FORM 2
THE PATENTS ACT, 1970
(39 OF 1970)
AND
THE PATENT RULES, 2003
COMPLETE SPECIFICATION
(See section 10 and rule 13)
“METHOD AND SYSTEM FOR SELECTIVE OPTIMIZATION OF USER INTERFACE OF DIGITAL APPLICATION”
We, Novi Digital Entertainment Private Limited, an Indian National, of Star House, Urmi Estate, 95, Ganapatrao Kadam Marg, Lower Parel West, Mumbai, Maharashtra 400013, India.
The following specification particularly describes the invention and the manner in which it is to be performed.
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METHOD AND SYSTEM FOR SELECTIVE OPTIMIZATION OF USER INTERFACE OF DIGITAL APPLICATION
TECHNICAL FIELD
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The present disclosure relates generally to user interface (UI) optimization in digital applications, and particularly relates to a method and system for selective optimization of user interface of a digital application installed in a user device based on touch heat maps.
BACKGROUND 10
The following description of related art is intended to provide background information pertaining to the field of the disclosure. This section may include certain aspects of the art that may be related to various features of the present disclosure. However, it should be appreciated that this section be used only to enhance the understanding of the reader 15 with respect to the overall field of the invention, and not as admissions of prior art.
Digital applications, such as mobile applications and desktop software, often employ user interfaces that are designed to be intuitive and user-friendly. The arrangement and design of UI elements significantly impact the user's experience and productivity within an 20 application. However, designing an optimal UI layout that caters to the preferences and usage patterns of individual users can be challenging.
Existing techniques for UI optimization or UI customization typically rely on predefined templates or manual customization options, which may not effectively adapt to the 25 unique needs of different users. These approaches often require significant user input and can be time-consuming and error prone. Moreover, existing techniques often lack personalized and dynamic configurations tailored to individual users' preferences and needs. For example, conventional UIs are typically standardized and not adapted to cater to specific user requirements. Further, users encountering issues with the UI may find it 30 challenging to resolve these problems or obtain real-time adjustments to the UI based on their preferences.
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Furthermore, conventional applications are hardcoded i.e., the applications operate in a fixed manner without the ability to adapt to changes in user preferences over time. As a result, if a user's requirements or preferences evolve, the same application may become inadequate, necessitating additional user interaction with the platform. This may involve 5 changing settings, reinstalling a different version of the platform, or undergoing complex processes to accommodate the updated preferences or requirements.
Therefore, it is apparent from the aforementioned problems and limitations, that there exists a need to provide for a mechanism that utilizes user interaction data to generate an optimized user interface to render on a user device associated with the user. 10
OBJECT OF THE INVENTION
This section is provided to introduce certain objects and aspects of the present invention in a simplified form that are further described below in the description. In order to 15 overcome at least a few drawbacks associated with the known solutions as provided in the previous section and to improve the efficiency on the existing user interface optimization technique, an objective of the present invention is to provide for systems and methods for selectively optimizing user interface (UI) of a digital application for a user device. Another objective of the present invention is to access user touch point 20 information from the digital application installed in the user device. Another objective of the present invention is to generate a touch heat map based at least on user touch point information. Another objective of the present invention is to identify user interaction behavior of the user with the digital application from the touch heat map. Yet another objective of the present invention is to position interactive objects or elements on the UI 25 based at least on the user interaction behavior with the digital application.
In order to achieve the aforementioned objectives, the present invention provides a method and system for selectively optimizing user interface (UI) of a digital application for a user device. The method includes accessing, by a reception engine of a server system, 30 user touch point information from the digital application installed in the user device. The user touch point information includes at least one or more user touch points and one or
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more attributes associated with the one or more user touch points. The one or more user touch points are received for an interface of the digital application. In addition, the method includes generating, by a heat map generation engine of the server system, a touch heat map depicting positioning of the one or more user touch points in the interface of the digital application based, at least on a processing of the user touch points. Further, 5 the method includes determining, by an analysis engine of the server system, at least one user preference of interaction with the interface of the digital application. The determination is performed based at least on a processing of the touch heat map. Furthermore, the method includes generating, by a customization engine of the server system, a customized interface comprising one or more interactive objects based at least 10 on the determination of the user preference of interaction Moreover, the method includes rendering, by a rendering engine of the server system, the customized interface on the digital application in the user device.
In an aspect, the present invention provides a server system for selectively optimizing user 15 interface (UI) of a digital application for a user device. The server system includes a memory configured to store instructions; a communication interface; and a processor in communication with the memory and the communication interface. The processor is configured to execute the instructions stored in the memory and thereby cause the server system to implement a reception engine to access user touch point information from the 20 digital application installed in the user device. The user touch point information includes at least one or more user touch points and one or more attributes associated with the one or more user touch points. The one or more user touch points are accessed for an interface of the digital application. In addition, the processor is caused to implement a heat map generation engine to generate a touch heat map depicting positioning of the 25 one or more user touch points in the interface of the digital application based, at least on a processing of the one or more user touch points. Further, the processor is caused to implement an analysis engine to determine at least one user preference of interaction with the interface of the digital application. The determination is performed based at least on a processing of the touch heat map. Furthermore, the processor is caused to 30 implement a customization engine to generate a customized interface including one or more interactive objects based at least on the determination of the user preference of
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interaction. Moreover, the processor is caused to implement a rendering engine to render the customized interface on the digital application in the user device.
BRIEF DESCRIPTION OF THE DRAWINGS
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The accompanying drawings, which are incorporated herein, and constitute a part of this invention, illustrate exemplary embodiments of the disclosed methods and systems in which like reference numerals refer to the same parts throughout the different drawings. Components in the drawings are not necessarily to scale, emphasis instead being placed upon clearly illustrating the principles of the present invention. Some drawings may 10 indicate the components using block diagrams and may not represent the internal circuitry of each component. It will be appreciated by those skilled in the art that invention of such drawings includes the invention of electrical components, electronic components or circuitry commonly used to implement such components.
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Figure 1 illustrates an environment related to an embodiment of the present invention.
Figure 2 illustrates a simplified block diagram of a server system, in accordance with an embodiment of the present invention.
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Figure 3 illustrates an exemplary user interface (UI) of a touch heat map displayed on a display of the server system, in accordance with an embodiment of the present invention.
Figure 4 illustrates a flowchart of a method for selectively optimizing user interface (UI) of a digital application for a user device, in accordance with an embodiment of the present 25 invention.
The foregoing shall be more apparent from the following more detailed description of the invention.
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DETAILED DESCRIPTION OF THE INVENTION
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In the following description, for the purposes of explanation, various specific details are set forth in order to provide a thorough understanding of the embodiments of the present invention. It will be apparent, however, that embodiments of the present invention may be practiced without these specific details. Several features described hereafter can each be used independently of one another or with any combination of other features. An 5 individual feature may not address any of the problems discussed above or might address only some of the problems discussed above. Some of the problems discussed above might not be fully addressed by any of the features described herein. Example embodiments of the present invention are described below, as illustrated in various drawings.
