E-COMMERCE WEB DESIGN GUIDELINES FOR TEEN SHOPPERS
DOAA MOHAMMED SAEED BAMASOUD
UNIVERSITI TEKNOLOGI MALAYSIA
E-COMMERCE WEB DESIGN GUIDELINES FOR TEEN SHOPPERS
DOAA MOHAMMED SAEED BAMASOUD
A project report submitted in partial fulfillment of the
requirements for the award of the degree of
Master of Science ( Information Technology – Management)
Faculty of Computer Science and Information Systems
Universiti Teknologi Malaysia
APRIL 2010
iii
To my beloved parents, supportive husband and brothers
and
my lovely sons
iv
ACKNOWLEDGEMENT
First of all, I would like to draw my highest appreciation to my supervisor Dr.
Ab. Razak Che Hussin for his critics, advices, idea, and encouragement. Without his
continual support and guidance, this project report would not have been the same as
presented here.
My heartfelt thanks go to all of my family members, whose sacrifice, support,
love, caring inspired me to overcome all the difficulties throughout my entire
academic life. This project report would not be completed without having their
patience, love, and dedication.
v
ABSTRACT
Nowadays E-Commerce has become a hot topic. Previously the field of ecommerce was only interested in doing business by organizations, companies, and
adult people. But recently online business owners, started to focus on teenagers
because they spent much more time using the World Wide Web than the adults and
the numbers of teenagers goes online increases. Thus, the websites designers focus
on designing e-commerce websites for teenagers, putting in their consideration the
teenagers’ drifts and tendency and how the harmony of the teenagers with the portal
will be attained. The lack of existing studies of designing guidelines for developing
e-commerce portals for teen shopper become a crucial factor that should be
considered. Therefore, the need for standard guidelines arises, and should be
followed in order to increase the effectiveness of the portals. Such guidelines as
animation, audio, and celebrity’s news. This research focuses on the main issues in
designing e-commerce portals for teen shoppers and tries to solve the main question
“how to develop and design an e-commerce website for teen?”. This research aims to
study and understand the concept of e-commerce portals and design guidelines for
teenagers. The author hopes that the designed portal will be more suitable with the
context and the targeted group of it.
vi
ABSTRAK
Masakini, E-perdagangan adalah satu isu yang hangat diperkatakan. Sebelum
ini bidang e-perdagangan hanya diminati oleh organisasi perniagaan, syarikatsyarikat dan di kalangan orang dewasa. Tetapi sejak kebelakangan ini, pemilik
perniagaan online menjadi fokus di kalangan belasan tahun kerana mereka lebih
banyak meluangkan masa menggunakan Web Antarabangsa berbanding orang
dewasa dan jumlah mereka semakin meningkat. Dengan sebab itu, pereka laman web
lebih fokus mereka cipta laman web e-perdagangan untuk pengguna belasan tahun
dengan mengambil kira cara penggunaan dan kepantasan mereka serta bagaimana
keharmonian penggunaannya dapat dicapai. Kekurangan panduan bagi pereka laman
web untuk mereka cipta portal e-perdagangan bagi pengguna belsan tahun adalah
satu faktor penting yang harus diambil kira. Dengan itu, timbul keperluan bagi satu
garis panduan yang harus diikuti bagi memastikan portal-portal berkenaan memberi
kesan kepada pengguna. Contohnya seperti garis panduan bagi animasi, audio dan
berita selebriti. Fokus penyelidikan ini adalah tentang isu-isu asas mereka cipta
portal e-perdagangan bagi pengguna belsan tahun dan cuba untuk menyelesaikan
persoalan "bagaimana untuk membentuk dan mereka cipta laman web bagi pengguna
belasan tahun?" Mercu penyelidikan ini ialah untuk mengkaji dan memahami konsep
portal e-perdagangan dan garis panduan bagi mereka cipta portal untuk penggunaan
belasan tahun. Pengarang berharap portal yang direka cipta adalah lebih sesuai
dengan konteks dan kumpulan yang disasarkan.
vii
TABLES OF CONTENTS
CHAPTER
1
2
TITLE
PAGE
DECLARATION
ii
DEDICATION
iii
ACKNOLOWDEGMENT
iv
ABSTRACT
v
ABSTRAK
vi
TABLE OF CONTENTS
vii
LIST OF TABLES
xii
LIST OF FIGURES
xiv
LIST OF APPENDICES
xv
INTRODUCTION
1.1
Introduction
1
1.2
Problem Background
2
1.3
Problem Statement
3
1.4
Project Objectives
3
1.5
Project Scope
4
1.6
The Project importance
4
1.7
Summary
5
LITERATURE REVIEW
2.1
Introduction
6
2.2
E-Commerce
7
viii
2.3
2.2.1 Definition of e-Commerce
8
2.2.2 Types of e-Commerce
9
Teens Online
2.4.1
2.4
Prevalence of Teens Online
10
10
Design Issues in E-Commerce Websites
11
2.4.1 Design Anchors
11
2.4.2
13
Teens E-Commerce Website Guidelines
Web Design
2.5
3
Three Existing Online-shops for Teenagers
16
2.5.1
Enveme E-Shop for Teen
16
2.5.2
GOjane E-Shop
18
2.5.3
American Eagle Outfitters
19
2.6
Discussion
21
2.7
Summary
22
RESEARCH METHODOLOGY
3.1
Introduction
23
3.2
Research Methodology
24
3.3
Research Techniques
24
3.3.1
Litearture Review
25
3.3.2
Research Survey
26
3.3.3
Data Analysis
26
3.3
System Development Life Cycle
27
3.5
Justification for Using the Evolutionary
28
Prototyping in SDLC
4
3.6
System Requirements
30
3.9
Summary
30
ANALYSIS AND DESIGN
4.1
Introduction
31
4.2
Design Guidelines of E-Commerce Portals
32
4.2.1
32
Considerable Design Guidelines for
E-Commerce Portals
ix
4.2.1.1
4.2.1.2
4.2.2
Ease of Use
34
Customer Confidence
41
Considerable Designing Guidelines for
43
Teen E-Commerce Portals
4.3
Findings of the Survey Conducted
46
4.4
Architecture of E-Commerce Portals for Teens
46
4.5
Revised Auxiliary for Model Design
47
4.5.1
47
4.5.2
Attraction Module Component
The Process and Transaction Modules
47
Components
4.6
User Requirements
51
4.7
E-commerce for Teen Shoppers Portal
51
Questionnaire
4.8.1 Section A
52
4.8.2 Section B
55
4.8.3 Section C
58
4.8.3.1
UE1 - Visibility of System Status
58
4.8.3.2
UE2 - Match between System
59
and Real World
4.8.3.3
UE3 -User Control and Freedom
60
4.8.3.4
UE4 - Consistency and Standard
61
4.8.3.5
UE5 - Error Prevention
62
4.8.3.6
UE6 - Recognition rather than
63
Recall
4.8.3.7
UE7 - Flexibility and Efficiency
65
of Use
4.8.3.8
UE8 – Aesthetic and Minimalist
65
Design
4.8.3.9
UE9 –Help and Online
67
Documentation
4.8.3.10
UE10 Help User Recognize,
68
Diagnose and Recover from Error
4.8.3.11
UE11 – Use Chunking
68
x
4.8.4
Conclusion of E-Commerce Web Design for Teen
69
Shoppers Portal Questionnaire
4.9
Revised Auxiliary for Model Design
70
4.10
Conceptual Design
87
4.10.1 Use Case Diagram of The Proposed
87
System
4.11
5
89
4.10.3 Sequence Diagram
90
Summary
91
IMPLEMENTATION AND TESTING
5.1
Introduction
92
5.2
System Implementation
92
5.2.1
Coding Approach
93
System Evaluation and Testing
93
5.3.1
Black Box Test
94
5.3.2
Integration Test
95
5.3.3
User Acceptance Test
96
5.3
5.4
6
4.10.2 Class Diagram of The Proposed System
Summary
96
ORGANIZATIONAL STRATEGY
6.1
Introduction
97
6.2
Implementation Strategies
97
6.3
Management Changing
102
6.3.1 Challenge Factors in Conversion
102
6.3.2 Management Policy
103
6.4
Installation of Infrastructure Process
103
6.5
Expected Organization Benefits
105
6.5.1 Impact Towards Organization
105
6.5.2 Impact Towards Customers
106
6.6
Contengincy Plan
106
6.7
Summary
107
xi
7
DISCUSSION AND CONCLUSION
7.1
Achievement
108
7.2
Constraints and Challenges
109
7.3
Aspirations
109
7.4
Limitation of the System
110
7.5
Future Work for the System
110
7.6
Summary
111
REFERENCES
112
APPENDIX A
117
APPENDIX B
126
APPENDIX C
134
xii
LIST OF TABLES
TABLE NO.
TITLE
PAGE
4.1
Result of Services and Features in E-Commerce Portal
62
4.2
4.3
Sample of UE1-Visibility of System Status
Sample of UE2 - Match between System and Real World
65
66
4.4
Sample of UE3 - User Control and Freedom
67
4.5
Sample of UE4 - Consistency and Standard
68
4.6
Sample of UE5 - Error Prevention
69
4.7
Sample of UE6 - Recognition rather than Recall
70
4.8
Sample of UE7-Flexibility and Efficiency of Use
72
4.9
Sample of UE8-Aesthetic and Minimalist Design
73
4.10
Sample of UE9-Help and Online Documentation
74
4.11
Sample of UE10 - User Recognize, Diagnose and Recover
75
from Error
4.12
Sample of UE11 – Use Chunking
76
4.13
Functions with Interaction Style/Design Element
83
4.14
Details of Auxiliary Design Model – Attraction Module
86
4.15
Details of Auxiliary Design Model – Process Modules
87
4.16
Details of Auxiliary Design Model – Transact Stage
92
4.17
Brief Description of Use Case Diagram
96
5.1
Black Box Texting for User Module
102
5.2
Black Box Testing for Admin Module
103
xiii
5.3
Integration Testing Among Users
104
6.1
Types of Implementation
107
6.2
Stakeholders of the Proposed System
111
6.3
Installation of Infrastructure
113
xiv
LIST OF FIGURES
FIGURE NO.
TITLE
PAGE
2.1
Page of EnveMe Wear Fashion Rocks Site
18
2.2
Home page of GOjane Women fashion Site
20
2.3
Home page of American Eagle Outfitters Site
22
3.1
Evolutionary prototyping
28
4.1
E-Commerce website design guidelines Source: Adapted
40
From Cox & Dale, 2002, (navigation part is adapted from
Merwe & Bekker, 2003, Security and privacy from
Turban et al, 2006 pp 462)
4.2
Simple Guideline for developing e-commerce portal for
56
teens
4.3
Gender of the Samples
59
4.4
Citizenship of the Samples
59
4.5
Internet Usage Experience
60
4.6
Percentage of pupils who visited commercial portals
60
4.7
Frequency of Buying Online
61
4.8
Steps in Developing Auxiliary for Design Model
78
4.9
Revised framework
85
4.10
Use Case Diagram of the proposed system
95
4.11
The Class Diagram for the Proposed Design Model
98
4.12
The Sequence Diagram for the Proposed Design Model
99
xv
LIST OF APPENDICES
APPENDIX
TITLE
PAGE
A
E-Commerce Portal for Teen Questionnaire
124
B
User Manual
133
C
User Acceptance Test
141
1
CHAPTER 1
INTRODUCTION
1.1
Introduction
Over the past 12 years, the Internet has changed the way we buy and sell
goods and services. The exponential growth of the Internet and the evolution of the
multimedia technology has grown and introduced electronic commerce (Ecommerce) which offered a new business models.
The introduction of E-
Commerce has impacted on the traditional means of online exchanges. It is creating
a new market place and opportunities for the reorganization of economic processes,
in a more efficient way. The open structure of the Internet and the low cost of using
it, permits the interconnection of new and existing information and communication
technologies. It offers businesses and consumers an innovative and powerful
information system and another form of communication. This changes the way they
search and consume products, with these products increasingly customized,
distributed and exchanged differently.
2
E-commerce is commonly defined as transactions between two or more
parties through an electronic medium (Kalacota and Whinston 1997). The volume of
the e-commerce market is predicted to grow at a rapid speed (Rebello et al. 1996),
and it is expected to play an important role as the major transaction medium in the
digital economy (Margherio et al. 1998).
A good-quality information system is essential for achieving success in this
rapidly growing e-commerce market (Margherio et al. 1998). The construction of an
ecommerce system depends on the selection of various system design factors. The
system design factors are for any technical (e.g. search mechanism) or managerial
(e.g. the amount of product related information) items that can be used selectively in
the design of e-commerce systems (Lohse and Spiller 1998).
These days, web is closely becoming an indispensable part of everyone
specially teenagers. A survey, done by ComScore, claimed that 80% of online teens
(in the age group of 12-17) visit online stores to satiate their shopping needs.
1.2
Problem Background
A study titled “Don't Rationalize Bad Site Design” by Harley Manning (June,
2006), released by Forrester Research, of Cambridge, Mass, discovered that many
commercial Web sites fail to pass even basic tests for usefulness and usability largely
because their architects use faulty reasoning to justify defective decisions.
Therefore, there are some faulty assumptions must be avoided while designing
commercial websites and certain studies must be taken to understand the targeted
group and their interesting.
3
Since, online shopping for teenagers is becoming a huge business. In the
designing process more attention should be given to understand teen psychology.
Hence, the teenagers differ from both adults and kids, certain factors are to be
considered during the designing phase, such as: what type of fashion they are
interested in, how they behaves online, and what attract them in a website (colors,
music, animation, games, stars news) (Jakob Nielsen's Alertbox 2005).
1.3
Problem Statement
The main problem of this project is “How to design and develop an e
commerce website for teens?”.
1.4
i.
Project Objectives
To study three of the existing e-commerce portals for teens, such as the
interface, upload speed, payment system.
ii. To develop a model of e-commerce portal for sixteen years old Yemeni teen
girls.
iii. To develop a prototype based on proposed model.
4
1.5
i.
