Localized sort of ranked product recommendations based on predicted user intent

Abstract

A system for providing product recommendations to online visitors to an e-commerce website is provided. The system may include program comprising instructions that, when executed by a processor, cause the processor to sort a list of products based on a comparison of a user's interactions with the e-commerce website and previous user interactions with the same e-commerce website.

Claims

1. A system for receiving a search results list from a computer search engine and re-ordering the search results list locally to personalize it to a target user of an e-commerce website, thereby providing product recommendations to the target user of the e-commerce website, said system comprising: a processor; a memory coupled to the processor; one or more user devices positioned remotely from and in communication with a server through an electronic communication network, wherein each user device presents the e-commerce website interface to at least one user, said interface outputting information to said user and receiving information input by said user; computer-readable instructions stored m the memory, that when executed by the processor, cause the processor to perform the operations of (i) causing the server to track user interactions with the e-commerce website by storing information about user interactions made by one or more individual users on the server, wherein the information stored is associated to individual users by storing the information input on each remote user device by each individual user on the server under a unique ID assigned to each individual user, wherein the tracked user interactions include: product refinements selected by each individual user, related products viewed by the individual user, a navigation path selected by the individual user through a product hierarchy, previous promotions selected by the individual user, product attributes selected by the individual user, the individual user's profile, purchases made by the individual user, and pricing information, (ii) causing the server to generate a list of one or more interactions specific to the target user, by using information stored about the target user, wherein the target user is one of the individual users with information stored under a unique ID by the server, (iii) causing the server to compare the list of the target user's interactions with a list of interactions of previous users to determine a subset of previous users whose previous interactions match those of the target user, (iv) receiving at the server an ordered list of products organized according to product rank generated by a search engine in response to a search query by the target user; (v) causing the server to match the target user's tracked interactions to a subset of the tracked interactions of the subset of previous users whose previous interactions match those of the target user to generate a subset of matched interactions; (vi) causing the server to re-order the ordered list of products based on the product rank among the subset of matched interactions to generate a sorted product list that is specific to the target user and based on the matched previous user interactions to said target user, and (vii) causing the server to display the sorted product list instead of the ordered list on a remote target user device in response to the search query made by the target user on the remote target user device.

2. The system of claim 1, wherein the list of product listings is a ranked list of product listings.

3. The system of claim 1, wherein the list of product listings is ranked, prior to sorting, by sales volume, highest to lowest.

4. The system of claim 1, wherein the tracked target user's interactions comprise search terms utilized to define a search request by the target user.

5. The system of claim 1, wherein the tracked target user's interactions comprise webpages viewed by the target user.

6. The system of claim 1, wherein the tracked target user's interactions comprise product listings viewed by the target user.

7. A method of receiving a search results list from a computer search engine and re-ordering the search results list to personalize it to a target user of an e-commerce website, thereby providing product recommendations to a user of an e-commerce website, said method comprising: presenting an interface generated by the e-commerce website on one or more user devices positioned remotely from and in communication with a server through an electronic communication network, wherein each user device presents the e-commerce website interface to at least one user, said interface outputting information to said user and receiving information input by said user; tracking user interactions with the e-commerce website made by one or more individual users interacting with the interface of the e-commerce website presented on each individual user's user device by storing information about the interactions with the e-commerce website on a server under a unique ID for each individual user, wherein the tracked interactions of each user include the following: product refinements selected by the individual user, related products viewed by the individual user, a navigation path selected by the individual user through a product hierarchy, previous promotions selected by the individual user, product attributes selected by the individual user, the individual user's profile, purchases made by the individual user, and pricing information; generating a list of one or more of a target user's interactions, using information stored about the target user on the server, wherein the target user is one of the individual users with information stored under a unique ID by the server; comparing the list of the target user's interactions with a list of the interactions of previous users to determine a subset of previous users whose interactions match those of the target user; receiving at the server an ordered list of products organized according to product rank generated in response to a search query by the target user; matching the target user's tracked interactions to a subset of the tracked interactions of the subset of previous users whose previous interactions match those of the target user to generate a subset of matched interactions to determine the target user's intent, wherein the subset of the tracked interactions of the subset of previous users whose interactions match those of the target user is stored on the server; re-ordering the ordered list of products based on the product rank among the subset of matched interactions specific to the target user, and based on the matched previous user interactions to said target user, to generate a sorted list of product listings specifically targeted to the user; and displaying the sorted list of product listings instead of the ordered list on a remote target user device in response to the search query made by the target user on the remote target user device.

