DEVELOPING INNOVATIVE RECOMMENDATION AND PERSONALIZATION ENGINES TO IMPROVE USER EXPERIENCE ON THE TRADING PLATFORM Journal title: Research Focus International Scientific Journal Authors: Tashmukhamedova Gulchekhra Takhirovna, Saidov Arslon Davron o’g’li, Davronov Murodjon Shuxrat O‘g‘li Subject(s): Arts and Literature, Astronomy/Astrophysics/Space Science, Biological Sciences, Business Administration, Chemistry, Education, Engineering, Linguistics, Medicine, Psychology, Sports and Recreation, Solar Terrestrial Physics