Project Scope
This study focuses on the user interface for e-commerce portal for sixteen years
old Yemeni teen girls.
ii. This study focuses on determining the design model for designing e-commerce
portals for sixteen years old Yemeni teen girls.
1.6
Project Importance
Design guidelines in developing commercial website portal for teens are very
important to investigate the portal’s ability to achieve the planned objectives in
delivering the best services to the consumers. The portal will deploy the best design
assumptions to gain the satisfaction of its consumers. The project will focus on the
guidelines in designing user interface for commercial websites for teens. At the end
of this project a commercial portal based on the proposed design guidelines model
will be developed. Hopefully, that design guidelines model will help designers in
designing commercial portal for teens and will increase attracting teenagers to
purchase the products.
5
1.7
Summary
This chapter focuses on brief introduction of e-commerce portal for teens and
design issues. The problem background addresses the problems that arise during this
study and it helps in finding the problem statement that is needed to be solved
through this project. A prototype for the interface of the commercial portal for teens
will be developed at the final phase of the project.
CHAPTER 2
LITREATURE REVIEW
2.1
Introduction
The Internet is a main element of development of the information society,
where it can help to remove national boundaries, and create a truly economics and
information society. The information society represents the most fundamental change
in our life, with huge opportunities for all people. Information and Communication
Technologies (ICT) allow for new forms of partnership between companies,
suppliers and consumers, improving the way they work and the products and services
they offer. Electronic Commerce as a general concept covers any form of business
transaction that is conducted electronically, using telecommunications and computer
networks. Such transactions occur between companies, between companies and their
customers, or between companies and public administration. The Web presents new
opportunities and challenges to establish, build, and manage customer relationships.
Some experts believe that the Web is more conducive to relationship
marketing than other targeted media, such as direct mail, and E-commerce websites.
7
To establish relationships with online customers, it is imperative that a firm
understands the user experience and how people interact with the web (Geissler,
2001).
This chapter will cover four sections. The first sections will focus on ecommerce such as definition, and types. The second section discusses about the teens
online. The third section addresses the design issues in E-commerce. Finally, the
fourth section will be about analyzing three of the existing e-commerce portals for
teens. The first portal is enveme is an online store that incorporates indie music and
community
features
into
the
shopping
fun
(http://www.robynsonlineworld.com/2009/09/ enveme.html). The second is the
GoJane portal, and it was chosen because the website offers unique styles
(http://www.faqs.org/websites/gojane.com/). The last portal is the American Eagles
Outfitters is popular site for teens in America (http://www.247wallst .com
/2008/05/american-eagle.html). The issues addressed in this chapter will be
summarized at the end of the chapter.
2.2
E- Commerce
The World Wide Web is the most important element in the process of
development of the “new economy”. When the Web first became well-known among
the general public in 1994, many journalists and pundits forecast that e-commerce
would soon become a major economic sector. However, it took about four years for
security protocols to become sufficiently developed and widely deployed (during the
browser wars of this period). Subsequently, between 1998 and 2000, a substantial
number of businesses in the United States and Western Europe developed
rudimentary web sites.
8
Although a large number of "pure e-commerce" companies disappeared
during the dot-com collapse in 2000 and 2001, many "brick-and-mortar" retailers
recognized that such companies had identified valuable niche markets and began to
add e-commerce capabilities to their web sites.
2.2.1
Definition of E-Commerce
One possible definition of electronic commerce is any form of business
transaction in which the parties interact electronically rather than by physical
exchanges or direct physical contact.
Also it can be defined as mentioned in chapter 1 as transactions between two
or more parties through an electronic medium (Kalacota and Whinston 1997).
www.straight-on.com stated that e-commerce, or electronic commerce is the
conduct of financial transactions by electronic means. With the huge success of
commerce on the Internet, ecommerce usually refers to shopping at online stores on
the World Wide Web, also known as ecommerce Web sites.
http://www.mariosalexandrou.com
defined
e-Commerce
(electronic
commerce) as the buying and selling of goods and services on the Internet, especially
the World Wide Web. In practice, this term and a newer term, e-Business, are often
used interchangeably.
9
2.2.2
Types of E-Commerce
The different types of e-commerce activities are essentially determined by the
stakeholders involved and the type of transactions as follows:
i. B2B(Business-to-Business)
Is a from of electronic commerce in which companies doing business with each
other such as manufacturers selling to distributors and wholesalers selling to
retailers. Pricing is based on quantity of order and is often negotiable.
ii. B2C(Business-to-Consumer)
Is a form of electronic commerce in which products or services are sold from a
firm or company to a consumer. This selling usually happened through catalogs,
e-shops.
iii. B2E (Business to Employee)
Is a form of electronic commerce which is more commonly known as an
"Intranet". A basic focus of business is the employee, rather than the consumer,
Usually it is some kind of portal for everyone within an organization. This portal
is designed to include not only everything that an employee might hope to find on
an intranet, but also any personal information and links that the employee might
want.
iv. C2C(Consumer-to-Consumer)
Is a form of electronic commerce in which involves the electronically-facilitated
transactions between consumers through some third party. A common example is
the online auction, in which a consumer posts an item for sale and other
consumers bid to purchase it; the third party generally charges a flat fee or
commission. There are also other types of E-commerce, for example, G2G
(Government-to-Government), G2B (Government-to-Business) and other which
are connected to government, but these four are the main.
10
2.3
Teens Online
The past several years have seen an explosion in teenagers’ use of the
Internet. In response to the growing online presence of teens, a digital media culture
has emerged that entertains, informs, and connects teens to one another. This “virtual
mall” is a place where teens go to socialize with friends, listen to music, do their
homework, window shop, and follow the latest trends.
2.4.1
Prevalence of Teens Online
i. Census Bureau data indicate that between 2001 and 2004, the proportion
of teens (ages 14–17) using the Internet increased from 51% to 75%, and
the proportion of “tweens” online (ages 10–13) increased from 39% to
65%.
ii. According to a survey conducted by the Pew Internet Project in Fall 2005,
87% of all teens ages 12–17 have used the Internet. A survey conducted
by the Kaiser Family Foundation in Fall 2006 found that 95% of all teens
ages 15–17 had ever gone online.
11
2.4
Design Issues in E-commerce Websites
Before designing an E-Commerce Websites a comprehensive design blueprint
is needed, and that begins with defining the purpose, as well as prioritizing the
various objectives of the online presence.
2.4.1
Design Anchors
To efficiently reach ecommerce goals, three guiding "design anchors" should
be considered, as follows:
i. Design Anchor No. 1: "Value Proposition"
What is the unique selling proposition (or USP)?
What benefits are offered that differentiate the business from others?
What features or services are offered that unequivocally build value while
giving a definitive edge over the competition?
Distilling the unique value proposition and communicating it quickly and
clearly on the Website is the first element of profitable ecommerce Web
design.
ii. Design Anchor No. 2: Identify Target Audience
Understanding the market, and defining the needs of the targeted
demographic is an essential part of any business enterprise.
Design the website for the targeted audience.
Articulate meaningful benefits and situate the style and content in the
context of the customers' immediate needs and desires.
iii. Design Anchor No. 3: Task-Analysis -- Achieving a Defined Objective
After satisfying that the value proposition is being communicated to the
targeted customer, a clear, focused sales process is needed.
12
Analyze the components of the sales channels, providing the necessary
educational steps and requisite product information, and designing a
Website that optimizes action while eliminating distraction. Make it easy
for customers to buy.
2.4.2
Teens E-commerce Websites Guidelines
A study made by James Maguire (May 22, 2006) stated the preferred
guidelines for designing e commerce websites for teens, as follows:
i.
Show Price Upfront
For teenage shoppers, it’s critical to display the price with the first
mention of the product. This is more important for teens than for adults.
The reason: “Teens are so price conscious — they don’t have a lot of
money,”
ii.
Allow Sort by Preference
Again, because of teens’ limited budget, it’s a good idea to allow users to
sort products by a variety of factors – by color and size, and definitely by
price.
iii.
Offer Wish Lists
Offering an online wish list is an effective sales tool with teens. Though
many teens don’t have a credit card, posting a wish list allows them to
direct other users (like parents or friends) to gifts they want. Furthermore,
younger shoppers like sites with wish lists because it shows the site
respects them as customers — particularly important for teen shoppers.
iv.
Don’t Require Registration
Requiring registration prior to purchase has a negative effect on both
adult and teen shoppers, but it’s especially bad for teens. Their limited
patience means that filling out a form discourages sales. Furthermore,
13
teens are often cautioned by parents against giving out their personal data
online.
v.
Speedy Checkout
Your site’s checkout process should be as short and easy as possible.
Since many teens have limited experience with checkout, answering
questions about billing and shipping address or finding a credit card’s
three-digit security code might be time consuming. Adding any
complexity to this already new experience could result in abandonment.
vi.
Interactivity is Powerful
Teens really like to interact with the media they’re using. Good
interactivity tools include online quizzes, voting, message boards and
games. Teens like to be able to voice their opinion.
vii.
Easily-Digested Tidbits
Teens like to do things in bite-sized pieces. Design your site to convey
information quickly, otherwise teens won’t pay attention.
viii.
Pictures are Good
Text that’s supplemented by graphics and pictures are much more
appealing to teens than straight text. “When they compare sites that have
pictures with ones that don’t, they say ‘I want to stick with the site that
has pictures.’”
ix.
Ads are Okay
Teens don’t mind ads. While adults have ‘banner blindness,’ and tend to
avoid things that look like ads, teenagers notice ads and pay a bit more
attention than adults do.
x.
Fast Loads are Vital
A slow loading site discourages all users, but teens even more so. Again,
their limited patience means a slow load results in a mass exodus.
The challenge for designers is to have a more graphical interface and have
these fancier features, but if it takes too long to load — even at high speed
connections — the kids will be disinterested.
xi.
Design for Vintage Gear
Teens often use outdated equipment, including donated equipment at
schools and libraries. Even if their parents have the latest gear, teens are
[often] working with hand-me-down equipment.
14
These aging systems aren’t optimized for multimedia. So a lot of these
teen sites that push multimedia and sound and movies don’t work on the
system at school. (Or users aren’t allowed to download a new plug-in.)
The solution: “Make sure you compliment multimedia with the text
version.”
xii.
The Big No-No: Anything Childish
Teenagers don’t want to be seen as kids, so they’ll shun any site that
presents anything remotely kiddy.
xiii.
Alternate use of credit cards
Because teenagers can not have their own credit cards, the website should
offer alternate payment method such as through PayPal, or bank saving
accounts, prepaid cards.
2.5
Three Existing Online-Shops for Teenagers
In this section, three existing e-shops for teens will be evaluated so that the
author will have a better understanding regarding common functions and features
that available in those portals.
15
2.5.1
Enveme E-Shop for Teen
Figure 2.1: Home page of EnveMe Wear Fashion Rocks Site
EnveMe Wear Fashion Rocks Site is world wide online shop for teens. The
URL for the website is http://www.enveme.com. This portal provides static pictures
as the user open the website and music is played. The functions that are available in
this website are my cart, the ability to switch off/on the music and to listen to more
website that brings together many genres of music, fresh fashion and new friends.
Also the searching tool is available, sign up for an account, wishing list, and more
features regarding online shopping in order to gain customer satisfaction.
The customer can be registered and enjoy many additional features, or he/she
can do the shopping as a guest customer, and fill the required fields for completing
the buying process.
16
Some of the comments on the user interface based on existing guidelines:
i.
The site does not provide the ability to sort the products by preferences. As
mentioned earlier teens have limited budget, so they concentrate on the price
and also it is good to have the option of sorting the products based on
customers preferring.
ii.
The site only offers the payment method through international credit cards
such as American Express, Visa, and Master Cards. This may cause a wall for
teenagers to buy, because they can not own a credit card unless they used
their parents’.
iii.
When the payment is done there are many required fields had to be filled,
which is a boring process for teenagers.
2.5.2
Gojane e-shop
GOjane Women fashion Site is world wide online shop for girls’ teenagers.
The URL for the website is http://www.gojane.com. This portal provides static
pictures as the user opened the website and there is categorization for the products on
the left side. In these pictures the new items and the deal of the weeks are browsed.
The functions that are available in this website are search tool, cart, checkout,
register to the newsletter offered by the website.
The comments on the user interface for this website are similar to the
enveme’s:
i.
The site does not provide the ability to sort the products by preferences. As
mentioned earlier teens have limited budget, so they concentrate on the price
17
and also it is good to have the option of sorting the products based on
customers preferring.
ii.
The site only offers the payment method through international credit cards
such as American Express, Visa, and Master Cards. This may cause a wall for
teenagers to buy, because they can not own a credit card unless they used
their parents’.
iii.
When the payment is done there are many required fields had to be filled,
which is a boring process for teenagers.
iv.
In addition, there is no interactivity with the users
Figure 2.2: Home page of GOjane Women fashion Site
18
2.5.3 American Eagle Outfitters
American Eagle Outfitters Site is world wide online shop for both genders of
teenagers. The URL for the website is http://www.ae.com. This portal provides
animation using flash before user enters the website then the user can choose the
category he/she wants. The functions that are available in this website are search
tool, cart, checkout, registration to receive the newsletter offered by the website, site
map.
The comments on the user interface for this website are similar to the
previous design issues in the previously mentioned websites:
i.
The site does not provide the ability to sort the products by preferences. As
mentioned earlier teens have limited budget, so they concentrate on the
price and also it is good to have the option of sorting the products based on
customers preferring.
Figure 2.3: Home page of American Eagle Outfitters Site
19
ii.
The site has the same dilemma of the payment method through
international credit cards such as American Express, Visa, and Master
Cards. Which is in return cause a wall for teenagers to buy, because they
can not own a credit card unless they used their parents’.
iii.
When the payment is done there are many required fields had to be filled,
which is a boring process for teenagers.
iv.
In addition, there is no interactivity with the users, which makes the sites
quite boring.
