Closing the KDD Loop to Improve Website Design

Website design is an important criterion for the§success of a website. In order to improve website§design, it is essential to understanding how the§website is used, and it is also helpful for §discovering potential design problems and so for §improving website design.§§The KDD process for website design is an approach§which uses the clickstream data for analysing the§browsing behaviour of users and improving the design§of websites. The four steps of KDD process are Data§Collection and Pre-processing, Pattern Discovery and§Analysis, Recommendation, and Action. However, there§are still some gaps in the KDD process and the KDD§loop has not been closed.§§In this book, research into the KDD process for§website design improvement and related literatures§will be studied. Then, solutions will be proposed to§deal with these problems. Through applications of the§KDD process for website design improvement, we should§better understand the browsing behaviour of users and§also anticipate improved website design. Three§empirical studies are included to show how the KDD§process can be applied in practice, and how the§design of websites can be improved.