Business IT Project

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“Senorita” Online Shopping and Web Selling System
Student Name: SHUN LET YEE MAUNG
UOG Student Registration ID: 000860893
Supervisor: MR FRANCIS MURPHY
COMP 1181 – Project (Information Systems & Multimedia)
Project Submission Date- 25 November 2015
Word Count for Chapter 1 to 9: 17748
December 2015
A dissertation submitted in partial fulfillment of the University of Greenwich’s
[BSc (Hons:) Business Information Technology]

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Acknowledgement
First of all, I would want to express my gratitude towards University of Greenwich and
KMD for offering me the opportunity to accomplish this project.
Secondly, I also want to thank to Daw Wah Wah, training manager, and other lecturers
from KMD for further guidance and support.
The most importantly, I have to genuinely thank to Mr Francis Murphy, my project
supervisor who coaches and encourages me with his superior suggestions, supervision and
advices throughout the whole progress of my project.
I am very grateful and appreciate to Senorita’s staffs for their kind cooperation and
helpfulness in analysing their business. Without their assistances, it is not possible to complete
the Senorita Project.
My special thanks and appreciations also go to everyone whose motivations and kindlier
carefulness make me to achieve this project within the limited time frame.

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Abstract
As the use of Internet has become a popular trend nowadays, many businesses tend to
extend their transactions through advanced technology. So, Senorita also wants to adopt an
ecommerce website as a new business model which can offer many business benefits and values
for the company. The functionalities such as purchase items from suppliers, item data entry, sell
items online, item delivery, payment, allow sellers to sell items and produce essential reports will
be cover in this project.
It is important to make reviews on the relevant studies of ecommerce so as to observe the
proposed business model and prevent from the unexpected risks. Similarly, methodology for the
whole project and tools and techniques which is helpful in developing the website
will need to be evaluated and made comparisons in order to choose the suitable ones. Moreover,
the project development will control under timeframe schedules so that the project can be
successfully delivered with complete functionalities. The project report will contain eight
chapters together with appendixes which include all the resourceful researches, analysis,
system’s design concentrations and other necessities essential for project.

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Table of Contents
Acknowledgements ..................................................................................................................................... 2
Abstract........................................................................................................................................................ 3
Table of Contents.....................................................................................................................................4-7
Chapter-1 Introduction
1.1 Introduction......................................................................................................................................... 9
1.2 Background History of Senorita......................................................................................................... 9
1.3 Rich Picture....................................................................................................................................... 10
1.4 Problem Areas .............................................................................................................................11-12
1.5 Project Scope..................................................................................................................................... 13
1.6 Aims and Objectives ....................................................................................................................14-16
1.7 Chapter Summary.............................................................................................................................. 17
Chapter-2 Literature Review
2.1 Introduction .................................................................................................................................... 19
2.2 Studies of Ecommerce..................................................................................................................... 20
2.2.1 Brief Explanation of Ecommerce ........................................................................................ 20
2.2.2 Seven Features of Ecommerce .......................................................................................20-22
(Benefits of adopting ecommerce in Senorita)
2.3 Reviews on Different Types of Ecommerce Models....................................................................... 23
2.3.1 Analysing Ecommerce Models for Senorita ........................................................................ 24
2.4 Reviews on Supporting Features of Ecommerce ............................................................................ 25
2.4.1 People Supports.................................................................................................................... 25
2.4.2 Market Research for Online Shopping ................................................................................ 25
2.4.3 Importance of Customer Relationship Management .......................................................... 25
2.4.4 Marketing and Advertising for Online Shopping ................................................................ 26
2.4.5 Additional Services.............................................................................................................. 27
2.4.6 Business Partnerships........................................................................................................... 27
2.4.7 Reviews on Online Payment Services.................................................................................. 28
2.5 Methodology for Senorita Project ................................................................................................... 29
2.5.1 DSDM (Advantages/Disadvantages) ..............................................................................29-30

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2.5.2 SSADM (Advantages/Disadvantages)............................................................................31-32
2.5.3 UML..................................................................................................................................... 32
2.5.4 Methodology chosen for the Proposed Project .................................................................... 33
2.6 Techniques ...................................................................................................................................... 34
2.6.1 Use Case Diagram................................................................................................................ 34
2.6.2 Class Diagram...................................................................................................................... 34
2.7 Tools................................................................................................................................................ 35
2.7.1 Programming Language (PHP and ASP.Net) ...................................................................... 35
2.7.2 Comparison between PHP and ASP.Net.............................................................................. 36
2.7.3 Programming Language chosen for the Proposed System .................................................. 37
2.7.4 Database (MySQL and MS SQL) ..................................................................................37--38
2.7.5 Comparison between MySQL and MS SQL ....................................................................... 38
2.7.6 Database chosen for the Proposed System .......................................................................... 39
2.7.7 Supports of Case Tools for the Proposed System ................................................................ 39
2.8 Standards and Guidelines for the Proposed System’s Interface Design ......................................... 40
2.8.1 W3C Standards ..............................................................................................................40-41
2.8.2 Nielsen Guidelines ...........................................................................................................41-2
2.9 Chapter Summary ........................................................................................................................... 42
Chapter-3 Feasibility Study
3.1.Introduction .................................................................................................................................... 43
3.2.Inception of Critical Studies to adopt Ecommerce Website for Senorita....................................... 44
3.2.1. Economic Feasibility............................................................................................................ 44
3.2.2. Financial Feasibility ............................................................................................................ 44
3.2.3. Technical Feasibility ........................................................................................................... 45
3.2.4. Legal Feasibility .................................................................................................................. 45
3.3.Consideration of Issues related to Senorita Website Development............................................45-46
3.4.Relevance of DSDM methodology with Senorita Project .............................................................. 47
3.4.1. DSDM’s Six Filters ........................................................................................................47-48
3.5.Chapter Summary............................................................................................................................ 48
Chapter-4 Requirements Analysis and Specification
4.1.Introduction .................................................................................................................................... 50

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4.2.Requirements Analysis ................................................................................................................... 50
4.2.1. Research on Three Similar Shopping Websites ............................................................50-53
4.2.2. Analysing the additional features and services from similar websites .........................53-54
4.2.2.1. Additional Features and Services................................................................................. 54
4.2.3. Assessing Similar Websites from Business Point of View ..........................................55-56
4.2.4. Evaluating Similar Websites with W3C Standards and Nielsen Guidelines ................56-62
4.2.5. User Groups ..................................................................................................................62-63
4.2.6. Interviews with responsible staffs from Senorita ............................................................... 63
4.3.Requirements Specification ............................................................................................................ 64
4.3.1. Low Fidelity Prototypes (Low Level Screen Design Testing) ........................................... 64
4.3.2 MOSCOW prioritization for Functional Requirements..................................................65-67
4.3.3 Non-Functional Requirements ........................................................................................67-68
4.3.4 Use Case Diagrams .........................................................................................................69-71
4.3.5 Class Diagrams .................................................................................................................... 72
4.4 Chapter Summary ......................................................................................................................... 73
Chapter-5 Design
5.1.Introduction .................................................................................................................................... 75
5.1.1. Database Design..............................................................................................................75-77
5.1.2. High Fidelity Prototypes ...................................................................................................... 78
5.1.3. Explanation of High Fidelity Prototypes.............................................................................. 79
5.1.4. Evaluation of High Fidelity Prototypes with W3C Standards and Nielsen Standards....80-82
5.1.5. Checklist Evaluation ............................................................................................................ 83
5.2.Chapter Summary............................................................................................................................ 83
Chapter-6 Deployment
6.1.Introduction .................................................................................................................................... 85
6.2.Changes and New features in System Development ....................................................................... 85
6.3.Timebox Schedule for Senorita Website Development .................................................................. 86
6.4.Chapter Summary ........................................................................................................................... 87
Chapter-7 Testing
7.1.Introduction .................................................................................................................................... 89
7.2.Test Cases........................................................................................................................................ 90
7.3.Chapter Summary ........................................................................................................................... 91

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Chapter-8 Overall Evaluation
8.1 Introduction .................................................................................................................................... 93
8.2 Achievements from Senorita Project Development ...................................................................93-94
8.3 Critical Evaluation of Problems and Difficulties in Implementation .............................................. 94
8.3.1 Evaluation on Backend (Administration Site) ..................................................................... 95
8.3.2 Evaluation on Frontend (Member Site)...........................................................................95-96
8.4 Future Development ...................................................................................................................96-97
Chapter-9 Conclusion
9.1 Conclusion ...................................................................................................................................... 99
Bibliography.....................................................................................................................................100-101
APPENDIX
A. Project Proposal .......................................................................................................................103-105
B. Project Plan ..............................................................................................................................106-107
C. Interviews.................................................................................................................................108-111
D. Use Case Descriptions and Low Level Design Testing ...........................................................112-128
E. Evaluating Similar Websites from Business Point of View (Backend Activities) ......................... 129
F. Attributes from Class Diagrams ..............................................................................................129-130
G. High Fidelity Prototypes ..........................................................................................................131-133
Test Cases ..........................................................................................................................................134-136