2.6
Discussion
Over the last few years many of the researchers focus their studies on the ecommerce website design and tried to sketch some of the guidelines for the designing
process. Recently researchers observed the embarking of teenagers upon using the
internet, specially the shopping online as one of their favorite hobby. As a result the
researchers started to study the behavior of teenagers online and what the look for in
an e-commerce websites. And as result of their studies they came up with general
guidelines. And as Selz and Schubert (1997),and Lohse and Spiller (1998) stated
that “ Numerous design factors have been suggested to improve the overall quality of
e-commerce systems However, it is very difficult, if not impossible, to employ all the
design factors currently available for e-commerce systems. This is due to a recent
influx of new design factors as a result of increased interest in the Internet”
In all fields the guidelines are very important to ensure the recommended
standards are followed, the same thing for the teenagers’ e-commerce websites.
Nowadays many organizations focus on e-commerce generally and teenagers e-
20
commerce specifically. So these organizations concerned about the standards and
guidelines to ensure fulfilling the user requirements.
Developing teenagers’ e-commerce portals is very important issue. To
overcome this issue, good design guidelines are needed. In this context the author has
examined several design guidelines to solve this issue, and also looked at the
interaction style and design for websites. The author has conducted an analysis
regarding this issue and finally got ideas how to develop teens’ e-commerce portal
that can increase usability.
The author also looks at available functions in the teenagers’ e-commerce
portals by examining existing portals worldwide which are, enveme, GOjane, and
American Eagle have been analyzed by the author. So that all the features, functions,
and interface problems can be examined. All those portals have faced several
problems, such as interactivity with the customers, many fields have to be filled by
the teens, and the most important problem is the payment method which is done
through the credit cards –that can not be owned by teens.
All the information gathered finally gave the author a better understanding
regarding e-commerce websites for teens. And this understanding helped the author
to answer the problem statement that has been stated in first chapter, which is “to
develop and design an e commerce website for teens?”. A framework for ecommerce portal for teens will be developed at the end of the project based on the
proposed model. The initial framework will be explained and represented in chapter
4, initial findings.
21
2.7
Summary
This chapter focuses on concepts of e-commerce, e-commerce portal and
website design. Also it mentions the several guidelines for developing e-commerce
websites for teenagers. At the end of this chapter the author analyzed three existing
portals for online shopping for teens followed by a discussion of all the issues and
concepts exposed in this chapter. The features and usability problems of the portals
been analyzed and recorded by the author had been summarized in the last section of
this chapter.
CHAPTER 3
RESEARCH METHODOLOGY
3.1
Introduction
Methodology refers to the analysis of the methods used appropriate to a field
of study. It is a systematic way of accomplishing certain tasks and is defined as a
collection of procedures, techniques, tools and documentation aids that helps a
software developer to speed up and simplify the software development process
(Pressman, 2001).
In this research, a combination of methodologies was used. This chapter
describes the methodology for this dissertation and the methodology that is used for
system development.
23
3.2
Research Methodology
The purpose of the research methodology is to provide a view of the methods
that was applied into this research. In addition, it defines the system development life
cycle (SDLC) for developing the system.
The Research methodology defined here is based on the methods used to
collect information on the real world problem pertaining to teens E-Commerce
portals and to define system requirements. From the analysis study, understanding of
the literature reviewed and analysis of questionnaires, will lead the initial
requirements for the system. Evolutionary prototype is used as methodology for
SDLC. Evolutionary prototyping uses multiple iterations of requirements gathering,
analysis, design, development, and testing of prototype. After completion of each
iteration, the result is analyzed by the researcher. Their response creates the next
level of requirements and defines the next iteration. And this goes on until the
operational system is ready (http://www.doc.mmu.ac.uk). See figure 3-1
3.3
Research Techniques
There are many techniques used to collect data. The techniques used to
collect data for this research are as follows:
i.
Literature review
ii. Survey (questionnaire)
iii. Data Analysis
24
Figure 33-1: Evolutionary prototyping
3.3.1 Literature Review
As was mentioned and discussed in chapter 2 about the concepts of the ee
commerce, e commerce portals and website design principles and guidelines, also the
analyzing of the three on
on-line
line purchasing systems were reviewed in order
orde to
determine similar features and functionalities.
25
3.3.2 Research survey
Survey questionnaires are used to obtain quantitative descriptions of what
customers (teenagers) need, and like in a web site. The structure of the questionnaires
was designed to capture data about customers (teenagers) who buy from online shop
and their behaviors when they are online, such as how they buy, prefer to buy, and
what they look for when they are shopping online.
Customer’s questionnaire was sent to a random sample of 137 teenagers and
9 responses were excluded because of the age of the respondents were out of the
actual target group’s age. The result of the questionnaires will be discussed in the
next chapter. Refer to Appendix A for the questionnaire.
3.3.3 Data Analysis
Data analysis is activity in analysis phase to identify data and information that
would be used by the author to accomplish the mentioned goals. This activity has
steps; Understanding the data gathered, Identifying improvements, and developing a
prototype.
26
3.4
System Development Life Cycle
Like a traditional software development, the process of e-commerce websites
development can also be divided into different life cycle steps. This can be done
through the methodology that had been adopted into the research.
The system development life cycle (SDLC) is the entire process of formal,
logical steps taken to develop a software product. The system development life cycle
is made of many phases. The model used in the development process was the
prototype model. Prototype model was preferred over the waterfall model as
requirements were incomplete. This model allows for reduced functionality.
Requirements were identified through the background study and the study of
existing teens e-commerce websites in chapter two.
The prototype tool was analyzed using the data object description (data
dictionary), structure charts and UML (Unified Modeling Language) diagrams.
These models are presented in chapter four.
This phase defines the software system architecture, major subsystems,
input/output interfaces and processing modes. In short, this phase involves
architectural design, data design, interface design and database design (Roger, 2001).
27
3.5
Justification for Using the Evolutionary Prototyping in SDLC
i. Clarifies the requirements needed in a system
Evolutionary prototyping helps to alleviate changing opinions and vague
specification by embodying the requirements in a tangible form. So potential users
and supervisor can see their requirements in the prototyped systems, and therefore
can validate the requirements reflected in the prototype. By the iterative nature of
the prototype’s evolution, a software developer has the opportunity to accept, or
change a requirement.
ii. Find out unknown requirements.
When a researcher starts a project, he /she does not have a clear picture of what
should be developed. Based on the objectives, the researcher may find additional
functions that the prototype must provide. “The key is that prototypes are an
excellent means of eliciting correct, consistent, and complete specifications of
requirements” (Davis, 1992).
iii. Requirements Analysis and Design by view
Requirements analysis and design for online systems have two main challenges
for a software. First, it is generally difficult to provide a detailed specification for
the interface and the visual components of a web site suck as graphics, layout, etc.
Second, there exist functional requirements which customers may take for
granted, therefore EP can help a developer to get rid of these challenges.
iv. Flexible to change research assumptions.
Evolutionary prototyping is beneficial to the researcher to shift (update) his
assumptions and requirements. Some of these assumptions will be discussed with
the supervisor and some written in documentation. Evolutionary development
models allow these effects and changes.
v. Provides a method to communicate about Systems.
Evolutionary prototyping is facilitating communication between the researcher
and his supervisor. So when researcher has a new idea, the prototype helps him to
explain what has been done and if there are any suggestion from supervisor he can
easily incorporate the suggestion into the prototype. There is less argument about
what a prototype does, and reduce the misinterpretations from vagueness and
equivocalness in natural language specifications.
28
vi. Reduce development schedule and minimize cost
Prototyping minimize development costs and, development schedules, if there is
any change in project, the researcher can do that in early phase and this will
require less time and effort. If there is a wrong in SDLC, the researcher will
change in documentation, design and models. "Many stakeholders are also less
intimidated by the presentation of a prototype than by the paper avalanche of
specifications, designs, screen layouts, and diagrams found too often in methods
such as the Waterfall model" (Antón & Carter & Earp & Williams, 2001).
vii. Build knowledge from experiment
Evolutionary prototyping helps to build knowledge base for researcher from what
he did and if any mistake happens wrong in any phase the researcher will acquire
new knowledge and try to avoid this in the next phase. “Evolutionary models of
prototyping take advantage of knowledge acquired as development progresses"
(Antón & Carter & Earp & Williams, 2001).
3.6
System Requirements
System requirements are divided to two aspects, software requirements, and
hardware requirements. The system requirements should be met to ensure that the
teen e-commerce portal will run smoothly.
i.
Software Requirements:
Web Browser:
Internet Explorer 5.0 and above;
Mozilla Firefox 3.0 and above;
Safari 3.2 and above;
Netscape Navigator 6.2 and above;
Google Chrome and above;
ii. Hardware Requirements:
29
Personal Computer that able to operate and to write the code.
3.7
Summary
This chapter describes the research methodology that has been chosen by the
author. The technique used by the author to collect the related information from
potential users was surveyed. The literature review is used to study the current
systems. And the evolutionary prototype method was used in the system
development life cycle.
CHAPTER 4
ANALYSIS AND DESIGN
4.1
Introduction
This chapter discuss about the findings that have been identified during
analysis phase in the literature review. The findings that will be discussed in this
chapter is an overall view on how the application will be developed based on what
have the author identified during conducting the research.
31
4.2
Design Guidelines of E-Commerce Portals
Through the research that has been conducted, it has been found two domains
for the designing guidelines of e-commerce portals. One for general e-commerce
portals, and the second for teen e-commerce portals.
4.2.1
Considerable Design Guidelines for E-Commerce Portals
Based on the analysis done by the author, she found that there are several
guidelines for designing an E-Commerce website. These guidelines will be used as
the design guidelines for the proposed model for developing an e-commerce portal
for teens. Figure4-1(in the next page) shows these guidelines.
32
adapted from Merwe & Bekker, 2003
adapted from Turban et al, 2006 pp 462
Figure 4-1 : E-Commerce website design guidelines
Source: Adapted From Cox & Dale, 2002, (navigation part is adapted from Merwe
& Bekker, 2003, Security and privacy from Turban et al, 2006 pp 462)
33
4.2.1.1 Ease of Use
Ease of use is one of the important parts relating to the design of Web site.
The KQFs in this category reflect the usability of the Web site during customer
navigation and aim to reduce customer frustration. The virtual nature of a Web site
means that communication with the customer has to be enabled through the use of
text, graphics and animation. Guidance through the Web site is done by means of
links and searches. All of these factors relate to the design of the Web site and its
usability factor. If the design is of poor quality, customers will not be able to
navigate pages to find what they are looking for, and are unlikely to make
transactions (Cox & Dale, 2002). The information on the Web site should be brief
and clear otherwise customers may feel confusion in their search and this leads to
customers defection (Yang, 2003).
Ä Clarity of purpose
The Purpose refers the main objective and scope of business. While making the
Web site purpose means what company providing to customers on their Web site.
It must be clear and concise. Therefore, this allows customers to not only get
information but also enables the customers to make transactions online.
(Vassilpoulou & Keeling, 2000)
Ä Domain names: One of the goals for an e-business is to make sure that the address
is as easy to remember as possible, and a domain name is more important than the
address of a Web site- it is brand (Jonathan, 2001).
Ä Fill in forms
To register with a Web site or proceeding for order or purchase, customers needs
to fill outs the form. These forms contains some personal information which is
mandatory and there should be available some guidance (Cox & Dale, 2002).
Ä Content
According to Cox and Dale (2002) Content refers to what a Web site actually
offers in terms of information and is as important as the design aspect. If the
information is insufficient, misleading or irrelevant, the customer will most likely
opt to use a competitor site. The content refers not only to what type of products
or services the Web site is offering but also what policies the e-business has.
34
Ä Selection: The breadth of selection of products and services should be relative to
the e-business and what it is offering; however, the access to the selection is
important. (Creative Good, 2000) commented on sites where the customer has to
fill in a survey before they can see the selection of products and services on offer,
which causes frustration and abandonment of the site.
Ä Design: For organizations design of Web site is a huge task, web designing are
currently the big hurdle to online purchases because the Web site should reflect
the purpose and object of the company (Frank, 2003). Designing the web site is
critically important and creative part that determines what the site will look like
and how visitors will use it (Turban et al., 2006).
The key issues in design are:
•
Home Page: Frank (2003) descried that a home page is viewed by
designers as too simple, if it does not include the “essentials”. For
example, a home page with only the company logo or slogan may be
too simple. On the other hand, including more than the “essentials”
may make the home page too complex. An often-cited example is
including too many graphics or several large graphics. (Frank, 2003)
•
Consistency, menus and site maps:
Each Web site represents a different business or value proposition and
therefore the layout will differ according to what the Web site is
offering. The pages within the Web site need to be consistent in
appearance and design (Spool et al., 1999).
Vassilopoulos & Keeling (2000) argued that it is also important that
the same procedures occur for similar or related things wherever the
user may be within the site. Companies which have immense Web site
with so many pages must use map or guide that allows the user to
jump one page to another. For a good Web site the basic element is
menus and site maps and also consistency in font, text, color and all
other elements (Cox & Dale, 2002).
In order to achieve the consistency many Web sites feature a menu
which appears in the same place, with all the main links on every
page. (Spool et al., 1999) discovered that menus or navigation bars at
the top and bottom of a page allowed more users to navigate the site
35
successfully than menus at the side. (Creative Good, 2000) point out
that there should be a “home” button on every page to help the user
get back to the home page if necessary without having to click on the
back button in the browser menu, which could be a lengthy and
frustrating process depending on where the user is in the site. (Spool
et al., 1999) also found that users navigating web site with a site map
were twice as successful in finding what they wanted.
Creative Good (2000) argued that a Web site with a clear menu and
relevant information should be satisfactory and that users are not
actually interested in where they are within a site as long as the links
are clear. A site map can assist the user in determining the hierarchy
of the site and which area to navigate in order to find their destination.
Ideally, it should be accessible on every page of the Web site either in
the navigation bar or at the bottom of the page. In most cases, it is
situated in the “help” link (Cox & Dale, 2002). Pages, text and clicks:
Cox and Dale (2002) added that the pages on a Web site should
ideally be short; however, in some cases scrolling pages are sufficient
if the information is suitably laid out and not excessively long.
(Chatterjees, 2007) described that make your page as easy for visitors
to read as possible and this means breaking it up into little 'chunks'.