8. The method of claim 7, wherein the list of product listings is a ranked list of product listings.

9. The method of claim 7, wherein the list of product listings is ranked, prior to sorting, by sales volume, highest to lowest.

10. The method of claim 7, wherein the tracked target user's interactions comprise search terms utilized to define a search request by the target user.

11. The method of claim 7, wherein the tracked target user's interactions comprise web pages viewed by the target user.

12. The method of claim 7, wherein the tracked target user's interactions comprise product listings viewed by the target user.

13. A non-transitory computer-readable medium for reading by a computer comprising computer-readable instructions operable to (i) cause a server to track user interactions with an interface generated by an e-commerce website and presented on one or more user devices positioned remotely from and in communication with the server through an electronic communication network, wherein each user device presents the e-commerce website interface to at least one user, and said interface outputs information to said user and receives information input by said user, by storing information about the interactions of each individual user with the e-commerce website on a server under a unique ID assigned to each individual user and generate a list of one or more interactions specific to a target user: wherein the interactions tracked by the e-commerce website include the following: product refinements selected by the user, related products viewed by the user, a navigation path selected by the user through a product hierarchy, previous promotions selected by the user, product attributes selected by the user, the user's profile, purchases made the user, and pricing information; (ii) compare the list of the target user's interactions with a list of interactions of previous users, (iii) receive at the server an ordered list of products organized according to product rank in response to a search query by a target user; (iv) use stored information about previous users to determine a subset of previous users whose previous interactions match those of the target user; (v) match a target user's tracked interactions to a subset of tracked interactions of the subset of previous users whose previous interactions match those of the target user to generate a subset of matched interactions; (vi) use the server to re-order the ordered list of products based upon the product rank among the subset of matched interactions to generate a sorted product list specific to the target user and based on the matched previous user interactions to said target user; and (vii) display the sorted product list instead of the ordered list on a remote target user device in response to the search query made by the target user on the remote target user device.

14. The non-transitory computer-readable medium of claim 13, wherein the list of product listings is a ranked list of product listings.

15. The non-transitory computer-readable medium of claim 13, wherein the tracked target user's interactions comprise search terms utilized to define a search request by the target user.

16. The non-transitory computer-readable medium of claim 13, wherein the tracked target user's interactions comprise product listings viewed by the target user.

Description

BRIEF DESCRIPTION OF THE DRAWINGS

(1) The features and advantages of the disclosure will become apparent from a consideration of the subsequent detailed description presented in connection with the accompanying drawings in which:

(2) FIG. 1 is a block diagram of a product recommendation system according to an illustrative embodiment of the present disclosure;

(3) FIG. 2 is a representation of an exemplary webpage for display on a user device according to an illustrative embodiment of the present disclosure;

(4) FIG. 3 depicts sorting a ranked product list based on a user's online interactions according to an illustrative embodiment of the present disclosure; and

(5) FIG. 4 is a flow diagram of a process for sorting a ranked product list based on a user's online interactions according to an illustrative embodiment of the present disclosure.

DETAILED DESCRIPTION

(6) For the purposes of promoting an understanding of the principles in accordance with the disclosure, reference will now be made to the embodiments illustrated in the drawings and specific language will be used to describe them. It will nevertheless be understood that no limitation of the scope of the disclosure is thereby intended. Any alterations and further modifications of the inventive features illustrated herein, and any additional applications of the principles of the disclosure as illustrated herein, which would normally occur to one skilled in the relevant art and having possession of this disclosure, are to be considered within the scope of the disclosure claimed.

(7) In describing and claiming the present disclosure, the following terminology will be used in accordance with the definitions set out below. As used in this specification and the appended claims, the singular forms “a,” “an,” and “the” include plural referents unless the context clearly dictates otherwise. As used in this specification and the appended claims, the terms “comprising,” “including,” “containing,” “having,” “characterized by,” and grammatical equivalents thereof are inclusive or open-ended terms that do not exclude additional, unrecited elements or method steps.