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1.1. Introduction
In Myanmar, millions of people are increasingly using Information Technology to take
part in their daily working activities without spending time. Likewise, Internet becomes an
essentiality for businesses which are competitively offering better customer services. The
opinions of nowadays businesses highlight that by extending IT system, they can persuade the
customers to buy their items online which can make them more successful than the traditional
methods of selling items. In order for that, Senorita also wants to promote its business into IT
system by developing an ecommerce website to sell their items online and will intend to allow
other sellers to sell their items via Senorita website.
1.2. Background History of Senorita
“Senorita Fashion House” is a 3 years old start-up fashion company based in Myanmar.
The company has five branches in Yangon and the head quarter is located in Ahlone Township
with over 50 company staffs. The company provides a wide range of women’s fashionable items
such as dresses, bags, accessories and shoes. All the items are well arranged and classified with
its specific category and brand name which offer easy shopping for customers. Senorita has
already gained a good reputation, trustworthiness and satisfaction from its customers.
Manually, Senorita purchases items and accepts deliveries from its suppliers. Afterward,
the company sells those items to its customers and also accept orders via phone or email. In order
to make orders, firstly, the customer has to visit any of the Senorita’s branches at least once and
then make booking and advance payment for orders. Only then, Senorita accepts orders and
provides delivery services for them. Payments are accepted only with cash.
Recently, Senorita has widened its market sector by setting out its other branches at
different shopping malls. In addition, Senorita also wants to promote its business into online
market in order to improve its manual running business and gain broader range of customers.

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1.3. Rich Picture
It is vital to identify problems in order to gather requirements for system development.
There are numbers of techniques can be used for problem-solving and gathering requirements.
Among them, using rich picture is the best way to identify problems as it is a soft system
methodology tool which focuses on human factors.
Therefore, current problems in Senorita Company will be found out with the help of rich
picture. In rich picture, the relations between stakeholders will be shown with arrows and issues
and problems of each stakeholder will be shown with think bubbles. The relations and processes
in rich picture show the current doing high level transactions in the company and they will then
helpful in later analysis of system functionalities by using use cases. The current problems
having in Senorita will help to identify problems. In this way, Senorita can eventually highlight
the solution by investigating problems in rich picture.
Figure 1: Rich Picture

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1.4. Problem Areas
Although Senorita is a well-leading fashion company, some problems are forcing to
change Senorita’s current running processes into IT system. The biggest problems occurring in
the rich pictures are relating with customers. The order process is not easy for customers as the
company cannot provide the detail characteristic of items over phone/email. Due to the lack of
24/7 availability in Senorita, the customers cannot contact and access to branches as they want.
Consequently, the communication between customers and company become very bad.
Customers cannot get delivery on time and sometime they even got wrong delivery item. It is
because the company cannot record the customer record in detail and specific way and also fail
to manage for delivery aspects like driver, van etc. Customers are very disappointing to make
ordering and shopping at Senorita as no security and easy availability have provided for them.
On the other side, the company is worrying for reducing customers day by day and other
rival companies are developing IT systems and providing better customer services. The second
biggest problem showing in the rich picture is that Senorita is facing difficulties because of using
a paper-based system for keeping data. So, there is no standard way for recording data and
records are often missing. The more space will be needed as the records are increasing. Different
branches keep the records with different styles which cause inconsistency of data. So, head office
staffs face with difficulties in gathering these records into specific format. For example, the
receptionist is difficult in accepting order information as the communication with customers is
done via phone/email and data contradiction leads the accountant cannot be able to calculate the
expenses and incomes for all branches. The intended reports which are helpful in making
strategic decisions for manager cannot get timely because of the lack of communication with the
operational staffs who also have to strive for the following worries. The management is also
difficult to extend promotion and provide better customer services as they can’t collect precise
data relating with customer’s shopping opinions.
Since branches are not located around nationwide, Senorita is difficult to notify its latest
items information and this leads impacts in marketing purpose of widening Senorita’s image. It
is hard to know about the items which are bestselling and which branch gains the most customer
satisfaction. Advertising items through magazines or newspapers are also time-consuming and
expensive. The company cannot provide 24/7 availability because overtime costs for Senorita’s

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places and other resources are highly-charged. As a result, Senorita cannot provide excellent
sales and services for customers and the company is likely to lose strong customer relationship.
In order to overcome all the following problems, developing an ecommerce website is a
solution for Senorita. By doing this, the data will be specific and consistent which will improve
the company’s prior difficult processes. Advertising and marketing message could reach to a
wider range of customers. Customers can also do a convenient shopping from anywhere and
anytime which reduce the extra expenses effectively.

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1.5. Project Scope
The project focuses on two major areas of Senorita Company (i.e. online shopping and
web selling system). It will develop a dynamic website that enables customers to buy the
company’s items and also allows the sellers who wants to sell their items on the website.
The customers can be able to access the website and look for the items by its color, size,
price, etc. They must register as member if they want to buy and sell the items over Senorita
website. In order to buy the items, the customers have to put items into the shopping cart and
customers will need to give their detailed address to make items delivery. Then, the website will
allow making online payment with credit cards or cash on delivery.
In order to sell items over website, sellers will need to upload their item’s detail
information along with a digital photo and specified the item’s price. All members can have
their own user profile page where they can view their ordered history and sales history.
Member can be able to give ratings and feedback on items whether they are good or bad and
real or fake.
There will be some back-end activities to support and the continuity of front-end
activities. The purchase staff will record suppliers’ information to purchase items to sell
customers on the website. The admin will have to check when customers’ orders for the
company’s items have been listed. Then the admin will manage delivery by allocating the
delivery staff. After the payments have been received, the information for payment and
delivery will be recorded. Different kinds of reports will be produced for sales, best sellers,
purchase orders and warehouse management.

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1.6. Aim and Objective
The main aim of Senorita project is to develop an ecommerce website which gives high
usability to both customers and sellers to make trading in one place and at the same time. It can
be able to help Senorita to be an effective and successful B2C fashion website by widely
reaching its business reputation to countrywide. With the help of dynamic website, the company
aims to ease daily workloads of staffs which can conveniently update the website’s content
regularly without spending of money and time. In Myanmar, there are only few websites which
allow sellers to sell and auction items on the website. So, Senorita hopes that it can fully
emphasize on customer service and their satisfaction over the website. According to the business
requirements, the system should be able to extend and maintain after the development. Finally,
developing this project will be the first step of approaching different ecommerce models which
could extend Senorita’s business to gain profitable opportunities in near future.
Objectives
As the whole project will control and manage by DSDM methodology, the objectives
which are intended to achieve Senorita’s aims will be set per five phases of DSDM development
processes. The deliverables for each objective will also be defined together.
1. Post-Project
 To analyse the business’s current situation
 To identify current facing problems
 To define system scope
Deliverables
 Background History at Chapter-1.
 Rich Picture & Problem Areas at Chapter-1.
 System Scope at Chapter-1.
2. Feasibility Study
 To make reviews for the relevant studies of ecommerce, methodology, tools, techniques,
design standards and guidelines.

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 To make the discussions for identifying the key requirements and potential risks, measure
the outcomes from the Senorita project and quantify the success and failure of the
proposed website.
Deliverables
 Literature Review at Chapter-2.
 Feasibility Study of economic, financial, technical and legal at Chapter-3
 Discussions of current issues in developing ecommerce website Chapter-3
3. Business Study
 To analyse the important requirements in order to develop the proposed website.
 To research the similar products in order to get the proposed business model and
evaluation of user interface design aspects.
 To specify user groups and make interviews in order to analyse business requirements
Deliverables
 Similar Products Research at Chapter-4.
 Evaluations from both business and design point of view at Chapter-4.
 Define user groups and make interviews at Chapter-4.
4. Functional Model Iteration
 To discuss the business functionalities for the proposed system (i.e. testing with low
level screen designs will be done together with stakeholders)
 To define the system functionalities, set plan and Timeboxing for the proposed system.
Deliverables
 Low fidelity prototypes (Screen Design) at Chapter-4.
 Functional and Non Functional Requirements at Chapter-4.
 Use Cases and Class diagrams at Chapter-4.
 Timeboxing at Chapter-6.
 Gantt chart at Appendix.

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5. System Design & Build Iteration
 To carry out database design.
 To draw high fidelity prototypes in order to build the system design.
 To evaluate the prototypes with selected standards and guidelines.
 To carry out design evaluation together with users.
Deliverables
 Database Design at Chapter-5.
 High Fidelity Prototypes and Design Evaluation at Chapter-5.
6. Implementation
 To implement the website
 To carry out system testing with users
Deliverables
 Complete Implemented website
 Test Cases (Unit Testing) at Chapter-7
7. Post-Project
 To make evaluations for the system development
 To make reviews the problems and difficulties faced throughout the life cycle of the
project
Deliverables
 Overall Evaluation at Chapter-8
 Conclusion at Chapter-9

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1.7. Chapter Summary
The first section in this chapter introduces the project along with the background history
of Senorita. Accordingly, the recent situation of Senorita’s business can be observed. The
problem areas are identified with the help of rich picture and as a result, the reasons why
Senorita needs to develop this project are find out. The essential functions to implement the
proposed website are well-described in the project scope. Lastly, what kinds of aims Senorita is
intending for the proposed project can be known and by setting the objectives, the project is
likely to deliver successfully.

