Web Technologies COMP6115 Session 2: Planning, Designing, Constructing and Testing Static Web Sites Dr. Paul Walcott Department of Computer Science, Mathematics and Physics University of the West Indies, Cave Hill Campus Barbados 27/11/06 © 2006/2007 Dr. Paul Walcott

Session Objectives After completing this session you should be able to: After completing this session you should be able to: –Describe some of the factors involved in the construction of a Web site –Describe the anatomy of a Web page –Comprehend Web site usability issues –Compute the cost of developing a business Web site

Session Objectives Cont’d –Outline the software engineering steps required to construct a Web site –Plan and manage the implementation of a Web site –Evaluate a Web site –Construct a static Web site

Web Site Usability 1 Web visitors expectations Web visitors expectations Customer centric Web site design Customer centric Web site design Web site response times Web site response times

Web Visitor’s Expectations Early Web sites simply provided information and often did not include e- mail addresses Early Web sites simply provided information and often did not include e- mail addresses –Due to staffing levels no response might have been received from an query anyway So what does a Visitor expect when entering a Web site? What is their motivation? So what does a Visitor expect when entering a Web site? What is their motivation?

Web Visitor’s Expectations Cont’d Some of the motivations of visitors include: Some of the motivations of visitors include: –Learning about products and services –Buying products or services –Obtaining general company information –Identification of the management team and their contact information –Obtaining company financial information in order to make investment decisions

Web Visitor’s Expectations Cont’d As a result a visitor should be given access to the: As a result a visitor should be given access to the: –Organisation’s history –A statement of objectives/mission statement –Information about products or services –A way to communicate with the organisation Through the use of announcements of upcoming content the visitor should be encouraged to return Through the use of announcements of upcoming content the visitor should be encouraged to return

Web Visitor’s Expectations Cont’d Every visitor to a Web site is a potential customer Every visitor to a Web site is a potential customer –Note however that it is difficult to meet the needs of all of your visitors

Web Visitor’s Expectations Cont’d To meet the needs of Web site visitors you must consider: To meet the needs of Web site visitors you must consider: –The expectation level and experience when they enter your site –The communication channel used to connect and the bandwidth –The Web browser used –The add-ins available for the browser being used

Web Visitor’s Expectations Cont’d A well designed Web site will therefore provide: A well designed Web site will therefore provide: –A separate version with and without frames –A Text-only versions (for visually impaired people who use special browser software) –A way for the user to download smaller versions of graphics –A way for the user to select the connection type (so that adjustments may be made for bandwidth) when using Web pages with audio or video clips

Web Visitor’s Expectations Cont’d –A way of allowing the users to select the level of detail, viewing format and download format –Multiple information formats (e.g. HTML, PDF or Excel spreadsheet for financial data)

Web Visitor’s Expectations Cont’d Companies are only now performing usability testing on their Web sites Companies are only now performing usability testing on their Web sites Average e-commerce sites frustrate up to 70% of their users (resulting in the user leaving the site without purchasing anything) Average e-commerce sites frustrate up to 70% of their users (resulting in the user leaving the site without purchasing anything) –Sites are confusing or difficult to use In many cases simple changes can improve the usability of the site In many cases simple changes can improve the usability of the site See and for further details

Activity 2.1 What do you think are the expectations of typical Web users in Barbados? What do you think are the expectations of typical Web users in Barbados? Find at least two Barbadian Web sites, using your favourite search engine, and itemise the type of information/services they provide. Find at least two Barbadian Web sites, using your favourite search engine, and itemise the type of information/services they provide.

