Patent ID: 12216729

DETAILED DESCRIPTION

Example methods and systems are directed to adaptive data platforms. Examples merely typify possible variations. Unless explicitly stated otherwise, components and functions are optional and may be combined or subdivided, and operations may vary in sequence or be combined or subdivided. In the following description, for purposes of explanation, numerous specific details are set forth to provide a thorough understanding of example embodiments. It will be evident to one skilled in the art, however, that the present subject matter may be practiced without these specific details.

An experimentation platform (e.g., an experimentation server) can control A/B testing of features by an application server. Example features include page flow and page configuration. For example, in one page flow, clicking a checkout button takes a user to a page showing cart contents; in another page flow, clicking the checkout button takes the user to a page requesting credit card information. As another example, in one page configuration, a button has a certain size; in another page configuration, the button has a larger size.

Each request for a page from the application server is associated with a user identifier. Example user identifiers include Internet protocol (IP) addresses and account identifiers. Based on the user identifier, the experimentation platform determines which feature should be provided on the page and the application server provides the corresponding version of the page.

Typically, one version is the current version and another version is a proposed version. If the user behavior data shows that using the proposed version instead of the current version results in an improvement (e.g., increased user engagement, increased sales, increased advertising revenue, decreased complaints, decreased returns, or any suitable combination thereof), the proposed version will be adopted and replace the current version. To determine whether or not an improvement is observed, a statistically significant amount of data is gathered.

The experimentation platform gathers data regarding user behavior for the feature versions and, in response, adjusts the frequency at which each version is served. For example, a proposed version is initially served to 10% of users and a current version is initially served to 90% of users. After the first 100 users receive the proposed version, the resulting data indicates a 10% increased chance of sales when compared to the current version. As a result, the experimentation platform increases the percentage of users receiving the proposed version. Providing the proposed version to an increased percentage of users decreases the total number of page serves required to gather statistically significant data. The experimentation platform may provide an updated projected time to completion of A/B testing based on the changed percentage of users receiving the proposed version.

An administrator may provide the experimentation platform an identity of an element of a user interface and an attribute of the user interface. In response, the experimentation platform automatically determines a first value and a second value for the attribute and performs A/B testing using the two values of the attribute. After statistically significant results are achieved showing that one value performs better than the other, the better-performing value for the attribute is automatically selected.

Technical problems exist with respect to A/B testing. The systems and methods described herein address these problems by reducing the time to complete testing for features that show early results. As a result of this technical improvement, improved features are more quickly provided to users. Further, the systems and methods described herein automate the process of selecting features and attributes, allowing an experimentation server to continuously attempt to improve an application. More specifically, features may be added to a system to improve technical aspects of a computer, a cluster of computers, or a data center, as described further below.

Computing resources may be saved by using the systems and methods described herein, which is a further technical improvement. Examples of such computing resources include processor cycles, network traffic, memory usage, data storage capacity, power consumption, and cooling capacity. As just one example, by avoiding a requirement for an administrator to provide details for every attribute and feature to test, systems and methods may avoid processor cycles, memory usage, network bandwidth or other computing resources associated with improving applications. As a second example, if a first feature is compared to a second feature, a first feature may be selected based on the impact it has on performance of a system, network bandwidth, memory consumption, power consumption, cooling required, etc. In other words, technical and/or economic considerations may be used to select a feature to roll out for wider usage.

FIG.1is a network diagram illustrating a network environment100suitable for implementing an adaptive data platform, according to some example embodiments. The network environment100includes a network-based system110, a device160A, a device160B, and a device160C all communicatively coupled to each other via a network140. The devices160A-160C may be collectively referred to as “devices160,” or generically referred to as a “device160.” The network-based system110comprises an experimentation server120and an application server130, communicating via the network140or another network. The devices160may interact with the network-based system110using a web client150A or an app client150B. The experimentation server120, the application server130, and the devices160may each be implemented in a computer system, in whole or in part, as described below with respect toFIG.2.

The application server130provides an application to other machines (e.g., the devices160) via the network140. The experimentation server120configures the application server130to provide two or more different versions of a user interface to different users. The application server130may provide the application as a web site. The web client150A (e.g., a web browser) renders the user interface of the application on a display device of the device160A. Thus, the different versions of the user interface may be different versions of web pages that are part of a web site.

Each user may be associated with a unique account identifier. In some example embodiments, the experimentation server120determines which version of the user interface to present based on the unique account identifier of the user. For example, an even account identifier causes a first version of the user interface to be presented and an odd account identifier causes a second version of the user interface to be presented. As another example, the account identifier may be hashed and the version of the user interface selected based on the hash of the account identifier.

Also shown inFIG.1are users170A,170B, and170C that may be referred to generically as “a user170” or collectively as “users170.” Each user170may be a human user (e.g., a human being), a machine user (e.g., a computer configured by a software program to interact with the devices160and the network-based system110), or any suitable combination thereof (e.g., a human assisted by a machine or a machine supervised by a human). The users170are not part of the network environment100but are each associated with one or more of the devices160and may be users of the devices160(e.g., the user170A may be an owner of the device160A, the user170B may be an owner of the device160B, and the user170C may be an owner of the device160C). For example, the device160A may be a desktop computer, a vehicle computer, a tablet computer, a navigational device, a portable media device, or a smartphone belonging to the user170A.