We've already looked at the need for columns, (which divide the page
vertically); pages also need to divide horizontally, through the use of
headings and sub-headings. (Holt, 2000) argues that the use of
headings and paragraphs is as important as in a book, magazine or
newspaper and there should be a button at the bottom of the page or
each section asking if the user wants to return to the top of the page.
For transaction purposes, it is crucial that customers are able to make
purchases quickly with minimum pages in the check out process
(Foremski, 2000; PR Newswire, 2000). Bevan (2004) added that
make text easy to read and use. Amazon.com has been praised for
their “one click” order process and one or two pages should be the
limit in all Web sites enabling ordering on-line. It also goes without
saying that the process of opening an account should also require just
one page for ease of use by the customer (Cox & Dale, 2002).
36
•
Constraint Feedback: The feedback principle which is the basis for
any software design and is especially important for interaction with
customers on the Internet. The principle basically implies telling the
user what is happening inside the system. This could refer to advising
the user of an error in their address input and that the Web page is
being updated, allowing the customer to see what is currently in their
shopping basket or confirming order details. (http://www.3fn.net)
•
Search Options: Search options are very helpful tool for consumers
who want to search something from the Web site. Search option
should be at prominent place and ease in use with full access to whole
contents of the Web site (Heath, 1999). According to (Cox & Dale,
2002) the search should be effective with the following elements:
(a) A search option whereby the user types in a word or words is
useful for targeting a product or certain information. It should be clear
to the user whether the search facility refers to the whole site or one
particular section.
(b) Search facilities should be programmed to recognize a search
criterion whether it is singular or plural.
(c) The use of drop down lists simplifies the search process by giving
clear guidance to the user on what areas or products are available.
Ä Navigation: Bayles (2001) stated one of the most important features
customers remember is whether or not they can easily navigate through Web
site to find what they are looking for.
• Custom Configurations
Many sites, particularly those for computer products, have online
product Configurations.
These programs walk the buyer through building a custom computer
configuration. The program asks questions and automatically chooses
those components that will work properly together. (Bayles, 2001)
• Page layout
Heath (1999) described that the page size on a Web site should be
short with useful links but important thing is that the consumers get
all the information from minimum space. The use of heading and
37
paragraphs is essential as in books. The page ends with different
options i.e. home, top of the page, etc. (Cox & Dale, 2002)
• Links
The navigation of a Web site cannot be carried out without valid links
(spool et al., 1999).
Links should change color once used so that the user knows they have
used the link before and should correctly describe the information to
which they lead (Creative Good, 2000; Vassilopoulou & Keeling,
2000). This is also relevant for graphics which can be used as links.
• Hyperlinks
Hyperlinks are used to refer one link to another. In fact, it is as easy as
turning the page. Because of its ease of use, these references become
far more useful, and so it is far more common to scatter such
references around. One click and you could be in the middle of a
totally different document, right at the place where you are interested.
(Jonathan, 2001)
• Language
The Web site should be easy to understand and English is a global
marketing language or giving the different preferred languages on the
top of the home page of the Web site (Heath, 1999). Some people
prefer customer service to be in their native or selected language. Web
site translation is most helpful tool (Turban et al., 2006).
Ä Product / service information availability:
Creative Good (2000) reported on a Web site in which the information relating to
the picture of the products was at the side so customers had to spend time
matching the information to each product. It is often such simple mistakes as this
can cause intense frustration. As well as stating a product description, the
conditions of purchasing a product should also be made available to the customer.
Ä Delivery information:
Ideally, any delivery information (that’s means shipping cost and expected delivery
times) should be made accessible from the home page or with the product
information so that customers are aware of the prices before they begin to make
any purchases (Vassilopoulou & Keeling, 2000).
38
Ä Policies, charges, terms and conditions: Cox & Dale (2002) it is important for
the customer when making a transaction through a Web site to be aware of all
the company terms and conditions of that purchase.
Ä Communication: Cox & Dale (2002) added that the communication of a Web
site is carried out via text, graphics and moving animation, with text being
minimal and to the point and clearly set out.
•
Text: Bevan (2004) described that:
§
Make text easy to read and use
§
Avoid the use of flashing or animation, as users find this very
distracting
§
Avoid patterned backgrounds, as these make text difficult to
read.
§
Do not resize the text (except with headings) as all other
methods produce unacceptable results on some browsers.
§
Make the text scan able with bulleted lists, highlighted
keywords, meaningful headings and short sections of text.
§
Do not expect users to read large amounts of text on-line:
provide one large page for printing or a file to download.
§
Background and Color: According to Bevan (2004) a nice
color scheme, simple layout, and readable text is the very
minimum that is required to make Web site as accessible when
selecting your background and text colors.
Ä Graphics
It’s well known that one picture worth more than million words. This rule
applies on Internet too. Do best to show clear, attractive photo of product. If a
service is offered, find a graphics which will best describe it. However, be
careful about file size. Don’t compress photo to that level to not be clear, but
also don’t leave the picture on full quality. That will make file size too big,
and will increase download time. (http://www.3fn.net).
Ä
Animation
Gehrke & Turban (1999) stated that use minimal animated graphics. These
can be very distracting and can cause page to look unprofessional. In
addition, animated graphics cause page to load more slowly.
39
4.2.1.2 Customer Confidence
The customer confidence shows the attitude and feeling while visiting the
Web site (accessibility, speed, reliability and customers’ services).
Ä
Order Confirmation
According to Singh (2002) e-services that allow customers to order online
include e-order placement, automated e-mail response to confirm receipt of
order, delivery information and total costs. Additional information on
products ordered such as recipes with food items, links to “how to use”
manuals, membership to e-communities comprising other users of the
product, clubs and information on additional related products or warranties
cover make up for online business deficiency of “immediate gratification”.
Ä
Reliability
Singh (2002) stated that reliability could relate to timely delivery of ordered
goods, accurate information and correct links. (Riel, Liljander and Jurriens,
2001) Reliability could transmit as on-time delivery of ordered goods, correct
supply of information and error-freeness of links Business function refers to
the questions related to products or service information, orders, and
transactions which should be contained in a Web site for e-commerce.
Ä
Feedback
According to Amor (1999) every web site should offer the possibility for
customer feedback. A feedback form should be provided on a separate page
that enables the customers to choose the reason for feedback and some fields
for the name and e-mail address and the feedback itself.
Ä
FAQs: FAQs should be easily accessible and given independently on home
page. FAQS are important due to sophisticated way to help the customer to
search their desired information it should be organized by topic wise , by
table or by index and should be easy to understand (Cox & Dale,2002).
Ä
Accessibility & Speed
Vassilopoulou & Keeling (2000) stated Perhaps the most critical factor for
any Web site is accessibility. This refers to the ability for customers to access
the Web site of a particular e-business and navigate its site and the speed with
40
which the home page and following pages download. Holt (2000) also
stresses the importance of a fast downloading home page.
Ä
Security and Privacy
The confidence and reliability of the customers can only be won if the
business has some secure servers which will help the customer to feel safe.
The online transaction must be secure and customer’s personal information or
address should not give to any third person. (Yang, 2003) Trust is a vital
factor for e-marketers and this is a one main barrier for customer for making
their purchases online due to security issue with credit cards and some
privacy issues as customers hesitates to give their personal information
online. (Yang, 2003)
•
Authentication: The process by which the one entity verifies
that another entity is who he, she, or it claims to be is called
authentication. Authentication requires evidence in the form of
credentials, which can take in a variety of forms, (e.g.,
password, signature). (Turban et al., 2006)
•
Confidentiality: the idea behind the confidentiality is that
information that is private or sensitive should not be disclosed
to unauthorized individuals, entities or computer software
process. (Turban et al., 2006)
•
Encryption: a process of making messages indecipherable
except by those who have an authorized decryption key.
(Turban et al., 2006)
4.2.2
Considerable Designing Guidelines for Teen E-Commerce Portals
A study made by James Maguire (May 22, 2006) stated the preferred
guidelines for designing e commerce websites for teens, as follows:
41
i.
Show Price Upfront
For teenage shoppers, it’s critical to display the price with the first mention of
the product. This is more important for teens than for adults.
The reason: “Teens are so price conscious — they don’t have a lot of money,”
ii. Allow Sort by Preference
Again, because of teens’ limited budget, it’s a good idea to allow users to sort
products by a variety of factors – by color and size, and definitely by price.
iii.
Offer Wish Lists
Offering an online wish list is an effective sales tool with teens. Though many
teens don’t have a credit card, posting a wish list allows them to direct other
users (like parents or friends) to gifts they want. Furthermore, younger
shoppers like sites with wish lists because it shows the site respects them as
customers — particularly important for teen shoppers.
iv.
Don’t Require Registration
Requiring registration prior to purchase has a negative effect on both adult and
teen shoppers, but it’s especially bad for teens. Their limited patience means
that filling out a form discourages sales. Furthermore, teens are often cautioned
by parents against giving out their personal data online.
v.
Speedy Checkout
Your site’s checkout process should be as short and easy as possible. Since
many teens have limited experience with checkout, answering questions about
billing and shipping address or finding a credit card’s three-digit security code
might be time consuming. Adding any complexity to this already new
experience could result in abandonment.
vi.
Interactivity is Powerful
Teens really like to interact with the media they’re using. Good interactivity
tools include online quizzes, voting, message boards and games. Teens like to
be able to voice their opinion.
vii.
Easily-Digested Tidbits
Teens like to do things in bite-sized pieces. Design your site to convey
information quickly, otherwise teens won’t pay attention.
42
vi.
Pictures are Good
Text that’s supplemented by graphics and pictures are much more appealing to
teens than straight text. “When they compare sites that have pictures with ones
that don’t, they say ‘I want to stick with the site that has pictures.’”
vii.
Ads are Okay
Teens don’t mind ads. While adults have ‘banner blindness,’ and tend to avoid
things that look like ads, teenagers notice ads and pay a bit more attention than
adults do.
viii. Fast Loads are Vital
A slow loading site discourages all users, but teens even more so. Again, their
limited patience means a slow load results in a mass exodus.
“The challenge for designers is to have a more graphical interface and have
these fancier features, but if it takes too long to load — even at high speed
connections — the kids will be disinterested.
ix.
Design for Vintage Gear
Teens often use outdated equipment, including donated equipment at schools
and libraries. Even if their parents have the latest gear, “teens are [often]
working with hand-me-down equipment,”.
These aging systems aren’t optimized for multimedia. “So a lot of these teen
sites that push multimedia and sound and movies don’t work on the system at
school.” (Or users aren’t allowed to download a new plug-in.)
The solution: “Make sure you compliment multimedia with the text version.”
x.
Alternate use of credit cards
Because teenagers can not have their own credit cards, the website should offer
alternate payment method such as through PayPal, or bank saving accounts,
prepaid cards.
xi.
The Big No-No: Anything “Childish”
Teenagers don’t want to be seen as kids, so they’ll shun any site that presents
anything remotely “kiddy.”
43
4.3
Findings of the Survey Conducted
A questionnaire had been done and samples of 137 had been distributed in
secondary schools (public and private) in Yemen 9 samples had been excluded,
because it is not the targeted group which is Yemeni girls in the sixteenth. The
remaining samples, which are 128, have been studied to figure out what teenagers
like to have in an e-commerce website, and what things they prefer regarding
designing issues.
4.4
Architecture of E-Commerce Portals for Teens
From the research and survey conducted, there are several functions that must
be included in E-Commerce portals for teens. The functions of any e-commerce
website are categorized under one of the following components: attraction model
component, process model component, and transaction model component (Dawn
Jutla, Peter Bodorik, and Yie Wang 1999).
4.5
Revised Auxiliary for Model Design
The proposed framework in this study describes the main elements that
needed to be considered during the designing of the portal. The elements are based
on the functions in e-commerce portal for teens, design guidelines for websites. As
44
mentioned earlier the elements of the e-commerce portal for teens are attraction
model component, process model component, and transaction model component.
4.5.1
Attraction Module Component:
In this module the use of attractive and appropriate media is important. The
home page is the main element in this component. Three functions are essential for
this module , the animation, the menu, and the music.
i. Animation
This element is the most important part for the targeted group (teens). And
attractive animation with perfect colors and sounds should be used, in order to
ensure that teenagers will proceed to the next module.
ii. Menu
Menu is the second element, and it is as important as the animation element. The
right menu selection contributes to decision making (Shneiderman, 1992). And
providing the right menu it means providing tightly structure tasks and show clear
path to accomplish tasks. The menu helps the user to choose the right choice out
of set of explicit presented alternatives.
iii. Music
Music is the third element, and the most important element. Based on the survey
92% of the teenagers state that they prefer the websites that plays modern music
and in the same time it does not affect the speed of downloading a page.
45
4.5.2
The Process and Transaction Modules Components
In this section, few business processes and their mapping to business
transactions will be stated. The user will find the products offered, the shopping cart
to put his/her buying’s, wish list, and many more functions. Will be stated below:
i.
External Process Model Mapped to The Transaction Model
•
Sign in: customer sign in using his/her account and retrieve his/her
database history
•
Registration: customer clicks register to make a database for him/her in
the website.
•
Buy : customer click buy button on commerce server interface.
•
Wish List: the customer directs other users to gifts they want.
•
Shopping Cart: user/ customer add his buying products to a virtual cart
•
Payment : customer selects a method of payment option from the server
interface. And personal information is required such as credit card
number, buyer name, and the address
•
Order Status: customers tracks their orders
•
Shipping Method: customer choose the shipping method and the
information already given at payment level.
•
Search Products: customer has the ability to search the products
depending on what categories he likes.
•
Navigation: customer navigate through the website quickly
•
View New Arrivals: customers see only new items
•
Sort Products : customers has the ability to sort the products depending on
what categories they likes.
•
Help: customer read through the help document for any inquiry.
•
About us : customer read the purpose of the site and other information.
•
Change Radio Frequency: customer can choose what type of music to
listen to.
46
ii.
Internal Process Model Mapped To the Transaction Model
•
Credit Check: electronic request transmitted to a third party finance
company
•
Contact E-broker: Access to the partnering extranet e-broker’s online
database is made.
•
Supplier Contact: Access to the partnering extranet supplier online
database is made.
•
Order Confirm: sends order confirmation to the customer either via web
page or email.
