Analysis and Design

Slide 11.1

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Chapter 11Analysis and Design

Slide 11.2


Learning outcomes

• Summarize approaches for analyzing requirements for e-business systems

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

Slide 11.3


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?

• What are the best approaches for incorporating new IS solutions with legacy systems into the architectural design of thee-business?

Slide 11.4


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.’

Slide 11.5


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.

Slide 11.6


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.

Slide 11.7


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

Slide 11.8


Figure 11.2 Symbols used for flow process charts

Slide 11.9


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

Slide 11.10


Table 11.5 Elements of the event-driven process chain (EPC) model

Slide 11.11


Figure 11.4 General model for the EPC process definition model

Slide 11.12


Figure 11.5 Generic B2C ER diagram

Slide 11.13


Data modelling

• Uses well established techniques used for relational database design

• Stages:1. Identify entities

2. Identify attributes of entities

3. Identify relationships.

Slide 11.14


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.

Slide 11.15


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.

• 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.

Slide 11.16


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 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.

• 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.

Slide 11.17


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

Slide 11.18


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. Although some validation can be performed on the client.

• Display. This is largely a client function.• Application logic. Traditionally, in early PC

applications this has been a client function, but fore-business systems the design aim is to maximize the application logic processing including the business rules on the server.

Slide 11.19


Figure 11.7 E-business architecture for The B2C Company

Slide 11.20


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)

Slide 11.21


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 expertize 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?

Slide 11.22


Four stages of Rosenfeld and Morville (2000)

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 wishlists.

Slide 11.23


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.

Slide 11.24


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-casesSee figure 11.8

4. Develop use-case scenarios See figure 11.9 for a detailed scenario.

Slide 11.25


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

Slide 11.26


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

Slide 11.27


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 the ten principles that follow

Slide 11.28


Site design principle one 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

Slide 11.29


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

• Three key tactics1. Communicate the online value proposition

2. Establish credibility

3. Convert customer to action.

Slide 11.30


Principle 4 Customer orientation

• Content + services support a range of audiences and…

• Different segments

• Four familiarities1. With Internet

2. With company

3. With products

4. With web site.

Slide 11.31


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

Slide 11.32


Principle 7 Aesthetics fit the brand

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

person? E.g. 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

Slide 11.33


Principle 8 Get the structure right

Back

(a) (b)

(c)

(d)

DTI Cisco

Slide 11.34


Principle 9 Make navigation easy

According to Nielsen, 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

Slide 11.35


‘Go with the flow’– Visitor in control– An enjoyable

experience– ‘Think like a client’

Navigation (Continued)

Enter by:– user need– product/service– audience type– search

To:– alternate home

pages

Slide 11.36


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?

Slide 11.37


Figure 11.8 Relationship between actors and use-cases for The B2C Company, sell-side e-commerce site

Slide 11.38


Figure 11.9 Primary use-case scenario for an entire e-commerce purchase cycle

Slide 11.39


Figure 11.10 Primary scenario for the Register use-cases for The B2C Company

Slide 11.40


Figure 11.11 Clear user scenario options at the RS Components site (www.rswww.com)

Slide 11.41


Figure 11.12 Site structure diagram (blueprint) showing layout and relationship between pages

Slide 11.42


Figure 11.13 Example wireframe for a children’s toy site

Slide 11.43


Figure 11.14 Different types of audience for the web site of The B2B Company

Slide 11.44


Figure 11.15 (a) Narrow and deep and (b) broad and shallow organization schemes

Slide 11.45


Figure 11.16 HSBC Global home page (www.hsbc.com)

Slide 11.46


Security requirements for e-commerce

• Authentication – are parties to the transaction who they claim to be?

• Privacy and confidentiality – is transaction data protected? The consumer may want to make an anonymous purchase. Are all non-essential traces of a transaction removed from the public network and all intermediary records eliminated?

• Integrity – checks that the message sent is complete i.e. that it is not corrupted.

• Non-repudiability – ensures sender cannot deny sending message.

• Availability – how can threats to the continuity and performance of the system be eliminated?

Slide 11.47


Figure 11.17 UK information security breachesSource: DTI (2006) Department of Trade and Industry Information Security Breaches Survey. Executive Summary 2006

Slide 11.48


Figure 11.18 The geographic spread of the ‘Slammer’ worm 30 minutes after releaseSource: Code Red (CRv2) Spread Animation. Copyright © 2001 The Regents of the University of California www-cse.ucsd.edu/~savage/ papers/IEEESP03.pdf

Slide 11.49


Figure 11.19 Staff misuse of web and e-mailSource: DTI (2006) Department of Trade and Industry Information Security Breaches Survey

Slide 11.50


Figure 11.20 Example rules triggered by e-mail in MailMarshal SMTP from MarshalSource: Marshal Ltd. www.marshal.com

Slide 11.51


Figure 11.21 Employee controls (a) governance and (b) technical solutionsSource: DTI (2006) Department of Trade and Industry Information Security Breaches Survey

Slide 11.52


Figure 11.22 Proportion of global e-mail traffic which is spamSource: MessageLabs (2006)

Slide 11.53


Figure 11.23 Progression of attempts to combat spam

Slide 11.54


Figure 11.24 Public-key or asymmetric encryption

Date post:	30-Jan-2015
Category:	Documents
Upload:	timothy212
View:	812 times
Download:	0 times

Analysis and Design

Documents