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Chapter-2 Literature Review

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2.1 Introduction
Depending on the problems and requirements from the analysis of Senorita’s business, it
is important to make reviews on the relevance studies which are essential to include in this
project development.
Firstly, studies of ecommerce including its types, supporting features and flows which
are helpful in promoting Senorita’s new business transactions will be reviewed. The
concentration for current issues of security, ethical and privacy in developing an ecommerce
website will also be considered. So that Senorita can beforehand aware for unexpected risks and
likely to reduce them.
The most important factor is to have a methodology which will analyse, plan and control
the project development in a systemic way to accomplish all the business requirements and to
deliver a successful project within specified time-schedule and budget. And
Choosing the suitable tools and techniques is also important so that these can help the
system development easier and selected methodology effectively.
The web interface is also crucial to be good-looking and attractive; only then, Senorita
can attract customers in fashionable ways. Therefore, guidelines and standards which will make
Senorita’s website standardized will also be reviewed.

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2.2. Studies of Ecommerce
As Senorita is going to develop IT systems from non-IT systems, it is important to make
reviews on ecommerce and its types. In this way Senorita could formerly recognize the benefits
over its new business processes and can prevent from unexpected disasters which would occur in
the future due to the changes of business. Therefore, studies of ecommerce’s features, types and
supporting areas will be reviewed and justified along with Senorita’s characteristics in this
section.
2.2.1. Brief Explanation of E-commerce
Ecommerce is “a transaction between business partners. Electronic commerce is the
process of buying and selling or exchanging products via computer networks, including the
Internet and World Wide Web”. Moreover, ecommerce can also be stated by different viewpoints
for servicing customers, assisting e-learning, cooperating with business partners and conducting
electronic transaction inside the organization. For these viewpoints, e-commerce is often used
similarly with the term e-Business which states broader definition than ecommerce. E-business is
defined as the usage of different information technologies and Internet to assist commerce and
develop business performance (McKay and Marshall (2004)).
2.2.2. Seven Features of Ecommerce (Benefits of adopting ecommerce in Senorita)
Among various viewpoints of ecommerce, studies related with online shopping are going to
review for this project. According to the studies of ecommerce, seven unique features of
ecommerce technology have identified. These are the features which have challenged the prior
business thinking and these will discuss together with Senorita’s characteristics.
(i) Ubiquity- In comparison to traditional business, ecommerce is described by its ubiquity
which means it can be available everywhere, making its shopping possible at all times.
Ubiquitous of ecommerce liberates Senorita’s market from being limited to a physical
space and makes possible shopping from anyplace. It is then resulted as a marketplace which
extends beyond traditional restrictions and removes from a temporal and geographic place. From

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customers’ perspectives, it makes reduced transaction costs for joining in a market. In addition, it
also decreases the cognitive energy needed to deal in a marketplace.
(ii) Global Reach- Ecommerce enables commerce across cultural and national boundaries
effortlessly and cost-effectively without having modification than traditional commerce.
Marketplace involves potentially billions of business and consumers worldwide.
Senorita can overcome in widening its reputation with limited national networks like
newspapers, television which can only attracts a national customers. By reaching its reputation to
worldwide, Senorita can deal with global traders with international outlets where traditional
technologies do not come across national/local boundaries to global customers.
(iii) Universal Standards- Ecommerce Transactions can operate according to universal
standards which are joined by all nations around the world whilst most prior commerce
technologies varied from one nation to another.
The universal technology standards significantly lower the market entry costs for both
Senorita and other traders must pay when dealing for products in the market. On the other side,
these standards reduce searching costs for customers which their effort needed in finding for
suitable products. And by developing a one-world and single marketplace like online shopping
website where item descriptions and prices can be reasonably displayed for everything visible,
discovering prices becomes faster, simple and more accurate (Justified according to “Bakos,
1997; Kambil, 1997”). With the help of ecommerce technologies Senorita is possible to find its
suppliers, to deliver the specific item anywhere, and to outlook them in a comprehensible and
comparative nature.
(iv) Richness- EC technologies like text messages, audio and video which offer information
richness and also helps to refer the complexity and content of the business’s message.
In this way Senorita can deliver its marketing messages to millions of customers using
the EC’s techniques and can overcome the inefficiency of spreading information using prior
commerce technologies like television, radio or magazines.

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(v) Interactivity- It enables communication between consumers and traders with various
techniques where consumers can engage in a dialog which adjusts dynamically the
knowledge to the single and makes them to co-participating in the process of dealing
goods to the marketplace.
Unlike any other traditional commerce such as telephones, ecommerce technology will
enable Senorta which can be able to make two-way communication between suppliers and
customers. Likewise, customers can also communicate with other sellers via website.
(vi) Information Density- EC technology can reduce the raises quality and costs for
information in storing, processing and communication. It rises information density
which are the total amount quality of information availabilty to all market participants.
Senorita can obviously emphases on markets, costs and prices. Price transparency makes
easier for customers who can discover the variety of prices in Senorita’s website. Sellers can also
have enhanced capabilities to differentiate their items in terms of cost,quality and brand.
(vii) Personalization/Customization- EC technology permits personalized messages to be
sent to individuals as same as groups. It allows users to customize the products and
personalize the marketing messages base on the individual characteristics.
Senorita can target its marketing message to specific customers by modifying the
message to a customer’s names, interests and their previous purchases. As information density is
increasing, a great deal of customer information and behaviour can be stored and used by
Senorita. Moreover, customers can also adjust their desired quantity, size and colour for their
items and also give feedbacks on items.

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2.3. Review for Different Types of Ecommerce Models
There are many different types of ecommerce; the following classifications are
commonly distinguished as the most possible category of ecommerce. Among them, B2C, B2B,
C2C and M-commerce are mostly concerned for Senorita’s recent and future business model and
these will then be discussed in this section.
Figure 2: Types of eCommerce Models

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2.3.1. Analysing Ecommerce Models for Senorita
B2C (Business to Customers) is the most possible business model for which Senorita is
going to adopt in this project. Like this model, Senorita emphases on direct selling and marketing
between its customers by implementing an ecommerce website. Since B2C relies on individual
transactions, Senorita can make a higher profit while customers spend the same amount of
money or less sometimes. On the other side, customers can view, choose, order and make
payments the items displayed on Senorita’s website.
The different types of business models can be classified under B2C category. Among
them, traction broker is also a type which is included under Senorita’s B2C business model. This
is because Senorita will allow other sellers to make transactions with buyers via its website. The
website will serve as a gateway through which a member can access other seller’s items.
Another business model possible to develop sooner is B2B (Business to Business). Since
Senorita has prior transactions with suppliers, the company can trade with suppliers via website
by developing B2B transactions. In this way, suppliers will be able to access the website and the
company can make orders and payments directly with suppliers via website. This can reduce the
extra workloads for internal staffs.
In near future, Senorita can possibly adopt the C2C (Customers to Customers) business
model by providing auction features in its website. In C2C, the customers can prepare their items
for market, places the items for fixed-price selling or auction and Senorita will offer search
engine, items catalogue and transaction-clearing experiences so that items can be easily
discovered, displayed and paid for. At the time, as a web operator, Senorita can earn revenues for
membership and transaction fees from participants. This lead in extending the business and gain
profits for Senorita.
Another way for extending the future commerce is by offering its business via mobile
platforms (i.e. adopting Mobile Commerce). As the development of Internet technology is
increasing gradually, the use of mobile phones are expanding too many areas especially shopping
(i.e. mobile shopping). It includes the usage of wireless networks or devices from which Senorita
can give access shopping to its customers from anywhere. Nowadays mobile devices provide
customers conducting the same transactions like prior websites. Senorita can possibly develop its
M-commerce on mobile phone platforms like Android and Apple which are the most popular and
user-familiar mobile phone operating systems these days.