•
Delivery: the supplier initiates delivery of goods directly to the customer,
supplier provides a tracking number mapped to the internal order number
in the system.
•
Registered Customer History Update
•
Receipt Confirm: supplier issues electronic confirmation of purchase
order receipt.
•
Purchase Order Status: Access the supplier system to track purchase order
status
•
Item Ships: shipping note (tracking number) is electronically sent to the
business
•
Receipt of Products: if products received then it must be matched to the
purchase order.
•
The following figure (4-2) generally summarizes what has been written in
simple diagram.
Figure 4-2 Simple Guideline for developing e-commerce portal for teens adapted
from http://tap-services.net/pages/servicesdesc.php
47
4.6
User Requirements
Early in this chapter, a design model had been proposed. The framework is
based on the literature review. For user requirements, a set of questionnaire had been
distributed to the user in order to get the information about the functions and features
they like and attract them to an online commerce website. Questionnaire sample are
shown in Appendix A.
4.7
E-commerce for Teen Shoppers Portal Questionnaire
The questionnaire had been adapted from Heuristic Evaluation of Xerox
Corporation and Purdue Usability Testing Questionnaire, and had been distributed
among a group of 137 secondary school pupils. The target users are those who have
experience in using internet. The purposes of the questionnaire are to understand the
features and functions of the e-commerce portal and also to indentify how the
Auxiliary concept will be applied in e-commerce portal for teen shoppers based on
user requirement. Based in the questionnaire result, the selected items will be added
in revised heuristic design model for e-commerce Portal for teen shoppers.
The questionnaire is divided into three sections. The first section is about
demographic information of the user. Gender, age, citizenship, years of experience in
internet usage will be asked to the target group, and how frequently do they buy
online. Second section is about services and features in e-commerce portal for teen
shoppers.
48
The third section is about auxiliary for designing the portal. In this section,
nine principles are being asked to the user. For each principle, it has a set of item that
related to that principle. Please refer Appendix A for e-commerce Portal for Teen
Shoppers Questionnaire.
4.8.1
Section A
In this sample, 100% (n = 137) are female. For citizenship, 98% are Yemeni
and 2% are others. For this sample, most of the target group age is 16 years old. Nine
candidates are above sixteen years old. In terms of internet usage most of the target
group has two to four years experience (97 out of 137) and followed by one year (23
out of 137), five pupils have experience above four years( 5 out of 137), and twelve
pupils have no experience (12 out of 137). Target group also been asked either they
ever visited an e-commerce portal. 69% (n= 95) say yes and 31% (n= 42) say no.
Also they’ve been asked how frequently they buy online. Only seventeen pupils said
once a year and the rest they never did. Please refer figures 4.3- 4.7 for more details.
49
Gender
Female
100%
Male
Figure 4.3: Gender of the Samples
Citizenship
2%
Yemeni
Others
98%
Figure 4.4: Citizenship of the Samples
50
Internet Usage Experience
100%
80%
60%
40%
20%
0%
No Experience
Up To 1 Year
2-4 Years
Above 4 Years
Figure 4.5: Internet Usage Experience
Pupils Visited Commercial Portals
31%
Yes
69%
No
Figure 4.6: Percentage of pupils who visited commercial portals
51
Frequency of Buying Online
100%
80%
60%
Frequency of Buying
Online
40%
20%
0%
Once a Week
Once a
Month
Once a Year
Never
Figure 4.7: Frequency of Buying Online
4.8.2
Section B
In this section, the target group has been asked about the functions and
features in commercial portal for teen. The functions and features been scaled in
range 1 to 5. The scale are 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 =
Agree and 5 = Strongly Agree. Table 4.1 shows the result of functions and features in
online commercial portal for teen. The Mean for every item is been calculated. Final
score of each mean score is interpreted (as a level of agreement) as below:
•
Mean 1 – 2 as Low
•
Mean 3 as Middle
•
Mean 4 - 5 as High
52
From the analysis, most of the mean are in range 4 to 5. Refer to table 4.1
Table 4.1: Result of Services and Features in E-Commerce Portal
Item
1
2
3
4
5
Total
Mean
Downloading Products Catalogue
0
0
29
35
64
128
4.27
Back to Previous Page
0
0
13
27
88
128
4.59
Breadcrumb
0
0
2
53
73
128
4.55
Member Registration
97
10
15
2
4
128
1.48
Search
0
0
7
36
85
128
4.61
Sorting by Preferences
0
0
3
41
84
128
4.63
Wish List
19
6
43
50
10
128
3.20
Show Price Up Front the Product
0
0
0
9
119
128
4.92
Shopping Cart
19
6
43
50
10
128
3.20
Play Newest Songs
1
3
5
12
107
128
4.73
Newsletter for members
81
7
13
25
2
128
1.90
Buying without registration
0
0
9
13
106
128
4.76
Invoice Generation
19
6
43
50
10
128
3.20
Order Confirmation
16
4
18
29
61
128
3.90
The Top Selling Products
3
1
29
61
34
128
3.95
53
Promotions
0
0
3
11
114
128
4.87
Display Customer Testimonials
0
0
32
27
69
128
4.29
FAQ
1
2
11
23
91
128
4.57
About Us Page
7
1
19
34
67
128
4.20
Selling Statistics for each Product
0
13
77
9
29
128
3.42
Order History for Members
5
2
27
5
89
128
4.34
Members Can Maintain their Accounts
0
0
59
9
60
128
4.01
Multiple Billing & Shipping Addresses
0
0
4
23
101
128
4.76
Best Seller List
4
2
26
16
80
128
4.30
Product Category Browsing
1
2
17
29
79
128
4.43
Product Detailed View
1
2
11
23
91
128
4.57
Flash news about stars and artist
9
2
3
14
100
128
4.52
Easily
From the analysis, most of the features and functions mean’s values are above
average value (mean=3). Because of that factor, these functions will be as functions
in revised auxiliary for designing the model for the commercial Portal for teen. And
the functions with a mean value less than 3 will be ignored.
54
4.8.3
Section C
In this section, the target group been asked about usability auxiliary in
commercial portal for teen. There is a set of auxiliary and the target group has to
score according to the range of 1 to 5. 1 is strongly disagree, 2 is disagree, 3 is
neutral, 4 is agree and 5 is strongly agree. For every items, value of mean is been
calculated. Final score of each mean score is interpreted (as a level of agreement) as
below:
•
Mean 1 – 2 as Low
•
Mean 3 as Middle
•
Mean 4 - 5 as High
4.8.3.1 UE1 - Visibility of System Status
The first auxiliary principle is about Visibility of System Status. The meaning
of visibility in this concept is user knows what is going in the portal by giving the
appropriate feedback to the user. A set of questions had been asked to the users
which are related with the visibility of system status. Based on the analysis, all items’
mean are more than three which means middle and high agree. Table 4.2 shows the
detail of analysis for UE1. Based on the result, all the items in UE1 will be added in
the revised heuristic design model.
Table 4.2: Sample of UE1-Visibility of System Status
Item
A The portal should provide visual feedback in
1
2
3
4
5
0
0
31
75
22
Total
128
Mean
3.93
55
menus or dialog box.
B Feedback message must appear at appropriate
0
0
21
81
26
128
4.04
23
4
9
63
29
128
3.55
action.
C Each page must be labeled to show its relation
to others.
4.8.3.2 UE2 - Match between System and Real World
The second auxiliary principle is about match between system and real world.
In this principle, the portal should match with the real world by using the icons that
recognizable by user and use term and concept that easily understand by user and
also been used in the real world such as shopping cart icon for putting the things the
shopper attend to buy. From the analysis, all item’s mean are above four which
means high agree with the questions being asked. Based on the result, all the items
will be added in the revised version for design model. Table 4.3 shows the detail
analysis of this principle.
Table 4.3: Sample of UE2 - Match between System and Real World
Item
A
The language use in the portal must easy
1
2
3
4
5
Total
Mean
0
0
0
27
101
128
4.79
0
0
21
81
26
128
4.04
to understand.
B
Icons used in portal should relevant to its
function and familiar to user.
56
4.8.3.3
UE3 - User Control and Freedom
The third principle is about user control and freedom. In this principle, user
must be capable of moving around the portal freely and be able to reverse the
mistakes make by user. From the analysis, all item’s means are more than four. It
means the levels of agreement are high. Based on the analysis, all items in UE3 will
be added in the revised auxiliary for designing the model. Table 4.4 shows the detail
analysis of this principle.
Table 4.4: Sample of UE3 - User Control and Freedom
Item
A
Mistakes in data entries must easily to
1
2
3
4
5
Total
Mean
0
0
0
97
31
128
4.24
0
0
38
17
73
128
4.27
be corrected.
B
There is an “undo” function in data
entry.
C
Menu must be simple but complete.
0
0
0
83
45
128
4.35
D
The portal allows users to go back to
0
0
11
61
56
128
4.35
0
0
3
77
48
128
4.35
0
0
0
13
115
128
4.90
previous menus.
E
The portal should have ability to cancel
tasks.
F
A “home” button must be provided in
every page.
57
4.8.3.4
UE4 - Consistency and Standard
The fourth principle is consistency and standard. For this principle, words,
colors, design elements and phrases used throughout a portal need to be the same
thing regardless where those elements are need. Based on the analysis, most of the
items’ mean are above three which means high level of agreement in most questions
that been asked. For this principle, there are two items have mean value below than
four. The items are about the location of the menu title. The user seems to be in the
middle either should be centered or left-justified. The items are item E which is
Menu titles should be left-justified (M=3.23) and item D(M=2.92). From the
analysis, the author can conclude that, the user prefer the menu title is left-justified
than centered (M=3.23 > M=2.92). Because of all item’s mean values are above or
equal 3, all items in UE4 will be added in the revised auxiliary for model design.
Table 4.5 shows the detail analysis of this principle.
Table 4.5: Sample of UE4 - Consistency and Standard
Item
1
2
3
4
5
Total
Mean
A
The content should use the same font text
9
8
6
34
41
128
3.00
B
All icons in the portal must have label.
0
0
9
96
23
128
4.11
C
Each window must have a title.
0
0
0
42
86
128
4.67
D
Menu titles should be centered.
30
23
24
29
22
128
2.92
E
Menu titles should be left-justified.
18
20
24
47
19
128
3.23
F
In the portal, wording and buttons must
0
0
31
70
27
128
3.97
9
15
23
20
61
128
3.85
consistent.
G
Wording in link must consistent with the
58
wording of page title or page header.
H
All instructions, prompts, and error
messages must appear in the same place.
4.8.3.5
0
0
19
76
33
128
4.11
UE5 - Error Prevention
The fifth principle is error prevention. In this principle, the portal should be
careful in designing in order to prevent problem from occurring in the first place. For
this concept, fill in form interaction will be the main factor in error prevention.
Basically, the question being asked is about the design of the form. Based on the
analysis, all items’ mean are above three which means has middle and high level of
agreement except B witch has a mean value equal 2.75. Because of that all items in
UE5 will be added in the revised heuristic design model. Table 4.6 shows the detail
analysis of this principle.
Table 4.6: Sample of UE5 - Error Prevention
Item
A
Potential errors can be recognized before
becoming a problem.
B
1
2
3
4
5
Total
Mean
0
0
0
49
79
128
4.62
51
17
3
27
30
128
2.75
43
21
6
28
30
128
2.85
0
0
0
8
120
128
4.49
Data entry screens and dialog boxes must
indicate the number of character spaces
available in a field.
C
Fields in data entry screens and dialog
boxes must contain default values.
D
The portal should not have broken link.
59
4.8.3.6
UE6 - Recognition rather than Recall
The sixth principle is about recognition rather than recall. For this principle,
the user should recognize where they are by looking the current page, without having
to recall their path from the home page. Based on the analysis, all items’ mean are
above three which is middle and high level of agreement except for item B has a
mean value =2.90 . Based on the analysis, all items in UE6 will be added in the
revised auxiliary for model design because of mean values above 3except for item B.
Table 4.7 shows the detail analysis of this principle.
Table 4.7: Sample of UE6 - Recognition rather than Recall
Item
A
The instructions in the portal should
easily to be retrieve.
B
Prompts should use white space,
justification, and visual element.
C
1
2
3
4
5
Total
Mean
0
0
29 40
59
128
4.23
27
30
19 32
20
128
2.90
3
9
1
25
90
128
4.48
0
0
34 62
32
128
3.98
0
3
33 67
25
128
3.89
0
0
21 49
58
128
4.29
White space should be used to create
symmetry and guide the eye in
appropriate direction.
D
The portal should use color highlighting
to get the user’s attention.
E
The same color must be use to group
related elements.
F
There must have brightness contrast
between image and background colors.
60
G
Light and bright colors should been use
to highlight data, darker and duller colors
0
6
11 67
44
128
4.16
0
0
0
9
119
128
4.93
0
0
39 21
68
128
4.23
0
0
0
13 115
128
4.90
for un highlight data.
H
The portal should have good labels and
descriptive links.
I
All relevant information must on the
same page.
J
The icons must easily recognizable.
4.8.3.7 UE7 - Flexibility and Efficiency of Use
The seventh principle is flexibility and efficiency of use. It means the portal
can easily been used by inexperienced and experienced user. Based on the analysis,
two of the items’ means are above four which means high agreement, the third is
2.55.. From the result, the items A and Bin UE7 will be added in the revised
framework. Table 4.8 shows the detail analysis of this principle.
Table 4.8: Sample of UE7-Flexibility and Efficiency of Use
Item
A
On first use of the portal, it must easy to
navigate.
1
2
3
4
5
Total
Mean
0
0
0
37
91
128
4.71
B
The portal must provide search engines.
0
0
0
3
125
128
4.98
C
The portal should provide site map.
41
26
23
25
13
128
2.55
61
UE8 – Aesthetic and Minimalist Design
4.8.3.8
The eighth principle is aesthetic and minimalist design. It means the portal
should not contain information which is irrelevant or rarely need. The information
also should be carefully selected to ensure only relevant information be in the portal.