Responses by the users170to the versions of the user interface presented by the application server130on the devices160are sent from the application server130to the experimentation server120for analysis. The experimentation server120determines which version of the user interface provides better results, as measured by a predetermined metric, and adjusts future presentation of the versions accordingly. For example, the predetermined metric may be clicks, page views, purchases, time spent viewing the user interface, comments posted, ads placed, reviews provided, or any suitable combination thereof. Predetermined metrics may also include computational objectives, such as target performance metrics, memory usage, target network latency, network bandwidth, and the like. Based on one version performing better than another version according to the metric, a percentage of users receiving the better-performing version may be increased and a percentage of users receiving the other version may be decreased. After sufficient responses are received to determine that one version of the user interface performs better than other versions to a statistically significant degree, the experiment may be terminated, causing the better-performing version to be presented to all users thereafter.

Any of the machines, databases, or devices shown inFIG.1may be implemented in a general-purpose computer modified (e.g., configured or programmed) by software to be a special-purpose computer to perform the functions described herein for that machine, database, or device. For example, a computer system able to implement any one or more of the methodologies described herein is discussed below with respect toFIG.2. As used herein, a “database” is a data storage resource that stores data structured as a text file, a table, a spreadsheet, a relational database (e.g., an object-relational database, a NoSQL database, a network or graph database), a triple store, a hierarchical data store, or any suitable combination thereof. Additionally, data accessed (or stored) via an application programming interface (API) or remote procedure call (RPC) may be considered to be accessed from (or stored to) a database. Moreover, any two or more of the machines, databases, or devices illustrated inFIG.1may be combined into a single machine, database, or device, and the functions described herein for any single machine, database, or device may be subdivided among multiple machines, databases, or devices.

The network140may be any network that enables communication between or among machines, databases, and devices (e.g., the application server120and the devices160). Accordingly, the network140may be a wired network, a wireless network (e.g., a mobile or cellular network), or any suitable combination thereof. The network140may include one or more portions that constitute a private network, a public network (e.g., the Internet), or any suitable combination thereof.

FIG.2is a block diagram illustrating components of a computer200(e.g., the experimentation server120), according to some example embodiments. All components need not be used in various embodiments. For example, clients, servers, autonomous systems, and cloud-based network resources may each use a different set of components, or, in the case of servers for example, larger storage devices.

One example computing device in the form of the computer200(also referred to as a computing device200and a computer system200) may include a processor205, a computer-storage medium210, removable storage215, and non-removable storage220, all connected by a bus240. Although the example computing device is illustrated and described as the computer200, the computing device may be in different forms in different embodiments. For example, the computing device200may instead be a smartphone, a tablet, a smartwatch, or another computing device including elements the same as or similar to those illustrated and described with regard toFIG.2. Devices such as smartphones, tablets, and smartwatches are collectively referred to as “mobile devices.” Further, although the various data storage elements are illustrated as part of the computer200, the storage may also or alternatively include cloud-based storage accessible via a network, such as the Internet, or server-based storage.

The computer-storage medium210includes volatile memory245and non-volatile memory250. The volatile memory245or the non-volatile memory250stores a program255. The computer200may include, or have access to, a computing environment that includes a variety of computer-readable media, such as the volatile memory245, the non-volatile memory250, the removable storage215, and the non-removable storage220. Computer storage includes random-access memory (RAM), read-only memory (ROM), erasable programmable read-only memory (EPROM) and electrically erasable programmable read-only memory (EEPROM), flash memory or other memory technologies, compact disc read-only memory (CD ROM), digital versatile disks (DVD) or other optical disk storage, magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices, or any other medium capable of storing computer-readable instructions.

The computer200includes or has access to a computing environment that includes an input interface225, an output interface230, and a communication interface235. The output interface230interfaces to or includes a display device, such as a touchscreen, that also may serve as an input device. The input interface225interfaces to or includes one or more of a touchscreen, a touchpad, a mouse, a keyboard, a camera, one or more device-specific buttons, one or more sensors integrated within or coupled via wired or wireless data connections to the computer200, and other input devices. The computer200may operate in a networked environment using the communication interface235to connect to one or more remote computers, such as database servers. The remote computer may include a personal computer (PC), server, router, network PC, peer device or other common network node, or the like. The communication interface235may connect to a local-area network (LAN), a wide-area network (WAN), a cellular network, a WiFi network, a Bluetooth network, or other networks.

Computer instructions stored on a computer-storage medium (e.g., the program255stored in the computer-storage medium210) are executable by the processor205of the computer200. As used herein, the terms “machine-storage medium,” “device-storage medium,” and “computer-storage medium” (referred to collectively as “machine-storage medium”) mean the same thing and may be used interchangeably. The terms refer to a single or multiple storage devices and/or media (e.g., a centralized or distributed database, and/or associated caches and servers) that store executable instructions and/or data, as well as cloud-based storage systems or storage networks that include multiple storage apparatus or devices. The terms shall accordingly be taken to include, but not be limited to, solid-state memories, and optical and magnetic media, including memory internal or external to processors. Specific examples of machine-storage media, computer-storage media, and/or device-storage media include non-volatile memory, including by way of example semiconductor memory devices, e.g., erasable programmable read-only memory (EPROM), electrically erasable programmable read-only memory (EEPROM), field-programmable gate array (FPGA), and flash memory devices; magnetic disks such as internal hard disks and removable disks; magneto-optical disks; and CD-ROM and DVD-ROM disks. The terms “machine-storage media,” “computer-storage media,” and “device-storage media” specifically exclude carrier waves, modulated data signals, and other such media, at least some of which are covered under the term “signal medium” discussed below.