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The ensuing description provides exemplary embodiments only, and is not intended to limit the scope, applicability, or configuration of the disclosure. Rather, the ensuing description of the exemplary embodiments will provide those skilled in the art with an enabling description for implementing an exemplary embodiment. It should be understood that various changes may be made in the function and arrangement of 15 elements without departing from the spirit and scope of the invention as set forth.
Specific details are given in the following description to provide a thorough understanding of the embodiments. However, it will be understood by one of ordinary skill in the art that the embodiments may be practiced without these specific details. For example, circuits, 20 systems, networks, processes, and other components may be shown as components in block diagram form in order not to obscure the embodiments in unnecessary detail. In other instances, well-known circuits, processes, algorithms, structures, and techniques may be shown without unnecessary detail in order to avoid obscuring the embodiments.
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Also, it is noted that individual embodiments may be described as a process which is depicted as a flowchart, a flow diagram, a data flow diagram, a structure diagram, or a block diagram. Although a flowchart may describe the operations as a sequential process, many of the operations can be performed in parallel or concurrently. In addition, the order of the operations may be re-arranged. A process is terminated when its operations 30 are completed but could have additional steps not included in a figure. A process may correspond to a method, a function, a procedure, a subroutine, a subprogram, etc. When
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a process corresponds to a function, its termination can correspond to a return of the function to the calling function or the main function.
The word “exemplary” and/or “demonstrative” is used herein to mean serving as an example, instance, or illustration. For the avoidance of doubt, the subject matter 5 disclosed herein is not limited by such examples. In addition, any aspect or design described herein as “exemplary” and/or “demonstrative” is not necessarily to be construed as preferred or advantageous over other aspects or designs, nor is it meant to preclude equivalent exemplary structures and techniques known to those of ordinary skill in the art. Furthermore, to the extent that the terms “includes,” “has,” “contains,” and 10 other similar words are used in either the detailed description or the claims, such terms are intended to be inclusive—in a manner similar to the term “comprising” as an open transition word—without precluding any additional or other elements.
Reference throughout this specification to “one embodiment” or “an embodiment” or “an 15 instance” or “one instance” means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the present invention. Thus, the appearances of the phrases “in one embodiment” or “in an embodiment” in various places throughout this specification are not necessarily all referring to the same embodiment. Furthermore, the particular features, structures, or 20 characteristics may be combined in any suitable manner in one or more embodiments.
The terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of the invention. As used herein, the singular forms “a”, “an” and “the” are intended to include the plural forms as well, unless the context clearly 25 indicates otherwise. It will be further understood that the terms “comprises” and/or “comprising,” when used in this specification, specify the presence of stated features, integers, steps, operations, elements, and/or components, but do not preclude the presence or addition of one or more other features, integers, steps, operations, elements, components, and/or groups thereof. As used herein, the term “and/or” includes any and 30 all combinations of one or more of the associated listed items.
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As used herein, the term “infer” or “inference” refers generally to the process of reasoning about or inferring states of the system, environment, user, and/or intent from a set of observations as captured via events and/or data. Captured data and events can include user data, device data, environment data, data from sensors, sensor data, application data, implicit data, explicit data, etc. Inference can be employed to identify a specific 5 context or action or can generate a probability distribution over states of interest based on a consideration of data and events, for example. Inference can also refer to techniques employed for composing higher-level events from a set of events and/or data. Such inference results in the construction of new events or actions from a set of observed events and/or stored event data, whether the events are correlated in close temporal 10 proximity, and whether the events and data come from one or several event and data sources.
As used herein, a “processor” or “processing unit” includes one or more processors, wherein processor refers to any logic circuitry for processing instructions. A processor 15 may be a general-purpose processor, a special-purpose processor, a conventional processor, a digital signal processor, a plurality of microprocessors, one or more microprocessors in association with a DSP core, a controller, a microcontroller, a low-end microcontroller, Application Specific Integrated Circuits, Field Programmable Gate Array circuits, any other type of integrated circuits, etc. The processor may perform signal 20 coding data processing, input/output processing, and/or any other functionality that enables the working of the system according to the present disclosure. More specifically, the processor or processing unit is a hardware processor.
As used herein, “connect”, “configure”, “couple” and its cognate terms, such as 25 “connects”, “connected”, “configured” and “coupled” may include a physical connection (such as a wired/wireless connection), a logical connection (such as through logical gates of semiconducting device), other suitable connections, or a combination of such connections, as may be obvious to a skilled person.
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As used herein, “send”, “transfer”, “transmit”, and their cognate terms like “sending”, “sent”, “transferring”, “transmitting”, “transferred”, “transmitted”, etc. include sending
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or transporting data or information from one unit or component to another unit or component, wherein the content may or may not be modified before or after sending, transferring, transmitting.
As used herein, “database” “memory unit”, “storage unit” and/or “memory” refers to a 5 machine or computer-readable medium including any mechanism for storing information in a form readable by a computer or similar machine. For example, a computer-readable medium includes read-only memory (“ROM”), random access memory (“RAM”), magnetic disk storage media, optical storage media, flash memory devices or other types of machine-accessible storage media. 10
As used herein ‘computer readable media’ refers to both volatile and non-volatile media, removable and non-removable media, any available medium that may be accessed by the computing device. By way of example and not limitation, computer readable media comprise computer storage media and communication media. 15
Hereinafter, exemplary embodiments of the present disclosure will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily carry out the present disclosure.
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The present invention addresses the above-mentioned shortcomings by providing a system and method for selectively optimizing a user interface (UI) of a digital application installed in a user device associated with a user. The invention accesses user touch point information collected during user interactions within the digital application to generate a touch heat map representation of the most frequently accessed UI elements. 25
By analyzing the touch heat map representation, the present invention determines the areas of the UI that attract the most user interaction. Such areas can include frequently tapped buttons, commonly visited screens, or frequently used features within the digital application. The generated heat map serves as a visual representation of user preferences 30 and usage patterns.
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Based on the touch heat map, the present invention automatically generates a customized user interface layout. The customized user interface layout may rearrange or resize interactive objects (such as UI elements), change the prominence of frequently accessed features, modify the user interface layout to match the user's interaction patterns, or remove unwanted or unused menu options . In one example, generation 5 of the customized user interface layout may include identification of areas in the UI that are least accessible by the user. In addition, in case menu options are present in such identified areas, these menu options are removed from there and shifted in areas in the UI with the most user interaction. The customization process can be performed in real-time or during periodic UI updates, ensuring that the UI remains optimized to the user's 10 evolving needs.
The present invention provides significant advantages over existing approaches by automating the process of selective UI optimization. By leveraging user touch point information and generating touch heat maps, the present invention enables generation 15 of personalized UI layouts that adapt to preferences and usage patterns of an individual user. This customization enhances usability, increases efficiency, and ultimately improves the overall user experience within digital applications.