Based on the analysis, almost all items’ mean are above three which means middle
and high level of agreement except the items A (meaningful groups of items must be
separated by white space) with mean 2.73, item D (extra information on a page
brings distraction and makes system slow down.) with mean 1.77 , item G (The
information must in hierarchy form) with mean value 1.67. Because of that the item’s
mean values less than 3 will be ignored while developing the portal.
Table 4.9: Sample of UE8-Aesthetic and Minimalist Design
Item
A
Meaningful groups of items must be
1
2
3
4
5
Total
Mean
47
12
18
31
20
128
2.73
0
2
8
23
95
128
4.65
0
0
0
10
118
128
4.92
74
26
30
0
2
128
1.77
0
0
27
63
38
128
4.09
0
2
8
23
95
128
4.65
separated by white space.
B
Each data entry screen must have a
short, simple, clear, and unique title.
C
Field labels must brief, familiar, and
descriptive.
D
Extra information on a page brings
distraction and makes system slow
down.
E
Less needed information can be
accessible via a link.
F
The information should be break into
chunks (break into small parts) and use
62
links to connect the relevant chunks.
G
The information must in hierarchy form.
4.8.3.9
81
30
1
10
6
128
1.67
UE9 – Help and Online Documentation
The ninth principle is help and online documentation. In this principle, the
portal should have help and online documentation to help user while they navigate
the portal. For this principle, what features needed in the online documentation is the
main issue. Based on the analysis, all items’ mean are above three which means
middle and high of agreement. All items in UE9 will be added in the revised
auxiliary for model design based of mean values above 4. Table 4.10 shows the
detail analysis of this principle.
Table 4.10: Sample of UE9-Help and Online Documentation
Item
A
The portal should have online help.
B
The instructions in help should easily
retrieved and relevant.
C
Instructions in help must follow the
sequence of user actions.
D
In online help, it should be links from
main sections into specific help.
E
The portal must has help icons in form
filing dialog.
1
2
3
4
5
Total
Mean
0
0
3
53
72
128
4.54
0
0
1
53
72
128
4.49
0
0
16
37
75
128
4.46
0
0
3
79
46
128
4.34
0
0
1
80
47
128
4.36
63
4.8.3.10 UE10 – Help User Recognize, Diagnose and Recover from Error
The next principle is helping user recognize, diagnose and recover from error.
In this principle, the design of error message is very important in order to ensure that
can help diagnose, recognize and recover from error. Based on the analysis, all
items’ mean are above four which means high agreement. Because of this all items in
UE10 will be added in the revised auxiliary for model design. Table 4.11 shows the
detail analysis of this principle.
Table 4.11: Sample of UE10 - User Recognize, Diagnose and Recover from Error
Item
A
I should not encounter many system errors.
B
The error messages should be display in a plain and
understandable language and suggest a solution.
C
Error messages should suggest the cause of the
problem
4.8.3.11
1
2
3
4
5
Total
Mean
0
0
0
7
18
128
4.95
0
0
0
3
16
128
4.98
0
0
0
3
16
128
4.98
UE 11 – Use Chunking
The last principle is use chunking. It means the information in the portal must
be chunk or break to smaller part for easier information retrieval. Based on the
analysis, all items’ mean are above three but not reach four which means middle
agreement. The standard deviation values for all items are above one which means
various level of agreement. Because all item’s mean values in UE11 above three, all
64
items will be added in the auxiliary for model design. Table 4.18 shows the detail
analysis of this principle.
Table 4.12: Sample of UE11 – Use Chunking
Item
A
The idea should in one idea per
paragraph.
B
1
2
3
4
5
Total
Mean
0
0
34
62
32
128
3.98
0
3
33
67
25
128
3.89
The portal should in short
paragraph, subheadings, and
bulleted lists.
4.8.4. Conclusion of E-commerce Web Design for Teen Shoppers Portal
Questionnaire
From the analysis of section B, only four items has mean value below three,
and the rest of the items got mean value above three. The highest mean is 4.92.
From the analysis of section C, it is obvious that the mean for most of the
items are above three which either middle or high level of agreement. For that the
items with middle or high level of agreement will be considered in the designing and
the others will be ignored.
Based on the result from the study, the author concluded that user agree that
most of the principles stated in the questionnaire are needed in order to increase the
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usability of the portal. Mean value above/equal to 3 (middle/high level agreement),
means majority of the user accept the principles. There are some items that the user
feel neutral or in the middle. The items are which have mean value from 3 to 3.99
(2.9 <mean < 4). Also in some items the user feels that they’ll be some obstacles in
using them in the portal. These items with mean value less than 3 (mean < 3). Based
on this analysis, all the items with mean >= 3 will be added to the revised proposed
auxiliary for model design been proposed early in this chapter.
4.9 Revised Auxiliary for Model Design
In early of this chapter, the proposed auxiliary for model design has been
developed based on the results from literature review (chapter two). After analysis of
user requirements, the proposed auxiliary is been revised based on the user
requirements.
Based on the analysis from the questionnaire, the author found several
auxiliary guidelines that can be added in the auxiliary for model design. The
auxiliary guideline is based on the user perspective. For items’ mean greater than
three, the item will be considered as reliable and will be added in the proposed
auxiliary for model design otherwise it will be ignored.
Figure 4.8 shows the steps in developing the Auxiliary for Model Design. It
has three main steps. The steps are categorize guideline into 10 interaction styles,
identify interaction styles and design element for every functions in the website and
the last step is matching the guidelines with the principles.
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Interaction
Style &
Design
Elements
• Guidelines
• Identify Functions
Match
Between
Guidelines &
Principles
• Guidelines + Principles Of Auxiliary
Outcome
Designed
Model
• Stage (n) : Function-> Guideline ->> Auxiliary
Figure 4.8: Steps in Developing Auxiliary for Design Model
First step, the guidelines will be categorized based on the interaction style
and design element. As stated in chapter two and four, the design guidelines are
based on interaction styles and design elements in a web site and can be categorized
categor
into 10 categories. The categories are Menu Selection, Form Filing, Error-Message,
Error
Content, Search, Link, Color, Help and Online Documentation, Feedback and Font.
The design guideline fform filing interactions are as follow:• Mistakes in data entries must easily to be corrected.
• There is an “undo” function in data entry.
• Fields in data entry screens and dialog boxes must contain default values.
• Each data entry screen must have a short, simple, clear, and unique title.
• Field labels must brief, familiar
familiar, and descriptive
• The portal should have ability to cancel tasks.
The design guideline for error
error-message interactions are:• I should not encounter many system errors.
• The error messages should be display in a plain and understandable
language and suggest a solution
• Error messages should suggest the cause of the problem.
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• Potential errors can be recognized before becoming a problem.
• The portal should warn users if they are about to make serious error.
The design guidelines for content are:• Each page must be labeled to show its relation to others.
• The language use in the portal must easy to understand.
• All icons in the portal must have label.
• Each window must have a title.
• All instructions, prompts, and error messages must appear in the same
place.
• In the portal, wording and buttons must consistent.
• The instructions in the portal should easily to be retrieve
• White space should be used to create symmetry and guide the eye in
appropriate direction.
• The same color must be use to group related elements.
• The portal should use color highlighting to get the user’s attention.
• The icons must easily recognizable.
• On first use of the portal, it must easy to navigate.
• The information must in hierarchy form.
• The information should be break into chunks (break into small parts) and
use links to connect the relevant chunks
• Less needed information can be accessible via a link.
• The idea should be in one idea per paragraph
• The portal should be in short paragraph, subheadings, and bulleted lists.
The design guidelines for search:• The portal must provide search engines.
The design guideline for link:• The portal should not have broken link.
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• The portal should have good labels and descriptive links.
• Wording in link must consistent with the wording of page title or page
header.
The design guideline for font:• The content should use same font text
The design guideline for text and background contrast:• There must have brightness contrast between image and background colors.
• Light and bright colors should been use to highlight data, darker and duller
colors for un highlight data.
The design guideline for online documentation:• Instructions in help must follow the sequence of user actions.
• The portal should have online help.
• The instructions in help should easily retrieved and relevant.
• In online help, it should be links from main sections into specific help.
• The portal must has help icons in form filing dialog.
The design guideline for Feedback interactions are:• I always know my location in the portal.
• The portal should provide visual feedback in menus or dialog box
• Feedback message must appear at appropriate action.
The design guidelines for menus are:• The menu titles in must in grammatically correct.
• Menu must be simple but complete.
• The portal allows users to go back to previous menus.
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• A “home” button must be provided in every page.
• Menu titles should be left-justified.
• In the portal, wording and buttons must consistent.
• Icons used in portal should relevant to its function and familiar to user.
The second step is by identify the interaction style and design element for
every function in the auxiliary for design model that been proposed in chapter four.
The following table shows the function and its design elements and interaction style.
Table 4.13: Functions with Interaction Style/Design Element
Function
Interaction Style/Design Element
Animation
Feedback
Statement of the Site Owner
Text and Background Contrast
The Portal Logo
Text and Background Contrast
Menu
Menu
Searching
Search
Downloading Catalogue
Error Message, Feedback, Content
Links
Link
Navigation
Content, Text and Background Contrast, Font
Help and Online Documentation
Online Documentation
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Buying / Online Feedback
Form Filing, Feedback, Error-Message, Help
and Online Documentation
Fact and Figure
Content, Text and Contrast, Font
Event List
Feedback, Link, Font, Text and Background
Contrast, Form Filling
After functions are identified with its interaction style, the design guideline
and its principles been matched. It is based on the items in the questionnaire that
been analyzed in data analysis. In the questionnaire, there are 11 auxiliary principles
with a list of guidelines that related with the principles. Every principle has its design
guideline. The design guideline is based on the interaction style and design element.
Every function is made from several design elements and interaction style. From
here, the author found the relation between function, interaction style and design
element, design guideline and heuristic and applied in the proposed heuristic design
model.
For the revised proposed auxiliary design model, two principles had been
modified. The principles are the design and security and privacy. Figure 4.9, 4.10
and 4.11 shows the proposed framework based on three interaction stages which are
enter stage, explore stage and transact stage.
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Figure 4.9 : Revised framework
72
Table 4.14: Details of Auxiliary Design Model – Attraction Module
Guideline
Animation
Description
-
Auxiliary
Use appropriate media such as video,
Aesthetic and
speech and audio for increase attention
Minimalist Design
and setting website mood. Also playing
the newest successful songs.
-
For less used of animation, use text,
active link and logo
The Portal Logo
-
Logo should be provided in every pages
-
Providing a feedback saying “No sound
Visibility of
is used in this clip”, for video-only clips
System Status
The portal logo must be placed at the top
Consistency and
of the web page
Standard
There must have brightness contrast
Recognition rather
between image of the logo and
than Recall
-
-
background colors.
The portal Name
-
Should be placed between near the Logo
Consistency and
Standard
Menu
-
-
The menu titles must be grammatically
Match between
correct.
system and real
world
Use icons that relevant to its function and
familiar to user
-
Menu must be simple but complete.
-
The portal allows users to go back to
freedom
previous menus.
-
User control and
A “home” button must be provided in
every page.
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-
Menu titles should be left-justified.
-
Wording and buttons must consistent.
-
Use drop menu for every topic
-
Use breadcrumb navigation lists for
Consistency and
Standard
Recognition rather
than Recall
hierarchical information
Table 4.15: Details of Auxiliary Design Model – Process Module
Guideline
Search
Description
-
The portal must provide search engines.
Auxiliary
Flexibility and Efficiency
to use
-
Wider search box
Consistency and
-
Search box usually be put on top left, or top
Standard
right of the page
-
Provide search result either result is found or
Visibility of System Status
not
-
Search result start with clickable headline,
two-to three line summary
-
ecatal
ogue
The portal should provide catalogue for all the
Visibility of System Status
products or based on categories.
-
Feedback message must appear at appropriate
action.
If there is an error:-
Diagnose, and Recover
The error messages should be display in a
plain and understandable language and suggest
a solution.
-
Help User Recognized,
Error messages must suggest the cause of the
problem
from Error
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Links
-
User should know their location in the portal
Visibility of System
by having different link color for visited and
Status
non-visited link
-
The portal should not have broken link.
Error Prevention
-
Good labels and descriptive links.
Recognition rather than
recall
-
Wording in link must consistent with the
Consistency and Standard
wording of page title or page header.
The portal
-
Use Times New Roman Font
Consistency and Standard
-
Avoid use blinking and mixed font
Recognition rather than
-
Have contrast between foreground color and
Statement
recall
background color.
The Portal
-
The idea should be in one idea per paragraph
Use Chunking
-
Use Times New Roman Font
Consistency and Standard
-
Avoid use blinking and mixed font
Recognition rather than
-
Have contrast between foreground color and
Policy /
Customer
Policy
recall
background color.
Privacy
Statement /
Security Notice
-
The idea should be in one idea per paragraph
Use Chunking
-
Link should be at bottom of webpage
Consistency and Standard
-
Use Times New Romans Font
-
Have contrast between foreground color and
Recognition rather than
background color.
Recall
/ Copyright
Notice
-
Light and bright colors should been use to
highlight data, darker and duller colors for un
highlight data.
-
The idea should be in one idea per paragraph
Use Chunking
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Website
navigation
Content:
-
Visibility of System Status
Each page must be labeled to show its relation
to others.
Content:
-
Match between system
and real world
The language must easy to understand (use
English)
Font:
-
Times New Roman
-
At least a 12-point font and allowing user to
Consistency and
Standard
adjust the font size or text is as least 18 point if
not bold and at least 14 point if bold
-
Using left-justified text for languages that are
written left to right
-
Using right-justified text for languages that are
written right-to-left
Content:
-
All icons must have label.
-
Each window must have a title.
-
All instructions, prompts, and error messages
must appear in the same standard place.
-
Wording and buttons must consistent.
Font:
-
recall
Avoid to use blinking and mixed fonts
Content:
-
The instructions in the portal should easily to
be retrieve
-
The data display start in the upper-left corner
of the screen.
-
Recognition rather than
Prompts should use white space, justification,
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and visual element
-
The same color must be use to group related
elements.
-
The portal should use color highlighting to get
the user’s attention.
-
The icons must easily recognizable.
Text and Background Contrast:
-
There must have brightness contrast between
image and background colors.