The term “signal medium” or “transmission medium” shall be taken to include any form of modulated data signal, carrier wave, and so forth. The term “modulated data signal” means a signal that has one or more of its characteristics set or changed in such a manner as to encode information in the signal.

The terms “machine-readable medium,” “computer-readable medium,” and “device-readable medium” mean the same thing and may be used interchangeably in this disclosure. The terms are defined to include both machine-storage media and signal media. Thus, the terms include both storage devices/media and carrier waves/modulated data signals.

The program255may further be transmitted or received over the network140using a transmission medium via the communication interface235and utilizing any one of a number of well-known transfer protocols (e.g., Hypertext Transfer Protocol (HTTP)). Examples of the network140include a local area network (LAN), a wide area network (WAN), the Internet, mobile telephone networks, plain old telephone service (POTS) networks, and wireless data networks (e.g., WiFi, LTE, and WiMAX networks). The term “transmission medium” shall be taken to include any intangible medium that is capable of storing, encoding, or carrying instructions for execution by the computer200, and includes digital or analog communications signals or other intangible media to facilitate communication of such software.

The program255is shown as including an analytics module260, an experimentation module265, and a user interface (UI) module270. Any one or more of the modules described herein may be implemented using hardware (e.g., a processor of a machine, an application-specific integrated circuit (ASIC), an FPGA, or any suitable combination thereof). Moreover, any two or more of these modules may be combined into a single module, and the functions described herein for a single module may be subdivided among multiple modules. Furthermore, according to various example embodiments, modules described herein as being implemented within a single machine, database, or device may be distributed across multiple machines, databases, or devices.

The analytics module260of the experimentation server120analyses input from users of different versions of a user interface to determine which version performs better according to a predetermined metric. The analytics module260of the application server120provides the data to the experimentation server120and may pre-process the data. For example, the raw user input of clicking on a button or filling out a form may be converted to data representing a purchase being made, an ad being placed, or other higher-level action.

The experimentation module265of the experimentation server120instructs the application server130to provide different versions of a user interface to different users (e.g., based on account identifiers of the users). The experimentation module265of the application server130receives the instructions from the experimentation server120and may request the instructions from the experimentation server120. For example, when a user with an account identifier requests a user interface with an interface identifier, the user interface having a first version and a second version, the application server130sends a request to the experimentation server120, the request including the account identifier and the interface identifier. In response to the request, the experimentation server120provides an identifier of the version of the user interface selected to be provided to the user.

The UI module270causes presentation of the selected version of the UI to a user170. For example, a command-line or graphical interface may be presented in the version selected by the experimentation server130for the user170. In various example embodiments, the UI module270is part of an application or part of an operating system. The presented user interface may be presented on a dedicated display device (e.g., a monitor attached to a computer by a display cable) or a display integrated with a computing device (e.g., a screen integrated into a tablet computer, mobile phone, or wearable device). The UI is generally described herein as a graphical user interface, but other types of UIs are contemplated, including a voice interface. For example, a voice interface may receive voice commands, provide audio output, or both.

FIGS.3-4are a block diagram illustrating a database schema300suitable for implementing an adaptive data platform, according to some example embodiments. The database schema300is suitable for use by the application server130and the experimentation server120. The database schema300includes a session table310, an experiment table340, an event table410, and an automatic experiment configuration table440.

The session table310is defined by a table definition320, including a globally unique identifier (GUID) field, a session identifier field, an event count field, a session start field, a session end field, and a device information field. The session table310includes rows330A,330B,330C, and330D. Each of the rows330A-330D stores information for a session of a client device160with an application served by the application server130. The GUID for each row is a unique identifier for the user of the client device160. For example, the GUID may be an account identifier for the user. The session identifier is a unique identifier for the session. The session start and session end fields indicate the start and end times of the session. A session that is currently in progress may have a null value for the session end. In some example embodiments, a session is defined as continuous user activity for up to 24 hours (as in the row330B) or continuous user activity prior to a period of no activity that lasts for 30 minutes. In other example embodiments, other definitions of session are used to group events.

The event count field stores a count of the events that occurred in the session. The definition of an event varies in different example embodiments. In some example embodiments, an event is a click, a right-click, a page view, a purchase, an ad view, placing a comment, or listing an item for sale in an online marketplace. Different types of events may be aggregated as events for the event count field. The device information field stores information about the client device160participating in the session. The device information field may store a web browser name, a web browser version, a processor brand, a processor type, an operating system name, an operating system version, a form factor of the client device (e.g., desktop computer, laptop computer, vehicle computer, tablet, phone, or wearable computer), or any suitable combination thereof.