Thus, the disclosed system and method for generating customized user interfaces based 20 at least on touch input heat maps represent a substantial advancement in the field of UI customization and have widespread applications across various digital platforms and industries.
Figure 1 illustrates an environment [100] related to an embodiment of the present 25 invention. It should be understood that the environment [100], illustrated and hereinafter described, is merely illustrative of an arrangement for describing some exemplary embodiments, and therefore, should not be taken to limit the scope of the embodiments. As such, it should be noted that at least some of the components described below in connection with the environment [100] may be optional and thus in some embodiments 30 may include more, less, or different components than those described in connection with subsequent Figures 2 to 4.
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The environment [100] generally depicts a user device [104] associated with a user [102], a server system [106], a database [108] associated with the server system [106], and a digital application [112], connected by a communication network, such as a network [110]. In one embodiment, the digital application [112] is installed in the user device [104]. 5
Various entities in the environment [100] may connect to the network [110] in accordance with various wired and wireless communication protocols, such as Transmission Control Protocol and Internet Protocol (TCP/IP), User Datagram Protocol (UDP), 2nd Generation (2G), 3rd Generation (3G), 4th Generation (4G), 5th Generation 10 (5G) communication protocols, Long Term Evolution (LTE) communication protocols, future communication protocols or any combination thereof.
For example, the network [110] may include multiple different networks, such as a private network made accessible by the server system [106] and a public network (e.g., the 15 Internet, etc.) through which the server system [106] may communicate.
The user [102] may correspond to any individual, organization, representative of a corporate entity, a non-profit organization, or any other person who accesses the digital application [112] on the user device [104]. In one embodiment, the user [102] runs the 20 application [112] in the user device [104] with facilitation of a network, such as the network [110].
The user device [104] is associated with the user [102]. For instance, the user device [104] may correspond to any suitable electronic or computing device such as a smartphone, a 25 personal computer, a laptop, a personal digital assistant (PDA), an electronic tablet, a desktop computer, a wearable device such as a smartwatch, a smart device such as smart TV or smart appliance, a smartwatch, etc., among other suitable electronic devices.
The digital application [112] may refer to an application software that is configured to 30 perform specific tasks or provide specific functionality to the user [102] on digital devices, such as the user device [104]. In some examples, the digital application [112] may
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correspond to social media application, messaging application, productivity application, entertainment application, gaming application, navigation application, and the like.
In one preferred embodiment, the digital application [112] corresponds to an Over-the-top (OTT) application. In general, OTT application is a digital application that delivers 5 video, audio, and other media content directly to users over the internet, bypassing traditional broadcast and cable television platforms. In another preferred embodiment, the digital application [112] corresponds to a digital video streaming application
For example, the digital application [112] streams media content (e.g., web series, movies, 10 TV serials, sports, etc.) on the user device [104]. The digital application [112] is embedded with a media player to play or stream media content on the user device [104]. For example, the digital application [112] may display a user interface on the user device [104] depicting a media player showing controls (e.g., play, pause, etc.) and comments from viewers. In another example, the digital application [112] may also display a 15 comprehensive content catalog, showcasing content of various genres, along with their release dates, and release times for user convenience.
The user [102] may run the digital application [112] on the user device [104] for entertainment purposes. In one example, the user [102] may download and/or install the 20 digital application [112] from the server system [106]. In another example, the user [102] may download and/or install the digital application [112] from a remote server (not shown in figures). In an embodiment, the server system [106] is deployed as a standalone server or can be implemented in cloud as software as a service (SaaS). In another embodiment, the server system [106] is deployed as a distributed server. In an embodiment, the server 25 system [106] provides or hosts the digital application [112]. In an embodiment, the digital application [112] is executed in the user device [104].
In an embodiment, an instance of the digital application [112] is accessible in the user device [104]. In some other examples, the digital application [112] may correspond to 30 finance application, media player, word processor, image editor, web application, and the like. In a preferred example, the digital application [112] relates to a media application
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that is configured to run movies, serials, web series, and the like in the user device [104].
In an example, the digital application [112] connects with the server system [106] via the network [110] in near real-time. Further, the digital application [112] enables the user [102] to view and run multimedia content with ease. 5
The server system [106] is configured to access user touch point information from the digital application [112] installed in the user device [104]. The user touch point information includes at least one or more user touch points and one or more attributes associated with the one or more user touch points. The term “user touch points” herein 10 refers to the locations on a touch screen display of the user device [104] where the fingers of the user [102] make contact.
The one or more user touch points are accessed for an interface of the digital application [112]. In an example, the user touch point information is accessed for a home screen of 15 the digital application [112]. In another example, the user touch point information is accessed for a settings menu of the digital application [112]. In yet another example, the user touch point information is accessed for a media player of the digital application [112].
For example, when the user [102] interacts with the touch screen display of the user 20 device [104], each point of contact is recognized as a “user touch point”. In some examples, the user touch points can include single taps, touches, multi-finger gestures, swipes, pinches, long presses, hovering, and any other form of touch-based input.
In one embodiment, each user touch point is characterized by various attributes, including 25 for example, coordinates (i.e., X and Y position on the touch screen display), pressure intensity (if supported by the touch screen display), and timestamp (indicating when the touch occurred). In an embodiment, the digital application [112] is configured to track and transmit the user touch point information to the server system [106] via the network [110]. 30
In an example, the digital application [112] is configured to track and transmit the user
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touch point information to the server system [106] based on a periodic transmission mode. In another example, the digital application [112] is configured to track and transmit the user touch point information to the server system [106] based on interaction-triggered transmission mode.
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For example, in the periodic transmission mode, the digital application [112] automatically sends the touch point information to the server system [106] at regular intervals, regardless of the user’s interactions with the user device [104]. The periodic transmission mode ensures a consistent flow of the touch point information even during periods when the user [102] is not actively interacting with the digital application [112]. 10
In contrast, the interaction-triggered transmission mode allows the digital application [112] to send the touch point information only when the user [102] engages with the user device [104] through interactions (e.g., touch-based interactions, etc.). For instance, when the user [102] is passively watching media content without interacting with the user 15 device [104], no data is transmitted. However, when the user [102] taps on the user device [104], the digital application [112] is prompted to wake up, and it immediately transmits the user touch point information to the server system [106].
Further, the server system [106] is configured to generate a touch heat map depicting 20 positioning of the one or more user touch points in the interface of the digital application [112] based at least on processing of the user touch points. In one embodiment, the processing of the user touch points may include steps such as aggregation of the user touch points, grid creation, calculation of density of the user touch points, and the like. The detailed explanation of the steps of processing of the user touch points is explained 25 below in Figure 2; and therefore, it is not reiterated for the sake of brevity.
