UNIVERSITI
                                                        Service
Science

                                      ...
Acknowledgements

                                To those who had made the images available online which is used in the p...
Agenda

•  Introduc:on

                                                        Service
Science

•  E‐Business
and
Issues
...
Introduc:on

•  Internet
has
presented
the
business

   world
with
unprecedented
                            Service
Scien...
E‐Business
&
Issues:
E‐Business


•  E‐Business
is
known
as
the

   u:liza:on
of
ICT
to
support
                         S...
E‐Business
&
Issues:
Design
of
E‐Business
Services

•  Current
E‐Business
is

   designed
in
tradi:onal
                  ...
E‐Business
&
Issues:
The
ISSUES!

•  Typical
ways
of
presen:ng

   services
offered!
                                    Se...
E‐Business
&
Issues:
VALUES!

•  Values:
In
general
important
and

   enduring
beliefs
or
ideals
shared

   by
the
members...
E‐Business
&
Issues:
VALUES!

•  Values
associated
to
Web

   applica:ons
i.e.
E‐Business


   •  Interac:veness

   •  Im...
E‐Business
&
Issues:
VALUES!

•  Current
values
that
are
lacking:

    •  Personaliza:on

    •  Price
experience

    •  ...
E‐Business
&
Issues:
VALUES!

•  Customers
value:

   •  Compelling
experience

   •  Personal
focus

   •  Reciprocal
loy...
Solu:on
Proposed

•  Design
of
an
experience

   environment
using
virtual
      Service
Science

   world
technology

   ...
Research
Framework

•  Research
draws
inspira:ons

   from
3
main
streams
of


   literature


    •  Local
wood
based
pro...
Research
Framework:
Local
Wood
Based
Industry

•  An
important
export‐oriented
key

   industry
in
Malaysia
              ...
Research
Framework:
Changing
Role
of
Customers

•  Current
customers
are
more

   informed,
connected
and
                ...
Research
Framework:
Technological
Advancement

•  Technological

   advancement
gives

   rise
to
Virtual
World
or

   Aug...
Current
Suggested
e‐Business
Environment
(CSeBE)

•  The
current
E‐Business

needs
to

   shi]
and
the
new
environment

  ...
CSeBE:
3D
Virtual
E‐Business
Experience
Environment

•  Experience
environment

   facilitates
total
experience
for

   th...
CSeBE:
3D
Virtual
E‐Business
Experience
Environment

•  3D
virtual
experience
environment
is
based
on
the
web
portal
devel...
CSeBE:
3D
Virtual
E‐Business
Experience
Environment

•  Will
look
at
customers’

   dimensions
in
terms
of

   needs,
goal...
CSeBE:
3D
Virtual
E‐Business
Experience
Environment

•  3D
presenta:on
aspects

   taken
into
considera:on:

    •    Room...
CSeBE:
3D
Virtual
E‐Business
Experience
Environment

•  The
story
scenario
seing
is

   based
on
Prahalad
&

   Ramaswamy
...
CSeBE:
3D
Experience
Environment
:
Design
Scenario

•  B2B
marketplace

•  Consists
of

features
such

   as:

    •  Buyi...
Conclusion

•  Conceptual
framework

   and
design
scenario
for
3D

   virtual
experience

   environment
to
support

   c...
Conclusion

•  Other
related
majers
that

   is
essen:al
to
think
about

   when
designing
the

   customer
experienced

 ...
Conclusion

•  In
order
to
design
an

   informa:on
system
or
e‐
   business
systems
(in
this

   case
its
web
based
porta...
IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

Ques:ons
And
Answer
Session





IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

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V 2 Yaz Co Design Environment Ver 1 2

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A Framework For Developing A Co-Design Environment For e-Business Applications
Yazrina Yahya
Department of System Science and Management
Faculty of Information Science and Technology

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V 2 Yaz Co Design Environment Ver 1 2