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2.4. Reviews on Supporting Features of Ecommerce
In order to adopt an ecommerce model, ecommerce application is needed for ecommerce
transactions. For this purpose, Senorita will develop a B2C website where its business
transactions can progress. Ecommerce studies have shown that there are many support features to
aid for ecommerce application. The following support features will be discussed so as to know
how these are helpful for Senorita website.
2.4.1. People Supports
People, for example, delivery staff, purchase staff and manager are already described in
the above rich picture. They all will also comprise according to their respective roles in the new
ecommerce website.
2.4.2. Market Research for Online Shopping Website
The reason to make marketing researches is to conduct understanding of the customer
behaviour which is the vital factor for Senorita. As Internet becomes a cost-effective and
powerful tool, Senorita can get assistances by carrying-out the market research for finding new
market, investigating competitors and its items and testing customer interest on new items.
Interviews, feedbacks, online surveys and forums are the basic ways to identify for those
purposes. Moreover, Senorita is going to offer both its items and seller items. So, it is important
to get the updated information about items quality, customer services and their shopping
experience in order to fulfil their satisfaction and credibility. The following facts will be
considered in adopting Senorita’s new business model so as to maintain strong relationship
between Senorita and its customers.
2.4.3. Importance of Customer Relationship Management (CRM)
Whether a business is selling to individuals or to organizations, a competitive advantage
is gained by offering excellent customer service in most cases. Since customers have lost face-to-
face communication with merchants, maintenance of customer satisfaction and loyalty becomes
even more important in ecommerce. As Senorita is going to develop an ecommerce website, the
website should be well-designed and their related information must provide guarantee for
security so as to satisfy customer usability experience and credibility on Senorita. In order for

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that, many businesses build a business strategy called CRM, for ecommerce, eCRM which is an
essential requirement for the business’s critical success factors and helps to obtain competitive
edges. Help documentations, FAQs, chat-rooms, etc. are several tools which are mostly used as
online customer services in popular websites. With the help of these services, Senorita can find-
out what kinds of services they should offer and how they will let customers know about their
site’s updated information to individuals. Therefore, the mentioned facts should intensely focus
only then Senorita can maintain its business success and help building strong relationship with
customers.
2.4.4. Marketing and Advertising for Online Shopping
Advertising is a way to attempt in distributing Senorita’s marketing message so as to
influence a customer-business transaction. Unlike traditional advertisings, Internet advertising
will redefine the process dynamic, interactive and make the information media-rich. Advertising
on internet, Senorita’s information can be up-to-date anytime at lower cost and always timely. As
the usage of Internet itself is developing rapidly, the information can reach a numerous numbers
of potential users and Senorita can gain customers in this way. Advertising on Internet can be
communicating and targeted to specific user groups or individuals. Among many other
advertising methods, Senorita is suggested to advertise at social networks like Facebook which is
a gathering place for users of similar interests and also a logical place to promote items relating
to their interests. Advertising on social networks will also provide customers to buy the
advertised items at a discount when Senorita offers seasonal and occasional promotions. Offering
promotions and discounts are not only advertising approaches but also marketing mechanisms
which design to attract attention to the mass number of users and making social communication
with whoever views it with no wasting time. This makes Senorita to get more customers visit and
shop around its website.

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2.4.5. Additional Services
To be a successful ecommerce website, it is necessary to support with essential services.
Unlike traditional commerce, Senorita needs to consider providing more functions about
delivery, online payment and security support in developing ecommerce. Firstly, infrastructure to
support ecommerce development must be in place. This means networks, hardware, software
major components like webserver, Internet access etc. are vital. Senorita’s ecommerce
transactions must be able to execute nationwide without any mistake or delay. Secondly, issues
for electronic payment must be addressed as Senorita is expecting to make online payments in
future so as to accomplish an entire ecommerce model. Payments need to be fast, convenient,
inexpensive and secure to process. Thirdly, order fulfilment and associated logistics must be
prepared. Some other services from website content to security features are needed. The website
should have highly support for security features because Senorita is reliant on customer
trustworthiness. For this purpose, Senorita should strongly guarantee in protecting their privacy
information from security attacks and issues like hacking and data misusage. Lastly, Senorita is
necessary to have appropriate strategy and planning which considers technological, legal and
other requirements.
2.4.6. Business Partnerships
Senorita can frequently obtain business partnership when it interacts with its suppliers,
customers and other business partners (i.e. throughout supply chain). Senorita can advantage
joint ventures and exchanges and other types of business partnerships from ecommerce.
Corporation with online payment services, affiliate programmes, etc. are examples of business
partnerships which can find mostly on B2C websites like Senorita.

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2.4.7. Reviews on Online Payment Services
As online shopping is on the rise, varieties of payment methods are available to be made.
The common payment methods like online payment services, transferring money from banks,
email payments, cash on delivery, etc. Senorita should also need to emphasize on offering online
payment services which makes customers easier in shopping at its website. There are many
online payment services such as MasterCard, Visa, PayPal, WePay, etc. which offered
worldwide services for transferring money between buyers and sellers via internet. But these
payments are not widely used in Myanmar as customers are not familiar with the processes of
making payments online and they still prefer cash on delivery which they feel more secure on
getting their goods and pay money. An online payment service called MyanPay is now available
in Myanmar and broadly used in many B2C websites. By using MyanPay, it will provide a
simple interface and easier processes to make online payment. In this way, Senorita is also
convenient to receive payment online that eases the checkout familiarity for members.

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2.5. Methodology
According to Jason who states that “Adopting an incorrect methodology or having no project
framework in place can very easily cause you to have”
 Time schedule and cost slippages
 Communication difficulties within the team
 Time wasting on administrative tasks which have no purpose
 Reliance on technical wizardry to get projects done and
 Project management burnout”
Having the right methodology for Senorita project is as vital as the above statements. There
are many methodologies available which are used for IT-related projects. These methodologies
offer the improvement in managing and controlling the development process, better productive
and qualified outcomes are produced and make sure the proposed requirements are fit on time.
SSADM and DSDM are also popular methodologies among them. So, their comparisons will
make along with their pros and cons to find out the suitable methodology apply for the proposed
project.
2.5.1. DSDM (Dynamic Systems Development Methods)
DSDM is one of the approach of Agile and redesigned methodology of RAD (Rapid
Application Development). Instead of methodology; it can also be said as a robust project
management framework which delivers the right solution at the right time. The framework
provides a flexible yet controlled process which is useful in joining effective users’ knowledge
along with techniques like iterative development and modeling to achieve tight project
timescales. DSDM is well-known for its four major techniques called Prototyping, workshops,
time boxing and MOSCOW. Because of having an iterative nature, the development process can
accept changes and allow incremental progress. Below figure shows the five stages of DSDM
development process.

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Figure 3: DSDM’s Structure
DSDM Advantages
Unlike other traditional methodologies DSDM is possibly to deliver real benefits as the
requirements can be fully gathered with the help of JAD workshop sessions that avoid
considering on irrelevant things that can be time consuming. Timeboxing and MOSCOW
techniques help to accomplish the most important functions within fixed time and cost. Users
feel actively involved in the development process as DSDM embraces users’ commitments and
clear understanding on the prototypes of the proposed system make the system effectively build
with fewer errors.
DSDM Disadvantages
Although DSDM is a flexible framework but it is also a well-structured one. It can cause
risks if the rules break when stakeholders are out of control. The system development can be
impacted if the stakeholders are not fully participated and their feedbacks are inconsistent. It is
recommended mostly for small projects rather than big and complex ones. Time scales, costs and
resources are difficult to control when users keep changing and adding additional functionalities
more than necessities. Many project managers take wrong believe on DSDM as the estimation
for cost of the project instead cost and time are fixedly scheduled in DSDM.

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2.5.2. SSADM (Structured Systems Analysis and Development Methods)
SSADM is mainly formed for large-scale IT projects and it has been developed and
mainly used for government projects. It is a specific methodology that exactly flows and
undertakes the project development by producing a detailed documentation. SSADM is a kind of
traditional waterfall model which accepts review of each phase but needs its completion before
the next one can start and thus it has no iteration nature in system development. The system
development is visualized to users by using its data flow modelling techniques and technical
diagrams. As shown in the below figure, SSADM covers seven stages of waterfall model.
Figure 4: SSADM’s Waterfall Structure
SSADM Advantages
The three techniques used by SSADM offer the apparent benefits in the development
process because it emphasizes on the performance of the system feasibility and flexibility. These
techniques help meeting the user requirements and provide on-time delivery. The first technique
called logical data modelling provides the documentation of the system’s entities and
relationships. The second one called data flow modelling is the determination of data process in
the system and entity event modelling is the third technique that describes the effects of entities
on business events. SSADM allows developers to have more rights and freedom as users are not
actively involved in the development process.

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SSADM Disadvantages
SSADM can sometimes have disadvantages even for large industries. It puts special
focus on the system analysis and its documentation which causes over-analysing; and it provides
the likelihood to reuse certain tools and techniques in other projects. In this way, time and cost
spent hugely in the end. Hence, there will be compensation for the reusing of the implemented
systems and gained experience due to the risk of spending so much money on analysis. Since
there are different kinds of description approaches, checks of consistence cannot perform. Mostly
with large systems, with heavy use of technical diagrams in SSADM, the outlines can become
unclear understanding due to all related data flows have to be included. As SSADM is not from
iterative nature and it would not allow changes when any errors occur during development
instead the process has to start again.
2.5.3. UML (Unified Modelling Language)
UML is a modelling language which is standardized to enable visualization,
specification, construction and documentations of a system. In this way, UML provides these
artefacts secure, scalable and robust in implementation. It is an important feature included in
object oriented system development. It uses graphical notation which visualize before the
beginning of the system development process. UML is independent of programming languages
and it can be deployed in multiple platforms using various technologies and can be used with all
processes and methodologies during the system development. Moreover, it supports high-level
development concepts like frameworks, collaborations and patterns. UML contains a collection
of aspects such as programming language statements, actors, activities, business process, logical
and reusable software mechanisms. UML has 14 types of diagram and they can be divided into
two categories which are structural diagrams and behavioral diagrams. Among them, two
diagrams are chosen to apply for Senorita project development. One is the use case diagram from
behavioural category that will describe system’s functionalities in terms of use cases,
associations and actors. Another one is class diagrams which will represent system class,
relationships and attributes of the proposed system.