Moreover, the server system [106] is configured to determine at least one user preference of interaction with the interface of the digital application [112]. The determination is performed based at least on a processing of the touch heat map. 30
In an implementation, the server system [106] is configured to process the touch heat
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map based at least on implementation of a hardware-run algorithm. In another implementation, the server system [106] is configured to process the touch heat map based at least on a script. In some examples, the touch heat map is processed based at least on the hardware-run algorithms such as artificial intelligence (AI) algorithms, machine learning (ML) algorithms, neural networks (NN), and the like. 5
Next, the server system [106] is configured to generate a customized interface including one or more interactive objects based, at least, on the determination of the user preference of interaction. The one or more interactive objects may include at least one of: text, widgets, trays, buttons, menu options, advertisements, multimedia objects, and 10 the like. The server system [106] is also configured to render the customized interface on the digital application [112] in the user device [104].
The database [108] may be adapted to store information, such as, but not limited to, the user touch point information, the touch heat maps, user profile, and the like. In addition, 15 the database [108] may also include metadata, interface icons, the one or more interactive objects, information associated with the digital application [112], and the like. In one implementation, the user profile stores the user touch point information. In one example, the user touch point information includes user touch point preferences based at least on past and current user interaction behavior. 20
In an implementation, the database [108] may be associated with the server system [106]. In an implementation, the database [108] can be accessed, viewed, managed, and/or updated with facilitation of a database management system (DBMS), relational database management system (RDBMS), or the like. The server system [106] is then configured to 25 render the customized interface on the digital application [112] in the user device [104].
It is shown in Figure 1 that there exists a single user device [104] associated with the user [102]; however, there can be any number of the user devices [104] associated with the user [102]. Next, the server system [106] is configured to generate the customized 30 interface based at least on the user device [104].
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It is noted that the digital application [112] may include one or more interfaces (e.g., home screen, settings menu, user profile menu, etc.). In addition, the placement of menus or buttons on each interface may be different. Additionally, the placement of menus or buttons on each interface on different user devices may be different.
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For example, on a tablet with a bigger screen size, the play and pause button may be placed at the bottom of the screen for easy access; however, on a smartphone with a smaller screen, the play and pause button may be placed in the center of the screen. In this manner, the server system [106] is configured to generate the customized interface or selectively customizes the UI of the digital application [112] based at least on the user 10 device [104].
It is shown in Figure 1 that there exists a single server system [106] receiving the touch point information from a single user device [104]; however, there can be any number of the server systems [106] receiving the touch point information from various user devices 15 [104]. In one implementation, the server system [106] is associated with a Content Delivery Network (CDN) [114].
In general, CDN is a geographically distributed network of servers strategically placed in various locations around the world. CDNs facilitate efficient delivery of content, such as 20 web pages, images, videos, and other digital assets, to end-users, reducing latency and improving load times.
The CDN [114] is further connected to various other CDNs (not shown in figures) present at different geographical locations, creating a hierarchy of interconnected networks. Each 25 CDN in the hierarchy can have its own set of servers (e.g., the server system [106]) located in different regions, forming a distributed network infrastructure.
When the digital application [112] communicates with the server system [106], the communication request is routed through the CDN network. The CDN [114] then uses 30 intelligent routing algorithms to direct the communication request to the nearest server or the server with the lowest load (e.g., the server system [106]), minimizing the distance
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and optimizing response times.
By enabling the communication among the servers in this distributed network, the server system [106] can process requests more efficiently and scale resources dynamically based on the demand of the user [102]. This approach ensures that the method performed by 5 the server system [106] is scalable, providing a robust and responsive experience to users regardless of their geographical location.
The number and arrangement of systems, devices, and/or networks shown in Figure 1 are provided as an example. There may be additional systems, devices, and/or networks; 10 fewer systems, devices, and/or networks; different systems, devices, and/or networks, and/or differently arranged systems, devices, and/or networks than those shown in Figure 1. Furthermore, two or more systems or devices shown in Figure 1 may be implemented within a single system or device, or a single system or device shown in Figure 1 may be implemented as multiple, distributed systems or devices. Additionally, 15 or alternatively, a set of systems (e.g., one or more systems) or a set of devices (e.g., one or more devices) of the environment [100] may perform one or more functions described as being performed by another set of systems or another set of devices of the environment [100].
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Figure 2 illustrates a simplified block diagram of a server system [200], in accordance with an embodiment of the present invention. For example, the server system [200] is identical to the server system [106] as described in Figure. 1. In some embodiments, the server system [200] is embodied as a standalone physical server and/or having a cloud-based and/or SaaS-based (software as a service) architecture. The server system [200] is 25 configured to perform the method for selectively optimizing the user interface (UI) of the digital application [112] for the user device [104].
The server system [200] includes a computer system [202] and a database [204]. The computer system [202] includes at least one processor, such as a processor [206] for 30 executing instructions, a memory [208], a communication interface [210], a bus [212], and a storage interface [214]. The bus [212] enables entities of the computer system [202] to
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communicate with each other. The database [204] is an example of the database [108] of Figure 1.
In an implementation, the database [204] may be integrated into the computer system [202], potentially utilizing hard disk drives. In another implementation, the database [204] 5 may be external/remote to the computer system [202]. The storage interface [214] provides the processor [206] with access to the database [204] through various adapter options.
It is noted that while the computer system [202] is illustrated with a single processor (i.e., 10 the processor [206]), the computer system [202] can potentially include multiple processors. The processor [206] executes computer-readable instructions to perform operations related to generating and rendering the customized interface. Various processor options, such as application-specific integrated circuit (ASIC) processor, reduced instruction set computing (RISC) processor, complex instruction set computing 15 (CISC) processor, field-programmable gate array (FPGA), and the like can be employed.
The storage interface [214] is any component capable of providing the processor [206] with access to the database [204]. The storage interface [214] may include, for example, an Advanced Technology Attachment (ATA) adapter, a Serial ATA (SATA) adapter, a Small 20 Computer System Interface (SCSI) adapter, a RAID controller, a SAN adapter, a network adapter, and/or any component providing the processor [206] with access to the database [204].
The memory [208] stores the computer-readable instructions necessary for the processor 25 [206]. Examples of the memory [208] include a random-access memory (RAM), a read-only memory (ROM), a removable storage drive, a hard disk drive (HDD), and the like. It should be understood that the memory [208] can also be realized in the form of a database server or cloud storage in conjunction with the server system [200].
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The processor [206] is connected to the communication interface [210], allowing the computer system [202] to communicate with remote devices (not shown in figures) such
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as the user device [104], or the database [204] on the network [110]. In one scenario, the processor [206] generates the customized interface to be rendered on a touch screen display of the user device [104], enabling multiple entities to utilize various functionalities described in the disclosure.