-
Light and bright colors should been use to
highlight data, darker and duller colors for un
highlighted data.
-
Have contrast between foreground color and
background color.
-
-
Less needed information can be accessible via
Aesthetic and Minimalist
a link.
Design
Extra information on a page brings distraction
and makes system slow .
-
The idea should be in one idea per paragraph
-
The portal should be in short paragraph,
Use Chunking
subheadings, and bulleted lists
Help and online
-
documentation
Instructions in help must follow the sequence
Help and Documentation
of user actions.
-
The instructions in help should be easily
retrieved and relevant by searchable pages and
example.
Fact and Figure
-
Links from main sections into specific help.
-
Has help icons in form filing dialog.
-
The content must in short paragraph,
subheadings and bulleted list
Use Chunking
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-
Photo Gallery
The language must easy to understand (Use
Match between System
English Language)
and Real World
-
Provide feedback by giving number of pages
Visibility of System Status
-
Has ability to cancel task
User Control and Freedom
-
All images must have label.
Consistency and Standard
Table 4.16: Details of Auxiliary Design Model – Transact Stage
Guideline
Buying / Online
Feedback
Description
- Mistakes can easily be corrected.
- There is an “undo” function in data entry.
Auxiliary
User Control and
Freedom
- Can copying and modifying existing data.
- Ability to cancel tasks.
- Dots or underscores must be used to indicate
Error Prevention
field length.
- Indicate the number of character spaces
available in a field.
- Contain default values – use embedded menu
- Data entry screen must have a short, simple,
clear, and unique title.
- Field labels must brief, familiar, and
descriptive
Appropriate Feedback:
- The portal should provide visual feedback in
Visibility of System
Status
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menus or dialog box
- Provide helpful error message for
unacceptable values are into a data field.
- Avoid error message “Invalid entry. Reenter
value.”
- Provide navigational support for multiple
forms (“Form 1 of 10”).
Error Message:
- Error messages should be display in a plain
Help User Recognize,
Diagnose, and
Recover from Errors
and understandable language and suggest a
solution
- Error messages should suggest the cause of the
problem.
- Potential errors can be recognized before
becoming a problem.
- The instructions in the portal should easily
retrieve
Recognition rather
than Recall
- The portal should use color highlighting to get
user’s attention.
Error Message:
- Error messages should be display in a plain
and understandable language and suggest a
solution
- Eliminate used of INVALID, ERROR or
ILLEGAL PASSWORD
- Try “Your password did not match the stored
password. Please try again”.
- Error messages should suggest the cause of the
problem.
Help User Recognize,
Diagnose, and
Recover from Errors
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Event List
- Contain default values – use embedded menu
Error Prevention
(month)
- Should not have broken link
- Provide search result either result is found or
not
Visibility of System
Status
- Search result start with clickable headline,
two-to three line summary
- Provide feedback.
- Light and bright colors should been use to
highlight data, darker and duller colors for un
Recognition rather
Recall
highlight data.
Upload Photo
- Ability to cancel tasks.
- Mistakes can easily be corrected.
- Provide feedback
User Control and
Freedom
Visibility of System
Status
- Error Message:
Help user Recognize
and Discover from
o Error messages should be display in a plain
and understandable language and suggest a
solution
o Error messages should suggest the cause of the
problem.
o Potential errors can be recognized before
becoming a problem.
Error
80
-
Data entry screen must have a short,
Error Prevention
simple, clear, and unique title.
-
Field labels must brief, familiar, and
descriptive
4.10
Conceptual Design
The main activities and processes that are involved in the proposed model
will be presented using Use Case Diagram, and Sequence Diagram. Data that are
involved in each process or activity is illustrated using the Class Diagram and
Sequence Diagram.
4.10.1 Use Case Diagram of The Proposed System
Figure 4.10 shows the use case diagram of the proposed system. This diagram
was designed in order to get the overall picture on how the proposed application will
be. A brief description for each use case is identified in table 4.23.
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Figure 4.10: Use Case Diagram of the proposed system
Table 4.17: Brief Description of Use Case Diagram
Use Case
Description
Name
Select Menu Item
The user uses this use case to select the menu item usually at
the top of the page in the portal. This use case enables the user
to go to the other sections in the portal.
Select Link
The user uses this use case to select the link in the page of the
portal.
Select Form
The user uses this use case to select the form that available in
the portal such as customers’ testimonies.
Select File
The user uses this use case to select the catalogue she wants to
download or to be review. The file is available in PDF format.
Download
The user uses this use case to download the catalogues.
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The user uses this use case to fill the buying form after “Done
Fill Form
Shopping” or for writing their testimonies. In this context, the
forms are buying form, feedback, enquiry form, and
testimony.
Display
Alert
Dialog
The user uses this case when display alert dialog after filling
in the form or download the available catalogue. In the alert
dialog, it has an error message.
Search Item
The user uses this use case for items searching.
Select Help
The user uses this use case to select help document in the
portal.
Add to Shopping
The user use this use case when she has one or more than one
Cart
item to buy
4.10.2 Class Diagram of The Proposed System
Class diagram is a static model that shows the classes and relationship among
the classes. Figure 4.11 shows the class diagram for the proposed model. The main
class is User Interface. User Interface means browser or application window. There
are two subclasses under the main class, which are Purchase Interface and Browse
Interface. User Interface is a component of a GUI (graphical user interface). Browse
Interface is also a GUI for browsing the products. Purchase Interface is an GUI in
order to prompt the user to enter required information to go on with his purchase.
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Figure 4.11: The Class Diagram for the Proposed Design Model
4.10.3 Sequence Diagram
The main sequence diagram of the proposed system is as follows:
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Figure 4.12: The Sequence Diagram for the Proposed Design Model
4.11 Summary
As a conclusion, this chapter covers about the data analysis of e-commerce
portal for teen shoppers Questionnaire and the revised framework of adopted
framework. From this phase, the author gets the user requirements that can be use in
implementation phase. Based on the proposed framework, a prototype of the Portal
will be build. The next chapter will focus on the implementation of the proposed
framework that will be developed.
CHAPTER 5
IMPLEMENTATION AND TESTING
5.1
Introduction
This chapter will describe more about the results from the design phase.
These results are used as an input for the implementation and testing process before
implementing the new system. And that is to ensure that the developed system can be
well completed and functioned to achieve the objectives that been stated earlier.
5.2
System Implementation
From the proposed auxiliary design model, a prototype of ecommerce portal
for teen has been built. The system has three interaction stages which are attraction
stages, process and transaction models. Every interaction stages, it has several
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functions with the specific design guideline to achieve the principle. The design of
the portal is a user-friendly and easy for the customer to directly apply the buying
online without a prior reading for the user manual. The system has been developed
using PHP as a programming language using the XOOPS Content Management
System (XOOPS CMS) and MySQL as a database server. A complete user manual
with screen shots for the system is included within this report. Please refer to
Appendix C.
5.2.1 Coding Approach
The modular coding approach has been conducted to implement the system.
During the development of the system it must be ensured that all functions of the
system is free from errors or bugs in order to obtain properly working of the system.
5.3
System Evaluation and Testing
The proposed system must be tested in order to detect any errors or bugs after
the designing process completed. There are three levels of testing have been
executed, which are black box test, integration test, and user acceptance test.
87
5.3.1 Black Box Test:
Black box test has been executed based on the units in the system modules.
This testing used top-down approach. Table 5.1 show s the black box testing for this
system.
Table 5.1: Black Box Texting for User Module
Modules
Testing
Expected Result
Searching
Insert keyword
Add to Cart
Add product to
User success to add product
the cart
to the shopping cart
Click on e-
List of downloaded catalogue.
catalogue
User can download them.
Insert Name, and
Member success to submit
Comment
comment
Click on add to
User success to add a
wish list
product to the wish list
Catalogue
Comment
Add to wish list
Display results.
Result
OK
OK
OK
OK
OK
Table 5.2: Black Box Testing for Admin Module
Modules
Upload products,
Testing
Browse file
Expected Results
Admin success upload
manufacturers,
products, manufacturers,
vendors, music
vendors
Result
OK
88
files
Submit comment,
Write comment,
Admin successful submit
add to wish list
add product to
comments and add
wish list
products to wish list
OK
events.
Manage orders
Manage orders
Admin successful
OK
manages orders
5.3.2
Integration Testing
The next step after completing the black box test is the integration test. This
testing is done to test the modules that have been integrated. It will verify either the
application works with others applications. It means, an output from one module can
be used as an input for other modules.
Table 5.3: Integration Testing Among Users
Modules
Upload catalogue
Testing
Expected Results
Admin upload the
User can download the
file
file.
Submit comments
User and admin
User and Admin can
and add to wish list
submit comments
view the comments and
and add to wish list
the wish list.
User browse
User can view the
products.
product details.
Add product
Result
OK
OK
OK
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Admin can delete the
product.
5.3.3
User Acceptance Test
In order to know if the developed system meets the user requirements or not a
user acceptance test need to be done. In this testing, teens are the real user of the
system. It is done by giving a questionnaire form after user testing. The system can
be accessed through a temporary address http://doaa.ax.lt for user testing. Please
refer to Appendix C for user acceptance test questionnaire.
For user acceptance test, the sample is a group of five pupils. Explanation
about the testing is given to the sample. They will be navigating the prototype system
and have to answer the user acceptance test form based on their experienced in
navigating the system.
5.4 Summary
This chapter focused on implementation and testing phase. And it can be
concluded that the designed e-commerce portal for teen can be executed easily. In
testing phase, two testing methods held, the black box test and the integration test
90
and all the system modules had been tested in the latter. System testing is being done
to ensure that the system development is perfect with no errors or bugs. User
acceptance test was held to determine that the system meet the user requirement.
Steps of implementation towards organization of this system will be discussed in the
next chapter to ensure the successfulness of the proposed system.
CHAPTER 6
ORGANIZATIONAL STRATEGY
6.1
Introduction
This chapter will mention how the proposed system will be applied and
implemented within an organization. A systematic plan will lead the organization
into more strategic trends to achieve the main objectives.
6.2
Implementation Strategies
The e-commerce portal for teen has been tested and ready to be implemented
into the working environment. In order to launch the system into the real world, there
are four strategies and one of them can be used for the implementation process. The
strategies are as shown in table 6.1.
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Table 6.1: Types of Implementation
Description
With this strategy, the changeover is done in one
operation, completely replacing the old system in one
go.
Advantages
a. The most rapid of all the strategies.
b. Less risk of confusion between old and new
systems.
Disadvantages
a.
Most stressful for the users - the old system has gone
so there is no going back if they have difficulties.
b.
Most difficult to train staff on as the new system was
not in place to learn on before the change over.
c.
Most stressful for the developers - all the data and
files from the old system will have to be converted
ready for use on the new one.
d.
Most risky - if the new system does not work
properly then there is nothing to fall back on.
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Description
With this strategy, the new brought in in stages
(phases). If each phase is successful then the next phase
is started, eventually leading to the final phase when the
new system fully replaces the old one.
Advantages
a.
Very structured, each phase can be fully evaluated
before moving onto the next one.
b.
Lower risk, a well planned and controlled
introduction of the new system.
c.
Easy to train staff by letting them learn new skills on
each phase as it is introduced.
Disadvantages
a.
Slower than direct implementation.
b.
Although each phase is easy to evaluate, you have to
wait until all the phases are complete before you can
evaluate the whole change over.
Description
With this strategy, the new system replaces the old one
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in one operation but only on a small scale.
Advantages
a.
Easy to control, the pilot can be halted at any time.
b.
Easy to evaluate because the new and old systems
are both running.
c.
Low risk, if a small-scale pilot fails then not too
much has been lost.
d.
Easy to train staff by letting them learn new skills on
the pilot system.
Disadvantages
a.
It can be slow to get a pilot to completely replace the
old system.
b.
A pilot may not show up problems that a full-scale
implementation would. This is because a system can
work well as a small-scale pilot but has difficulties
when it is scaled up to a full operating system with
more realistic volumes of data to be processed.
Description
With this strategy, the old and the new system are both
used alongside each other, both being able to operate
independently. If all goes well, the old system is stopped
and new system carries on as the only system.
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Advantages
a.
If there are initial problems with the new system
then the old one can still be used.
b.
Both systems can easily be compared.
c.
Easy to train staff by letting them learn new skills on
the parallel system.
d.
Easy to evaluate because the new and old systems
are both running.
Disadvantages
a.
Expensive - both systems are being run as fully
operating versions so both are doing the same job.
This may mean duplication of staff and hardware.
b.
Some risk - there is a greater chance of confusion or
errors if the two different systems are being run
side-by-side.
The factor of choosing the strategy depends on the system ability and
organization needs. In this case “Direct Implementation” is chosen hence the
proposed system is for Yemeni teen girls aged 16 years, and there is no e-commerce
system for that target group in Yemen yet.
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6.3
Management Changing
During the beginning of the system implementation phase, there are users
who play important role. Mostly they are the stakeholders who will be involved in
the designed system. These stakeholders will be divided into two types. The first is
the administrators who will manage the products, the buying process, and monitors
the systems. The second type is the customers who will buy the offered products. See
table 6.2 for stakeholders’ management changing.
Table 6.2: Stakeholders of the Proposed System
Stakeholder
Opportunity
Challenge
Administrators
Better database management
Must have IT team responsible
system
for maintaining and managing
Better services
Better monitoring
Customers
Easy to buy, search, pay for
the system
Must have internet connection
Must have internet connection
products.
6.3.1
Challenge Factors in Conversion
There are some factors that might become obstacles of the conversion
process, some of these factors are:
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a. The uncustomary and familiarity of such portals in Yemen generally and for the
target group especially.
b. The credibility of the portal by the people.
c. Provide a list of frequently answered questions related with the system.
6.3.2
Management Policy
The first step that has to be taken in planning the management for conversion
is by making some policies aiming for supporting the proposed system, such as
privacy policy, customer policy.
6.4
Installation of Infrastructure Process
This system was developed under web based. The implementation can be
connected to the internet. Therefore for the next step equipping the infrastructure
process can be completed by server and internet connection devices. List of
installation of infrastructure is shown below in table 6.3.