  1. 1. UNIVERSITI Service
Science
 KEBANGSAAN MALAYSIA Research
Group
 FTSM
 UKM
 A
Framework
For
Developing
A
Co‐Design
Environment
 For
e‐Business
Applica:ons
 Yazrina
Yahya
 Department
of
System
Science
and
Management

 Faculty
of
Informa:on
Science
and
Technology
 18
February
2010
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  2. 2. Acknowledgements
 To those who had made the images available online which is used in the presentation slides! http://r.webring.com/hub?ring=ebusinesses! http://www.ciba.com/de/index/cmp-index/cmp-ebusiness/cmp-ebz-showroom.htm! http://i-internetbusiness.com/! http://www.metrozen.com/! http://www-rohan.sdsu.edu/~renglish/377/notes/chapt14/index.htm! http://thefinancialbrand.com/2009/01/27/credit-union-core-values/! http://www.ffwd.net.nz/blog/?p=33! http://www.grokdotcom.com/2009/02/13/the-power-of-persona-lization/! http://www.masternewmedia.org/virtual_reality/virtual-worlds/virtual-immersive-3D-worlds-guide-20071004.htm! http://francisanderson.wordpress.com/2007/12/page/2/! http://www.cranialtap.com/blog/! http://www.personalfocuscoaching.com/life_coaching.html! http://www.lifetransitioncounselor.com/blog/2010/01/loyalty_07.php! http://knowledge-agents.mty.itesm.mx/?Coordination_contexts! http://market.magicgold.kiev.ua/2006/03/got_competitive_differentiatio.html! http://www.flickr.com/photos/luc/1804295568/! http://socialsim.wordpress.com/2007/03/01/another-fabulous-network-image-academy-award-thanks/! http://www.innovate2uplift.net/commentary/the-base-rises/! http://www.petaholics.com/nyc-dog-blog/! IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  3. 3. Agenda
 •  Introduc:on
 Service
Science
 •  E‐Business
and
Issues
 •  Solu:on
Proposed
 Research
Group
 •  Research
Framework
 FTSM
 UKM
 •  Current
Suggested:
E‐Business
 Environment
 •  Conclusion

 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  4. 4. Introduc:on
 •  Internet
has
presented
the
business
 world
with
unprecedented
 Service
Science
 opportunity
in
terms
of
reaching
 their
customers
 Research
Group
 •  The
flocking
of
e‐Business
 FTSM
 applica:ons
on
the
Internet
 UKM
 •  Issues
such
as
impersonal,
values
 and
unsa:sfactory
social
needs
 •  Work
presented
proposed
a
 conceptual
framework
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  5. 5. E‐Business
&
Issues:
E‐Business

 •  E‐Business
is
known
as
the
 u:liza:on
of
ICT
to
support
 Service
Science
 ac:vi:es
in
business
 •  It
involves
business
processes
 Research
Group
 spanning
the
en:re
of
value
 FTSM
 chain
 UKM
 •  E‐business
models
contains
the
 organiza:on
of
product;
service
 and
informa:on
flows;
source
of
 revenues
and
the
benefits
for
 suppliers
and
customers
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  6. 6. E‐Business
&
Issues:
Design
of
E‐Business
Services
 •  Current
E‐Business
is
 designed
in
tradi:onal
 Service
Science
 method
 •  System
development
life
cycle
 Research
Group
 FTSM
 •  So]ware
Engineering
 UKM
 •  Web
Based
Design

 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  7. 7. E‐Business
&
Issues:
The
ISSUES!
 •  Typical
ways
of
presen:ng
 services
offered!
 Service
Science
 •  Web
Portals
 Research
Group
 •  Limited
choice,
lack
of
 FTSM
 personaliza:on
 UKM
 •  Personalized
experience
 •  Price
experience
 •  Effort
experience
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  8. 8. E‐Business
&
Issues:
VALUES!
 •  Values:
In
general
important
and
 enduring
beliefs
or
ideals
shared
 by
the
members
of
a
culture
 about
what
is
good
or
desirable
 and
what
is
not
 •  Values:
Exert
major
influence
on
 the
behaviour
of
an
individual
 and
it
serves
broad
guidelines
in
 all
situa:ons