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It is to be noted that the server system [200] as illustrated and hereinafter described is merely illustrative of an apparatus that could benefit from embodiments of the present disclosure and, therefore, should not be taken to limit the scope of the present disclosure. It is noted that the server system [200] may include fewer or more components than those depicted in Figure 2. 10
The processor [206] Is depicted to include a reception engine [216], a heat map generation engine [218], an analysis engine [220], a customization engine [222], a rendering engine [224], a profile engine [226], and a feedback engine [228]. It should be noted that components described herein can be configured in a variety of ways, including 15 electronic circuitries, digital arithmetic and logic blocks, and memory systems in combination with software, firmware, and embedded technologies.
The reception engine [216] includes suitable logic and/or interfaces to access user touch point information from the digital application [112] installed in the user device [104]. The 20 user touch point information includes at least one or more user touch points and one or more attributes associated with the one or more user touch points. The one or more user touch points are accessed for an interface of the digital application [112]. In one embodiment, the one or more user touch points are accessed for each interface of the digital application [112]. 25
The term “interface” herein may represent a user interface of a screen of the digital application [112]. For example, “interface” may represent a user interface (UI) of the home screen of the digital application [112]. Further, the one or more attributes may include X and Y co-ordinates of each user touch point, pressure intensity (if supported by 30 corresponding touch screen display), timestamp, and the like.
20
The one or more user touch points may include at least one of: touches, taps, swipes, gestures, long presses, and the like. In an embodiment, the reception engine [216] is configured to communicate with the user device [104] to access the user touch points with facilitation of the network [110]. In an example, the reception engine [216] is configured to utilize a set of Application Programming Interfaces (APIs) that the user 5 device [104] is configured to interact with to transmit the user touch point information. The digital application [112] can interact with the APIs to transmit the user touch point information.
In another example, when the digital application [112] establishes network 10 communication with the server system [200] via the network [110], the user touch point information can be transmitted as part of Hyper-text transfer protocol (HTTP) requests or responses. In yet another example, the digital application [112] can establish a socket connection between the user device [104] and the server system [200] to enable real-time bidirectional communication. The digital application [112] can also transmit the user 15 touch point information as data packets through the socket connection to the server system [200].
In yet another example, the digital application [112] can transmit the user touch point information to the server system [200] in batch wise mode in near real-time. For example, 20 the digital application [112] can collect the user touch point information for a specific time interval. Next, the digital application [112] transmits the user touch point information to the server system [200] at once.
In yet another example, the digital application [112] can transmit the user touch point 25 information to the server system [200] in various smaller single packets. For example, the digital application [112] is configured to send smaller packets of the user touch point information individually in real-time or near real-time as soon as each packet is generated. This approach may allow the server system [200] to receive and process the user touch point information more frequently but in smaller chunks. 30
In one implementation, the server system [200] is configured to periodically poll (i.e.,
21
actively query or request) the user touch point information from the digital application [112] at regular intervals. In an example, the server system [200] is configured to poll the user touch point information from the user device [104] every six hours. In another example, the server system [200] is configured to poll the user touch point information from the user device [104] every twelve hours, and so on. 5
In one embodiment, the reception engine [216] is configured to extract device information associated with the user device [104] in real-time. In one embodiment, the device information may include information associated with the hardware, software, and/or configuration of the user device [104]. 10
For example, the device information includes, but may not be limited to, device model and manufacturer, operating system, version of operating system, processor and central processing unit (CPU) information (e.g., architecture, clock speed, number of cores, etc.), memory, storage space, screen size, touch screen type, multi-touch support, touch 15 sampling rate, touch pressure sensitivity, touch gestures, screen resolution, network information, battery level and health, device identifier, and display specification (e.g., form-factor, camera notch or punch-hole design, screen resolution, edge screen or curved display, aspect ratio, screen-to-body ratio, bezel type, display refresh rate, etc.). For example, the touch screen type may include capacitive, resistive, infrared, and the like. 20
Next, the processor [206] is configured to transmit the user touch point information to the heat map generation engine [218]. The heat map generation engine [218] includes suitable logic and/or interfaces to generate a touch heat map depicting positioning of the one or more user touch points in the interface of the digital application [112] based, at 25 least, on a processing of the user touch points.
The term “touch heat map” herein represents a visual representation of user interactions and touch patterns on a digital interface or touch screen device. In particular, the touch heat map displays areas of the touch screen display of the user device [104] that receive 30 the most touch or interaction, providing insights into user behavior and interaction patterns.
22
To perform processing of the user touch points, the analysis engine [220] includes suitable logic and/or interfaces to segment the touch heat map into at least a set of quadrants. For example, a set of quadrants may represent quadrants of 3x3 grid. Another set of quadrants may represent quadrants of 4x4 grid. Yet another set of quadrants may 5 represent quadrants of 5x5 grid, and so on.
In an embodiment, the processing of the user touch points is performed based at least on a clustering method. In one preferred example, the clustering method is a k-means clustering method. 10
The analysis engine [220] is further configured to calculate density of the one or more user touch points in each of the set of quadrants. The density is calculated to identify frequent areas of interaction of the user [102] with the digital application [112]. Moreover, the density is calculated to determine reasons for such density and any issues 15 or concerns due to the calculated density.
Furthermore, the analysis engine [220] is configured to identify at least one of the densest quadrants from the set of quadrants and a least dense quadrant from the set of quadrants based, at least, on the calculation of the density of the one or more user touch points. The 20 term “densest quadrant” herein represents the quadrant of the set of quadrants that has the highest concentration or frequency of touch points. The identification is performed to determine the user preference of interaction. In one implementation, the densest quadrant is identified to determine the reasons for high interaction in that particular area of the touch screen display of the user device [104]. 25
The term “least dense quadrant” herein represents the quadrant with the fewest number of points or the lowest point density. The term “point density” herein may refer to the concentration of points within a given area. In one example, the identification of the least dense quadrant may give an insight that UI elements should not be placed in the least 30 dense quadrant since the least dense quadrant has the lowest user interaction.
23
The analysis engine [220] is also configured to identify one or more abnormal patterns of user interaction with a touch screen display of the user device [104]. In one example, the analysis engine [220] is configured to identify the possible likely reasons for any deviations or abnormal or rare or non-uniform or unlikely or zero touchpoints in the touch heatmap. In one embodiment, the abnormal patterns are identified based at least on the processing 5 of the touch heat map. In another embodiment, the analysis engine [220] is configured to utilize the device information to identify the one or more abnormal patterns of user interaction with the touch screen display of the user device [104]. The one or more abnormal patterns are identified to determine whether the touch screen display of the user device [104] has damage (e.g., physical damage, dead pixels, irresponsive touch, etc.) 10 or inaccessible area (e.g., software damage). For example, abnormal patterns of user interaction may signify broken or damaged touch screen of the user device [104] from a corner.
In one implementation, the processing of the user touch point information may include 15 aggregation of the one or more user touch points based at least on the one or more attributes associated with the one or more user touch points. The one or more attributes corresponding to the one or more user touch points may include timestamps, X-Y co-ordinates, and the like.