The experiment table340is defined by a table definition350, including an experiment identifier field, a version field, a name field, a type field, an experiment start field, an experiment end field, and a site field. The experiment table340includes rows360A,360B, and360C. The experiment identifier and version fields contain the identifier and version number of the experiment. The name field contains the name of the experiment. The experiment start and end fields identify the range of time in which the experiment ran. A currently-running experiment may have an experiment end in the future or with a NULL value. The type field indicates the type of the experiment and may correspond to the element of the user interface being experimented on. The site field indicates the user interface containing the element being modified by the experiment. In some example embodiments, the table definition320of the session table310includes a field that stores one or more experiment identifiers for each session.

The event table410is defined by a table definition420, including a GUID field, a session identifier field, an event identifier field, and an event time field. Each of the rows430A and430B contains data for a single event in the session identified by the session identifier, performed by a user or account corresponding to the GUID, and occurring at the event time. The type of event is identified by the event identifier. The event identifier may identify an element of a user interface that was interacted with. For example, the event identifier501may indicate that a particular button of a particular user interface was pressed (e.g., a button840of a user interface800ofFIG.8). The session identifier in the rows of the event table410can be cross-referenced with the session identifier in the rows of the session table310, allowing the analytics module260to process the individual events associated with a session. Thus, in the example ofFIGS.3-4, the rows430A-430B show additional information for the two events counted in the row330A.

The automatic experiment configuration table440is defined by a table definition450, including an element type field, an attribute type field, and an attribute value field. The automatic experiment configuration table440includes rows460A,460B, and460C. The element type field identifies a type of a user interface element to be experimented on. The attribute type field identifies the attribute of the user interface element to be experimented on. The attribute value field identifies a value, a range of values, or a list of values for the attribute. Thus, the row460A provides automatic experiment configuration for buttons, allowing the size of the button to be increased or decreased by up to 50% from the current size. The row460B allows for experiments to be run on buttons by changing a color attribute to black, red, or yellow. The row460C allows for experiments to be run on buttons by changing the vertical (Y-axis) position of the button by up to 25 pixels in either direction while keeping the horizontal position fixed.

FIG.5is a flow diagram illustrating operations by an adaptive data platform in a method500of modifying a user interface, according to some example embodiments. The method500includes operations505,510,515,520,525,530,535,540,545, and550. By way of example and not limitation, the method500is described as being performed by the systems, modules, and databases ofFIGS.1-4.

In operation505, the experimentation module265receives an identity of an element of a user interface. For example, an administrator selects an element of a user interface using a client device (e.g., the device160C), causing a unique identifier of the element to be transmitted from the client device to the experimentation server120via the network140. As another example, a control program automatically selects the element of the user interface.

In operation510, the experimentation module265receives an identity of an attribute of the element. For example, the administrator selects the attribute (e.g., from a list of attributes), causing a unique identifier of the attribute to be transmitted to the experimentation server120. As another example, a control program automatically selects the attribute. The term attribute, as applied to a user interface element, encompasses anything that affects the display or functionality of the user interface element. Example display attributes include size, color, location, shading, shadow, orientation, shape, text contents, image contents, and the like. Example functional attributes include responses by the user interface to interaction with the user interface element. Example interactions include clicking, right-clicking, pressing, long pressing, dragging, dropping another object onto the user interface element, and the like. Example responses include causing the display of a pop-up menu, causing the display of another user interface, causing purchase of an item, and the like.

In operation515, the experimentation module265automatically determines a first value and a second value for the attribute. The first value and the second value may be determined randomly, by a machine learning algorithm, based on a current value of the attribute, based on a predetermined range of the attribute, or any suitable combination thereof. For example, if the user interface element is a button and the attribute is the location of the button, the first value and second value for the attribute may be two different locations of the button, the different locations generated randomly within a region defined by a predetermined threshold and the current location of the button (e.g., the region defined by the row460C of the automatic experiment configuration table440), such that the locations are within the predetermined threshold of the current location. In some example embodiments, the first value for the attribute is a current value for the attribute and the second value for the attribute is a proposed change to the current value for the attribute.

The UI module270, in operation520, automatically generates a first user interface that has the attribute of the element set as the first value. In operation525, the UI module270automatically generates a second user interface that has the attribute of the element set as the second value. For example, the first user interface has a button at a first location and the second user interface has the button at a second location.

In operations530and535, the UI module270provides the first user interface to a first account and the second user interface to a second account. In one embodiment, a determination to provide the first interface to the first account is based on a first account identifier of the first account and a predetermined threshold or range. For example, all account identifiers in the range are provided the first user interface and all account identifiers out of the range are provided the second user interface. In other example embodiments, the determination of which interface to provide are based on a session identifier. Thus, the same account may receive the first user interface in one session and the second user interface in another session. As another alternative embodiment, the request for the user interface indicates which version is to be presented (e.g., by using a different URL for each version).

In operation540, the experimentation module265determines, based on a first degree of interaction with the element in the first user interface, a first result of the first user interface. The result may be a binary success/failure value, a numerical value within a predetermined range, or another result. The degree of interaction may be a binary value (e.g., whether the element was interacted with or not) or a numerical value (e.g., based on a duration of time interacting with the element, based on a number of interactions with the element, based on a price of an item associated with the element if the element was interacted with, or any suitable combination thereof). In operation545, the experimentation module265determines, based on a second degree of interaction with the element in the second user interface, a second result of the second user interface.