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2.5.4. Methodology Chosen for the Proposed Project
After researching two methodologies, DSDM is chosen as the suitable methodology for
Senorita project. The main reason is that DSDM is appropriate for small projects and the time
constraint given for Senorita project development is six months. In this case, DSDM is assumed
to deliver the project in the right time with right quality. As far as the analysis and specifications
will carry-out, this methodology can produce better outcomes. The business model and system’s
problems and proper solution can be visible beforehand by drawing low-level prototypes. As 80
% of functionalities can achieved in 20 % of time, the most important ones will be focused with
the help of MOSCOW technique and Timeboxing accomplish each task in a given time. UML
diagrams will also apply together with DSDM to accelerate the process and improve the quality.
This combination can offer more advantages in capturing the system requirements because 80 %
of the problems can be highlighted with the help of using UML.

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2.6. Techniques
After the previous reviews have done, the proposed business model will be formed to
develop. In order for that, assistance of techniques will be needed because techniques help to
visualize the system’s design and functionality for the proposed project. It is also a necessary aid
to apply together with the opted methodology (i.e. DSDM). According to the selected technique
(i.e. UML), which has 14 types of diagrams in total. Among them, two diagrams called use case
diagrams and class diagrams which are relevant for the proposed system will be selected to
analyze, design and gather required information.
2.6.1. Use Case Diagram
Use case diagram is the most useful diagrams that mainly focus on capturing the system’s
requirements to be visible earlier. After analyzing the similar products, system’s functionalities
and requirements of Senorita can possibly point-out by efficiently analyzing with use cases. By
doing this, system’s high level functions can be abstracted together with the specific actors (i.e.
staffs from Senorita) who will handle the respective functions. Since use cases are described by
simple narrative text which makes easily understandable in developing and testing. By
specifying the actors and requirements during the early planning stage of the project can
eliminate unexpected things which would occur when system deployment. Moreover, there will
be use case descriptions for additional explanations of each use cases gradually. After the use
case diagram has been developed, low-level prototypes can be designed for Senorita’s business
model.
2.6.2. Class Diagram
After low-level prototypes have been drawn, class diagrams can be formed. Class
diagrams are very effective in identifying data which have to be stored in database. It is because
these data are involving as attributes in the classes. Class diagrams show the types of objects and
different styles of static relationships that exist between each class. This makes easier to have
associations between tables with their respective relationships. Additionally, operations are also
included in every class which also assists to predict methods required to build in the proposed
system.

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2.7. Tools
The above business studies will highlight the business model and design and the selected
techniques will help to analyses the design and functionality of the proposed project. After that,
technologies such as different types of programming languages and databases are essential to
make reviews in order to implement the real system effectively and successfully. Therefore, the
chosen programming languages and databases will be discussed and make comparisons to get the
appropriate ones for the proposed websites.
2.7.1. Programming Language
One of the most fundamental aspects of website development is programming language.
A dynamic website cannot be developed without programming language. Different types of
languages are now available in markets and each of them has different functions. Among them,
PHP and ASP.Net and PHP are two possible languages to develop the proposed website. These
will then discuss and make comparisons to choose the suitable one.
PHP (Hypertext Preprocessor)
PHP is a freely available server-side scripting language which has been designed for not
only developing a website but also a as a common-purpose programming platform. It is helpful
in enlarging a web application very effortlessly and quickly. It is truly a valuable programming
language for the programmers and developers. PHP is a broadly used language which was
created in 2004 and now influences over 200 million websites globally. The largest social
network like Facebook and the biggest blogging system like WordPress are powered by PHP and
its popular examples.
ASP.Net (Active Server Pages.Net)
ASP.Net is a platform for web development that offers a programming model, an
inclusive software infrastructure and different services needed in building a robust web
application. It is a part of Microsoft.Net platform and not broadly supported by all kinds of web
hosts as it needs to set up Windows Servers. It is based on an OOP language (Object Oriented
Programming) whose features like encapsulation, reflection and inheritance make ASP.Net more
rigorous. With the use of ASP.Net, only minimum coding is required for website development.

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2.7.2. Comparisons between PHP and ASP.Net
By comparing the following programming languages, good points and bad points of these
can find out. The below characteristics are prioritized according proposed requirements. In this
way, it can be known which language is suitable for the proposed website. When comparing the
usage of PHP and ASP.Net, PHP is used by 81.4 % 78.4% ranked in the top 1, 00,000 of the
websites worldwide (According to “Web Technology Surveys (2013)”). Other comparisons are
under the following.
Characteristics PHP ASP.Net
Platform Price Free Payable
Software Price Free Free
Source Availability Open Source Close Source
OS Support Microsoft Windows, Mac, OS X, Free
BSD, Linux and more.
Recently supports Windows2000,
Windows Server 2003 and WindowsXP
Web Server Support Support virtually every web server Supports IIS and Covalent's commercial
version of Apache 2.0.
Speed Strong Weak
Security Strong Currently improved
Developer Support Actively available Moderately available
Integrated Functionality Has built-in functions to cover a Web-
based application’s common tasks and
performance. Also accessible to Java
class libraries.
Has direct access to the entireness of the
.NET Framework class libraries that
involve a huge amount of functionality.

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2.7.3. Programming Language Chosen for the Proposed System
The main reason why PHP is chosen for Senorita is that it is an open source and
provides easily setting up the development machine with low requirements for the workplace and
cheaper development and maintenance cost. Unlike ASP.Net, PHP is broadly supported by all
web hosts and flexible to most OSs including Windows as the project is going to develop in this
OS. Security of ASP.Net was bad in the past but its improving recently while PHP is well-known
for its security in major web servers. PHP offers easily learnability and quicker development
process. On the other hand, it will enable faster loading for the proposed web pages. In contrast
with ASP.Net, PHP has a large community of developers who are actively helpful for generating
additional libraries and reporting bugs. Moreover, PHP’s open-source projects are widely
available as developers have contributed them. It also has drivers for most of the databases
available in today’s markets as same as open-source databases. For these reasons and benefits
PHP is chosen as the programming language for the proposed website.
2.7.4. Database
It is also vital to have a good database for this project development. It is because database
is needed to store all sorts of data from backend processes to frontend processes of the proposed
system. DBMSs (Database Management Systems) such as MS Access, MS SQ, MySQL, Oracle
etc. are widely available in the market nowadays. To choose the right database which can be in
line with PHP is essential. For this purpose, discussions and comparisons between different types
of DBMS (i.e. MS SQL and MySQL) will be made in this section.
MySQL
MySQL is a free and open source Relational DBMS that is developed, support and
distributed by Oracle Corporation. It uses SQL (Structured Query Language) to process in a
database. It is also an essential part of PHP and assist in developing websites. MySQL database
server is very scalable, reliable, fast and easy to use in both small and large applications. It can
run conveniently on a laptop/desktop, alongside other web servers, applications etc. and can also
expand to groups of networks and machines together. With the help of a rich and useful set of
functions, connectivity, security and speed make MySQL server suited highly for accessing
database in the Internet.

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Microsoft SQL
MS SQL is also a RDBMS and one of the popular databases on Windows servers. It is developed
by Microsoft and not freely available but it has many progressive features that make it
appropriate for developers. It is capable for storing any type of data and make quickly store and
retrieve data where web users can use it at the same time. It also has to use SQL statements to
process all the functions. Web applications using .NET or ASP on Windows platform make it
very easy to connect to its server.
2.7.5. Comparisons between MS SQL and MySQL
By comparing the following databases, good points and bad points of these can find out.
The below characteristics are prioritized according proposed requirements. In this way, it can be
known which database is suitable for the proposed website.
Characteristics MS SQL MySQL
Cost High Cheap(Both free and paid
form available)
Support Language PHP, .Net, Python, Ruby, Java,
Visual Basic
PHP, C, C++, C#, Ada, Java,
Perl, Python, Scheme, Ruby
Server OS (Operating
System)
Windows Windows , Linux, FreeBSD,
OS X, , Solaris
Memory Capability Limitless Limitless
Features Microsoft RDBMS Free & Open Source RDBMS
Developer Microsoft Oracle
Security Features Included Included
Current Available License SQL Server 2014 (Released in
April 2014) Commercial
5.6.27 (Released in
September 2015) Open Source

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2.7.6. Database Chosen for the Proposed System
MySQL is an open source DBMS and it can easily install on most OSs like Linux, OSX
and Windows especially. It is the most relevant database which can use well with PHP together.
So, the proposed website can easily work well by MySQL with PHP and Windows which is
mainly used by many developers and users. It is robust and offers excellent performance with
extendable disk space about 8TB of data. It is cheaply available than MS SQL also. Tutorials
which are broadly offered on Internet assist in implementing the proposed website familiarly.
The website can also expand its functions as MySQL provides most of the features offered by
Oracle and other top databases. And because of the association with Sun, Java is shortly
expected to involve improved MySQL connectivity. For these reasons and benefits MySQL is
chosen to develop for the proposed website’s database.
2.7.7. Supports of Case Tools for the Proposed System
The following Computer-Aided Software Engineering tools are chosen to extensively
support for the proposed project. It has various kinds of programs which assist in system
development activities for example analysing requirements, system modelling, and system
development and testing. There are many features included in CASE tools, among them, design
editors, software building tools, code generators, compilers, debuggers etc. will be useful for the
proposed system.
 Microsoft Office Project 2007 will be used for project planning by drawing Gantt Chart
 In order to draw the relevant UML diagrams (i.e. use case diagrams and class diagrams),
Microsoft Office Visio 2003 will be used
 PHP, HTML, CSS, JavaScript, and other related program and function codes will be write by
using an IDE called Adobe Dreamweaver CS5. This will help generating web pages and
design for the proposed website.
 Microsoft Office Word 2010 will be used to document reports for Senorita Project.