20
The one or more user touch points are then aggregated to identify patterns and commonalities among the one or more user touch points. In an embodiment, the aggregation step may include grouping and organizing the one or more user touch points based on their proximity and frequency. The analysis engine [220] is further configured to calculate density of the one or more user touch points in each of the set of quadrants. 25
The analysis engine [220] is also configured to process the touch heat map to identify usage patterns specific to the user [102]. For example, the analysis engine [220] is configured to identify the areas on the touch screen display of the user device [104] with high user touch point density, indicating regions that are frequently accessed. Conversely, 30 the analysis engine [220] may identify areas with low touch point density, indicating regions that are not frequently accessed.
24
In an embodiment, the analysis engine [220] is configured to perform the processing based at least on a hardware-run algorithm. The analysis engine [220] is configured to determine at least one user preference of interaction with the interface of the digital application [112] based at least on processing of the touch heat map. In one embodiment, 5 the analysis engine [220] is also configured to identify issues in user accessibility and interaction based at least on the processing of the touch heat map.
In an embodiment, the issues may include damage (e.g., physical damage) in the touch screen display of the user device [104]. In another embodiment, the issues may include 10 inaccessible areas (e.g., software damage). In one example, the identification of the issues may also include determining the densest quadrant of the set of quadrants. The densest quadrant represents the quadrant with a high number of user touch points. Based on the determination of the densest quadrant, the analysis engine [220] is configured to detect likely disturbances from media elements in immediate neighborhood and around the 15 densest touchpoint quadrant in the interface of the digital application [112]. The “densest touchpoint quadrant” herein represents the quadrant from the set of quadrants having the highest number of user touch points.
For example, the analysis engine [220] identifies the media elements (e.g., images, videos, 20 interactive media, etc.) that are placed in immediate neighborhood and around the densest touchpoint quadrant. The analysis engine [220] may then utilize the hardware-run algorithm to detect the likely disturbances from the media elements. The likely disturbances may include distracting elements, conflicting information, or elements that hinder user interaction or engagement (for example, notifications, unwanted 25 advertisements, etc.).
In one example, the analysis engine [220] is configured to identify the screen size of the touch screen display of the user device [104] based at least on the device information. Next, the analysis engine [220] is configured to evaluate the inability of the user [102] in 30 accessing a touch point on the touch screen display of the user device [104]. For example, if there are not many touch points around the corner of the touch screen display of the
25
user device [104], the analysis engine [220] may evaluate that the user [102] may not be able to frequently access that corner of the touch screen display due to large screen size.
In a nutshell, the analysis engine [220] is configured to identify at least the user preference of interaction with the interface of the digital application [112] based at least on the 5 processing of the touch heat map.
The customization engine [222] includes suitable logic and/or interfaces to generate a customized interface including one or more interactive objects based at least on the determination of the user preference of interaction. The one or more interactive objects 10 includes at least one of: text, widgets, trays, buttons, menu options, advertisements, and multimedia objects. In particular, the one or more interactive objects include user interface (UI) elements of the interface.
In one example, the customization engine [222] generates the customized interface to 15 replace the existing interface based at least on the determination of the user preference of the user [102]. In another example, the customization engine [222] generates the customized interface to replace the existing interface based at least on the determination of the device information (e.g., screen size) of the user device [104].
20
The rendering engine [224] includes suitable logic and/or interfaces to render the customized interface on the digital application [112] in the user device [104]. It is noted that the method of optimizing the UI for the digital application [112] is explained with respect to any one exemplary interface of the digital application [112]; however, the above-mentioned steps can be repeated to completely optimize the UI for all the 25 interfaces in the digital application [112].
For example, the customization engine [222] is configured to position advertisements in the customized interface based at least on the processing of the touch heat map. In an example, the customization engine [222] is configured to position advertisements in the 30 customized interface in such a manner that the advertisements do not hinder the media playing experience of the user [102]. In another example, the customization engine [222]
26
is configured to position advertisements in the customized interface in such a manner that the user [102] is more likely to click on the advertisement.
The profile engine [226] includes suitable logic and/or interfaces to generate a user profile including user profile information associated with the user [102]. For example, the user 5 [102] needs to create an account to access the digital application [112]. When the user [102] accesses the digital application [112] for the first time, the user [102] is asked to create a user account. The user [102] may enter personal details such as first name, last name, date of birth, gender, and enter a username and a password to login to the digital application [112]. 10
Whenever the user [102] wants to access the digital application [112], the digital application [112] performs the authentication of the user [102]. In other words, the user [102] is asked to enter the username and password that was initially entered up by the user [102] during registration. If the user [102] enters the correct username and 15 password, then only the user [102] is allowed to access the digital application [112]. Upon successful completion of the registration when the user [102] accesses the digital application [112] for the first time, a user profile of the user [102] is generated.
The user profile stores the user profile information associated with the user [102]. The 20 user profile information includes at least the device information corresponding to one or more user devices associated with the user [102], and a log file. The log file includes at least one of the user touch point information, the user preference of interaction, and the customized interface. For example, the user [102] may access the digital application [112] on a smartphone and a tablet. The user profile information includes the device 25 information corresponding to both the smartphone and the tablet. In addition, the processor [206] is configured to generate the customized interfaces for both the smartphone and the tablet of the user [102].
Since the device parameters such as screen size, resolution, etc. are different for both the 30 devices, the processor [206] is configured to generate separate customized interfaces for both the devices (i.e., the smartphone and the tablet).
27
The feedback engine [228] includes suitable logic and/or interfaces to receive user feedback corresponding to the customized interface rendered on the user device [104]. The user feedback is received based at least on a feedback mechanism. For example, the feedback engine [228] is configured to incorporate the feedback mechanism within the 5 digital application [112] itself. The feedback mechanism allows the user [102] to provide feedback regarding their experience with the customized interface.
In some examples, the user feedback can be received through various means, such as in-app surveys, ratings, reviews, direct user suggestions, and the like. In one example, the 10 feedback engine [228] can establish a communication channel to receive and process the user feedback data securely. In particular, the feedback engine [228] is configured to receive the user feedback via the digital application [112] installed in the user device [104].
15
Next, the feedback engine [228] is configured to incentivize the user [102] upon successful receipt of the user feedback via the digital application [112] installed in the user device [104]. For example, the feedback engine [228] is configured to incentivize the user profile associated with the user [102] with tokens, rewards, extra watch time, coupons, offers, and so on. 20
In one example, implementing the feedback mechanism encourages active participation of the user [102] in providing the feedback. The incentives can be in the form of rewards, discounts, loyalty points, and the like. In one example, the user [102] is allowed to view a leaderboard displaying other user profiles along with their rewards won. Having a look at 25 the position of the user [102] in the leaderboard encourages the user [102] to actively participate in the feedback mechanism, whenever possible to win more incentives.
