Slide 11.1 Dave Chaffey, E-Business and E-Commerce Management, 4 th Edition, © Marketing Insights...

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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Chapter 11

Analysis and design

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Learning outcomes

• Summarize approaches for analysing requirements for e-business systems

• Identify key elements of approaches to improve the interface design and security design of e-commerce systems.

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Management issues

• What are the critical success factors for analysis and design of e-business systems?

• What is the balance between requirements for usable and secure systems and the costs of designing them in this manner?

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Analysis for e-business

• Understanding processes and information flows to improve service delivery

• Pant and Ravichandran (2001) say:Information is an agent of coordination and control and serves as a glue that holds together organizations, franchises, supply chains and distribution channels. Along with material and other resource flows, information flows must also be handled effectively in any organization

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Workflow management

Workflow is the automation of a business process, in whole or part during which documents, information or tasks are passed from one participant to another for action, according to a set of procedural rules

Examples:• Booking a holiday• Handling a customer complaint• Receiving a customer order

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Process modelling

• Often use a hierarchical method of establishing– the processes and their constituent

sub-processes

– the dependencies between processes

– the inputs (resources) needed by the processes and the outputs

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Figure 11.1 An example task decomposition for an estate agencySource: Adapted from Chaffey (1998)

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Figure 11.1 An example task decomposition for an estate agency (Continued)Source: Adapted from Chaffey (1998)

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Figure 11.2 Symbols used for flow process charts

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Figure 11.3 Flow process chart showing the main operations performed by users when working using workflow software

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Process modelling

• Complete activity using Figure 11.2 and Table 11.2 on pp. 614-615 for how to improve processes

• What observation do you have for te process of table 11.2?

• How to improve it?

• What’s difference between table 11.3 and 11.2?

• Can it be further improved?

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Figure 11.4 General model for the Event-driven process chain (EPC) definition model

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Validating Process Models

• Talk through—Use business scenarios

• Walk through—role play the service and more details

• Run through—focus on object interaction

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Data modelling

• Uses well-established techniques used for relational database design

• Stages:1. Identify entities

2. Identify attributes of entities

3. Identify relationships

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1. Identify entities

• Entities define the broad groupings of information such as information about different people, transactions or products. Examples include customer, employee, sales orders, purchase orders. When the design is implemented each design will form a database table

• Entity. A grouping of related data, example: customer entity. Implementation as table

• Database table. Each database comprises several tables

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2. Identify attributes

• Entities have different properties known as attributes that describe the characteristics of any single instance of an entity. For example, the customer entity has attributes such as name, phone number and e-mail address. When the design is implemented each attribute will form a field, and the collection of fields for one instance of the entity such as a particular customer will form a record

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2. Identify attributes (Continued)

• Attribute. A property or characteristic of an entity, implementation as field

• Field. Attributes of products, example: date of birth

• Record. A collection of fields for one instance of an entity, example: Customer Smith

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3. Identify relationships

• The relationships between entities requires identification of which fields are used to link the tables. For example, for each order a customer places we need to know which customer has placed the order and which product they have ordered. As is evident from Figure 11.5, the fields customer id and product id are used to relate the order information between the three tables. The fields that are used to relate tables are referred to as key fields. A primary is used to uniquely identify each instance of an entity and a secondary key is used to link to a primary key in another table

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3. Identify relationships (Continued)

• Relationship. Describes how different tables are linked

• Primary key. The field that uniquely identifies each record in a table

• Secondary key. A field that is used to link tables, by linking to a primary key in another table

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Figure 11.5 Generic B2C ER diagram

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Data Modelling-Normalization

• Data Normalization is a process to reduce unnecessary redundancy on an existing data model

• P. 620, Activity 11.3

• Exam the Fig. 11.5 E-R diagram to create a normalized E-R Diagram

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Design for E-Business

• The text covers several aspects in terms of e-Business design– Overall architecture– Security– Interface

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Figure 11.6 Three-tier client server in an e-business environment

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Client / server architecture – separation of functions

• Data storage. Predominantly on server. Client storage is ideally limited to cookies for identification of users and session tracking. Cookie identifiers for each system user are then related to the data for the user which is stored on a database server

• Query processing. Predominantly on the server, although some validation can be performed on the client

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• Display. This is largely a client function

• Application logic. Traditionally, in early PC applications this has been a client function, but for e-business systems the design aim is to maximize the application logic processing including the business rules on the server

Client / server architecture – separation of functions (Continued)

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Figure 11.7 E-business architecture for a B2C company

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User-centred design

Unless a web site meets the needs of the intended users it will not meet the needs of the organization providing the web site.

Web site development should be user-centred, evaluating the evolving design against user requirements.

(Bevan, 1999a)

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Analysis considerations (Bevan)

• Who are the important users?• What is their purpose for accessing the site?• How frequently will they visit the site?• What experience and expertise do they have?• What nationality are they? Can they read English?• What type of information are they looking for?• How will they want to use the information: read it on

the screen, print it or download it?• What type of browsers will they use? How fast will

their communication links be?• How large a screen/window will they use, with how

many colours?