98
Table 6.3: Installation of Infrastructure
No.
Item
Description
1.
Local Server
Specification:
Process Pentium4 or higher
Memory 1 GB / above
HDD 80 GB
2.
Dedicated Internet Connection
Hosting for the proposed
system
3.
Software
Server:
Web server (apache)
Database server MySQL
OS: Windows XP/
vista/Linux
XOOPS CMS
Client: web browser
6.5
Expected Organizational Benefits
The e-commerce portal for teen was developed to make the online shopping
for the target group interesting marked by fun and facile process. Hopefully, this
system has good impact to organization and customers.
99
6.5.1
Impact Towards Organization
By implementing the e-commerce portal for teen, hopefully it will ensure the
online shopping process for teen will be easier, efficient, and improve the services
for its customers. The expected impacts are:
a.
Get the lead in this area; hence there is no other organization offer this services
in Yemen.
b.
Improve the buying process by making the required fields to be filled less and
the paying is done through PayPal.
c.
Get the attention and satisfaction of teen will be a gate for marketing other
things.
d.
Open to wide market
6.5.2
Impact Towards Customers
By implementing the e-commerce portal for teen, there are few impacts
towards the teen customer:
a. Increase the user experience while they navigate the portal by having easy access
web portal.
b. By increasing the user experience, user can easily retrieve the information in the
web portal that can be as a catalogue for the available products.
c. Increase teen customer satisfaction.
d. Time-saving - Customers can save their time much; they don’t need to
go to market any more.
100
6.6
Contingency Plan
Usually, most of the system will face some problems whether it is critical or
not. One of the critical problem is data loss or damaged and uncertainty of proven
output. Therefore, it is very important to prepare a system continuity plan as an
organizational strategy. The plans are:
a.
Data may be affected by the virus. New viruses will appear every time. There is
possibility that the data might be attacked by virus. Backup utility must be
prepared to ensure the data would not lost. This utility must be put in another
server.
b.
For the all online system, server down is another common problem. Every
process will be delayed for a certain time. If seriously, it may temporarily
unavailable. If the user wants to continue the process, an application server and
backup database should be developed.
c.
Regular Maintenance is needed to ensure internet connection, local network,
server, database working properly.
6.7
Summary
This chapter has described organizational strategies to implement the ecommerce portal for teen. Direct Implementation strategy has guided the
organization to complement the traditional shopping system. All the problems and
challenges can be well settled if it gets full support from the whole part in that
organization especially support from the high level management.
CHAPTER 7
DISCUSSION AND CONCLUSION
7.1
Achievement
After going through processes such as finding information from internet, refer
books or journal and articles, a basic concept and theory of the research has been
identified. Below are some main findings of the project:
a.
Developing an e-commerce portal for teen shoppers can promote efficiency to
them.
b.
Applying e-commerce portal for teen in Yemen will creates creative and
competitive in this context.
c.
By using web-based technology for the developed system the author actually
made business automation process from the manual system.
d.
Implementing the system to the real world needs a strong dedication from the
management to be due to the former of such systems.
102
7.2
Constraints and Challenges
There were some constrains and challenges that had been faced during the
early phase of this system development especially when conducting the research
process for the analysis phase. The identified constraint and challenges as below:
a. The limited time to do more in depth research and study is another challenge to
gather the complete information and understanding for this study area. Better
result will be achieved if the project period is lengthened.
b. Understanding the needs and desires of teens and their behaviors online required
amount of time.
c. Rare literatures that give perspective and view of designing concepts of ecommerce portals for teens, which made the author worried about getting the
basic information for completing the study.
7.3
Aspirations
Although there are challenges and constraints being faced during early phase
of this system development, the literature review about the project and initial finding
to develop the project has been done successfully. Therefore, at the end of project II,
the achievement of this project can be done as below:
a.
All the objectives of this project that has been pointed out in the beginning of the
project will be successfully achieved.
b.
All the user requirements will be fulfilled according to the system plan.
c.
The system will help teen to do shopping without concerning about the paying
obstacles.
103
7.4
Limitation of the System
Although the system is complete, but it faces some limitations such as:
a. Poor interface.
b. Poor search engine.
7.5
Future Work for the System
This system could be upgraded to enhance its capability to obtain much more
fulfillment of the user. The enhancements should be:
a. The feature can be more customizable, more research needed to know what is
inside in e-commerce industry regarding with achieving customer satisfaction.
b. The customer data can be mined, and can predict for future needs.
c.
7.6
Enhance the interface design to make it more attractive and interesting.
Summary
In conclusion, all the activities that should be completed in Project I and
project II have been completed successfully. The point that can be concluded is the ecommerce portal for teen shoppers is an initiative taken in purpose to help teen in
surfing online shopping easily, fast, trusted and enjoyable. The expected result of this
project is hopefully could give the overall benefits to all the stakeholders of the
system.
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2010).
APPENDIX A
Questionnaire
109
Survey
The Requirements
Of
E-commerce Web Design for Teen Shoppers
Objective
The purpose of this survey is to understand the features and functions of
“the e-commerce portal for teens”. The participation in this survey will serve the
teens in Yemen in making the online buying process possible and easier.
Please Note That:
Ø This survey will support my Master thesis. All the information obtained from this
survey will be treated as strictly CONFIDENTIAL and will be used for research
purpose ONLY.
Ø Your cooperation in answering this questionnaire is very appreciated, thank you.
Prepared By:
Doaa Mohammed Bamasoud – M.Sc. Information Technology Management
Faculty of Computer Science and Information System
Universiti Teknologi Malaysia (UTM) - Malaysia
E-mail : doaanos@gmail.com
110
Section A.
This section is to obtain the demographic information. Please tick in the relevant boxes.
Your gender:
Your Citizenship:
Male
o
Yemeni Citizen
female
o
Other, please state
it:
Your age group:
o
Years of experience in using Internet:
under 16
o
No Experience at
all
o
16
o
Up to 1 year
o
Above 16
o
About 2-4 years
o
Above 4 years
o
Have you ever visit any
online
commercial
portal:
How frequently
you do buy
online?
Yes
o
Once a week
o Once a month
No
o
Once a year
o Never
111
Section B
Instructions: Please tick the relevant boxes. The score:- 1: Strongly disagree, 2: Disagree, 3:
Neutral, 4: Agree,
5: Strongly agree. You only can choose one choice for every question.
Commercial Portal – Services and Features in Commercial Portal
1
2
3
The following functions must be provided in the commercial portal?
Downloading
Category
Products
Catalogue
by
Back to Previous Page
Breadcrumb
Member Registration
Search ( Quick / Advanced)
Sorting by Preferences
Wish List
Show Price Up Front the Product
Shopping Cart
Play Newest Songs
Newsletter for members
Buying without registration
Invoice Generation
Order Confirmation
The Top 10 Selling
Promotions
Displaying Customer Testimonials
FAQ
About Us Page
Selling Statistics for each Product
Order History for Members
Members Can Maintain their Accounts
4
5
112
Easily
Multiple Billing & Shipping Addresses
Global & Pre-category Best Seller List
Product Category Browsing
Product Detailed View
Flash news about stars and artist
113
Section C
Instructions: Please tick the relevant boxes. The score:- 1: Strongly disagree, 2: Disagree, 3:
Neutral, 4: Agree, 5: Strongly agree. You only can choose one choice for every
question.
Usability of the E-commerce Portal
1
2
3
4
5
UE1.
Visibility of system status – let the user knows what is going on by providing
feedback.
The portal should provide visual feedback in
menus or dialog box.
Feedback message must appear at appropriate
action.
Each page must be labeled to show its
relation to others.
UE2. Match between system and the real world - use of words, phrases and concepts that are
familiar to user and consistent with the users real world knowledge.
The language use in the portal must be easy to
understand.
Icons used in the portal should be relevant
to its function and familiar to user.
UE3.
User control and freedom - user must be capable of moving around a portal
freely and able to make mistakes and
reverse those mistakes.
Mistakes in data entries must be easily
corrected.
There is an “undo” function in data entry.
Menu must be simple but complete.
The portal allows users to go back to
previous menus.
The portal should have ability to cancel
tasks.
A “home” button/link must be provided in
every page.
UE4.
Consistency and standards - words, colors, design elements and phrases used
throughout a portal need to mean the same thing regardless of where those elements are
used.
A
The content should use the same font text
B
All icons in the portal must have label.
C
Each window must have a title.
114
D
Menu titles should be centered.
E
Menu titles should be left-justified.
F
In the portal, wording and buttons must
consistent.
G
Wording in link must consistent with the
wording of page title or page header.
All instructions, prompts, and error
messages must appear in the same
place.
UE5. Error prevention - careful design which prevents a problem from occurring in the
first place.
Potential errors can be recognized before
becoming a problem.
D
Data entry screens and dialog boxes must
indicate the number of character spaces
available in a field.
Fields in data entry screens and dialog
boxes must contain default values.
The portal should not have broken link.
UE6. Recognition rather than recall - users can recognize where they are by looking at the
current page, without having to recall their path from the home page and minimize user
memory load.
The instructions in the portal should be easily
retrieve.
Prompts should use white space,
justification, and visual element.
White space should be used to create
symmetry and guide the eye in appropriate
direction.
The portal should use color highlighting to
get the user’s attention.
The same color must be use to group
related elements.
There must have brightness contrast
between image and background colors.
Light and bright colors should been use to
highlight data, darker and duller colors for
un highlight data.
The portal should have good labels and
descriptive links.
All relevant information must on the same
page.
The icons must easily recognizable.
UE7. Flexibility and efficiency of use - the portal can cater to both inexperienced and
experienced users.
115
On first use of the portal, it must be easy to
navigate.
The portal must provide search engines.
The portal should provide site map.
UE8. Aesthetic and minimalist design - the portal should not contain information which is
irrelevant or rarely needed.
Meaningful groups of items must be
separated by white space.
Each data entry screen must have a short,
simple, clear, and unique title.
Field labels must brief, familiar, and
descriptive.
Extra information on a page brings
distraction and makes system slow
down.
Less needed information can be accessible
via a link.
The information should be break into chunks
(break into small parts) and use links to
connect the relevant chunks.
The information must be in hierarchy form.
UE9
Help and documentation - the portal should provide help and online documentation.
The portal should have online help.
The instructions in help should be easily
retrieved and relevant.
Instructions in help must follow the
sequence of user actions.
In online help, it should be links from
main sections into specific help.
The portal must has help icons in form
filing dialog.
UE10.
Help users recognize, diagnose, and recover from errors - error messages
should be expressed in plain language
(no codes), indicate the problem, and suggest a solution.
A
I should not encounter many system errors.
B
The error messages should be display in a
plain and understandable language and
suggest a solution.
C
Error messages should suggest the cause of
the problem.
UE11.
Use Chunking - the information in the portal must be chunk for easier
information retrieval.
116
A
B
The idea should be in one idea per
paragraph.
The portal should be written in short
paragraph, subheadings, and bulleted lists.
THANK YOU FOR PARTICIPATING
IN THIS QUESTIONNAIRE
APPENDIX B
USER MANUAL
118
1.
Main Page
To access Girls E-Shop Portal, open a browser and type http://doaa.ax.lt as a
URL. The main page is the first page to access the system. And as the main page is
uploaded there is a popup window will be uploaded too. This popup window is
window for Windows Media Player which let you listen to music while you navigate
the portal or even after navigation. Refer to the figure below, the numbers points to:
1- Link / Icon for the home page
2- Celebrity News Corner : contains flash news about celebrities.
3- A popup window for windows media player lets you listen to songs.
4- A list for recently added products
5- A list for best sellers product
6- Shopping cart icon allows you to add the product to your cart
119
7- A flash game adds a little fun to the portal
8- Displays who’s online
9- Displays the most recent comments
10- Search , let you do search for the products
11- My Shop menu and it contains useful links, such as:
120
Categories : show all the categories’ in the website. And display each
category with his thumb nail (icon) such as in number 14.
Category map: got all the categories and their sub categories.
Who’s who: display all the vendors in the website
All products: display all the products in a table with capability of sorting
them based on the name of the product or the category field such as
below:
Recommended
products:
display
recommended
products
by
the
administrator.
General Conditions of Sale: display the portal policy.
My List: shows your wish list.
All List: display all of the wishes lists.
In the window below, some products are displayed as recent products . you
can continue navigating the portal till you find what you are looking for. Then you
start will start to know how to do shopping cart.
121
122
The window above shows the description of a product with the ability of
adding that item to your exited wish list or create new list. Or you can click on the
shopping cart icon. Down you can see how to add an item to existing/ totally new
wish list.
123
4
Buying from the portal
Now, to express the steps for buying from the portal, first take a look for the
following window.
As you can see a table will be displayed after we click on the shopping cart
system. In this table there is the item name, cost of the item alone, cost of the
shipmen, and the quantity of the items to be bought. This one item quantity by
default. Now you have one of two choices, either you continue your shopping online
to see if there is other products she wants to buy. Or you just choose checkout and
you will be forwarded to page where you have to fill your information. The
following window shows that:
124
There is fields has to be filled. After filling up the form you click save.
Another window will appear to confirm your shopping, you just click on pay online.
A new page will appear but this time you have to fill your PayPal information for
completing the buying process.
As long as you click on pay online, an email will be sent automatically to you
(customer) for informing you with the items you want to buy.
APPENDIX C
User Acceptance Test
126
1-Is the interface look interesting?
5
4
3
2
1
0
Very Poor
Poor
Fair
Good
Very Good
Good
Very Good
2- Is the Girls E-Shop Portal easy to use?
5
4
3
2
1
0
Very Poor
Poor
Fair
127
3- Does the notification produced by the system can help the user?
5
4
3
2
1
0
Very Poor
Poor
Fiar
Good
Very Good
4- Is the required fields needed to be filled to complete the payment
acceptable?
5
4
3
2
1
0
Very Poor
Poor
Fair
Good
Very Good
128
5- Does the search in the portal effective?
5
4
3
2
1
0
Very Poor
Poor
Fair
Good
Very Good
6- Over all, how you would rate the e-commerce portal for teen shoppers?
5
4
3
2
1
0
Very Poor
Poor
Fair
Good
Very Good