Customer-Centric Design The goal of an e-commerce site is to convert as many visitors to customers, as quickly as possible The goal of an e-commerce site is to convert as many visitors to customers, as quickly as possible After the visitor becomes a customer the goal is to retain them, i.e. make them a repeat customer After the visitor becomes a customer the goal is to retain them, i.e. make them a repeat customer To achieve this, Web sites need to be customer- centric, providing personalisation for the given customer To achieve this, Web sites need to be customer- centric, providing personalisation for the given customer If enough information is not provided it is likely that they will go elsewhere If enough information is not provided it is likely that they will go elsewhere

Customer-Centric Design Cont’d To meet the needs of the customer consider the following guidelines: To meet the needs of the customer consider the following guidelines: –Arrange links in the way that a customer would use them –It should be possible to access information quickly –Keep product and service descriptions simple, do not over sell by including a lot of marketing –Keep the language simple and jargon free

Customer-Centric Design Cont’d –The Web site should work with the oldest browser, running on the oldest computer at the lowest bandwidth This might mean that several different versions of the Web site are required (what about the cost of updating content?) This might mean that several different versions of the Web site are required (what about the cost of updating content?) –Label all navigational aids clearly –Test text visibility on smaller monitors –Choose colour combinations that would not impair the vision of colour-blind visitors –Test the usability of your site using potential users

Activity 2.2 What additional guidelines do you think will be useful? What additional guidelines do you think will be useful?

Web site Response Times One of the major threats to repeat visits is the response time of your Web site One of the major threats to repeat visits is the response time of your Web site The required response time for hypertext navigation is one second, therefore your Web pages should be no more than 3KB (assuming a 28.8kbps modem which most users have) 2 The required response time for hypertext navigation is one second, therefore your Web pages should be no more than 3KB (assuming a 28.8kbps modem which most users have) 2 The above limitation rules out most graphics The above limitation rules out most graphics

Web site Response Times Cont’d The basic advice on response times are 3 : The basic advice on response times are 3 : –0.1 seconds for a user to feel that a system is instantaneous –1.0 seconds for the user’s thought to remain uninterrupted –10 seconds for keeping a user’s attention Generally, the response time should be as fast as possible Generally, the response time should be as fast as possible

Web site Response Times Cont’d When an immediate response is not possible continuous feedback should be provided When an immediate response is not possible continuous feedback should be provided Myers 4 suggests a percentage completed indicator, if the operation takes more than 10 seconds, which has three advantages: Myers 4 suggests a percentage completed indicator, if the operation takes more than 10 seconds, which has three advantages: –It assure the user that the system has not crashed –It indicates how long the user has to wait –It provides the user with something to look at, which makes the wait less painful (for this reason a graphic progress bar is far better than text)

Web site Response Times Cont’d When the amount of work to be done by an operation is unknown a percentage completed indicator might be inappropriate When the amount of work to be done by an operation is unknown a percentage completed indicator might be inappropriate In this case a number of progress indicators are still available: In this case a number of progress indicators are still available: –If an operation goes through a defined set of steps, these steps could be displayed as they are started and completed –As a last resort progress indicator, such as dots printed on a status line or a spinning ball could be used – which indicates that the system is working

Web site Response Times Cont’d For operations that complete within 2 – 10 seconds a percentage done indicator is unnecessary 3 For operations that complete within 2 – 10 seconds a percentage done indicator is unnecessary 3

Activity 2.3 Assuming a 5 second load time on a dial- up connection, find two Barbadian Web sites that will load within this time limit and two that will not. Assuming a 5 second load time on a dial- up connection, find two Barbadian Web sites that will load within this time limit and two that will not.

Web Site Costs 1 How much does it cost to build a Web site for a: How much does it cost to build a Web site for a: –Small company –Large company

Web Site Costs Cont’d It costs a large company US$1 million to build an entry-level e-commerce Web site It costs a large company US$1 million to build an entry-level e-commerce Web site This cost may be broken down as follows: This cost may be broken down as follows: –79% for labour –10% for software –11% for hardware Source: International Data Corporation and Gartner Inc.

