but the usability needs further improvement. • User experience needs further improvement, they care about details, even a small button or a text. • We are more and more confident that CCWiki will be accepted by ZJU’s students if we keep moving on after this round of evaluation.
    77. 77. Future Development Plan * • Further Improvement – Better micro-blogging integration – BugsPrivacyFurther UI improvement. • Incubate User Group – Through ZJU’s BBS and distributing brochures • Business Model – Integrate coupon information – Advertisements for those deals providers. – CCWiki will be designed as a website that everybody can organize a small-scale social event. We can start from ZJU, and expand to other universities. * Further development on-hold at this point 77
    78. 78. Who may like the system? Any user who wants a more structured discussion or collaboration on a topic • Sport team organization: roster, schedules, reminders, scores, fields, photos • Wedding, baby shower or other complicated process management • Project leaders who want collaborative information collecting beyond Microsoft Excel and Email Any user who wants to build a more structured Content Management System • A local food guide or places of interest in a small town • A knowledge-base of architecture firm • Department and Office location, contact info and so on in a large corporation Users who need a collaborative project portal • Distributed software project management system • School district donation management Users who want to integrate online data sources and internal databases • Medical scientists need clinical trial data together with some Linked Open Data and/or their local databases • Financial engineers analyze their model results with some historical market data.
    79. 79. Potential Applications Agile project management in a small group. Human-fresh search (人肉搜索:Social Search). Party organization and family meet up. Small-scale workshop/conferences organization. Small interesting groups or working groups. Other social applications……
    80. 80. Project Team Jesse Wang Project Supervisor Huajun Chen ZJU Co-supervisoer 1 Senior Developer ZJU-Investment 3 Full-time Developers ZJU-Investment 4 Graduate Students ZJU-Investment 1 Technical Supporter Vulcan
    81. 81. Thank you! Questions? Wiki Mashu ps SNS Backup slides start next… 81
    82. 82. Semantic MediaWiki Markup Syntax Zhejiang University is located in [[Has location::Hangzhou]], with [[Has population::39000|about 39 thousands]] students. In page "Property:Has location”: [[Has type::Page]] In page "Property:Has population”: [[Has type::number]] 82
    83. 83. Special Properties • “Has Type” is a pre-defined “special” property for meta-data – Example: [[Has type::String]] • “Allowed Values” is another special property – [[Allows value::Low]], – [[Allows value::Medium]], – [[Allows value::High]] • In Halo Extensions, there are domain and range support – RDFs expressivity – Semantic Gardening extension also supports “Cardinality” 83
    84. 84. Define Classes Beijing is a city in [[Has country::China]], with population [[Has population::2,200,000]]. [[Category::Cities]] Categories are used to define classes because they are better for class inheritance. The Jin Mao Tower (金茂大厦) is an 88-story landmark supertall skyscraper in … [[Categories: 1998 architecture | Skyscrapers in Shanghai | Hotels in Shanghai | Skyscrapers over 350 meters | Visitor attractions in Shanghai | Landmarks in Shanghai | Skidmore, Owings and Merrill buildings]] Category:Skyscrapers in China Category: Skyscrapers by country 84
    85. 85. Database-style Query over Wiki Data Example: Skyscrapers in China higher than 50 stories, built between 2000 and 2008 ASK/SPARQL query target {{#ask: [[Category:Skyscrapers]] [[Located in::China]] [[Floor count::>50]] [[Year built::<2000]] [[Year built::>2008]] … }} 85
    86. 86. Advanced Semantic Wiki Features • Semantic forms or templates • Auto-completion based on semantics • Powerful visualizations based on semantics/structures/types • Advanced search and queries (ASK query, faceted search, SPARQL, etc.) • Semantic notifications (personalized information filtering) • Import and Export of Semantic Data • Data Integration: identification, disambiguation, merging, trust, security/privacy, … 86

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