  9. 9. E‐Business
&
Issues:
VALUES!
 •  Values
associated
to
Web
 applica:ons
i.e.
E‐Business
 •  Interac:veness
 •  Immediacy
 •  Connec:vity
 •  Media
Richness
&
Variety
 •  Availability
 •  Informa:on
Richness
 •  Ease
of
Use
 •  Individualiza:on
&
Customiza:on

  10. 10. E‐Business
&
Issues:
VALUES!
 •  Current
values
that
are
lacking:
 •  Personaliza:on
 •  Price
experience
 •  Effort
experience
 •  Personaliza:on:

 •  Users
are
empowered
to
directly
shape
what
 they
want
on
their
web
interfaces
 •  Price
experience:
 •  What,
when,
how
much,
where,
at
what
price,
 low
cost,
no
frills,
no
delay
 •  Effort
experience:
 •  The
return
users
receive
from
their
contribu:ons
 will
provide
the
incen:ves
to
contribute

  11. 11. E‐Business
&
Issues:
VALUES!
 •  Customers
value:
 •  Compelling
experience
 •  Personal
focus
 •  Reciprocal
loyalty
 •  Differen:a:on
 •  Coordina:on
 •  Innova:on
 •  These
values
need
to
be
 embedded
in
the
system
 designed

  12. 12. Solu:on
Proposed
 •  Design
of
an
experience
 environment
using
virtual
 Service
Science
 world
technology
 Research
Group
 •  Virtual
world
or
augmented
 FTSM
 virtual
reality:
environment
 UKM
 proposed
to
contribute
the
 personalized
experience
 •  Case
study:
Wood
based
 Industry
in
Malaysia

  13. 13. Research
Framework
 •  Research
draws
inspira:ons
 from
3
main
streams
of

 literature
 •  Local
wood
based
product
 industry
 •  Changing
role
of
customers
 •  Technological
advancement
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  14. 14. Research
Framework:
Local
Wood
Based
Industry
 •  An
important
export‐oriented
key
 industry
in
Malaysia
 Service
Science
 •  Domes:c
owned
and
centred
 within
SME
category
 Research
Group
 •  Current
ini:a:ve
is
geared
towards
 FTSM
 establishing
B2B
e‐marketplace
for
 UKM
 suppliers
and
customers
to
meet
 and
trade
 •  However
B2B
marketplace
and
 those
that
capitalize
the
 technology
is
yet
to
be
undertaken

 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  15. 15. Research
Framework:
Changing
Role
of
Customers
 •  Current
customers
are
more
 informed,
connected
and
 Service
Science
 smarter
 •  Impact:
 •  Changes
in
product
designed
 •  Customers
look
for
the
value
 Research
Group
 embedded
in
product
 FTSM
 •  Value
crea:on
and
product
 UKM
 design
process
are
challenged
 •  Result
 •  Designers,
producers
and
 customers
working
together
 and
co‐create
value
to
provide
 the
personalized
co‐crea:on
 experience
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  16. 16. Research
Framework:
Technological
Advancement
 •  Technological
 advancement
gives
 rise
to
Virtual
World
or
 Augmented
Reality
 Applica:ons
 •  VW
can
be
used
to
 address
users
social
 needs
through
realis:c
 experience
where
it
 offers
environment
for
 people
to
meet
 virtually
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  17. 17. Current
Suggested
e‐Business
Environment
(CSeBE)
 •  The
current
E‐Business