(8) In an illustrative embodiment, the present disclosure provides systems and processes for re-ordering a set of ranked search results based on a user's predicted intent. For example, in one or more embodiments, a search query may be defined by a targeted user through a search engine interface provided in a web browser running on a user device. In response to the search query, the search engine may generate search results in the form of a ranked search results list. The ranking of the search results list may be based on popularity. Prior to displaying the search results to the targeted user, the present disclosure may locally sort or re-order the ranked search results list based on the targeted user's predicted intent. The locally sorted search results list is then displayed to the targeted user on the user device, such as on an electronic display of the user device. In this manner, the list may be tailored to the targeted user and may result in a higher conversion rate, i.e., product sale. The targeted user may then select one of the items in the list using a selection feature provided on the user computer. The targeted user may complete a check-out procedure to purchase the selected item from the list.

(9) In an illustrative embodiment, the search engine that generates the ranked search results may be a “web search engine.” As is known to those of ordinary skill, a web search engine is a software system running on a server that is designed to search for information on the World Wide Web. A web search engine may be hosted on a website that provides a search interface. Examples of popular web search engines include Google, Yahoo, Dogpile, and Bing. The search results are generally presented in a ranked list of results based on proprietary algorithms. The ranked search results may include a mix of web pages, images, and other types of files. Search engines also maintain real-time information by running an algorithm on a web crawler.

(10) In an illustrative embodiment, the search engine is a “website search engine.” As is known to those of ordinary skill in the relevant art, a website search engine that generates search results is a software system running on a server that is designed to search for information on a particular website. That is, many websites offer their own internal search engine that allows users to search only the websites for items of interest. Websites may provide a search engine interface for their internal search engine on the pages of the website. The websites providing the internal search engine feature may be e-commerce websites—i.e., websites that offer products for sale online.

(11) In an illustrative embodiment, the present disclosure determines a targeted user's predicted intent from the targeted user's tracked online behavior. In this regard, the present disclosure provides a tracking feature to track the targeted user's online behavior. The target user's online behavior may include a wide range of actions taken online by the target user through a web browser interface, including but not limited to: search terms entered by the user in search engine interfaces, paths selected by the user through a product hierarchy for a website, previous promotions selected by the user, web pages viewed by the user, product pages viewed by the user, product attributes selected by the user, search refinements selected by the user, search refinements entered by the user, the user's website interactions, related products viewed by the user, browsing history, the user's profile, and recent purchases made by the user, and any other online interactions of the user with a website or websites.

(12) In an illustrative embodiment, the present disclosure provides a computer server that is operable to track users' online interactions with websites. For example, the computer server may track a targeted user's website interactions used to locate a product or group of products on the website. The computer server may track a wide range of website interactions taken online by the targeted user, including but not limited to: search terms entered by the user in a search engine interface provided on the website, a path selected by the user through a graphical product hierarchy provided on the website, previous promotions selected by the user on the website, web pages viewed by the user on the website, product pages viewed by the user on the website, product attributes selected by the user, search refinements selected by the user, search refinements entered by the user, the user's website interaction, related products viewed by a user, browsing history, user profile, and recent purchases.

(13) In an illustrative embodiment, the present disclosure provides a computer server that is operable to perform a localized sort of ranked products based on users' online interactions. In particular, the user may perform a request on a website that returns a ranked product list. The ranked product list may include products ranked in order of popularity. For example, the user may perform a search request on the website using search terms or clicking a refinement link. The computer server may generate a ranked product list, with the most popular or relevant product being at the top of the list and the least popular or relevant product being at the bottom of the list. Prior to presenting the ranked product list to the user, the computer server may perform a localized sort of the ranked product list based on the user's predicted intent.

(14) In an illustrative embodiment, the computer server performs a localized sort of a ranked product list based on a target user's predicted intent. To determine the target user's predicted intent, the computer server matches tracked online interactions of the target user to past users' online interactions. For example, if past users with matching online interactions selected the third item in the ranked list, then the localized sort conducted by the computer server may place this item, the third item, at the top of the list actually presented to the targeted user using a localized sort. This is true even though the third item in the ranked product list is third in overall popularity. But, because of the tracked user online interactions, the localized sort conducted by the computer server places the third most popular item at the top of the product list actually presented to the target user.