In one embodiment, the feedback engine [228] is configured to maintain the user profiles associated with one or more users (e.g., the user [102]) and track their participation and 30 contribution to the feedback mechanism. In one example, incentives can be customized based on the preferences and interests of individual users, thereby promoting their
28
continued engagement. For example, the user [102] can be asked whether the user [102] wants the incentive in the form of free membership for one month or rewards points. The user [102] can then select the incentive based on the preference of the user [102].
In one implementation, the customization engine [222] is configured to update the 5 customized interface based at least on the received user feedback. For example, the analysis engine [220] is configured to analyze the received user feedback data to extract valuable insights and identify recurring issues. In other words, the analysis engine [220] is configured to determine whether the user [102] is satisfied with the customized interface.
10
The processor [206] can then prioritize and address the feedback by making appropriate updates to the customized interface being rendered on the user device [104]. The updates can include refining UI elements, adjusting placement, optimizing touch targets, improving responsiveness, or addressing specific user-reported issues. The rendering engine [224] is then configured to render the updated interface in the digital application 15 [112] on the user device [104], ensuring seamless integration and compatibility.
In one implementation, the profile engine [226] is configured to store a set of log files corresponding to a set of users in the database [204]. The log file of the set of log files is associated with the user [102] of the set of users. In one example, each log file stores 20 information including, but may not be limited to, user interaction with the user device [104], generated customized interface based on the user interaction, the touch heat map, and the user touch point information.
Next, the analysis engine [220] is configured to analyze the set of log files in near real-25 time to group the set of users into a plurality of cohorts. Each of the plurality of cohorts represents a subset of the set of users that share similar user preference of interaction. For example, each user has a user profile including the log file and the device information of devices on which the corresponding user accesses the digital application [112]. In this manner, the server system [200] is configured to identify the set of users having similar 30 interests or preferences.
29
Further, the customization engine [222] is configured to cache a set of customized interfaces corresponding to the set of users based at least on the plurality of cohorts. In particular, the customization engine [222] caches a pre-configured customized user interface for each cohort (or the subset of the set of users).
5
Furthermore, the profile engine [226] is configured to determine user behavior of at least a new user or a new user device associated with the user [102]. For example, the server system [200] can perform behavioral analysis on the new user’s interactions to identify patterns and preferences. In another example, the server system [200] can use the device information of the new user device to identify the cohort in which the new user device 10 can be placed.
Then, the profile engine [226] is configured to retrieve a preferred customized interface (i.e., pre-stored) from the set of customized interfaces for at least the new user or the new user device based at least on the cached set of customized interfaces. For example, 15 the server system [200] is configured to store the set of customized interfaces in the database [204]. Whenever a new user is onboarded on the digital application [112] or the user [102] utilizes a new user device for logging into the digital application [112], the server system [200] can scan the database [204] to retrieve the preferred customized interface for the new user or the new user device, saving computational processing. In 20 one example, the rendering engine [224] is further configured to render the preferred customized interface on a display screen of the new user device.
25
For example, the server system [200] groups 30 user profiles (i.e., users) in cohort A. The users in cohort A may use the same smartphone, for example. The server system [200] can then optimize and roll out the UI update (i.e., the preferred customized interface) for the cohort A in one go, saving time and resources.
30
Figure 3 illustrates an exemplary user interface (UI) [300] of touch heat map displayed on a display of the server system [200], in accordance with an embodiment of the present
30
invention.
The UI [300] depicts X touch points plotted on the X-axis and Y touch points plotted on the Y-axis. The UI [300] depicts that the user touch points displayed on the touch screen display of the user device [104] are divided based on quadrants of size 3x3 (see, 302). In 5 one example, the quadrants are plotted to identify the densest quadrant of the plotted quadrants. In another example, the quadrants are plotted to identify the least dense quadrant of the plotted quadrants. In yet another example, the quadrants are plotted to identify a percentage density in each plotted quadrant. For example, a quadrant may have a percentage density of 15% and another quadrant may have a percentage density of 65%. 10 The server system [200] may utilize the UI [300] to perform further analysis.
Figure 4 illustrates a flowchart [400] of a method for selectively optimizing user interface (UI) of the digital application [112] for the user device [104], in accordance with an embodiment of the present invention. 15
The flowchart [400] initiates at step [402]. Following step [402], at step [404], the method includes accessing, by the reception engine [216] of the server system [200], the user touch point information from the digital application [112] installed in the user device [104]. The user touch point information includes at least one or more user touch points 20 along with one or more attributes associated with the one or more user touch points. The one or more user touch points are accessed for an interface of the digital application [112].
At step [406], the method includes generating, by the heat map generation engine [218] 25 of the server system [200], the touch heat map depicting positioning of the one or more user touch points in the interface of the digital application [112], based at least on processing of the one or more user touch points.
At step [408], the method includes determining, by the analysis engine [220] of the server 30 system [200], at least one user preference of interaction with the interface of the digital application [112].
31
At step [410], the method includes generating, by the customization engine [222] of the server system [200], the customized interface including at least one or more interactive objects based at least on the determination of the user preference of interaction.
5
At step [412], the method includes rendering, by the rendering engine [224] of the server system [200], the customized interface on the digital application [112] in the user device [104]. The flowchart [400] terminates at step [414].
In one implementation, the customized interface is compatible with the orientation of the 10 user device [104]. For example, the customized interface compatible according to the portrait mode will auto adjust if the orientation of the user device [104] is changed from portrait mode to landscape mode.
As evident from the above description, the present disclosure provides for a method and 15 system for selectively optimizing user interface (UI) of a digital application for a user device. The invention provides for accessing, by a reception engine of a server system, user touch point information from the digital application installed in the user device. The user touch point information comprises at least one or more user touch points and one or more attributes associated with the one or more user touch points. The one or more 20 user touch points are accessed for an interface of the digital application. In addition, the invention provides for generating, by a heat map generation engine of the server system, a touch heat map depicting positioning of the one or more user touch points in the interface of the digital application based, at least on a processing of the one or more user touch points. Further, the invention provides for determining, by an analysis engine of the 25 server system, at least one user preference of interaction with the interface of the digital application. The determination is performed based at least on a processing of the touch heat map. Furthermore, the invention provides for generating, by a customization engine of the server system, a customized interface comprising one or more interactive objects based at least on the determination of the user preference of interaction. Moreover, the 30 invention provides for rendering, by a rendering engine of the server system, the customized interface on the digital application in the user device.
32
Although the invention is described herein to be implemented by the server system [200], the present invention encompasses that the some or all of the inventive features of the invention may be implemented in the user device [104].
5
While considerable emphasis has been placed herein on the preferred embodiments, it will be appreciated that many embodiments can be made and that many changes can be made in the preferred embodiments without departing from the principles of the invention. These and other changes in the preferred embodiments of the invention will be apparent to those skilled in the art from the disclosure herein, whereby it is to be 10 distinctly understood that the foregoing descriptive matter to be implemented merely as illustrative of the invention and not as limitation.
