RecordTrader.com Red Team ECT DeliverableF 1

Value Proposition RecordTrader is the largest online marketplace to buy and sell your specialty and hard to find vintage music. Providing 24x7 online record shopping experience. Bringing together a variety of buyers and sellers in this niche market Kelly 2

Business Model RecordTrader is an intermediary bringing together buyers and sellers and aiding in transactions. Business-to-Business (B2B) Business-to-Consumer (B2C) Consumer-to-Consumer (C2C) Fees will be collected for each sale. Kelly 3

Intended Customers Geographic: Mostly individuals and companies from North America, Europe and Japan Demographic: Male More affluent and educated than most Early 20’s to late 50’s Psychographic: Goal is to make RecordTrader an invaluable tool buying and selling of vintage music. Kelly 4

Attracting Users Pricing clearly listed on product pages. Ability to compare product from a variety of sellers. Ability to instantly chat with available sellers so as to obtain more detailed information. Kelly 5

Purchasing Behaviors Multiple ways to search for products. Users can create an account for easier checkout of future purchases. Ability to discuss products with sellers and other buyers through chat, blogs and the forum. Kelly 6

Order Placement and Payment RecordTrader.com facilitates store inventory browsing for anonymous and registered members. Order placement and payment functionality will be available only to registered members. The site incorporates a shopping cart that makes the shopping and browsing experience user- friendly. Cart will be maintained for duration of the session with added functionality to logged in members of saving cart for later checkout. Oscar 7

Information Architecture Considering this is a startup business RecordRecord.com decided to house Web and Application Tiers on one physical virtualized server Web Server Virtual Machine Database Server Virtual Machine The technology being utilized is.Net Code is written in C# The Web Application is structured in a tiered Service Oriented Architecture. Oscar 8

…Information Architecture.Net code is structured to be most non- redundant using best Object Oriented practices/standards. Business Layer is using WCF Technology Web Services. Web Services are IIS hosted, which will allow future data and functionality sharing with internal/external parties. Web Services that contain sensitive data will be hosted over a secured channel (SSL). The UI later is using ASP.NET Web Forms. All pages being redirected with querystring data include html encoding logic to protect tampering. Oscar 9

Database Communication RecordTrader.com is using SQL Server 2008 All database communication is through Stored Procedures. Data Access Layer is using LINQ TO SQL technology communicating to SQL Server using parameterized queries to protect against SQL Injection. Oscar 10

Delivery, Shipping and Return We do not handle these directly. We are an intermediary, offering a site for people or firms to sell their goods. Once the order is placed, we forward the order to the seller. Similar to E-bay, delivery, shipping, and returns is then in the hands of the seller. Jeff 11

Delivery, Shipping and Return Any new seller posting a large number of items and/or high cost items could be chosen for preventative audit to look for problems. We would monitor customer complaints and suspend any seller with a bad record. We would display actual seller’s delivery, shipping, and return policies by clicking icons within the “View Details” area. Jeff 12

Database Design There are 3 conceptual areas: Sellers Customers Orders Database designed with internationalization in mind: Addresses, Phone numbers, Currency Jeff 13

Database Design Provides the basis for personalization as we track customer preferences and who is buying what. Supports permission marketing. Supports persistence of abandoned shopping cart (if user logged in) Provides the basis for determining what pages and promotions are “working”. Jeff 14

Usability Testing Results Usability testing resulted in several proposed changes for Search: Enhance advanced search: Compartmentalize to allow searches such as “Show me only LPs in Good condition or better on the EMI record label”. Utilize widgets such as checkboxes, radio buttons, dropdowns where appropriate. Keep current search box with its all encompassing ability. Add sort option to column headers of search results. Jeff 15

Usability Testing Results Usability testing resulted in several proposed changes for Add Listing: Streamline navigation to the form. Revise form to cull fields and utilize widgets such as checkboxes, radio buttons, dropdowns where appropriate. Tag required fields with a visual marker. Tag fields with a “What’s this?” icon. Give one last chance for review and edit before saving. Provide better confirmation of successful add. Jeff 16

Usability Testing Results Usability testing resulted in several proposed changes for Create Account: Tag fields with a “What’s this?” icon. Provide a “Forgot Password” function. Provide a predefined set of questions to be used in “Forgot Password” function. Give one last chance for review and edit before saving. Provide better confirmation of successful create. Jeff 17

Primary Personae Age:18-55 years old Sex: Male Geographic: North America, Europe, Japan and Asia Occupation: Non- Specific Education: Better education than average Average income between 30k-80k They love buying and selling of music They love collecting vintages music Mo 18

Primary Personae Name: Adam Age: 28 Sex: Male Geographic: Columbus Ohio Occupation: Consultant Education: Better education than average User’s Reaction: Adam thinks the homepage is simple and very easy to understand. It has a casual feel to it that promotes browsing the site. Right away, it is easy for him to understand the options he has available and what can be done on the site. Mo 19

Five Detail Design Requirement Search Box: A search box and dynamic content in the center of the page. This search enables buyers to immediately start searching for items on the home page. Other welcome and promotional content will display in this area as well. Advanced Search: This page allows expanded search options to search by Genre, Album Title, Artist, year released, and record label. The advanced page will share all of the attributes found on the homepage and will replace the page main content in the center of the page. Sellers: The "Sellers" link will prompt a user to sign in. A user must be a registered RecordTrader seller in order to sign in and access this page. This page will provide an option for a user to create a seller account. All content will appear in the main center content panel. Mo 20

Five Detail Design Requirement Once logged in. This page will provide seller options in the left navigation panel: o Add New Item Listing o Update Listing o View Items Listed o View Items Sold Forum: The forum page will contain all global navigation from the homepage and options for posting and searching forum posts. The forum is a means for users to share information and interest in Record Trader products. Shopping Cart: The shopping cart shall store customer data for both completed and abandoned sales. Mo 21

Five Detail Design Requirement Mobile Site Search: Login: Register: Browse: Sell: Mo 22

Structure Navigation This is a Global navigation found on every page which contains the following Home Seller Blog Forum Contact Register Mo 23

Structure Navigation Every page with the exception of the seller interface will contain categorical right-side navigation to quickly browse music categories as follows Mo 24

Structure Page Layout Mo 25

Page Content Tyler 26

Tyler 27 Page Content

28Tyler 28 Page Content

Tyler 29 Page Content

Tyler 30 Website Passwords RecordTrader.com main site: Seller signon: username: overthetoprecords pwd: ! RecordTrader.com mobile site Seller signon: username: seller pwd: abc123