Slide 11.

CHAPTER 11
ANALYSIS AND DESIGN

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

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

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

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

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.6

BizFlow

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.7

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.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.8

Task analysis and task decomposition

 Before a process can be designed and

implemented, a more detailed breakdown is
required known as ‘task analysis’
 Curtis et al. (1992) framework:
Level 1 business process are decomposed into:
Level 2 activities which are further divided to:
Level 3 tasks and finally:
Level 4 sub-tasks.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.1 An example task decomposition for an estate agency
Source: Adapted from Chaffey (1998)
Slide 11.10

Process dependencies
 Summarize the order in which activity occur
according to the business rules
 Data flow diagrams and flow charts are widely
used as diagramming techniques
 Flow process charts
 Network diagrams

 Event-driven process chain (EPC) model

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.2 Symbols used for flow process charts
 Flow process chart showing the main operations performed by users
Figure 11.3
when working using workflow software
Table 11.5 Elements of the event-driven process chain (EPC) model
Figure 11.4 General model for the EPC process definition model
Slide 11.15

Data modelling
 Uses well established techniques used for relational
database design
 Stages:
1. Identify entities
2. Identify attributes of entities
3. Identify relationships.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.5 Generic B2C ER diagram
Slide 11.17

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.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.18

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.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.19

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.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.20

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 for
e-business systems the design aim is to maximize the application
logic processing including the business rules on the server.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.6 Three-tier client server in an e-business environment
Slide 11.22

The three-tier client server

 Require different servers to combine applications
logic and database storage
 Purpose of each server:
 Web server. Manages http requests
 Merchant server. Main location of app. Logic

 Personalization server. Provides tailored content

 Payment commerce server. Manages payment

 Catalogue server. A document management server

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.7 E-business architecture for The B2C Company
Slide 11.24

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)

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.25

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?

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.26

Usability
 An approach to web-site design intended to enable
the completion of user tasks
 Involves two key project activities:
 Expert reviews
 Usability testing

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.27

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.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.28

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.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.29

Benefits of personas
 Fostering customer centricity
 Identifies detailed information needs and steps
 Test existing web-site design
 To compare and test the strength and clarity of
communication
 Can be linked to marketing

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.30

Developing a persona
1. Build personal attributes into personas
2. Remember that personas are only models of
characteristics and environment
3. Different scenarios can be developed for each
persona
 Info-seeking scenario
 Purchase scenario

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.31

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 11.8

4. Develop use-case scenarios

See figure 11.9 for a detailed scenario.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
 Relationship between actors and use-cases for The B2C Company, sell-
Figure 11.8
side e-commerce site
Figure 11.9 Primary use-case scenario for an entire e-commerce purchase cycle
Slide 11.34

Primary scenario for the Register

use-case
Pre-condition: A user is active on the web site
Scenario: Register
Basic path:
1. Use-case starts when customer presses ‘register’
2. Customer enters name, postal address and email
3. The post/zip code will be checked for validity
4. The customer will select ‘submit’
5. The system will check all fields are present
6. A redirect page will be displayed to thank the customer.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.10 Primary scenario for the Register use-cases for The B2C Company
 Clear user scenario options at the RS Components site
Figure 11.11
(www.rswww.com)
Slide 11.37

Designing the information

architecture
 Card sorting
 The process of arranging a way of organizing objects
on the web site
 Blueprints
 Shows the relationship between pages and other
content components
 Wireframes
A way of illustrating the layout of an individual page

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
 Site structure diagram (blueprint) showing layout and relationship
Figure 11.12
between pages
Figure 11.13 Example wireframe for a children’s toy site
Slide 11.40

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

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.41

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

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.42

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 tactics
1. Communicate the online value proposition
2. Establish credibility
3. Convert customer to action.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.43

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 web site.

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.44

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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.45

Dell.com

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.14 Different types of audience for the web site of The B2B Company
Slide 11.47

Principle 6: Lowest Common

Denominator
 Access speed

 Screen resolution and color depth

 Web browser type

 Browser configuration
 Text size
 Plug-ins.

www.usability.serco.com
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.48

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? 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?

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.49

Principle 8 Get the structure right

(a) (b)

(d)

(c)

Back
DTI Cisco
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.50

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

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.15 (a) Narrow and deep and (b) broad and shallow organization schemes
Slide 11.52

Navigation (Continued)

Enter by: ‘Go with the flow’

 user need  Visitor in control
 product/service  An enjoyable experience
 audience type  ‘Think like a client’
 search
To:
 alternate home
pages

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.53

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?

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.54

Web accessibility
 Number of visually impaired people
 Number of users of less popular browsers or
variation in screen display resolution
 More visitors from natural listings of search engines
 Legal requirements

http://www.w3.org/TR/WCAG10/

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.55

Priority levels
 Priority 1 (Level A)
 Web developer must satisfy this checkpoints
 Priority 2 (Level AA)
 Web developer should satisfy this checkpoints
 Priority 3 (Level AAA)
 Web developer may address this checkpoints

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.56

Accessibility compliance for web

design

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.16 HSBC Global home page (www.hsbc.com)
Slide 11.58

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?

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.17 UK information security breaches
Source: DTI (2006) Department of Trade and Industry Information Security Breaches Survey. Executive Summary 2006
Slide 11.60

Managing computer viruses

 Boot-sector virus
 Worms
 Macro-viruses
 E-mail attachment virus
 Trojan viruses
 Hoax e-mail viruses

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.18 The geographic spread of the ‘Slammer’ worm 30 minutes after release
Source: Code Red (CRv2) Spread Animation. Copyright © 2001 The Regents of the University of California www-cse.ucsd.edu/~savage/ papers/IEEESP03.pdf
Slide 11.62

Monitoring of electronic
communications
 Employee communications monitoring
 Acceptable-use policy
 Scanning software
 Filtering software

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.19 Staff misuse of web and e-mail
Source: DTI (2006) Department of Trade and Industry Information Security Breaches Survey
Figure 11.20 Example rules triggered by e-mail in MailMarshal SMTP from Marshal
Source: Marshal Ltd. www.marshal.com
Figure 11.21 Employee controls (a) governance and (b) technical solutions
Source: DTI (2006) Department of Trade and Industry Information Security Breaches Survey
Slide 11.66

E-mail management
 To minimize the volume
 Spam

 Internalbusiness email
 External business e-mail

 Personal e-mail

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.22 Proportion of global e-mail traffic which is spam
Source: MessageLabs (2006)
Slide 11.68

Minimizing spam
1. Avoid harvesting of addresses
2. Educate staff not to reply to spam
3. Use filters
4. Use ‘peer-to-peer’ blocking services
5. Use blacklist services
6. Use whitelist services
7. Ensure anti-virus software and blocking is effective

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.23 Progression of attempts to combat spam
Slide 11.70

Minimizing internal business e-mail

 Only send e-mail to employees
 Banning certain type of email
 Avoid ‘flaming’
 Write clear subject lines
 Structure emails
 Make follow-up actions clear
 Perform e-mail reading and checking in batches

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 11.71

Security Attacks
 Hacking
 Phishing
 Denial-of-service attacks

Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 11.24 Public-key or asymmetric encryption