We Claim
1. A method for selectively optimizing user interface (UI) of a digital application for
a user device, the method comprising:
- accessing, by a reception engine of a server system, user touch point information from the digital application installed in the user device, wherein the user touch point information comprises at least one or more user touch points and one or more attributes associated with the one or more user touch points, wherein the one or more user touch points are accessed for an interface of the digital application;
- generating, by a heat map generation engine of the server system, a touch heat map depicting positioning of the one or more user touch points in the interface of the digital application based, at least on a processing of the one or more user touch points;
- determining, by an analysis engine of the server system, at least one user preference of interaction with the interface of the digital application, wherein the determination is performed based at least on a processing of the touch heat map;
- generating, by a customization engine of the server system, a customized interface comprising one or more interactive objects based at least on the determination of the user preference of interaction; and
- rendering, by a rendering engine of the server system, the customized interface on the digital application in the user device.

2. The method as claimed in claim 1, wherein the one or more interactive objects comprises at least one of: text, widgets, trays, buttons, menu options, advertisements, and multimedia objects.
3. The method as claimed in claim 1, wherein the processing of the user touch points comprises:
- segmenting, by the analysis engine of the server system, the touch heat map into
at least a set of quadrants; and

- calculating, by the analysis engine of the server system, density of the one or
more user touch points in each of the set of quadrants,
wherein the processing of the user touch points is performed based, at least on a clustering method.
4. The method as claimed in claim 3, comprising:
- identifying, by the analysis engine of the server system, at least one of a densest
quadrant from the set of quadrants and a least dense quadrant from the set of
quadrants based, at least on the calculation of the density of the one or more user
touch points, wherein the identification is performed to determine the user
preference of interaction.
5. The method as claimed in claim 1, comprising:
- identifying, by the analysis engine of the server system, one or more abnormal
patterns of user interaction with a touch screen display of the user device,
wherein the abnormal patterns are identified based, at least on a processing of
the touch heat map.
6. The method as claimed in claim 6, wherein the one or more abnormal patterns are identified to determine whether the touch screen display has damage or inaccessible area.
7. The method as claimed in claim 6, comprising:
- extracting, by the reception engine of the server system, device information
associated with the user device in near real-time, wherein the device information
is extracted to identify the user device of the user.
8. The method as claimed in claim 1, comprising:
- generating, by a profile engine of the server system, a user profile comprising user
profile information associated with the user, wherein the user profile information
comprises at least the device information corresponding to one or more user
devices associated with the user and a log file, wherein the log file comprises at

least one of the user touch point information, the user preference of interaction, and the customized interface.
9. The method as claimed in claim 8, comprising:
- storing, by the profile engine of the server system, a set of log files corresponding to a set of users in a database, wherein the log file of the set of log files is associated with the user of the set of users;
- analyzing, by the analysis engine of the server system, the set of log files in near real-time to group the set of users into a plurality of cohorts, wherein each of the plurality of cohorts represent a subset of the set of users that share similar user preference of interaction;
- caching, by the customization engine of the server system, a set of customized interfaces corresponding to the set of users based at least on the plurality of cohorts;
- determining, by the profile engine of the server system, user behavior of at least a new user or a new user device associated with the user; and
retrieving, by the customization engine of the server system, a preferred customized interface from the set of customized interfaces for at least the new user or the new user device based at least on the cached set of customized interfaces.
10. The method as claimed in claim 1, comprising:
- receiving, by a feedback engine of the server system, user feedback
corresponding to the customized interface rendered on the user device based, at
least on a feedback mechanism.
11. A server system for selectively optimizing user interface (UI) of a digital
application for a user device, the server system comprising:
- a memory configured to store instructions;
- a communication interface; and

- a processor in communication with the memory and the communication
interface, the processor configured to execute the instructions stored in the
memory and thereby cause the server system to implement:
- a reception engine to access user touch point information from the digital application installed in the user device, wherein the user touch point information comprises at least one or more user touch points and one or more attributes associated with the one or more user touch points, wherein the one or more user touch points are accessed for an interface of the digital application;
- a heat map generation engine to generate a touch heat map depicting positioning of the one or more user touch points in the interface of the digital application based, at least on a processing of the one or more user touch points;
- an analysis engine to determine at least one user preference of interaction with the interface of the digital application, wherein the determination is performed based at least on a processing of the touch heat map;
- a customization engine to generate a customized interface comprising one or more interactive objects based at least on the determination of the user preference of interaction; and
- a rendering engine to render the customized interface on the digital application in the user device.

12. The server system as claimed in claim 11, wherein the one or more interactive objects comprises at least one of: text, widgets, trays, buttons, menu options, advertisements, and multimedia objects.
13. The server system as claimed in claim 11, wherein to process the user touch points, the server system is caused to:

- segment the touch heat map into at least a set of quadrants; and
- calculate density of the one or more user touch points in each of the set of quadrants,

wherein the processing of the user touch points is performed based, at least on a clustering method.
14. The server system as claimed in claim 13, wherein the server system is caused to:
- identify at least one of a densest quadrant from the set of quadrants and a least
dense quadrant from the set of quadrants based, at least on the calculation of the
density of the one or more user touch points, wherein the identification is
performed to determine the user preference of interaction.
15. The server system as claimed in claim 11, wherein the server system is caused to:
- identify one or more abnormal patterns of user interaction with a touch screen
display of the user device, wherein the abnormal patterns are identified based, at
least on a processing of the touch heat map.
16. The server system as claimed in claim 15, wherein the one or more abnormal patterns are identified to determine whether the touch screen display has damage or inaccessible area.
17. The server system as claimed in claim 16, wherein the server system is caused to:
- extract device information associated with the user device in near real-time,
wherein the device information is extracted to identify the user device of the user.
18. The server system as claimed in claim 11, wherein the server system is caused to:
- generate a user profile comprising user profile information associated with the
user, wherein the user profile information comprises at least the device
information corresponding to one or more user devices associated with the user
and a log file, wherein the log file comprises at least one of the user touch point
information, the user preference of interaction, and the customized interface.
19. The server system as claimed in claim 18, wherein the server system is caused to:
- store a set of log files corresponding to a set of users in a database, wherein the
log file of the set of log files is associated with the user of the set of users;

- analyze the set of log files in near real-time to group the set of users into a plurality of cohorts, wherein each of the plurality of cohorts represent a subset of the set of users that share similar user preference of interaction;
- cache a set of customized interfaces corresponding to the set of users based at least on the plurality of cohorts;
- determine user behavior of at least a new user or a new user device associated with the user; and
retrieve a preferred customized interface from the set of customized interfaces for at least the new user or the new user device based at least on the cached set of customized interfaces.
20. The server system as claimed in claim 11, wherein the server system is caused to: receive user feedback corresponding to the customized interface rendered on the user device based, at least on a feedback mechanism.