1. Chapter 11 Analysis and Design

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

3. 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 e-business?

4. 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

5. 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 11.2 using Figure 11.2 and Table 11.2 for how to improve processes

6. An example task decomposition for an estate agency
Figure 11.1  An example task decomposition for an estate agency
Source: Chaffey (1998)

7. Symbols used for flow process charts
Figure 11.2  Symbols used for flow process charts

8. Flow process chart showing the main operations performed by users when working using workflow software
Figure 11.3  Flow process chart showing the main operations performed by users when working using workflow software

9. Data modelling
Uses well established techniques used for relational database design
Stages:
Identify entities
Identify attributes of entities
Identify relationships

10. Generic B2C ER diagram
Figure 11.5  Generic B2C ER diagram

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

12. Three-tier client server in an e-business environment
Figure 11.6  Three-tier client server in an e-business environment

13. E-business architecture for the B2C company
Figure 11.7  E-business architecture for The B2C Company

14. 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)

15. 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 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?

16. 4 stages of Rosenfeld and Morville (1998)
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.

17. 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.

18. Schneider and Winters (1998) stages in Use Case
Identify actors.
Actors are typically application users such as customers and employers also other systems.
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 11.8.
Develop use-case scenarios.
See Figure 11.9 for a detailed scenario.

19. 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

20. 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

21. Primary scenario for the Register use-cases for the B2C Company
Figure  Primary scenario for the Register use-cases for The B2C Company

22. Site design issues Covered by the eight principles that follow
Style and personality + design
Support the brand
Site organisation
Fits audience’s information needs
Site navigation
Clear, simple, consistent
Page design
Content
Engaging and relevant
Covered by the
eight principles that
follow

23. 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 -

24. 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
3 key tactics
Communicate the online value proposition
Establish credibility
Convert customer to action

25. Principle 3 Customer orientation
Content + services support a range of audiences and…
Different segments
4 familiarities
– With Internet
– With company
– With products
– With web site

26. Principle 4 Lowest Common Denominator
Access speed
Screen resolution and colour depth
Web browser type
Browser configuration
Text size
Plug-ins

27. 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?

28. Principle 6 Get the structure right
Back
(a)
(b)
(d)
DTI
Cisco

29. Principle 7 Make navigation easy
According to Nielsen, need to establish:
Where am I?
Where have I been?
Where do I want to go? Context. Consistency. Simplicity. Use accepted standards for navigation:

30. Navigation continued ‘Go with the flow’ Enter by: To:
Visitor in control
An enjoyable experience
‘Think like a client’
Enter by:
user need
product / service
audience type
search
To:
alternate home pages

31. Principle 8 Support user psychology
Hofacker’s 5 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?

32. 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.

33. 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.

34. 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 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?

35. Public-key or asymmetric encryption
Figure  Public-key or asymmetric encryption

36. Security Protocols
Secure Socket Layer (SSL): Protocol that utilizes standard certificates for authentication and data encryption to ensure privacy or confidentiality
Secure Electronic Transaction (SET): A protocol designed to provide secure online credit card transactions for both consumers and merchants; developed jointly by Netscape, Visa, MasterCard, and others

37. SET
Figure  An example of the Secure Electronic Transaction (SET) standard