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4 stages of Rosenfeld and Morville (2002)

1. Identify different audiences

2. Rank importance of each to business

3. List the three most important information needs of audience

4. Ask representatives of each audience type to develop their own wish lists

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Web Usability

• An engineering approach to website design to ensure the user interface of the site is learnable, memorable, error free, efficient ad give user satisfaction

• Expert review

• Usability testing

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Site design issues

• Style and personality + design– Support the brand

• Site organization– Fits audiences, information needs

• Site navigation– Clear, simple, consistent

• Page design– Clear, simple, consistent

• Content– Engaging and relevant

Covered by theten principles that follow

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Principle 1 standards

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know…

Think Yahoo and Amazon. Think ‘shopping cart’ and the silly little icon. Think blue text links’

Jakob Nielsen - www.useit.com

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Principle 2 support marketing objectives

• Support customer lifecycle– Acquisition – of new or existing customers

– Retention – gain repeat visitors

– Extension – cross- and up-selling

• Support communications objectives

• 3 key tactics1. Communicate the online value proposition

2. Establish credibility

3. Convert customer to action

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Principle 3 support communications objectives

• 3 key tactics1. Communicate the online value proposition

2. Establish credibility

3. Convert customer to action

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Principle 4 customer orientation

• Content + services support a range of audiences and…

• Different segments

• 4 familiarities1. With Internet

2. With company

3. With products

4. With web site

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Principle 6 lowest common denominator

• Access speed

• Screen resolution and colour depth

• Web browser type

• Browser configuration– Text size– Plug-ins

www.usability.serco.com

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Principle 7 aesthetics fit the brand

• Site personality– How would you describe the site if it were a

person? for example, Formal, Fun, Engaging, Entertaining, Professional

• Site style– Information vs graphics intensive– Cluttered vs Clean

• Are personality and style consistent with brand and customer orientation?

Aesthetics = Graphics + Colour + Style + Layout + Typography

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Principle 9 make navigation easy

According to Nielsen, we need to establish:1. Where am I?

2. Where have I been?

3. Where do I want to go? Context. Consistency. Simplicity.

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Principle 10 support user psychology

Hofacker’s 5 stages of information processing

1. Exposure – can it be seen?

2. Attention – does it grab?

3. Comprehension and perception – is message understood?

4. Yielding and acceptance – It is credible and believable?

5. Retention – is the message and experience remembered?

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Figure 11.8 Different elements of the online customer experience

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Figure 11.9 Dulux.co.uk web site

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Use-case analysis

• The use-case method of process analysis and modelling was developed in the early 1990s as part of the development of object-oriented techniques. It is part of a methodology known as Unified Modelling Language (UML) that attempts to unify the approaches that preceded it such as the Booch, OMT and Objectory notations

• Use-case modelling. A user-centred approach to modelling system requirements

• Unified Modelling Language (UML). A language used to specify, visualize and document the artefacts of an object-oriented system

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Use-case analysis

• Persona—summary of characteristics, needs, motivations and environment of typical website users

• A primary persona must be identified. Sometimes you may also identify a secondary persona

• Customer scenario—a set of tasks a particular customer want to needs to do to accomplish the desired outcomes.

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Use-case analysis

• Mini Case Study 11.1 on pp. 629-230

• Do you think the website does a good job in supporting the targeted personas?

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Schneider and Winters (1998)stages in Use-Case

1. Identify actors. Actors are typically application users such as customers and employers also other systems

2. Identify use-cases. The sequence of transactions between an actor and a system that support the activities of the actor.

3. Relate actors to use-cases.See Figure 11.10 on p. 631

4. Develop use-case scenarios. See Figure 11.11 on p.633 for a detailed scenario

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Customer scenarios and service quality

• A customer scenario is a set of tasks that a particular customer wants or needs to do in order to accomplish his or her desired outcome.

Customer

I want to... I want to...I want to...I want to...

SuccessfulOutcome:

Patricia Seybold, The Customer Revolution

Example:• New customer – open online account• Existing customer – transfer account online• Existing customer – find additional product

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Figure 11.10 Relationship between actors and use-cases for a B2C company, sell-sidee-commerce site

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Figure 11.12 Primary scenario for the Register use-cases for a B2C company

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Figure 11.13 Clear user scenario options at the RS Components site (www.rswww.com)

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Design Information Architecture

• Web IA is the combination of organization, labelling and navigation for a website

• Common tools for designing the IA of a website:

• Blueprint/Sitemap*—for the whole website

• Wireframes—for the page layout

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Figure 11.14 Site structure diagram (blueprint) showing layout and relationship between pages. It’s often called sitemap as well.

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Figure 11.14 Site structure diagram (blueprint) showing layout and relationship between pages (Continued)

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Wireframe is a graphic representation of the page layoutFigure 11.15 Example wireframe for a children’s toy site

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Customer orientation

• Depending on the site nature and the available resources, a web site could be designed for different customer segment

• Ref. Dell.com to see how they target different customers

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Customer orientation

• Web users are notoriously fickle:

• They take one look at a home page and leave after a few seconds if they can't figure it out.

• The abundance of choice and the ease of going elsewhere puts a huge premium on making it extremely easy to enter a site

Nielsen www.useit.com

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Figure 11.16 Different types of audience for a typical B2B web site

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Elements of the Site Design

• Much of these have been covered in other courses or earlier in the chapter

• Site design & structure– Style– Personality– Organization– Navigation schemes

• Page Design• Content Design

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Figure 11.17 (a) Narrow and deep and (b) broad and shallow organization schemes

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Web Accessibility

• This was covered in IMG110. Here is a review

• http://www.w3.org/TR/WCAG10/full-checklist.html

• http://www.w3.org/TR/2008/REC-WCAG20-20081211/

• http://www.w3.org/WAI/quicktips/

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Case Study

• Read the dabs.com case on pp.649-652

• Answer questions on p. 652. For question 2, you may compare dabs.com with a store that you are familiar with such as staples.ca or futureshop.ca

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Figure 11.18 HSBC Global home page (www.hsbc.com)

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Security Design for e-Business

– Read the Box 11.3 on pp. 653-656 and be prepared to discuss the security threat to e-commerce systems.

Slide 11.1 Dave Chaffey, E-Business and E-Commerce Management, 4 th Edition, © Marketing Insights...

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