# A Review on Clustering Techniques: Creating Better User Experience for Online Roadshow
## 3 Discussion
### Case Study: Online Roadshow
In terms of flow and interactivity, users will be more comfortable and in control when navigating the website to easily get relevant campaigns with this feature. This will motivate them to continue to take part in more campaigns. Clustering of web queries will make the website more approachable. For **page recommendation**, clustering can group the preferences of the users that take part in the campaign. After getting the user groups, users that belong to the specific user group are considered having a common interest. The user of a particular group has a higher chance of being interested to join a campaign that is suggested by the online roadshow website if the campaign is also taken part by another user in the same cluster. For instance, if user A in the user group takes part in a campaign, user B who is in the same user group as user A would be interested in participating in the same campaign as well. This recommendation can come in the form of an email notification. In terms of flow and interactivity, users will feel more enjoyable when navigating the online roadshow website as they can keep on receiving suggestions of campaigns based on like-minded user groups that will intrigue them as well. In terms of affordance, users will reduce their time spent to choose a campaign by having the website recommending the relevant ones to them. This will increase user engagement in the online roadshow website. Instead of recommending the campaigns that interest a particular user group, **web personalization** can provide a more individualized web experience to the users based on their past web interactions. The navigation behaviours of the user can be extracted from the weblog, particularly the campaigns that are participated by the user. Clustering can be used to send a newsletter or notification to the user to suggest the list of campaigns that they might be interested in based on their past actions captured by online roadshow website. In terms of flow and interactivity, the personalized user interface elements based on their past preferences will allow the users to interact in a familiar environment. Hence, the users will enjoy the use of the customized website based on their own preferences. In terms of affordance, this method will reduce the time spent to discover new campaigns that they might be interested in. In summary, the fundamental difference between web personalization and page recommendation is how the content is recommended to the user. The website will recommend the users to the campaigns based on the user's own navigation behaviour in web personalization, meanwhile the website will recommend the users to the campaigns based on the common interest of the user group in page recommendations. In short, clustering techniques can be applied to different functional purposes on the online roadshow website to enhance better user experience in terms of affordance, flow, and interactivity. In terms of affordance, clustering allows the users to navigate the website more effectively. In terms of flow and interactivity, clustering allows the users to be more immersed when participating in the campaigns of the online roadshow website.