# A Review on Clustering Techniques: Creating Better User Experience for Online Roadshow
## 3 Discussion
### Case Study: Online Roadshow  
After understanding the aspects for choosing the suitable clustering technique for different purposes, it is possible to apply all the functional purposes of Table 6 to an online roadshow website to improve user experience in terms of affordance, flow, and interactivity. Three pre-requisite steps should be performed before web queries categorization, page recommendation, and web personalization, as illustrated in Figure 9. The three pre-requisite steps are user group discovery, user group categorization, and page categorization. Since the online roadshow website is a platform that hosts different types of campaign events, the types of user groups are not identifiable in advance. Therefore, clustering is firstly used to **discover the user groups** of the customers that take part in the online roadshow website. This is to enable the organizations or website administrators to discover various types of user behaviours. The users can be categorized into four groups, namely the opportunists (users who just visit the website to participate in a targeted campaign and leave), the contributors (users who constantly write their reviews and answer questions honestly if there is a survey), the explorers (users who spend time to browse a large amount of campaigns) and the followers (users who keep up with a certain category of campaign). These four groups are proposed by [PERSON] et al. [79] for identifying the user groups in an online shopping platform. Organizations that advertise their campaigns on the online roadshow website can identify these customers to improve the user experience of their campaigns to cater for different user groups. After the user groups are identified, this step can lead to page recommendation where the users will be suggested with relevant campaigns. After the user groups are determined, clustering can then perform **user group categorization**. The online roadshow website can provide additional information for the user groups that require more assistance to sustain their interest and to accommodate their preferences. If the users are grouped into clusters based on their interest, page recommendation can be provided to stimulate more consumption. For **page categorization**, clustering can group similar campaigns in the online roadshow website. The campaigns can be grouped based on their types, such as health-based, brand awareness, brand promotion, and so on. After grouping them into campaign types, it can also be used in web queries categorization so that the user can search for the related campaigns easily. Page categorization can also be used for page recommendation if the online roadshow website is recommending campaigns based on types. The three pre-requisite steps are insufficient to improve user experience as it is more of a discovery phase. The subsequent steps are the crucial processes to improve the user experience of the online roadshow website in terms of affordance, flow, and interactivity. Developers can improve the design of the website so that it can enable the users to accomplish a task conveniently to achieve affordance. In terms of flow, developers can design the website to be more enjoyable and easy to use for the users. In terms of interactivity, the website can display the campaigns that are tailored to suit the needs of the known clusters. Clustering can be used for **web queries categorization** on various types of campaigns and advertisements. When there are many campaigns on the online roadshow website, it is difficult for the users to access a particular campaign that they are interested in. To support affordance, the search and filter function can help users to save time and conveniently access the relevant campaigns instead of scrolling through a list of uninteresting campaigns. The search and filter function can help users to search for campaigns based on their preferred campaign types, narrowing down to a more specific campaign list that meets the user's preferences.