Chapter 4 User InterfaCe DesIgn 1 2 3 4 5 6 Figure 4-1. Desktop screen 1 2 1 2 3 3 4 5 4 5 6 6 Figure 4-2. Left: tablet and Right: mobile Personalization Business stakeholders or administrators can provide customizing ability to the user; thereafter the user can also customize the look and feel of the page from predefined templates. A user of the system can decide the content and layout of the application. Business owners or stakeholders can make use of predictive content personalization based on Artificial intelligence (AI)-based predictive algorithms in which similar content, product, and services are displayed on the basis of their previous interaction 121