# US 2016/0259840 A1 · Personalizing user interface (ui) elements > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 2016/0259840 A1 - Document ID: US20160259840A1 - Status: Published application - Kind: A1 - Application number: 14/405,971 - Filed: 2014-10-16 - Published: 2016-09-08 - Earliest claimed: 2014-10-16 - Assignees: Yahoo! Inc. - Applicants: Yahoo! Inc. - Inventors: Hao Zheng; Yu Zou; Ming Chang; Hongwei Zeng - Web page: https://patentgrep.com/patent/US20160259840A1 ## CPC - G06F 16/285: {Clustering or classification} - G06F 16/86: {Mapping to a database} - G06F 16/9535: Search customisation based on user profiles and personalisation - G06F 16/9577: {Optimising the visualization of content, e.g. distillation of HTML documents} - G06F 16/958: Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking - G06F 40/14: Tree-structured documents (parsing G06F40/205; validation G06F40/226) - G06Q 30/0269: {based on user profile or attribute} - G06Q 30/0277: {Online advertisement} - G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N) - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR ## Abstract This disclosure relates to personalizing user interface (UI) elements of online content (a website, a mobile application, etc.) presented on a user device. The UI personalization technique may include, for a current online session, processing user-related data and context-related data to determine the UI element(s) and their attribute value(s) to be used for presentation of the online content during the current session. The user-related data include information regarding the user/user device, and the context data may include details about the online content (content type/topic, default UI attribute values, etc.) being accessed in the given online session. The user data and the context data may be processed based on modeling data related to users and their interaction with the UI of online content from different publishers and/or advertisers. Based on such processing, personalized UI element(s) and attribute values are determined and the online content is presented with the personalized UI. ## Claims ### Claim 1 A method, implemented on a machine having at least one processor, storage, and a communication platform capable of making a connection to a network to personalize one or more user interface (UI) elements, the method comprising: receiving, via the communication platform, data related to a user and context data including information related to a webpage or an application to be accessed by the user on a user device, wherein the webpage or the application includes one or more UI elements; obtaining user-and-context modeling data related to a plurality of users and a plurality of webpages and applications; and determining a personalized property with respect to at least one of the one or more UI elements to be used to present the webpage or the application at the user device based on the data related to the user and the context data in accordance with the user-and-context modeling data. ### Claim 2 (depends on 1) The method of claim 1, further comprising providing, via the communication platform, the personalized property of the at least one of the one or more UI elements such that the webpage or the application is made available on the user device based on the personalized property. ### Claim 3 (depends on 1) The method of claim 1, further comprising updating user-and-context modeling data based on the data related to the user and the context data. ### Claim 4 (depends on 1) The method of claim 1, further comprising: receiving, via the communication platform, feedback data related to user interaction with the webpage or the application upon the user accessing the webpage or the application rendered on the user device according to the personalized property; determining an effectiveness parameter of UI personalization based on the feedback data; and adapting the user-and-context modeling data based on the effectiveness parameter. ### Claim 5 (depends on 1) The method of claim 1, further comprising receiving, from the user via the communication platform, a preference parameter related to the at least one of the one or more UI elements. ### Claim 6 (depends on 1) The method of claim 1, wherein said determining a personalized property comprises: generating a plurality of model categories based on the user-and-context modeling data, wherein each of the model categories is associated with a corresponding set of properties of UI elements; mapping the data related to the user and the context data to at least one of the model categories; and selecting the personalized property with respect to the at least one of the one or more UI elements based on the at least one of the model categories. ### Claim 7 (depends on 1) The method of claim 1, wherein the data related to the user comprise at least one of user cookie data, user device IP address, user geographical location data, type of user device, and data indicating user interaction with the webpage or application. ### Claim 8 (depends on 1) The method of claim 1, wherein the context data comprise at least one of uniform resource locator (URL) of the webpage, contents of the webpage or the application, type of browser, and a query submitted by the user. ### Claim 9 (depends on 1) The method of claim 1, wherein the one or more UI elements comprise at least one of font, page layout, background, border, length of search results, and image/thumbnail placement rules. ### Claim 10 A machine readable, tangible, and non-transitory medium having information recorded thereon to personalize one or more user interface (UI) elements, where the information, when read by the machine, causes the machine to perform at least the following: receiving data related to a user and context data including information related to a webpage or an application to be accessed by the user on a user device, wherein the webpage or the application includes one or more UI elements; obtaining user-and-context modeling data related to a plurality of users and a plurality of webpages