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2.8. Selection of Standards & Guidelines
Nowadays, many businesses are getting promoted with the help of web technologies as
the use of internet is increasingly developed. Having an efficient website can help businesses
stepping towards ecommerce. On the other side, websites become very complex and highly
refined software products whose accessibility and usability can deeply determine their business
gain or loss. For this purpose, Senorita needs to emphasize on more flexibility and well-designed
features as the main priorities when developing its website. The website might be used by many
users from different kinds of levels and it should be equally available to all of them.
Accordingly, many sets of guidelines, standards and principles are available to assist for
developing a standardized website. Among them, W3C standards and Nielsen guidelines are
designated to evaluate the proposed website to meet the suitable and precise accessibility,
usability and visualization requirements.
2.8.1. W3C Standards
W3C standards are published by an international organization called World Wide Web
Consortium which mainly focused for easy accessibility in developing websites. As a fashion
website, accessibility is needed for the web interface because it helps a site to be interactive,
understandable, perceivable and easy to navigate for different levels of users (i.e. from novice to
expertise). Therefore, the following four guidelines are chosen as the basic necessities to
evaluate a good fashion website.
(1) Ensure visual control for users
Senorita should avoid using such moving, blinking and scrolling objects which can cause
kind of distraction to other objects/pages unreadable. Screen readers can also be difficult to
read information when there are moving texts.
(2) The web interface shouldn’t depend on colour alone.
It is important to focus on colours also because there will be customers who cannot
distinguish between certain colours and customers who use devices which have no-colours or
no-visual displays cannot receive the intended information. So, Senorita needs to emphasize
choosing colours for foreground and background colours which could provide adequate
contrast and make the information clearly visible.

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(3) Ensure that documents are clear and simple
Senorita should consider for recognizable, graphics, easily understandable languages and
consistent page layout which are the benefits for all web users. Equivalence between text and
image will assist customers with lower vision in observing the website information. All the
information should be written clearly in simple language and that will promote efficient
communication between Senorita and customers.
(4) Clear navigations mechanisms are essential to provide consistently
By providing clear and consistent navigation mechanisms help customers to find for what
they want in the website. These are also important to customers with blindness or cognitive
disabilities and benefits for all customers.
2.8.2. Nielsen Guidelines
In order to provide convenient and usable facilities, Senorita needs to emphasize on
usability also. Usability mainly refers websites to be efficient and faster for users to direct by
having simple and visible design. Nielsen guidelines are especially focused on usability
requirements and these are mostly applied by the developers in developing an interface design.
The following four guidelines are chosen as the basic fundamentals for the proposed website.
(1) Provide user control and freedom
The website should have a visibly marked “Emergency Exit” where customers
could leave the unknown situation without having to find other irrelevant dialogue. These
situations usually happen when users often accidently choose wrong system functions. By
supporting undo and redo functions can also prevent those kinds of incidents.
(2) Actions and words should be consist and standardized
Senorita should not wonder its customers by having different words, actions or
situations which means the similar things. All the components use in the website should
be consistent and standardized with their relevant actions.

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(3) Having aesthetic and minimalist design
The information should not provide with rarely needed and irrelevant texts or
dialogues. It is because having the unnecessary objects in the website can diminishes the
visibility Senorita’s important information.
(4) Help users to prevent from errors
Error messages or alert messages displayed in the website should be used in
clearly understandable language without having codes. These should precisely showed
the problems and positively suggest the solutions for customers
Among many other guidelines, I’ve selected five standards of W3C for accessibility and four
guidelines of Nielsen for usability. According to my researches, these guidelines are suited
enough for what standards and features should have in a fashion website. Moreover, these can
meet other requirement criteria such as visual control, consistent and guidance of good design
components for Senorita’s proposed website. These will then use for the justification of similar
websites, apply and evaluate the Senorita’s website after it is implemented.
In this chapter, studies of ecommerce, standards and guidelines, comparisons of
methodologies, tools and techniques which are necessary for project implementation are
reviewed, clearly justified and discussed along with the real characteristics of Senorita.
As a result, reasonable factors and benefits of developing ecommerce are identified
and likely risks could be assumed due to the features and supporting areas of ecommerce.
Moreover, recent and future business models of Senorita could be analysed. DSDM methodology
will be applied together with UML in order to manage, control and analysed for the project and
its requirements. PHP programming language is chosen to implement the Senorita website and
MySQL database to store data. With the help of standards and guidelines, the website will be
able to provide full accessibility, usability and well-designed features.

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Chapter-3 Feasibility Study

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3.1. Introduction
In this chapter, there will be discussions about some feasible considerations which will
help to identify the key requirements and potential risks, measure the outcomes from the Senorita
project and quantify the success and failure of the proposed website. As a result, these will be
assisted in making decisions for whether this project is appropriate for Senorita business and
should continue to progress. The suitability of right methodology for this project will also be
focused in this chapter.
3.2. Inception of Critical Studies to adopt Ecommerce Website for Senorita
The proposed website is new operation for Senorita business, so it needs to make initial
investigations carefully. It is because further stages taken in developing a website would be
based on this section. The feasibility study will be made by investigating in different
perspectives, economic, financial, technological and legal.
3.2.1. Economic Feasibility
As the growth of economy is progressively improving in Myanmar, Information
Technology has replaced in many of the manual running transactions of businesses. Likewise,
the advanced technology will make Senorita compatible with the competitive market place by
reducing costs and more efficient in doing business. Furthermore, Senorita’s reputation can also
reach to nationwide and can get more potential customers so as to do shopping online. At the
same time, the rate of selling items and providing services will be promoted which make the
feasible economy for the business.
3.2.2. Financial Feasibility
After the study of economic feasibility, the financial study is also the main thing for
Senorita project because it can estimate the measurement of costs and benefits upon the business
solution. Hardware, software, network, domain name cost, hosting cost, developing, running and
operational cost are the possible expenses in developing the Senorita project. Both tangible and
intangible benefits for the proposed project can be estimated with the help of cost benefit
analysis.

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3.2.3. Technical Feasibility
There is enough availability of technical support for the Senorita’s web development as
technology in Myanmar is increasingly developing. In order to develop a dynamic website, a
web server, software and high speed internet connection are required. Technical aspects for the
Senorita website development have already reviewed in Chapter 2. As a result, the programming
language PHP is chosen together with the MySQL database to develop the proposed website.
These are very flexible and convenient enough to run on any devices and from any place aiding
by Windows and Internet facilities.
3.2.4. Legal Feasibility
Taxation, laws and regulations are the possible legal factors for which Senorita is needed
to consider. On the other hand, there are not so many rules and regulations mandated for online
shopping websites like Senorita and since clothing and fashion related items are made in local,
Senorita will not have to focus on taxation. But if Senorita purchases items from foreign
suppliers, those aspects will of Senorita’s consideration. Other related legal issues will be
discussed below the following section.
3.3. Consideration of Issues related to Senorita Website Development
As Senorita is going to develop an ecommerce website, it needs to aware the most usual
disasters like computer crimes, hackings, misused of data which are attacking the confidential
information of users over websites nowadays. So, Senorita will emphasize on the risks security,
privacy and ethical issues when keeping and using the customer’s information over the website.
Moreover, Senorita must strongly guarantee in dealing confidential data of customers in order to
gain their trust.
Security will become a vital role when Senorita will be dealing with its members after
developing an ecommerce website. So, Senorita is suggested to have a data controller in order to
support the security control for the confidential information of both company and members. A
data controller will take responsibility to handle and keep their personal information under DPA
(Data Protection Act) that is relevant to look after the misuse of personal data against loss,
accidental and unlawful destruction, alteration and disclosure when transmitting data over
networks.