(15) In an illustrative embodiment, the computer server locally sorts ranked product lists based on predicted user intent by matching the target user's online interactions to the online interactions of past users. The ranked product list may be generated based on overall popularity on the website. For example, best-selling products on the website may be positioned at the top of the ranked list. The local sort may promote products above their position in the ranked product list and may demote products below their position in the ranked product list. In this manner, the present disclosure provides a customized product list to the targeted users based on the predicted intent of the target users.

(16) In an illustrative embodiment, the computer server locally sorts ranked product lists based on predicted user intent by matching the target user's online refinement selections to the online refinement interactions of past users. Available online refinement selections may be presented on web pages of the website in the form of selectable icons. Online refinement selections may include product attributes, product uses, product categories, product sizes, product prices, product materials, or any other refinement selection that may be utilize to refine a group of products. The online product refinement selections may be selected by users through a selection feature provided on a website, such as a mouse and pointer that allows users to select graphical icons displayed on a web page. Online product refinements may also include search terms entered by users in a search engine interface provided on the website.

(17) Referring now to FIG. 1, there is depicted a product recommendation system 100 for providing product recommendations to targeted users in an online environment according to an illustrative embodiment of the present disclosure. According to an illustrative embodiment, the product recommendation system 100 is positioned to provide product recommendations on an online website, sometimes referred to as an e-commerce website, to targeted users.

(18) The system 100 includes an online retailer or wholesale services e-commerce server 102 that includes a processor 104 and memory 106. One or more user computers or devices 108 are positioned remotely from and in communication with the server 102 through an electronic communication network 110, such as the Internet or other computer network.

(19) As understood by those skilled in the art, the memory 106 of the server 102 can include volatile and nonvolatile memory including, for example, RAM, ROM, and magnetic or optical disks, just to name a few. It should also be understood by those skilled in the art that although illustrated as a single server, the illustrated configuration of the server 102 is given by way of example and that other types of servers or computers configured according to various other methodologies known to those skilled in the art can be used.

(20) The server 102 shown schematically in FIG. 1 represents a server or server cluster or server farm and is not limited to any individual physical server. The server site may be deployed as a server farm or server cluster managed by a server-hosting provider. The number of servers and their architecture and configuration may be increased based on usage, demand, and capacity requirements for the system 100. Similarly, the database servers (not shown) each represent a server or server cluster or server farm and are not limited to any individual physical server or configuration.

(21) As also understood by those skilled in the art, user devices 108 may be a processer-based device, such as one of a laptop, desktop, personal digital assistants or PDAs, smart phones, cell phones, servers, computers, or other types of computers. Each of the user devices 108 is web-enabled, meaning that the user devices 108 may run a web browser for accessing websites over the network as is known to those of ordinary skill in the art.

(22) In an illustrative embodiment, the server 102 includes an e-commerce program 112 stored in the memory 106. The e-commerce program 112 is operable to provide an e-commerce website on the network 110 that offers product for sale through online purchasers. In this regard, the program 112 may provide web pages for display on the user devices 108 in a web browser. The web pages may display product listings for products offered for sale on the website as is known to those of ordinary skill. The information for the product listings may be generated from a product database maintained on an electronic storage medium connected to the server 102. The product listings may include images and descriptive information about the products offered for sale on the e-commerce website. The product listings may also include pricing information and user reviews.

(23) The products, or product listings, may be organized according to a product hierarchy defined in the database. The product hierarchy organizes the products offered for sale by product attributes as is known to those of ordinary skill in the art. Interactive links provided on the website may allow users to navigate the product hierarchy by narrowing or expanding a product search.

(24) The e-commerce program 112 may further provide a search engine feature that allows users to locate desired products by formulating search queries. In an illustrative embodiment, the search engine may provide a search box that allows users to define search parameters by entering search terms. The search engine may conduct a search for product listings in the database based on the search terms. The search engine may generate a list of ranked search results. The ranked search results include the most popular or highest ranked product listings at the top of the list and the lower ranked product listings in descending order.

(25) The e-commerce program 112 may further provide a tracking feature that is operable to track targeted users' online interactions with the system 100. The program 112 may cause the tracked movements of the targeted users to be stored in a database on an electronic storage medium in association with each user. For example, the tracked user movements may be stored under a unique ID, such as a cookie ID, associated with each user. In an illustrative embodiment, the tracked movements of the targeted users include, but are not limited to, search terms entered by the user in search engine interfaces, paths selected by the user through a product hierarchy for a website, previous promotions selected by the user, web pages viewed by the user, product pages viewed by the user, product attributes selected by the user, search refinements selected by the user, search refinements entered by the user, the user's website interactions, related products viewed by the user, browsing history, the user's profile, and recent purchases made by the user, and any other online interactions of the user with a website or websites.