and applications; and determining a personalized property with respect to at least one of the one or more UI elements to be used to present the webpage or the application at the user device based on the data related to the user and the context data in accordance with the user-and-context modeling data. ### Claim 11 (depends on 10) The medium of claim 10, wherein the machine is caused to further perform providing the personalized property of the at least one of the one or more UI elements such that the webpage or the application is made available on the user device based on the personalized property. ### Claim 12 (depends on 10) The medium of claim 10, wherein the machine is caused to further perform updating user-and-context modeling data based on the data related to the user and the context data. ### Claim 13 (depends on 10) The medium of claim 10, wherein the machine is caused to further perform: receiving feedback data related to user interaction with the webpage or the application upon the user accessing the webpage or the application rendered on the user device according to the personalized property; determining an effectiveness parameter of UI personalization based on the feedback data; and adapting the user-and-context modeling data based on the effectiveness parameter. ### Claim 14 (depends on 10) The medium of claim 10, wherein the machine is caused to further perform receiving, from the user, a preference parameter related to the at least one of the one or more UI elements. ### Claim 15 (depends on 14) The medium of claim 14, wherein said determining is further based on the preference parameter. ### Claim 16 (depends on 10) The medium of claim 10, wherein said determining a personalized property comprises: generating a plurality of model categories based on the user-and-context modeling data, wherein each of the model categories is associated with a corresponding set of properties of UI elements; mapping the data related to the user and the context data to at least one of the model categories; and selecting the personalized property with respect to the at least one of the one or more UI elements based on the at least one of the model categories. ### Claim 17 (depends on 10) The medium of claim 10, wherein the data related to the user comprise at least one of user cookie data, user device IP address, user geographical location data, type of user device, and data indicating user interaction with the webpage or application. ### Claim 18 (depends on 10) The medium of claim 10, wherein the context data comprise at least one of uniform resource locator (URL) of the webpage, contents of the webpage or the application, type of browser, and a query submitted by the user. ### Claim 19 (depends on 10) The medium of claim 10, wherein the one or more UI elements comprise at least one of font, page layout, background, border, length of search results, and image/thumbnail placement rules. ### Claim 20 A system to personalize one or more user interface (UI) elements, the system comprising: a communication platform configured to receive data related to a user and context data including information related to a webpage or an application to be accessed by the user on a user device, wherein the webpage or the application includes one or more UI elements; a modeling data unit configured to obtain user-and-context modeling data related to a plurality of users and a plurality of webpages and applications; and a UI personalization engine configured to determine a personalized property with respect to at least one of the one or more UI elements to be used to present the webpage or the application at the user device based on the data related to the user and the context data in accordance with the user-and-context modeling data. ### Claim 21 (depends on 20) The system of claim 20, wherein the communication platform is further configured to provide the personalized property of the at least one of the one or more UI elements such that the webpage or the application is made available on the user device based on the personalized property. ### Claim 22 (depends on 20) The system of claim 20, further comprising an update unit to update user-and-context modeling data based on the data related to the user and the context data. ### Claim 23 (depends on 20) The system of claim 20, wherein the communication platform is further configured to receive feedback data related to user interaction with the webpage or the application upon the user accessing the webpage or the application rendered on the user device according to the personalized property, the system further comprising an performance unit configured to determine an effectiveness parameter of UI personalization based on the feedback data, and adapt the user-and-context modeling data based on the effectiveness parameter. ### Claim 24 (depends on 20) The system of claim 20, wherein said UI personalization engine comprises: a model generation unit configured to generate a plurality of model categories based on the user-and-context modeling data, wherein each of the model categories is associated with a corresponding set of properties of UI elements; a mapping unit configured to map the data related to the user and the context data to at least one of the model categories; and a UI personalizing unit configured to select the personalized property with respect to the at least one of the one or more UI elements based on the at least one of the model categories. ### Claim 25 (depends on 20) The system of claim 20, wherein: the data related to the user comprise at least one of user cookie data, user device IP address, user geographical location data, type of user device, and data indicating user interaction with the webpage or application, the context data comprise at least one of uniform resource locator (URL) of the webpage, contents of the webpage or application, type of browser, and a query submitted by the user, and the one or more UI elements comprise at least one of font, page layout, background, border, length of search results, and image/thumbnail placement rules.