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It is important to keep secure for customers’ information as they will have to give their
personal information when registering via website. The website will also needs to prevent from
dangerous things like business disruptions, lost profits, losing and stealing of programs and data
because of viruses and other disastrous things. On the other hand, competitors from external
sources are likely to attack confidential information which might impact Senorita’s reputation.
Senorita needs to consider especially to be more, update, correct and accurate over the
website when providing its item information. If any changes or update for items has made, there
should be highlights and visible notifications for customers.
In order for marketing strategy, Senorita will need those information from the website.
So, the data controller should offer strong security when using and distributing customer
information for its business enhancements. Senorita should ethically treat to customers by
seeking individual’s allowance and let them know how their ideas and concepts will be used and
for what purpose.
Therefore, Senorita should offer license of the copyrights, patents or IP rights and
standards like Data Protection Act in order to protect confidential information of both company
and customers. Senorita needs to restrict by granting access to only responsible staffs to run the
website’s backend transactions. Moreover, there should also have high support for frontend’s
security by using SSL encryption method which can protect the privacy information from
security attacks and common issues. Finally, with the collaboration of data controller, Senorita
should consider to have its own legal action to take if any legal/ethical/privacy issues occurred.

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3.4. Relevance of DSDM methodology with Senorita Project
DSDM methodology is chosen to manage for this project due to its flexibility and timely
delivery as Senorita project is predefined to complete within six months. On the other hand,
DSDM is not for all kinds of project and it is mostly recommended for simple and small projects.
So, it is important to know whether DSDM is appropriate for Senorita project. Therefore,
according to Stapleton (1997), DSDM’s six appropriateness filters will be used to justify together
with Senorita’s aspects.
3.4.1. DSDM’s six filters
(1) “Will the functionalities be realistically visible at the user interface?”
Yes, it is because functions and features which will include in Senorita website are
simple and same like other common ecommerce websites. So, stakeholders can clearly visible
and familiar with the functionalities.
(2) Can all classes of stakeholders be clearly identified?”
Yes, it is because DSDM embraces user involvement in the development process.
Likewise, stakeholders (e.g. Staffs and customers) will be identified to participate with their
perspective roles in the project development. In this way, staff will have no new things and easier
to use the system.
(3) “Will the system complex computationally?”
No, because no complex functions are intended to contain in Senorita’s website as it is
a standardized ecommerce website.
(4) “Is the system large potentially? If it is, can it be divided into smaller functional
components?”
Yes, the website can be possibly said as a large ecommerce website because it will be
cooperated into three sub-systems which are backend process management, online shopping and
web selling system. So, these will be split into smaller functions and deliver gradually under the
control of DSDM methodology.

48
(5) “Is the project really time-constrained?”
Yes, it is because the University of Greenwich offers six months duration for project
development. So, all the functionalities and aspects of Senorita project must finish within the
specified period.
(6) “Are the requirements flexible and only specified at a high level?”
Yes, high level requirements are defined based on the company’s running transactions
and specifications of stakeholders. So, these are essential to include in the proposed website, if
not, the website is useless. Depending on the business needs, low level requirements can be
changed.
The above following feasibility studies are made based on the existing business
transaction processes of Senorita. As a result, potential risks and solutions can be identified and
made the detail feasibility study of economic, financial, technical feasibilities. Moreover, ethical,
privacy and security issues in are also considered for the development Senorita’s ecommerce
website. After justifying with six filters, the reasonable examples and reasons highlighted the
suitability of DSDM methodology for Senorita project. Finally, DSDM methodology is
confirmed to apply for controlling and managing the Senorita project.

49
Chapter-4 Requirements Analysis &
Specification

50
4.1. Introduction
The discussions of how essential requirements will analyse and specify will be carried
out in this chapter. The chapter will be divided into two parts which will contain requirements
analysis section (i.e. business study) and requirements specifications section.
4.2. Requirement Analysis
In first section, the following analysis of three similar fashion websites will be made from
both business and design point of view. In this way, it can be known that how these websites take
place in the market and how they attract customers. Moreover, the understandings for standard
services, features and user design interface that should have in a B2C fashion website can be
observed. These websites will also evaluate with the selected guidelines and principles from user
interface point of view. After doing this, both good and bad points will be pointed out and these
will help to recognize the proposed website to apply the good point and prevent the bad points in
designing process. With the help of interviews which is one of the techniques of DSDM,
information for company’s daily running transactions can be collected from the employees.
4.2.1. Research on Three Similar Shopping Websites
TOPSHOP Online Fashion Store
TOPSHOP is one of the most popular online fashion stores in UK. Users from all around
the world can find the trendiest, enormous amounts of fashionable brands and varieties of
products for clothing, shoes, bags & accessories are available in one place. TOPSHOP now has
grown up over 300 department stores in UK alone and ship its products to more than 100
countries as the largest market place for British style and fashion. According to my analysis on
TOPSHOP’s website, there are many services that are offered to customers. These are mentioned
below the following comparison table.

52
Kaymu Online Shopping
Kaymu is one of the most successful online shopping mall in Myanmar. It allows users to
shop conveniently for local products and best quality brands with reasonable prices at any place
and anytime by simply register as its members. It allows sellers to sell their items with both fixed
price and auctions. In this way, sellers can settle to the online market easily and can have their
own shop over this website. There are many features provided by Kaymu as it works as the best
broker model between buyers and sellers. They are mentioned below the following comparison
table.
Figure 6: Kaymu Homepage

53
Boohoo Online Fashion Store
Boohoo is also one of the fastest rising international etailers from Manchester. It is
established by a fashion designer who also has a fashion team continuing to amaze with their
dedication and hard work of becoming a worldwide fashion leading website. So, collaborations
of brand-new design and fashion with reasonable price tag available for both men and women.
Moreover, up to hundred updated styles daily and collection every week. 24/7 availability of
shopping never stops at its best for customers.
Figure 7: Boohoo Homepage
4.2.2. Analysing the additional features and services from similar websites
The following characteristics are additional services and features offered by the selected
websites. Both frontend and backend activities of theses websites are included in this table. This
research highlights Senorita for what kinds of services should it offer and how will these make
its business successful. After that, the assessments for the proposed website will be made based
on these services and features.

54
4.2.2.1. Additional Services and Features
No. Characteristics of Services & Features TOPSHOP Kaymu Boohoo
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
Online Magazine
Blogs
Online TV
Designer’ Collections
News Letters
Student Discounts
Seasonal Promotions
Own Payment System
Gift Vouchers
Available on Mobile Phone Platform
Size Guide
Size Calculator
Ratings on Items
Feedbacks/Comments on Items
Supplier/Seller’s Contact & Information
Affiliation Programs
Standard Delivery
FAQs & Help features
Product Return Policy
Customer Service Team
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes
No
No
Yes
Yes
Yes
Yes
No
No
No
No
Yes
No
No
Yes
Yes
Yes
No
No
Yes
No
Yes
No
Yes
Yes
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes
No
No
Yes
Yes
No
No
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes

55
4.2.3. Assessing Similar Websites from Business Point of View
As the research shown, the following three websites offered the similar services. It is
because the standard features provided in nowadays online shopping are mostly the same. But
according to the cultural differences, some dissimilarity have found. In comparison to these
websites, some common features relevant for Senorita will be evaluated.
Additional features like blogs, online TV and magazine founded in both TOPSHOP and
Boohoo websites attract users to visit them. By following them online, users can keep up-to-date
with their latest collections, competitions and partnerships with famous designers. As an online
fashion store, it is affordable and important to have a feature like blog. And Myanmar people are
also keen in reading news and fashion updates usually in magazines and newspapers, it will be
easier for them if they get those updates on Senorita’s website as blogs. In future, Senorita can
collaborate as business partnerships with popular magazines and journals to add their updates on
the website. Newsletters should also offer to let customers know the updates of company and
website.
As fashion websites are especially for teenagers, the websites need to draw their interests
and offering student discounts apparently highlight the good marketing strategy which must have
on fashion websites. Senorita can offer this kind of service by tracking student ID numbers from
the cards of the possible local and other international universities. Other seasonal and occasional
promotions should also offer as Myanmar also has plenty of national and traditional holidays.
The idea of offering gift vouchers in Boohoo website is quite fascinating. Likewise, Kaymu also
offers vouchers to shop around their website. In this way, Senorita could do special gift vouchers
by tracking the users’ birthdays from their profiles. Features like size guide/calculator are rarely
found in local websites as most of the exported items don’t have specific sizes except
international brands.
It is not feasible to make own payment card for Senorita as this service is not widely used
in Myanmar. However, Senorita could go well by recharging money to its account or via cash on
delivery. Online payment service like MyanPay is popularly used by the most shopping websites
these days. Senorita can maintain its security services by letting the members to give feedback
and ratings about their shopping experience on items and by providing sellers’ contact

