Personalized Navigation Menus on Ecommerce Business Websites : Researching the usability of a personalized navigation menu that tailors itself to each users’ navigation patterns on e-commerce business websites

The user experience in the e-commerce industry plays a pivotal role in retaining its customers.The competition between e-commerce business stores such as H&M or Kappahl is so fierce that improving the most basic functionalities, such as the current poor browsing experience ofe-commerce websites, can attract or retain even more internet users. Addressing this pressing issue in UX, an innovative solution addressing poor browsing experiences at e-commerce websites could be achieved through the personalization of the primary navigation menu. In an attempt to lay the foundations for further research in this niche, this paper addresses a design of a personalized navigation menu that renders recommended items based on the individual’s user patterns. The aim is to study the usability of such a digital artifact through the three usability metrics (Efficiency, Effectiveness and Satisfaction) in an attempt to understand if a personalized navigation menu is a viable solution for both practical implications and scientific research.