Web Site Costs Cont’d It would cost the same company US$2 - $5 million to build a site that is comparable to leading Web sites It would cost the same company US$2 - $5 million to build a site that is comparable to leading Web sites To build a Web site that is noticeably better than competitors will cost a minimum of US$15 million To build a Web site that is noticeably better than competitors will cost a minimum of US$15 million 10 of the top 100 e-commerce sites spent over $10 million for Web site development and implementation 10 of the top 100 e-commerce sites spent over $10 million for Web site development and implementation Source: International Data Corporation and Gartner Inc

Web Site Costs Cont’d A small company can put a simple Web site online for US$5,000 A small company can put a simple Web site online for US$5,000 For a Web site with full transaction and payment processing capabilities, it is difficult to keep it under US$10,000 per year For a Web site with full transaction and payment processing capabilities, it is difficult to keep it under US$10,000 per year Construction of a new Web site for a small business actually averages US$140,000 Construction of a new Web site for a small business actually averages US$140,000 Minimum amount to open a complete e- commerce Web site is US$150,000 Minimum amount to open a complete e- commerce Web site is US$150,000

Web Site Costs Cont’d Web site costs include: Web site costs include: –Start-up cost –Ongoing costs between 50% - 200% of initial cost between 50% - 200% of initial cost

Web Site Costs Example The cost for a full portal magazine site The cost for a full portal magazine site –Start-up cost: US$2.4 million –Ongoing costs: US$4.3 million per year with a staff of 35 people The cost for a more limited site The cost for a more limited site –Start-up cost: US$150,000 –Ongoing costs: US$270,000 per year with a staff of 2 people

Web Site Costs Example Cont’d Kmart ( Kmart ( –Spent over US$140 million to create their online retail Web site –Much of the site’s cost is hidden from the user Cost of customising middleware that connects the Web site to Kmart’s vast inventory and logistics databases Cost of customising middleware that connects the Web site to Kmart’s vast inventory and logistics databases

Activity 2.4 Itemise the costs associated with putting a small Web site online. Itemise the costs associated with putting a small Web site online.

Planning and Managing Web Site Implementations 1 What techniques are required to manage a Web site implementation? What techniques are required to manage a Web site implementation? What are the roles and responsibilities of the people involved? What are the roles and responsibilities of the people involved?

Planning and Managing Web Site Implementations Cont’d To manage complex e-commerce implementations formal management techniques should be used: To manage complex e-commerce implementations formal management techniques should be used: –Project management –Project portfolio management –Specific staffing –Post-implementation audits

Planning and Managing Web Site Implementations Cont’d Project Management A collection of formal techniques for planning and controlling the activities undertaken to achieve a specific goal A collection of formal techniques for planning and controlling the activities undertaken to achieve a specific goal The project plan includes cost, schedule and performance The project plan includes cost, schedule and performance Applications such as Microsoft Project and Primavera Project Planner help with project planning Applications such as Microsoft Project and Primavera Project Planner help with project planning These type of projects (e-commerce projects) have a reputation for failing These type of projects (e-commerce projects) have a reputation for failing

Planning and Managing Web Site Implementations Cont’d Project Portfolio Management A technique used to manage multiple projects A technique used to manage multiple projects –Each project is monitored as if it is an investment in a financial portfolio –Each project is assigned a rank based on its importance to the strategic goals of the business and level of risk –E-commerce projects are viewed as investments in assets

Planning and Managing Web Site Implementations Cont’d Staffing for E-Commerce The staffing needs for an e-commerce initiative must be determined by the team that is running the project The staffing needs for an e-commerce initiative must be determined by the team that is running the project The general areas of staffing required are: The general areas of staffing required are: –Business, project and account managers –Application specialists –Web programmers, Testers and graphic designers –Content creators, managers or editors –Customer service –System and database administration –Network operations

Planning and Managing Web Site Implementations Cont’d Business Manager Should be a member of the team Should be a member of the team Sets objectives for the project Sets objectives for the project Responsible for implementing the elements of the business plan and reaching the objectives set Responsible for implementing the elements of the business plan and reaching the objectives set Develops proposal for plan revisions and funding Develops proposal for plan revisions and funding Should have the required domain knowledge (e.g. retail knowledge if a retail Web site is being built) Should have the required domain knowledge (e.g. retail knowledge if a retail Web site is being built)