56
information. In this way, both Senorita and sellers can gain customers’ credibility and Senorita
will remain as a successful online market place. Senorita needs to expand its market into mobile-
commerce sector by offering its availability in mobile phone platforms. It is because most of the
local shopping websites are also available on platforms Androids, iOS and Blackberry. Affiliate
programs should be available for marketing purpose and gaining business partnerships.
4.2.4. Evaluation of Similar Websites with selected Standards & Guidelines
TOPSHOP Website
W3C Standards
(1) Ensure visual control for users
Blinking and moving objects are found in three of the websites in displaying items,
advertisements, etc. But all other images in Kaymu are displayed statically. Images in
TOPSHOP website are automatically zooming when pointing on them. This can disable
user’s visual control. Moreover, the drop down list from navigation bar can rapidly pop down
when users move around. This can disable and make inconsistent page layout.
(2) The web interface shouldn’t depend on colour alone
All the three websites use white colour for website’s background and not depending on
colours to state information. This makes suitability for all levels of users in accessing the
website. Similarly, all three websites the colourful pictures for displaying for items,
advertisements and other update information. But users can get visually disordered if many
TOPSHOP Website TOPSHOP Website

57
unmatched colours used for images are mixed together.
In Boohoo website, buttons used with pink colour and some information is highlighted with
pale colours like pink and blue as extra colours.
Kaymu used blue and yellow colour as its own standard colour in its website. Therefore,
buttons, banners, site navigation and important site’s highlight are used based on these colours.
(3) Ensure that documents are clear and simple.
There are some similarities between TOPSHOP and Boohoo founded as the item
information has displayed with consistent page layout and shown clearly which enables users to
choose their desired size, colour and quantity. Moreover, images for items not too small and the
text descriptions are visible with bold letter and black colour. These make no disturbance sense
in viewing items.
Site’s Information highlighted
using colours
Image Layout

58
As Kaymu Myanmar is a local and nationwide website, all of its information is provided
using with Myanmar language. On the other hand, it offers accessibility to all level of Myanmar
users but apart from Myanmar people, other people will be difficult to use this website. Other
features such as layout and equivalency of images and text are suitable.
(4) Clear navigations mechanisms are essential to provide consistently
Users can find the navigation mechanisms from navigation bars and footers in every page of
both TOPSHOP and Boohoo website. Similarly, tabs from navigation bars and can link to the
exact page where users desired to link and no unwanted pages are found in reaching the
destination.
Clearly Stated
Information

59
In Kaymu, the side bar in left side of the website provides as the navigation mechanisms to
link to the available pages and sub navigation links are also available. Like the above websites,
links from footer can also link to consistent its relevant pages.
Nielsen Principles
(1) Provide user control and freedom
All three websites consistently provide the undo function where users can change their “size”
and quantity before they buy. Users can immediately exist from any situation as the website logo
that linked to homepage is in every page.
(2) Actions and words should be consist and standardized
TOPSHOP uses some icons to indicate shopping bag, delivery options, discounts etc. All
of them are standardly designed and consistent with their actions.
No extra graphical icons are found in Boohoo website. Instead, it used colours and plain
text to highlight information and buttons and they are also consistent with their actionable.
Website’s logo
Redo Function
Navigation
Mechanisms
Sub navigation
links

60
Kaymu used the same way or colour to design buttons and some highlight for site’s
information. In this ways, it is inconvenient to differentiate whether it is button or not
(3) Having aesthetic and minimalist design
TOPSHOP website takes no extra place in displaying the items. If the user wants to see
any items in detail, they will then link to the item detail page. In this way, it avoids the page
mixing with irreverent information.
No advertisements and other irrelevant information are added in this website. The
website will only displayed for what users desired in a minimalist way. For example, the design
of displaying item detail is appealing and simple.
It used the minimalist way of item display where users can see all items in one page and
can easily find what they want. The detail information for each item is also provided at its own
page.
(4) Help users to prevent from errors
TOPSHOP provides users with familiar error messages using with red colour. Since red
colour are used to indicate errors in many other websites and the website has used simple English
language to help diagnosing errors.
Buttons
Highlights
TOPSHOP Website Boohoo Website

61
Errors can be found in indicating with red color in many other websites as users also
noticed error with red colors. But in Boohoo website, errors are expressed no using with red
color and any other highlights which makes users lost in recovering from errors.
KAYMU uses noticeable error prevention ways using with red color. But expressing only
with Myanmar language is useless to non-Myanmar users.

62
All of the fashion websites appeared to be the same as the design, layout and item
displaying style are their common features. It is also because nowadays websites are applied
standards and guidelines in their designs. After evaluating the above similar websites, some pros
and cons have found out. According to these, the good features will apply and the bad features
will removed and improved in designing the proposed website.
4.2.5. User Groups
As Senorita is a DSDM project, it is necessary to specify the possible user groups who
will use the website. Only then, the proposed requirements can be identified and make
improvements in the design and development. On the other side, stakeholders can meet their
requirements and this makes them easier to use the system. Company staffs, customers, sellers
and other visitors who are at the ages between 18 and 40 can be specified as the likely user
groups. Depending on their types, the required information will be dissimilar. They are intended
to obtain opinions and suggestions for the system development. They will perform in every
testing since DSDM’s iterative nature allows users in the development process.
Company Staffs
 They are possibly in the ages between 20 and 40.
 They will require information for suppliers, items, members, payment information for both
customers and suppliers, delivery information including vans and drivers and required data to
produce different kinds of monthly reports
Customers
 They can be possibly in the ages between 18 and above.
 They will require information for items, website’s services, contact, delivery, payment,
sellers and their items, promotions, discounts and their order history.
Sellers
 The website should allow users who are at the age 18 and above to sell items on the website.

63
 They will require information for website’s services, contact, customer feedbacks and their
sale history.
Other Visitors
 They will probably need the website’s information, help and guide documentation in order to
register as member, shop and sell items via website.
4.2.6. Interviews with Responsible Staffs from Senorita
Schedule Table for Interviews
Before developing the website, it is important to observe the system’s current running
daily transactions from each responsible working staff. In order for that, interview technique
which is one of the most effective techniques of DSDM will be used to collect the required
information needed from the respective staffs. Interviewing process will be scheduled under the
following table. See Detail Information of other Interviews in Appendix
Staff Name Date Time Place
Daw Mu Yar Lwin (General Manager
of Senorita)
12 August 2015 10 a.m. to 12 p.m. Ms Jenifer’s office
U Min Htet Maung (Senior Purchase
Staff)
Daw Yun Kay Thari Moe (Purchase
Staff)
13 August 2015 3 p.m. to 5 p.m. Senorita Head Office
Daw Nay Chi Moe Lwin (Senior Sale
Staff)
U Aung Ye Htet
(Sale Staff)
14 August 2015 10 a.m. to 12 p.m. Senorita Head Office
U Thant Htoo Lwin (Delivery Staff)
U Aung Min Thant (Warehouse Staff)
15 August 2015 10 a.m. to 12 p.m. Senorita Head Office
Daw Ekari Moe Lwin
(Accountant)
15 August 2015 3 p.m. to 5 p.m. Senorita Head Office

64
4.3. Requirements Specification
The outcomes from the analysis phase will be specified in this section. So, first of all,
from the analysis of similar websites from business perspectives, low fidelity screen designs will
be drawn in order to shape the proposed business model. Afterwards, the functional requirements
will be defined and non-functional requirements will be considered. By applying and prioritizing
with MOSCOW technique will help to achieve the most important functions. Then, use case and
class diagrams will be produced so as to describe the processes of the proposed system with the
respective actors.
4.3.1. Low Fidelity Prototypes (Low Level Screen Design Testing)
The purpose of prototyping in DSDM is to let the stakeholders clearly visible the status
of the system. Additionally, the iterative nature of DSDM allows the beforehand testing together
with users. So, these will be drawn in this section and testing for each screen designs will be
made so as to know whether the data required for system functionalities are confirmed by the
respective actors or not. In this way, actors can see the system earlier and if any data is needed to
add or removed, it can be done before the system.
See Low Level Screen Design Testing together with Use Case Descriptions in Appendix

65
4.3.2. MOSCOW Prioritization for Functional Requirements
With the help of use cases, high level requirements are captured and details of functional
requirements are specified. These are same as the business requirements which are expected
from Senorita. In order to achieve an efficient and successful system, the most essential
requirements/functional must finish first of all. Therefore, the following functionalities will be
reorganized in accordance with MOSCOW prioritization. For example, in order to record Item
information, Purchase Items are needed to record first. But PI function will put under Should
Haves group, while Item information is vital for customer’s shopping.
Must Haves
These functions are essential for the new Senorita website. Without them, the website will
be unworkable or useless cannot deliver on-target deadline. The Must Haves define the
Minimum Usable Subsets of requirements which the website guarantee to deliver. If these were
not accomplished, there would be no point to deliver the website on the predefined date.
(1) Register Staff
(2) Register Senorita’s Items
a. Save Item Information (Category, Sub Category, Brand, Size, Color)
(3) Register Member
(4) Create Member’s Profile
(5) Register Seller’s Items
(6) Buy Senorita’s Items
a. Add to Cart
b. Checkout (Delivery)
c. Checkout (Payment)
(7) Buy Seller’s Items
a. Checkout Success Page (Match between Buyer & Seller)

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