Persuasion
Serendipity is the happy, unexpected discovery of something one was not looking for, while looking for something else.
The word was coined in 1754 by the English writer Horace Walpole, inspired by the tale The Three Princes of Serendip, published in Venice in 1557 and set in ancient Serendip, Sri Lanka, whose heroes discover by chance and sagacity things they were not seeking. European science is full of it: penicillin, discovered in 1928 by the Scot Alexander Fleming on a contaminated culture, is the most quoted example. In commerce, and above all in e-commerce, designing for serendipity means leaving room for unexpected encounters with products customers did not know they wanted, against the tendency of algorithms to offer only the already known.
An example
An online shop that, next to the product searched for, suggests a handmade object from another category that sparks the customer's curiosity.
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