(26) Referring now to FIG. 2, there is depicted a webpage 200 generated by the server 102 according to an illustrative embodiment of the present disclosure. The webpage 200 may be part of an e-commerce website hosted by the server 102. The webpage 200 is displayed on a user device 108 in response to a request. According to an illustrative embodiment, the webpage 200 may provide user tools or features that allow users to locate desirable products. In an illustrative embodiment, the webpage 200 may provide a search feature, including a search box 202. The search box 202 allow users to enter search terms to find desirable products. In an illustrative embodiment, the webpage 200 may also provide a searchable product hierarchy 204. The product hierarchy 204 may include groups of products categorized together by attributes. The searchable product hierarchy 204 may include user selectable links that launch a product hierarchy search. For example, the selectable links may include product descriptions, such as watches, electronics, toys, etc.

(27) Once a user selects a link in the product hierarchy 204 or conducts a text search through the search box 202, the user may be able to further refine product selections by product attributes, referred to herein as product refinements. In an illustrative embodiment, product attributes may include size, color, functionality, purpose, price, quantity, manufacturer, brand, components, and features that affect the product's appeal or acceptance in the marketplace. Users may use the product hierarchy 204 and the search box 202 in combination, or separately, to find a product listing for a desired product.

(28) Referring now to FIG. 3, using the website features, the user may cause the program 112 to generate a preliminary list 300 of product listings. For purposes of this disclosure, the list 300 is depicted as having ten items, Product Listings A-J. It will be appreciated that the list 300 may have more or fewer items.

(29) The Product Listings A-J in the list 300 are organized according to product rank such that the list is considered a ranked product list. In FIG. 3, Product Listing A is the top ranked while Product Listing J is the lowest ranked item in the list. The list ranking may be based on a popularity ranking, which may include, but is not limited to: best sellers, most viewed, best priced, etc. However, the list 300 is preliminary in the sense that the list is not organized specific to the user. Still referring to FIG. 3, the program 112 may re-sort the list 300 into list 302 based on the targeted user's tracked online behavior. It will be noted that re-sorted listed 302 is displayed on a webpage on a display of the user device 108 and not the list 300. In this regard, the operation of the program 112 to re-sort the list 300 into list 302 is invisible to the user.

(30) Referring now to FIG. 4, there is depicted a flow-diagram 400 of the steps taken by the program 112, when executed by the processor 104, to re-sort a ranked product list to form a sorted ranked product list. At step 402, the program 112 tracks a targeted user's online interactions. In an illustrative embodiment, the targeted user is an online visitor to an e-commerce website. This step may include tracking search terms entered by the user in search engine interfaces, paths selected by the user through a product hierarchy of a website, previous promotions selected and viewed by the user, web pages viewed by the user, product pages viewed by the user, product attributes selected by the user, search refinements selected by the user, search refinements entered by the user, the user's website interactions, related products viewed by the user, browsing history, the user's profile, and recent purchases made by the user, and any other online interactions of the user with a website or websites.

(31) At step 404, the program 112 generates a ranked list of items, such as product listings, in response to a user's action on the website. The ranked list may be generated based on a search request formed by a user. The ranked list may be generated in response to the user selecting a link or icon on the website. The list may contain a ranked list of product listings as explained above. For example, the list of product listings may be ranked based on overall popularity on the website. The top item in the list may be the most popular item, i.e., the bestselling product.

(32) At step 406, the program 112 matches the targeted user's tracked online behavior to the tracked online behavior of previous users who have requested the same or similar list on the website.

(33) At step 408, the program 112 determines which of the items in the ranked list are most popular among the matched users identified in the previous step.

(34) At step 410, the program 112 re-sorts the items in the ranked list such that the top ranked items in the list are those found to be most popular or relevant to previous users whose online interactions match those of the targeted user. Thus, it will be appreciated that the present disclosure presents a customized list to each targeted user.

(35) At step 412, the program 112 generates a web page with the re-sorted list and transmits it to the targeted user's device for display. The targeted user may select one of the items in the list for purchase through the e-commerce website.

