BSAD 372 - CH 9

Copyright © 2019, 2015, 2011 Pearson Education, Inc. All Rights Reserved
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
EPC process definition model

Figure 9.6 Generic B2C ER
diagram

Data modelling
• Uses well-established techniques used for
relational database design
• Stages:
1. Identify entities
2. Identify attributes for entities
3. 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 Rosenfeld and
Morville (2002)
1. Identify different audiences.
2. Rank importance of each to business.
3. List the three most important information needs
of audience.
4. 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
1. Identify actors
Actors are typically application users such as
customers and employers.
2. Identify use-cases
The sequence of transactions between an actor and
a system that support the activities of the actor.
3. Relate actors to use-cases
See Figure 11.16
4. 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
I want to... I want to...I want to...I want to...
Successful
Outcome:
Patricia Seybold, The Customer Revolution
Example:
• New customer – open online account
• Existing customer – transfer account online
• Existing customer – find additional product

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
1. Communicate the online value proposition
2. Establish credibility
3. Convert customer to action.

Principle 4 – Customer orientation
• Content + services support a range of audiences
and…
• Different segments
• Four familiarities
1. With Internet
2. With company
3. With products
4. With website

Principle 6 – Lowest common
denominator
• Access speed
• Screen resolution and colour depth
• Web browser type
• Browser configuration
– Text size
– Plug-ins
www.usability.serco.com

Principle 7 – 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 9 – Make navigation easy
According to Nielsen, we need to establish:
1. Where am I?
2. Where have I been?
3. 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 10 – Support user
psychology
Hofacker’s five stages of information processing:
1. Exposure – can it be seen?
2. Attention – does it grab?
3. Comprehension and perception –
is message understood?
4. Yielding and acceptance –
is it credible and believable?
5. Retention – is the message and experience
remembered?

Figure 9.11 Different factors impacting
the online customer experience

Figure 9.12 Relationship between actors and use-cases
for 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

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

BSAD 372 - CH 9

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