Amazon Recommender System: HTA of Personalized Purchase Jour

User Purchase Journey via Personalized Recommendations

Hierarchical Task Analysis (HTA)

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• Introduction to Recommender Systems
• User Task Description
• Hierarchical Task Analysis (HTA)
• Conclusion

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1

Introduction to Recommender Systems

Overview of recommendation engines in e-commerce

• Filtering system suggesting relevant items to users
• Crucial for large choice sets: products, media, content
• Powers e-commerce (Amazon), streaming, social media
• Uses ML to analyze behavior, preferences for personalization
• Techniques: collaborative filtering, matrix factorization
• Challenge: cold start for new users/items

> A recommender system... is a type of information filtering system that suggests items most relevant to a particular user. The value... becomes particularly evident in scenarios where users must select from a large number of options.

— Wikipedia

• Analyzes user-item interactions
• Predicts preferences via latent factors
• Personalizes Amazon suggestions based on history

2

User Task Description

How recommendations drive purchases

• User enters Amazon, navigates main page or product
• Receives personalized recommendations based on:
• • Purchase history
• • Products viewed
• • Recent searches
• • Similar products bought by other users
• User evaluates and buys a suggested product

3

Hierarchical Task Analysis (HTA)

Decomposition of the purchase process

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• 0. Comprar un producto recomendado por el sistema de Amazon
• 1. Acceder a la plataforma
• 2. Visualizar recomendaciones personalizadas
• 3. Evaluar producto recomendado
• 4. Agregar producto al carrito
• 5. Confirmar compra

| 1. Acceder a la plataforma | 1.1 Abrir navegador 1.2 Ingresar a Amazon 1.3 Iniciar sesión | | 2. Visualizar recomendaciones personalizadas | 2.1 Navegar en la página principal 2.2 Revisar sección "Recomendado para ti" 2.3 Seleccionar un producto sugerido | | 3. Evaluar producto recomendado | 3.1 Leer descripción 3.2 Revisar precio 3.3 Ver opiniones 3.4 Comparar con productos similares | | 4. Agregar producto al carrito | 4.1 Hacer clic en "Agregar al carrito" 4.2 Verificar que el producto fue agregado | | 5. Confirmar compra | 5.1 Ir al carrito 5.2 Confirmar dirección 5.3 Confirmar método de pago 5.4 Finalizar pedido |

Amazon's recommender system personalizes the shopping experience, driving purchases through analyzed user data. HTA reveals the structured steps from access to confirmation.

Thank you! Questions?