Operations515-545are described as generating two values for the attribute in two user interfaces for two accounts and determining two results based on two degrees of interaction, but the method500may be extended to support an arbitrary number of values for the attribute provided in the same number of user interfaces for the same number of accounts. Thus, more than two different options for the element may be tested simultaneously.

In operation550, the UI module270automatically presents, based on the first result and the second result, a third user interface to a third account, the third user interface including the attribute of the element with the first value or the second value. In some example embodiments, the value of the attribute is selected based on a comparison of the first result with the second result. For example, the value of the attribute providing the best result, according to a predetermined metric, is used in the third user interface. The step550may be automatically performed such that a system is self-adaptive and improving a user interface or other aspect of the system continuously.

FIG.6is a flow diagram illustrating operations by an experimentation server in a method600of projecting testing time, according to some example embodiments. The method600includes operations610,620, and630. By way of example and not limitation, the method600is described as being performed by the systems, modules, and databases ofFIGS.1-4.

In operation610, the experimentation module265determines a percentage of accounts to receive an element of a user interface using a first attribute value, the other accounts to receive the element of the user interface using a second attribute value. For example, the range of account identifiers is divided at a threshold so that the percentage of accounts has account identifiers below the threshold. In response to a request for the user interface from an account, a version of the user interface using the first attribute is served if the account identifier of the account is below the threshold and a version of the user interface using the second attribute is served if the account identifier is not below the threshold.

In operation620, the experimentation module265modifies the percentage based on interactions of the accounts with the element of the user interface. Operations520,530, and540(FIG.5) may be used to gather the interactions for a first account using the user interface with the first attribute value and repeated for additional accounts within the percentage of accounts to receive the user interface with the first attribute value. Operations525,535, and545(FIG.5) may be used to gather the interactions for a second account using the user interface with the second attribute value and repeated for additional accounts not within the percentage of accounts to receive the user interface with the first attribute value (or within a percentage of accounts to receive the user attribute with the second attribute value). In example embodiments with more than two attribute values being tested, similar operations are performed for additional accounts using the user interface with a third attribute value and repeated for additional accounts within a percentage of accounts to receive the user interface with the third attribute value.

For example, the threshold is modified to increase or decrease the percentage of accounts to receive the element of the user interface using the first attribute. In some example embodiments, the percentage of accounts to receive the element of the user interface using the first attribute is increased if the results associated with the first attribute, as measured using a predetermined metric, are better than the results associated with the second attribute, and the percentage of accounts to receive the element of the user interface using the first attribute is decreased if the results associated with the first attribute are worse than the results associated with the second attribute.

In some example embodiments, the modifying of the percentage in operation620follows analyzing a first performance of the user interface using the first attribute value (e.g., a first user interface) and a second performance of the user interface using the second attribute value (e.g., a second user interface). For example, a degree of interaction by each user of the two versions of the user interface are determined and the results aggregated to generate a performance score for each version. The modifying of the percentage may be in response to the performance scores. Thus, the determination of the attribute value to use in future presentations of the user interface to an account after adjustment of the percentage in operation620is indirectly based on the degree of interaction determined for each account prior to the analysis.

In operation630, the experimentation module265, based on the modified percentage, updates a projected time to complete testing of the first attribute value. For example, an administrator determines that the user interface with the element using the first attribute should be provided 10,000 times to determine if the first attribute is better than the second attribute. In operation610, for instance, 10% of accounts are been selected to receive the element using the first attribute but, based on good initial results, the percentage is increased to 20% in operation620. As a result, the time remaining to complete the testing is projected to be reduced by a factor of two. The projected time to complete testing may be based on projected usage of the user interface. For example, if the user interface was served 2,000 times before modification of the percentage in operation620, and the projected usage is 4,000 requests for the user interface per day, the projection will be to serve800requests (20% of 4,000) using the first attribute each day. Accordingly, the remaining time to serve the user interface with the first attribute is projected to be 10 days, since multiplying800by 10 yields 8,000, the remaining number of times to provide the first attribute before completing testing. The UI module270causes presentation of a user interface to an administrator showing the updated projected time to completion.

FIG.7is a flow diagram illustrating operations by an experimentation server in a method700of evaluating versions of a user interface, according to some example embodiments. The method700includes operations710,720,730,740, and750. By way of example and not limitation, the method700is described as being performed by the systems, modules, and databases ofFIGS.1-4.

In operation710, the analytics module260trains a machine-learning system to generate a performance metric for a user interface based on a training set. For example, each element of the training set comprises a vector composed of data indicating one or more user interactions with the user interface and a performance measure that resulted from the user interactions. As a further example, the vector comprises binary values with one value for each interactive element of the user interface. The value for an interactive element may be set to zero if the user did not interact with it and one if the user did. The performance measure may be a numeric value based on a financial value of the user interaction. For example, if the user purchased an item, the performance measure is the price of the item; if the user clicked on a pay-per-click ad, the performance measure is the payment value of the ad; and if the user canceled an account, the performance measure is the (negative) expected revenue had the account been maintained. Equally, the performance measure may be a technical aspect of a machine or system of machines. For example, the performance measure may be the amount of memory, network bandwidth, processor cycles used for each user interface configuration. The performance measure may be an aggregated set of technical measurements.

