Research on personalized interaction design in web user experience

With the development of internet technology，the web user experience involves not only reading the tedious words or enjoying the nice graphic layout, internet also brings us lots of convenience, responds to users` real needs in society, and creates transcendental experience. In recent years, web personalization gradually approaches to users' needs, meanwhile brings them experience beyond their expectations. With the background of information explosion, personalization in this era means providing effective filters and recommendations. Personalization is an effective interaction function to satisfy users` differentiated demand. As a personal assistant, personalization is a humanization way in web service. More and more users like using the web personalization, and most of them are the young people, including students, white collars, and the IT staff. However, the other part of people has no need of personalization and some of them dislike it, because they lack of web knowledge and worry about the internet privacy. Besides, some interaction is not user-friendly, and actually personalization as one of the biggest trends of web development should focus on the flexibility and usability. Moreover, effectually combining personalization interaction with commercial activities to attract to users, is another value of personalization in web experience. The paper aims to analyze the visual forms of personalization, and give the research on interface design in web experience. From point of view as an interface designer, this research is also related to the theories of psychology，chromatology, communication, and try to find design methods of web interface.

La tesi rientra nel progetto di doppia laurea POLITONG fra la Tongji University di Shanghai e Il Politecnico di Milano, Facoltà del Design. Corso di Laurea Magistrale in Product Service System Design.