ISYS8034 – Digital Business And e-Commerce

Management

Analysis and design

Session 9

D1787 – Dr. Sfenrianto, S.Kom., M.Kom.

 Learning outcomes

• Summarise approaches for analysing

requirements for digital business systems
• Identify key elements of approaches to improve
the interface design and security design of
e-commerce systems
 Management issues

• What are the critical success factors for analysis and

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

• Understanding processes and information flows to

improve service delivery.
• Pant and Ravichandran (2001) said:
‘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.’
 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.
 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.
• Complete activity using Figure 11.2 and Table 11.2
for how to improve processes.
An example task decomposition for an estate agency
An example task decomposition for an estate agency (Continued)
Symbols used for flow process charts
Flow process chart showing the main operations performed by users when working
using workflow software
General model for the EPC process definition model
Generic B2C ER diagram
 Data modelling

• Uses well-established techniques used for relational

database design
• Stages:
1. Identify entities
2. Identify attributes for entities
3. Identify relationships between entities.
 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, such as customer
entity, implemented as a table.
• Database table. Each database comprises several
tables.
 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 email 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.
 2. Identify attributes (Continued)

• Attribute. A property or characteristic of an entity,

implementation as field.
• Field. Attributes of products, such as date of birth.
• Record. A collection of fields for one instance of an
entity, such as Customer Smith.
 3. Identify relationships

• The relationships between entities require

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 11.6, 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 key 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.
 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.
Three-tier client–server in a digital business environment
 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.
 Client–server architecture – separation
of functions (Continued)

• Display. This is largely a client function.

• Application logic. Traditionally, in early PC
applications this has been a client function, but for
digital business systems the design aim is to
maximise the application logic processing including
the business rules on the server.
Digital business architecture for a B2C company
 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 website

Web site development should be user-centred,

evaluating the evolving design against user
requirements’.

(Bevan, 1999a)
Elements of customer experience management (CXM)
 Analysis considerations (Bevan)

• Who are the important users?

• What is their purpose in 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?
 Four 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.
 Evaluating designs

• Smart Insights (2010) lists five types of tools

used to continuously gain feedback
– Website feedback tools
– Crowdsourcing product opinion software
– Simple page or concept feedback tools
– Site exist survey tools
– General online survey tools.
 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, visualise and document the artefacts of an
object-oriented system.
 Schneider and Winters (1998)
Stages in use-case
1. Identify actors
Actors are typically application users such as
customers and employers.
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 11.12
4. Develop use-case scenarios
See Figure 11.13 for a detailed scenario.
 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
 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.
Patricia Seybold, The Customer Revolution

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

Successful
Outcome:

Customer

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

• Style and personality + design

– Support the brand
• Site organisation
– Fits audiences, information needs
• Site navigation
– Clear, simple, consistent
• Page design
– Clear, simple, consistent
• Content Covered by the
– Engaging and relevant 10 principles that
follow
 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

 Principle 2 – Support marketing
objectives

• Support customer life cycle

– Acquisition – of new or existing customers
– Retention – gain repeat visitors
– Extension – cross and up-selling.
• Support communications objectives.
• Three key tactics
1. Communicate the online value proposition
2. Establish credibility
3. Convert customer to action.
 Principle 4 – Customer orientation

• Content + services support a range of

audiences and…
• Different segments
• Four familiarities
1. With Internet
2. With company
3. With products
4. With website
 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
 Principle 7 – Aesthetics fit the brand

Aesthetics = Graphics + Colour + Style + Layout + Typography

• 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?
 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.

Use accepted standards for navigation:

 Navigation (Continued)

Enter by: ‘Go with the flow’

– user need – Visitor in control
– product/service – An enjoyable
– audience type experience
– search – ‘Think like a client’
To:
– alternate home pages
 Principle 10 – Support user
psychology

Hofacker’s five 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?
Different factors impacting the online customer experience
Relationship between actors and use-cases for a B2C company,
sell-side e-commerce site
Primary scenario for the Register use-cases for a B2C company
Site structure diagram (blueprint) showing layout and relationship between pages
Site structure diagram (blueprint) showing layout and relationship between pages
(Continued)
Example wireframe for a children’s toy site
Different types of audience for a typical B2B website
(a) Narrow and deep and (b) broad and shallow organisation schemes
Responsive design showing updated layout for different content blocks
UK information security breaches
Example rules triggered by email in MailMarshal SMTP from Marshal
Progression of attempts to combat spam
Employee controls
Public-key or asymmetric encryption
Thank You