In some example embodiments, the elements of the vector are automatically selected based on a received identity of the user interface (e.g., the user interface identified in operation505of the method500). For example, a document object model (DOM) of a web page is traversed to identify interactive elements of the web page and the elements of the vector are automatically selected to correspond to the interactive elements of the web page.

After training, the machine-learning system generates predicted performance metrics in response to input vectors. Thus, a user interface that does not directly generate revenue can be evaluated based on its likely impact to revenue-generating activities. For example, from a front page including pictures of items for sale such that selecting a picture causes presentation of additional information for the item, some training vectors will show that selecting an item resulted in revenue from purchase of the item and some training vectors will show that selecting an item did not result in a sale, but all training vectors that do not include an item selection will show that not selecting an item resulted in no sale. Accordingly, after training, the machine-learning system will generate a higher performance measure for sessions with the front page that include selection of an item than for sessions that do not include selection of an item.

In operation720, the UI module270provides, to each account of a plurality of accounts, a version of the user interface and receives, from each of the accounts, an interaction. Selection of the accounts to receive each version may be performed, as in operation610(FIG.6), based on a predetermined percentage of accounts to receive each version. A bot filter may be run to remove interactions by automated systems (bots) from the plurality of accounts, preventing bots from influencing the development of the user interface.

In operation730, the analytics module260generates, for each account of the plurality of accounts, an input vector for the machine-learning system based on the interaction. The input vector generated in operation730is of the same format as the input vectors of the training set used in operation710. The input vector may comprise derived values in addition to or instead of values that merely indicate user interaction with user interface elements. For example, the vector may comprise an indication of whether an item was sold, an indication of whether fraud occurred, or both.

The analytics module260, in operation740, provides the input vectors to the machine-learning system to generate a performance metric for each account. In operation750, the analytics module260aggregates the performance metrics for the accounts to generate a performance metric for each version of the user interface. For example, the performance metrics for the accounts that received a first version of the user interface (e.g., that received a first user interface with an element having a first value of an attribute) is averaged to generate the performance metric for the first version and the performance metrics for the accounts that received a second version of the user interface (e.g., that received a second user interface with the element having a second value of the attribute) is averaged to generate the performance metric for the second version. The resulting performance metrics are used in operation620(FIG.6) to modify the percentage of each version to be presented thereafter.

FIG.8is a user interface diagram showing a first example user interface800. The user interface800includes user interface elements810,820,830,840,850,860,870,880, and890. The user interface elements810-890may also be referred to as a title810, an image820, a price830, buttons840,850,860, and890, shipping information870, and delivery information880. The user interface800displays a listing of an item for sale. The title810indicates that the item for sale is a set of revised dual lands. The image820is a picture of the item for sale. The price830indicates that the price of the item is $2,250. The shipping information870indicates that shipping is free and will be expedited. The delivery information880indicates that the item is expected to be delivered by November 20th. Each of the user interface elements810-890is displayed using a set of display attributes (e.g., position, color, and size).

The button840is operable to purchase the listed item. For example, pressing the button840may cause another user interface to be presented that receives credit card information and confirms the purchase. In this example, interaction with the element (the button840) in the user interface800causes a further user interface to be presented and a degree of interaction (with reference to operations540and545of the method500) with the element in the user interface800is based on input received via the further user interface.

The button850is operable to add the listed item to a shopping cart for later purchase. The button860is operable to cause another user interface to be presented that allows the user to enter an offered price for the item. The button890is operable to save the item listing to a watch list for the user.

FIG.9is a user interface diagram showing a second example user interface900related to the first example user interface but modified by an adaptive test platform according to a first experiment. The user interface900includes user interface elements910,920,930,940,950,960,970,980, and990. The user interface elements910-990may also be referred to as a title910, an image920, a price930, buttons940,950,960, and990, shipping information970, and delivery information980.

Each of the user interface elements910-990corresponds to one of the user interface elements810-890. The user interface elements910,920,930,970, and980are presented using the same attributes as their corresponding elements inFIG.8. The button940is presented using a different size attribute than the button840. The buttons950,960, and990are presented using different position attributes then the corresponding buttons850,860, and890.

The user interfaces800and900are provided to different accounts to test the impact of the different attributes (e.g., through the use of the methods500or600) according to a first experiment. In some example embodiments, only one attribute differs between the two user interfaces. In other example embodiments, multiple attributes are tested simultaneously.

FIG.10is a user interface diagram showing a second example user interface1000related to the first example user interface but modified by an adaptive test platform according to a second experiment. The user interface1000includes user interface elements1010,1020,1030,1040,1050,1060,1070,1080, and1090. The user interface elements1010-1090may also be referred to as a title1010, an image1020, a price1030, buttons1040,1050,1060, and1090, shipping information1070, and delivery information1080.

Each of the user interface elements1010-1090corresponds to one of the user interface elements810-890. The user interface elements1010-1060,1080, and1090are presented using the same attributes as their corresponding elements inFIG.8. The shipping information1070uses a different font size attribute than the shipping information870, 16 point instead of 14 point, and a different style, bold instead of normal.