(36) As further understood by those skilled in the art, the program 112 can be in the form of microcode, programs, routines, and symbolic languages that provide a specific set or sets of ordered operations that control the functioning of the hardware and direct its operation, as known and understood by those skilled in the art. The program 112, according to an illustrative embodiment of the present invention, also need not reside in its entirety in volatile memory, but can be selectively loaded, as necessary, according to various methodologies as known and understood by those skilled in the art.

(37) As further understood by those skilled in the art, the term “computer-readable medium” encompasses distribution media, intermediate storage media, execution memory of a computer, and any other medium or device capable of storing the program 112 implementing the functionality or processes of various embodiments of the present invention for later reading by a computer. The program 112 can be copied from the computer-readable medium to a hard disk or a similar intermediate storage medium. When the program 112, or portions thereof, are to be run, it can be loaded either from its distribution medium or its intermediate storage medium into the execution memory of the computer, configuring the computer to act in accordance with the functionality or method of various embodiments of this invention. All such operations are well known to those skilled in the art of computer systems.

(38) According to an exemplary embodiment of the present invention, the program 112 can include a set of instructions that, when executed by the processor 104, causes the server 102, to perform the operations of: providing a user one or more product recommendations regarding products for sale on an e-commerce server associated with the system 100. The product recommendations may be displayed to users on the remote computers or devices 108 on a webpage, as viewed, for example, on a display of one or more remote user computers or devices 108, through the communication network 110, e.g., Internet.

(39) To generate product recommendations, the program 112 causes the server 102 to track, using an electronic database, user interactions with an e-commerce website. The tracked information may include information regarding the steps users take to locate a product or products on an e-commerce website. For example, the tracked information may include tracking the search terms utilized by a user to locate a product. The tracked information may include a path through an online product catalog that a user selects to locate a product. The tracked information may include promotions clicked on by a user. The tracked information may include product restrictions used by a user to locate a product. The tracked information may include product attribute refinements clicked on by a user to locate a product. Thus, it will be appreciated that the tracked information may include any online behavior or website interactions of a user that is utilized to locate a product.

(40) As will be explained below, the tracked information may be utilized to perform a localized sort of ranked products when a new user exhibits behavior that matches, or is similar to, the behavior of a previous user or group of users.

(41) When a target user visits the e-commerce website, the target user's online behavior and website interactions are also tracked. For example, any website interaction by the user to refine product selection or to search for products is tracked as indicative of the target user's intent. The target user's website interactions are then matched against the website interactions of past users to determine the products that the target user is most likely to be interested in purchasing. Any ranked product list returned to the user is then locally sorted based on this information.

Example

(42) For example, if a targeted user is looking at the entirety of a large online product catalog, the user may see a cubic zirconium (CZ) ring in the first position on the web page and a diamond ring on the tenth position because the CZ ring sells more units. If the user then restricts the catalog by clicking on an engagement rings refinement link, the items would reorder themselves based only on the data available from users who took the same step in restricting the catalog. If the diamond ring is sold to these users more than the CZ ring, it may take the first position, even if the CZ ring has sold more units overall and is ranked highest in popularity. Other actions leading to a localized or path specific sort might be search terms used prior to the display of results, promotions ads clicked on prior to display of results, etc. This is the end of the example.

(43) In the foregoing Detailed Description, various features of the present disclosure are grouped together in a single embodiment for the purpose of streamlining the disclosure. This method of disclosure is not to be interpreted as reflecting an intention that the claimed disclosure requires more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive aspects lie in less than all features of a single foregoing disclosed embodiment. Thus, the following claims are hereby incorporated into this Detailed Description of the Disclosure by this reference, with each claim standing on its own as a separate embodiment of the present disclosure.

(44) It is to be understood that the above-described arrangements are only illustrative of the application of the principles of the present disclosure. Numerous modifications and alternative arrangements may be devised by those skilled in the art without departing from the spirit and scope of the present disclosure, and the appended claims are intended to cover such modifications and arrangements. Thus, while the present disclosure has been shown in the drawings and described above with particularity and detail, it will be apparent to those of ordinary skill in the art that numerous modifications, including, but not limited to, variations in size, materials, shape, form, function and manner of operation, assembly and use may be made without departing from the principles and concepts set forth herein.