Chap 11

Slide 11.
Chapter 11
Analysis and design
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 11.2
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.
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?
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
Slide 11.7
Figure 11.1 An example task decomposition for an estate agency

Source: Adapted from Chaffey (1998)
Slide 11.8
Figure 11.1 An example task decomposition for an estate agency (Continued)

Source: Adapted from Chaffey (1998)
Slide 11.9
Figure 11.2 Symbols used for flow process charts
Slide 11.10
Flow process chart showing the main operations performed by users

Figure 11.3
when working using workflow software
Slide 11.11
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?
Slide 11.12
Figure 11.4 General model for the Event-driven process chain (EPC) definition model
Slide 11.13
Validating Process Models

• Talk through—Use business scenarios
• Walk through—role play the service and
more details
• Run through—focus on object interaction
Slide 11.14
Data modelling
• Uses well-established techniques used for

relational database design
• Stages:
1. Identify entities
2. Identify attributes of entities
3. Identify relationships
Slide 11.15
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
Slide 11.16
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
Slide 11.17
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
Slide 11.18
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
Slide 11.19
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
Slide 11.20
Figure 11.5 Generic B2C ER diagram
Slide 11.21
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
Slide 11.22
Design for E-Business
• The text covers several aspects in terms of e-

Business design
– Overall architecture
– Security
– Interface
Slide 11.23
Figure 11.6 Three-tier client server in an e-business environment
Slide 11.24
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
Slide 11.25
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 e-business systems the design aim is
to maximize the application logic processing
including the business rules on the server
Slide 11.26
Figure 11.7 E-business architecture for a B2C company
Slide 11.27
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 11.28
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?
Slide 11.29
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
Slide 11.30
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
Slide 11.31
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
Covered by the
• Content ten principles that
– Engaging and relevant follow
Slide 11.32
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

Slide 11.33
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 tactics
1. Communicate the online value proposition
2. Establish credibility
3. Convert customer to action
Slide 11.34
Principle 3 support communications

objectives
• 3 key tactics
1. Communicate the online value proposition
2. Establish credibility
3. Convert customer to action
Slide 11.35
Principle 4 customer orientation
• Content + services support a range of

audiences and…
• Different segments
• 4 familiarities
1. With Internet
2. With company
3. With products
4. With web site
Slide 11.36
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 11.37
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?
Slide 11.38
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.
Slide 11.39
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?
Slide 11.40
Figure 11.8 Different elements of the online customer experience
Slide 11.41
Figure 11.9 Dulux.co.uk web site
Slide 11.42
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 11.43
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.
Slide 11.44
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?
Slide 11.45
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
Slide 11.46
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
Slide 11.47
Relationship between actors and use-cases for a B2C company, sell-side

Figure 11.10
e-commerce site
Slide 11.48
Figure 11.12 Primary scenario for the Register use-cases for a B2C company
Slide 11.49
Figure 11.13 Clear user scenario options at the RS Components site (www.rswww.com)
Slide 11.50
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
Slide 11.51
Site structure diagram (blueprint) showing layout and relationship

Figure 11.14
between pages. It’s often called sitemap as well.
Slide 11.52
Site structure diagram (blueprint) showing layout and relationship

Figure 11.14
between pages (Continued)
Slide 11.53
Wireframe is a graphic representation of the page layout

Figure 11.15 Example wireframe for a children’s toy site
Slide 11.54
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
Slide 11.55
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 11.56
Figure 11.16 Different types of audience for a typical B2B web site
Slide 11.57
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
Slide 11.58
Figure 11.17 (a) Narrow and deep and (b) broad and shallow organization schemes
Slide 11.59
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/
Slide 11.60
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
Slide 11.61
Figure 11.18 HSBC Global home page (www.hsbc.com)
Slide 11.62
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.

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Slide 11.

Analysis and design

• Summarize approaches for analysing

• What are the critical success factors for

Analysis for e-business

• Understanding processes and information

Figure 11.1 An example task decomposition for an estate agency

Figure 11.1 An example task decomposition for an estate agency (Continued)

Figure 11.2 Symbols used for flow process charts

Flow process chart showing the main operations performed by users

Validating Process Models

• Uses well-established techniques used for

• Entity. A grouping of related data, example:

• Entities have different properties known as

2. Identify attributes (Continued)

• Attribute. A property or characteristic of an

3. Identify relationships (Continued)

• Relationship. Describes how different tables are

Figure 11.5 Generic B2C ER diagram

• Data Normalization is a process to reduce

• P. 620, Activity 11.3

Design for E-Business

• The text covers several aspects in terms of e-

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

Client / server architecture –

Client / server architecture –

Figure 11.7 E-business architecture for a B2C company

Unless a web site meets the needs of the

Web site development should be user-

Analysis considerations (Bevan)

• Who are the important users?

4 stages of Rosenfeld and Morville (2002)

1. Identify different audiences

• An engineering approach to website design

Site design issues

• Style and personality + design

Users spend most of their time on other sites.

Think Yahoo and Amazon. Think ‘shopping

Jakob Nielsen - www.useit.com

Principle 2 support marketing objectives

• Support customer lifecycle

Principle 3 support communications

Principle 4 customer orientation

• Content + services support a range of

Principle 6 lowest common denominator

Principle 7 aesthetics fit the brand

Aesthetics = Graphics + Colour + Style + Layout + Typography

Principle 9 make navigation easy

According to Nielsen, we need to establish:

Principle 10 support user psychology

Hofacker’s 5 stages of information processing

1. Exposure – can it be seen?

Figure 11.8 Different elements of the online customer experience

Figure 11.9 Dulux.co.uk web site

• The use-case method of process analysis and

• Persona—summary of characteristics, needs,

• Customer scenario—a set of tasks a particular

• Mini Case Study 11.1 on pp. 629-230

Schneider and Winters (1998)

Customer scenarios and service quality

• A customer scenario is a set of tasks that a

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

Relationship between actors and use-cases for a B2C company, sell-side