The PersonaCheck System for Personalizing M-Commerce Checkout Processes

This demonstration paper presents a Web-based adaptive interactive system for personalizing the checkout process of M-Commerce Web environments, coined Persona Check. In particular, the system personalizes the visual and interaction design aspects of a mobile Web-based checkout process based on users\´ cognitive style theory which argues that individuals have differences in the way they process and organize information, as well as experience their context and environment in different manners and perspectives. The Persona Check system consists of three main components: i) an M-Commerce environment for creating and managing the checkout process designs, ii) a user modeling component in which explicit user data collection methods are performed for eliciting the users\´ cognitive processing characteristics, and iii) an adaptive user interface that is responsible for performing rule-based mechanisms for deciding and communicating the "best-fit" checkout process design to the users based on their cognitive styles.