Transcript Chapter 11

OHT 11.1
Chapter 11
Analysis and Design
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OHT 11.2
Learning objectives
• 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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Issues for managers
• 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 the ebusiness?
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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 organisations, franchises, supply
chains and distribution channels. Along with
material and other resource flows, information
flows must also be handled effectively in any
organisation.’
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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 subprocesses
– the dependencies between processes
– the inputs (resources) needed by the
processes and the outputs
• Complete activity 11.2 using Figure 11.2 and
Table 11.2 for how to improve processes
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An example task decomposition
for an estate agency
Figure 11.1 An example task decomposition for an estate agency
Source: Chaffey (1998)
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Symbols used for flow process charts
Figure 11.2 Symbols used for flow process charts
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Flow process chart showing the
main operations performed by
users when working using workflow software
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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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Data modelling
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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.
• Attribute A property or characteristic of an entity,
implementation as field.
• K Field Attributes of products, example date of birth.
• L 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.
• 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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Generic B2C ER diagram
Figure 11.5 Generic B2C ER diagram
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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. Predominntly on the server,
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 for e-business
systems the design aim is to maximize the application
logic processing including the business rules on the
server.
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Three-tier client server in
an e-business environment
Figure 11.6 Three-tier client server in an e-business environment
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E-business architecture for the
B2C company
Figure 11.7 E-business architecture for The 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)
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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 (1998)
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Identify different audiences.
Rank importance of each to business.
List the three most important information
needs of audience.
Ask representatives of each audience type to
develop their own wishlists.
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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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Schneider and Winters (1998) stages in Use Case
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Identify actors.
Actors are typically application users such as
customers and employers also other systems.
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Identify use-cases.
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The sequence of transactions between an actor and
a system that support the activities of the actor.
Relate actors to use-cases.
See Figure 11.8.
Develop use-case scenarios.
See Figure 11.9 for a detailed scenario.
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Relationship between actors and
use-cases for the B2C Company,
sell-side e-commerce site
Figure 11.8 Relationship between actors and use-cases for The B2C Company,
sell-side e-commerce site
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Primary use case scenario for an
entire e-commerce purchase cycle
Figure 11.9 Primary use-case scenario for an entire e-commerce purchase cycle
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Primary scenario for the Register
use-cases for the B2C Company
Figure 11.10 Primary scenario for the Register use-cases for The B2C Company
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Clear user scenario options at the
RS Components site (www.rswww.com)
Figure 11.11 Clear user scenario options at the RS Components site
(www.rswww.com)
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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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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
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Site design issues
• Style and personality + design
– Support the brand
• Site organisation
– Fits audience’s information needs
• Site navigation
– Clear, simple, consistent
• Page design
– Clear, simple, consistent
• Content
Covered by the
eight principles that
follow
– Engaging and relevant
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Site design 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
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Support customer lifecycle
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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
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Principle 3 Customer orientation
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Content + services support a range of
audiences and…
Different segments
4 familiarities
– With Internet
– With company
– With products
– With web site
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Principle 4 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 5 Aesthetics fit the brand
Aesthetics = Graphics + Colour + Style + Layout + Typography
• 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?
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Principle 6 Get the structure right
(a)
(b)
(c)
(d)
Back
DTI
Cisco
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Principle 7 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:
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Navigation continued
Enter by:
– user need
– product / service
– audience type
– search
‘Go with the flow’
– Visitor in control
– An enjoyable
experience
– ‘Think like a client’
To:
– alternate home
pages
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Principle 8 Support user psychology
Hofacker’s 5 stages of information processing
1.
2.
3.
4.
5.
Exposure – can it be seen?
Attention – does it grab?
Comprehension and perception is message understood?
Yielding and acceptance :
Is it credible and believable?
Retention – is the message and experience
remembered?
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Different types of audience for the
web site of the B2B Company
Figure 11.12 Different types of audience for the web site of The B2B Company
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Different stages of user familiarity
with the Internet
Figure 11.13 Different stages of user familiarity with the Internet
Source: The Netpoll Internet Usage curve, www.netpoll.net
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A personality that appeals to a
broad audience at Egg.com
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(a) Narrow and deep and (b) Broad
and shallow organization schemes
Figure 11.15 (a) Narrow and deep and (b) broad and shallow organization
schemes
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Broad and shallow organization
scheme for consumers at Sainsburys to You Site
Figure 11.16 Broad and shallow organization scheme for consumers at
Sainsbury’s to You Site (www.sainsburystoyou.co.uk) reproduced by kind
permission of Sainsbury’s Supermarkets Ltd
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Broad organization schemes and
professional style at Cisco.com
Figure 11.17 Broad organization schemes and professional style at Cisco.com
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Security eggxample
• On 24 August 2000, The Financial Times reported
how a criminal gang used bogus identities to obtain
credit cards and loans from online bank Egg. The
bank was defrauded of approximately £10,000
through multiple applications for online banking.
Once the cards and loans were granted, with
spending limits of up to £2000, the gang used them
to make thousands of pounds of purchases, both
online and in shops. Bank spokesmen said the crime
represented no threat to the bank’s customers, but
fraud is still a risk to the banks. The spokesman was
also keen to point out that fraudulent applications for
credit existed long before the Internet.
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Parties involved in secure transactions
• Purchasers. These are the consumers buying
the goods.
• Merchants. These are the retailers.
• Certification Authority (CA). This is a body that
issues digital certificates that confirm the
identity of purchasers and merchants.
• Banks. These are traditional banks.
• Electronic token issuer. A virtual bank that
issues digital currency.
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Main security risks
• (a) Transaction or credit card details stolen in
transit.
• (b) Customer’s credit card details stolen from
merchant’s server.
• (c) Merchant or customer is not who they
claim to be.
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Security requirements for e-commerce
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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
isn’t corrupted.
Non-repudiability – ensures sender cannot deny sending
message.
Availability – how can threats to the continuity and performance
of the system be eliminated?
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Public-key or asymmetric encryption
Figure 11.18 Public-key or asymmetric encryption
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SET
Figure 11.19 An example of the Secure Electronic Transaction (SET) standard
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The Open Buying on the Internet
model for business-to-business e-commerce
Figure 11.20 The Open Buying on the Internet model for business-to-business
commerce transactions
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