Assignment 2

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Part 3

Implementation

Chapter 9

Customer experience and

service design

Digital Business and E-Commerce Management
Seventh Edition

Learning outcomes

Summarise approaches for analysing requirements for digital business systems

Assess an online business’ customer experience (CX)

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

Management issues

How can organisations improve their customer experience across all touchpoints in the customer journey?

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 9.16 and Table 9.2 for how to improve processes.

Source: Adapted from Chaffey (1998).

Figure 9.2 An example of task decomposition for an estate agency

Source: Adapted from Chaffey (1998).

Figure 9.2 An example of task decomposition for an estate agency (Continued)

Figure 9.3 Symbols used for flow process charts

Figure 9.4 Flow process chart showing the main operations performed by users when working using workflow software

Figure 9.5 General model for the Event driven process chain (EPC) (used in SAP)

Diagram shows how business functions are triggered through transactions on business objects leading to business events.

Figure 9.6 Generic B2C ER diagram

Data modelling

Uses well-established techniques used for relational database design

Stages:

Identify entities

Identify attributes for entities

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 9.6, 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.

Figure 9.7 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.

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.

Client–server architecture – separation of functions (Continued)

Figure 9.8 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)

Figure 9.9 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 Design
Rosenfeld and Morville (2002)

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 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

Identify actors
Actors are typically application users such as customers and employers.

Identify use-cases
The sequence of transactions between an actor and a system that support the activities of the actor.

Relate actors to use-cases
See Figure 11.16

Develop use-case scenarios
See Figure 11.17 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.

Example:

New customer – open online account
Existing customer – transfer account online
Existing customer – find additional product

Customer

Successful

Outcome:

Patricia Seybold, The Customer Revolution

Example:

New customer – open online account
Existing customer – transfer account online
Existing customer – find additional product

I want to...

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

Engaging and relevant

Covered by the
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

Communicate the online value proposition

Establish credibility

Convert customer to action.

Principle 3 – Customer orientation

Content + services support a range of audiences and…

Different segments

Four familiarities

With Internet

With company

With products

With website

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

Principle 5 – Aesthetics fit the brand

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?

Aesthetics = Graphics + Colour + Style + Layout + Typography

Principle 6 – Make navigation easy

According to Nielsen, we need to establish:

Where am I?

Where have I been?

Where do I want to go?
Context. Consistency. Simplicity.
Use accepted standards for navigation:

‘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

Principle 7 – Support user psychology

Hofacker’s five stages of information processing:

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?

Figure 9.11 Different factors impacting the online customer experience

Figure 9.12 Relationship between actors and the different functions they need from a B2C company, sell-side e-commerce site

Figure 9.14 Primary scenario for the ‘register’ use-cases for a B2C company

Figure 9.16 Site structure diagram (blueprint) showing layout and relationship between pages

Figure 9.16 Site structure diagram (blueprint) showing layout and relationship between pages (Continued)

Figure 9.17 Example wireframe for a children’s toy site

Figure 9.18 Different types of audience for a typical B2B website

Figure 9.19 (a) Narrow and deep and (b) broad and shallow organisation schemes

Figure 9.20 Responsive design showing updated layout for different content blocks

Mobile design options

Source: BERR (2015).

Figure 9.22 UK information security breaches

Figure 9.24 Public-key or asymmetric encryption

Questions

Select one of the following and start to build a data model for the organisation. Identify entities, relationships between entities, primary key attributes, foreign key attributes, and a few other attributes for each entity. Choose from one of the following organisations,

University

Library

Book shop

A bus company

An airline

Other organisation

Choose an organisation that is spread over several geographical locations and suggest a client sever architecture for the organisation?

What are the possible consequences if the analysis and design of systems are not completed adequately?

Discuss the main differences between process and data analysis.

What are the issues of integrating legacy and data based systems?

Discuss how customer orientation impacts the design of e-commerce systems.

Summary

You should be able to summarise approaches for analysing requirements for digital business systems
You should be able to assess an online businesses’ customer experience (CX)
You should be able to identify key elements of approaches to improve the interface design and security design of e-commerce systems