JTAER, Vol. 20, Pages 279: Aurea EDEN: A 3D Visualization Approach for E-Commerce Customer Journey Analytics

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer20040279

Authors:
Robert Waszkowski

This paper introduces and empirically evaluates Aurea EDEN, a novel 3D visualization library for e-commerce customer journey analytics. Traditional 2D dashboards often fragment performance data from the structural context of the conversion funnel, increasing analysts’ cognitive load. To address this, Aurea EDEN provides a method for programmatically generating 3D funnel diagrams where Key Performance Indicators (KPIs) are encoded directly as geometric properties. This approach is validated through two empirical studies: a comparative user study and a technical performance benchmark. The user study demonstrates that, for common analytical tasks, the 3D visualization significantly reduces task completion time and perceived cognitive workload (measured via NASA-TLX) while improving usability (measured via SUS) compared to a traditional 2D dashboard baseline. The benchmark confirms the library’s scalability for complex, real-world scenarios. These findings indicate that integrating KPIs as geometric attributes in a 3D model offers a more effective and efficient alternative for analyzing e-commerce funnels, providing a tangible contribution to the fields of information visualization and e-commerce analytics.

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Robert Waszkowski www.mdpi.com