The user interfaces800and1000are provided to different accounts to test the impact of the different attributes (e.g., through the use of the methods500or600) according to a second experiment. In some example embodiments, the first and second experiments are performed simultaneously, causing the user interfaces800,900, and1000to be presented to different users to evaluate the performance of the three options.

FIG.11is a flow diagram showing a first example user interface flow1100. The first example user interface flow comprises a front page1110, an item page1120, a cart page1130, a payment page1140, and a confirmation page1150. Each of the pages1110-1150is presented by the UI module270. A user interacts with an element of the front page1110(e.g., by selecting a picture of an item from a set of displayed pictures) and receives in response the item page1120(e.g., the user interface700), containing information about an item for sale. The relationship between the element and the item page1120is a functional attribute of the element.

In response to interaction with an element (e.g., the button740) of the item page1120, the cart page1130is displayed, showing information for a shopping cart for the user, the shopping cart including the item of the item page1120. In response to interaction with an element of the cart page1130, the payment page1140is displayed, allowing the user to enter or confirm payment information. In response to receiving the payment information or confirmation to proceed with the transaction, the confirmation page1150is displayed with an information message confirming that the transaction was successful.

FIG.12is a flow diagram showing a second example user interface flow1200related to the first example user interface flow but modified by an adaptive test platform according to a third experiment. The second example user interface flow comprises the front page1110, the item page1120, the payment page1140, and the confirmation page1150. By comparison with the first example user interface flow1000, the cart page1030is no longer displayed. Instead, operation of the element that previously caused the cart page1130to be displayed now causes the payment page1140to be displayed. Thus, the functional attribute of an element of the item page1120is modified by the third experiment.

FIG.13is a flow diagram showing a second example user interface flow1300related to the first example user interface flow but modified by an adaptive test platform according to a fourth experiment. The second example user interface flow comprises the front page1110, the item page1120, the cart page1130, and the payment page1140. By comparison with the first example user interface flow1000, the confirmation page1150is no longer displayed. Instead, operation of the element that previously caused the confirmation page1150to be displayed instead returns the user to the front page1110. Thus, the functional attributes of an element of the payment page1140is modified by the fourth experiment.

The methods and techniques disclosed herein provide for automatic improvements to user interfaces. In prior-art systems, an administrator manually determined the options to be tested. Additionally, the percentage of accounts to receive each option was fixed throughout the testing. By contrast, by using the systems and methods described herein, automated variation of attributes of user interface elements is enabled, allowing for continuous automatic improvement of user interfaces. Furthermore, the percentage of accounts to receive a version of the user interface being tested can automatically and dynamically change, reducing the amount of time before a user interface variation can be confirmed to be an improvement and be deployed to all users.

When these effects are considered in aggregate, one or more of the methodologies described herein may obviate a need for certain efforts or resources that otherwise would be involved in testing versions of user interfaces. Computing resources used by one or more machines, databases, or devices (e.g., within the network environment100) may similarly be reduced. Examples of such computing resources include processor cycles, network traffic, memory usage, data storage capacity, power consumption, and cooling capacity.

Certain embodiments are described herein as including logic or a number of components, modules, or mechanisms. Modules may constitute either software modules (e.g., code embodied on a non-transitory machine-readable medium) or hardware-implemented modules. A hardware-implemented module is a tangible unit capable of performing certain operations and may be configured or arranged in a certain manner. In example embodiments, one or more computer systems (e.g., a standalone, client, or server computer system) or one or more processors may be configured by software (e.g., an application or application portion) as a hardware-implemented module that operates to perform certain operations as described herein.

In various embodiments, a hardware-implemented module may be implemented mechanically or electronically. For example, a hardware-implemented module may comprise dedicated circuitry or logic that is permanently configured (e.g., as a special-purpose processor, such as a field programmable gate array (FPGA) or an application-specific integrated circuit (ASIC)) to perform certain operations. A hardware-implemented module may also comprise programmable logic or circuitry (e.g., as encompassed within a general-purpose processor or other programmable processor) that is temporarily configured by software to perform certain operations. It will be appreciated that the decision to implement a hardware-implemented module mechanically, in dedicated and permanently configured circuitry, or in temporarily configured circuitry (e.g., configured by software) may be driven by cost and time considerations.

Accordingly, the term “hardware-implemented module” should be understood to encompass a tangible entity, be that an entity that is physically constructed, permanently configured (e.g., hardwired), or temporarily or transitorily configured (e.g., programmed) to operate in a certain manner and/or to perform certain operations described herein. Considering embodiments in which hardware-implemented modules are temporarily configured (e.g., programmed), each of the hardware-implemented modules need not be configured or instantiated at any one instance in time. For example, where the hardware-implemented modules comprise a general-purpose processor configured using software, the general-purpose processor may be configured as respective different hardware-implemented modules at different times. Software may accordingly configure a processor, for example, to constitute a particular hardware-implemented module at one instance of time and to constitute a different hardware-implemented module at a different instance of time.