needs
to
 shi]
and
the
new
environment
 should
consists
of:
 •  Connected
customers
 •  Co‐crea:on
values
with
the
 customers
 •  Personaliza:on
 •  Use
of
virtual
world
applica:ons
 •  All
these
leads
to
3D
Virtual
E‐ Business
Experience
Environment
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  18. 18. CSeBE:
3D
Virtual
E‐Business
Experience
Environment
 •  Experience
environment
 facilitates
total
experience
for
 the
customers.
 •  In
the
form
of
products,
 services,
interac:ons
between
 customers,
employees
and
 communi:es.
 •  Must
facilitate
new
 opportuni:es,
accommodate
 involvement
of
users,
engage
 customer
emo:onally
and
 intellectually.
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  19. 19. CSeBE:
3D
Virtual
E‐Business
Experience
Environment
 •  3D
virtual
experience
environment
is
based
on
the
web
portal
developed
 •  Avatar
represents
organiza:ons
 •  Capture
of
real
life
environment
of
market
place
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  20. 20. CSeBE:
3D
Virtual
E‐Business
Experience
Environment
 •  Will
look
at
customers’
 dimensions
in
terms
of
 needs,
goals
and
 organiza:onal
styles;
 socializa:on
and
word
of
 mouth
experience
plays
 a
role.
 •  Safe
access
and
reliable
 services
are
also
 required.
 •  Conceptual
framework
 mapping
developed
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  21. 21. CSeBE:
3D
Virtual
E‐Business
Experience
Environment
 •  3D
presenta:on
aspects
 taken
into
considera:on:
 •  Rooms
seing
 •  Avatar
types
 •  Marketplace
seing
 •  Product
displays
 •  3D
experience
environment
 e‐Business
system
must
 designed
and
development
 must
portrayed
real
life
 environment
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  22. 22. CSeBE:
3D
Virtual
E‐Business
Experience
Environment
 •  The
story
scenario
seing
is
 based
on
Prahalad
&
 Ramaswamy
component
co‐ crea:on
experience
model:
 •  Individual
involvement
 •  Granularity
 •  Linkage
 •  Evolvability
 •  Market
as
a
forum
 •  Knowledge
environment
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  23. 23. CSeBE:
3D
Experience
Environment
:
Design
Scenario
 •  B2B
marketplace
 •  Consists
of

features
such
 as:
 •  Buying
and
selling
room
 •  Bidding
room
 •  Video
wall
 •  Help
desk
 •  Seller,
buyer
and
 employee
avatar
 •  Environment
seing
 according
to
actual
 marketplace
 •  Informa:on
made
 available:
product
name,
 type,
purpose,
 dimensions
etc
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  24. 24. Conclusion
 •  Conceptual
framework
 and
design
scenario
for
3D
 virtual
experience
 environment
to
support
 complex
pajerns
in
an

 
e‐business
or

 
e‐marketplace
seing.
 •  E‐Business
+
virtual
world
 +
co‐crea:on
to
provide
 bejerment
of
business
 community
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  25. 25. Conclusion
 •  Other
related
majers
that
 is
essen:al
to
think
about
 when
designing
the
 customer
experienced
 environment:
 •  Always
think
what
does
the
 customer’s
want
 •  Does
the
customer
feel
 bejer
served?
 •  Does
the
system
create
a
 percep:on
of
value
received
 •  Does
the
customer
being
 treated
as
if
they
are
in
a
 rela:onship
with
the
system
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  26. 26. Conclusion
 •  In
order
to
design
an
 informa:on
system
or
e‐ business
systems
(in
this
 case
its
web
based
portal)
 other
factors
that
designers
 should
consider:
 •  What
customers
really
 want,
the
customers
are
 able
to
feel
excited
and
 passion
about
the
system
 •  Not
to

concentrate
on
the
 product
or
technical
 advancement
but
focus
on
 the
needs
first.

  27. 27. IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

  28. 28. Ques:ons
And
Answer
Session
 IESS
1.0,
UNIVERSITÉ
DE
GENÈVE:

17‐19
February
2010

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