Planning and Managing Web Site Implementations Cont’d Project Manager Specific training or skills in tracking costs and accomplishing project goals Specific training or skills in tracking costs and accomplishing project goals Certification might be useful (e.g. Project Management Institute) or MBA Certification might be useful (e.g. Project Management Institute) or MBA Skills in the use of project management software Skills in the use of project management software

Planning and Managing Web Site Implementations Cont’d Account Manager Keeps track of multiple Web sites in use by a project Keeps track of multiple Web sites in use by a project Or keeps track of projects that will combine to make a larger Web site Or keeps track of projects that will combine to make a larger Web site The account manager supervises the location of specific Web pages and related software installations as they are moved from test, to demonstration, to production The account manager supervises the location of specific Web pages and related software installations as they are moved from test, to demonstration, to production In smaller companies they handle the project and account management functions In smaller companies they handle the project and account management functions

Planning and Managing Web Site Implementations Cont’d Application Specialist Maintain accounting, human resources, and logistics software Maintain accounting, human resources, and logistics software Must maintain e-commerce software, e.g. catalogs and payment processing systems Must maintain e-commerce software, e.g. catalogs and payment processing systems

Planning and Managing Web Site Implementations Cont’d Other Roles Web programmers Web programmers –Design and write code for the Web site Web tester Web tester –Performs functionality and usability Testing Web graphics designers Web graphics designers –A person trained in art, layout, composition and understands how Web pages are constructed Content creators Content creators –Authors Web site content

Planning and Managing Web Site Implementations Cont’d Other Roles Cont’d Content managers/editors Content managers/editors –Purchase existing material and adapts it Customer service personnel Customer service personnel –Helps design and implement customer relationship management activities, e.g. issue passwords, design customer interface features, handle customer and telephone requests for service and conduct telemarketing for the site Some companies hire a call centre to handle phone calls and Some companies hire a call centre to handle phone calls and

Planning and Managing Web Site Implementations Cont’d Other Roles Cont’d Systems administrator Systems administrator –Responsible for system reliability and security Network operation staff Network operation staff –Load estimation and monitoring, resolving network problems and managing network operations Database administration Database administration –Support activities such as transaction processing, order entry, inquiry management or shipment logistics

Planning and Managing Web Site Implementations Cont’d Post-Implementation Audits A formal review of a project after it is up and running A formal review of a project after it is up and running Managers compare the the objectives, performance specifications, cost estimates, and scheduled delivery dates plans with the actuals Managers compare the the objectives, performance specifications, cost estimates, and scheduled delivery dates plans with the actuals The purpose is not to lay blame but to: The purpose is not to lay blame but to: –Provide project and business managers a forum to raise questions about the objectives and use the feedback in other projects

Planning and Managing Web Site Implementations Cont’d Post-Implementation Audits Cont’d The audit should result in a comprehensive report that analyses the project’s performance, the administration, organisational structure and the performance of the project team The audit should result in a comprehensive report that analyses the project’s performance, the administration, organisational structure and the performance of the project team Some audits contain a confidential section which evaluates the performance of individual team members – to help when choosing teams in future Some audits contain a confidential section which evaluates the performance of individual team members – to help when choosing teams in future

Activity 2.5 You are required to build a Web site for a large online book store. Describe the roles and responsibilities of the project team you would select. You are required to build a Web site for a large online book store. Describe the roles and responsibilities of the project team you would select.

References [1] Schneider, Gary, P., “Electronic Commerce: The second wave”, Thomson Course Technology, Fifth Annual Edition, 2004 [2] Jakob Nielsen, “Why this site has almost no graphics”, Online document available at [3] Jakob Nielsen, “Response Times: The Three Important Limits”, Online document available at [4] Myers, B. A., “The importance of percent-done progress indicators for computer-human interfaces.”, Proc. ACM CHI'85 Conf. (San Francisco, CA, April), 1985, 11-17