Hardware-implemented modules can provide information to, and receive information from, other hardware-implemented modules. Accordingly, the described hardware-implemented modules may be regarded as being communicatively coupled. Where multiple of such hardware-implemented modules exist contemporaneously, communications may be achieved through signal transmission (e.g., over appropriate circuits and buses that connect the hardware-implemented modules). In embodiments in which multiple hardware-implemented modules are configured or instantiated at different times, communications between such hardware-implemented modules may be achieved, for example, through the storage and retrieval of information in memory structures to which the multiple hardware-implemented modules have access. For example, one hardware-implemented module may perform an operation, and store the output of that operation in a memory device to which it is communicatively coupled. A further hardware-implemented module may then, at a later time, access the memory device to retrieve and process the stored output. Hardware-implemented modules may also initiate communications with input or output devices, and can operate on a resource (e.g., a collection of information).

The various operations of example methods described herein may be performed, at least partially, by one or more processors that are temporarily configured (e.g., by software) or permanently configured to perform the relevant operations. Whether temporarily or permanently configured, such processors may constitute processor-implemented modules that operate to perform one or more operations or functions. The modules referred to herein may, in some example embodiments, comprise processor-implemented modules.

Similarly, the methods described herein may be at least partially processor-implemented. For example, at least some of the operations of a method may be performed by one or more processors or processor-implemented modules. The performance of certain of the operations may be distributed among the one or more processors, not only residing within a single machine, but deployed across a number of machines. In some example embodiments, the processor or processors may be located in a single location (e.g., within a home environment, an office environment, or a server farm), while in other embodiments the processors may be distributed across a number of locations.

The one or more processors may also operate to support performance of the relevant operations in a “cloud computing” environment or as a “software as a service” (SaaS). For example, at least some of the operations may be performed by a group of computers (as examples of machines including processors), these operations being accessible via a network (e.g., the Internet) and via one or more appropriate interfaces (e.g., APIs).

Example embodiments may be implemented in digital electronic circuitry, in computer hardware, firmware, or software, or in combinations of them. Example embodiments may be implemented using a computer program product (e.g., a computer program tangibly embodied in an information carrier, e.g., in a machine-readable medium for execution by, or to control the operation of, data processing apparatus, e.g., a programmable processor, a computer, or multiple computers).

A computer program can be written in any form of programming language, including compiled or interpreted languages, and it can be deployed in any form, including as a standalone program or as a module, subroutine, or other unit suitable for use in a computing environment. A computer program can be deployed to be executed on one computer or on multiple computers at one site or distributed across multiple sites and interconnected by a communication network.

In example embodiments, operations may be performed by one or more programmable processors executing a computer program to perform functions by operating on input data and generating output. Method operations can also be performed by, and apparatus of example embodiments may be implemented as, special-purpose logic circuitry (e.g., an FPGA or an ASIC).

The computing system can include clients and servers. A client and server are generally remote from each other and typically interact through a communication network. The relationship of client and server arises by virtue of computer programs running on the respective computers and having a client-server relationship to each other. In embodiments deploying a programmable computing system, it will be appreciated that both hardware and software architectures merit consideration. Specifically, it will be appreciated that the choice of whether to implement certain functionality in permanently configured hardware (e.g., an ASIC), in temporarily configured hardware (e.g., a combination of software and a programmable processor), or in a combination of permanently and temporarily configured hardware may be a design choice.

Throughout this specification, plural instances may implement components, operations, or structures described as a single instance. Although individual operations of one or more methods are illustrated and described as separate operations, one or more of the individual operations may be performed concurrently, and nothing requires that the operations be performed in the order illustrated. Structures and functionality presented as separate components in example configurations may be implemented as a combined structure or component. Similarly, structures and functionality presented as a single component may be implemented as separate components. These and other variations, modifications, additions, and improvements fall within the scope of the subject matter herein.

Although an overview of the inventive subject matter has been described with reference to specific example embodiments, various modifications and changes may be made to these embodiments without departing from the broader scope of embodiments of the present disclosure. Such embodiments of the inventive subject matter may be referred to herein, individually or collectively, by the term “invention” merely for convenience and without intending to voluntarily limit the scope of this application to any single disclosure or inventive concept if more than one is, in fact, disclosed.

The embodiments illustrated herein are described in sufficient detail to enable those skilled in the art to practice the teachings disclosed. Other embodiments may be used and derived therefrom, such that structural and logical substitutions and changes may be made without departing from the scope of this disclosure. The Detailed Description, therefore, is not to be taken in a limiting sense, and the scope of various embodiments is defined only by the appended claims, along with the full range of equivalents to which such claims are entitled.

As used herein, the term “or” may be construed in either an inclusive or exclusive sense. Moreover, plural instances may be provided for resources, operations, or structures described herein as a single instance. Additionally, boundaries between various resources, operations, modules, engines, and data stores are somewhat arbitrary, and particular operations are illustrated in a context of specific illustrative configurations. Other allocations of functionality are envisioned and may fall within a scope of various embodiments of the present disclosure. In general, structures and functionality presented as separate resources in the example configurations may be implemented as a combined structure or resource. Similarly, structures and functionality presented as a single resource may be implemented as separate resources. These and other variations, modifications, additions, and improvements fall within a scope of embodiments of the present disclosure as represented by the appended claims. The specification and drawings are, accordingly, to be regarded in an illustrative rather than a restrictive sense.