e-Commerce Implementation Flashcards
Name a few pros and cons of being the first to the digital marketplace
Pros
o It’s something new and gets a lot of sales up front
Cons
o The high upfront costs associated with trial and error
o The second to digital market usually makes out better
Gaining traction in a digital marketplace may involve a combination below. Define below
disintermediation
reintermediation
Disintermediation – the removal of a traditional service broker from a transaction chain
Reintermediation – the insertion of the online form into the chain – middle man out and in
What is channel conflict?
Online and also in store
o Compensate B and M
o Close down one or each do different
Michael Porter argues that successful organizations in mature industries must compete on exactly one of 3 bases
Cost
Uniqueness of product
Quality of service to a particular market segment
One concern that a top-down IA should address that bottom-up IA does not
I know what I’m searching for – how do I search for it? Resolved with a search box
3 best practices for crafting web page prose
Create scannable content
Keep choices simple
Omit needless words
High recall ratio vs high precision ratio
- Getting more results with less precision versus getting fewer results with more precision
- Depends on why a user is seeking a result
Shih’s 4-part framework for effective sales professionals
Be findable
Grow your network
Research, listen, and act on important signals
Exercise and engage
Rosenfeld et al
Guidelines for devising labels
Develop consistent labeling systems, not labels
o Consistency in style (punctuation), presentation (font, color), syntax, granularity
o For more representational and less ambiguous
Rosenfeld et al
3 Categories of Navigation
Major navigation
o Includes global, local and contextual
o The “main” IA that appears on every page except forms
Supplemental
o Includes sitemaps, indexes, and guides
o Compensate for the failure of an IA’s organization
Advanced
- include personalization and customization, visualization, and social navigation.
Rosenfeld et al
Heuristic evaluation
An evaluation of an organization’s current IA
This is typically at the start of redevelopment
Asses the current IA’s quality, if it uses appropriate language and supports mutually reinforcing mechanism for searching and browsing
Best practices to follow when creating wireframes (2 of 5)
Maintain consistent graphical language and terminology
Use callouts to provide details about page element operation
What is Top-down architecture?
4 questions?
An IA’s entry point—e.g., a site’s home page—should address a typical user’s overarching questions about the IE it presents
- Where am I? (logo)
- I know what I’m looking for; how do I search for it? (search box)
- How do I get around this site? (top-level navigation bar)
- What’s important and unique about this organization? (“Where Gustavus can take you” tile)
What is Bottom-up architecture?
3 questions?
Being directed by search engines to to arbitrary places in IAs.
- has a clear strong structure, as reflected by the contents’ sequential placement: i.e., title, list of ingredients, directions, with content displayed in chunks
- uses terms that could support further searching
use content to support answering questions like
“Where am I?”, “What’s here?”, and “Where do I go from here?”
Invisible architecture
prearranged responses to likely searches (best bets), possibly identified from analyses of a site’s search logs
controlled vocabularies and thesauri, which support broadened searches using synonyms for user-specified terms
retrieval algorithms, which rank items by relevance
What is the foundation of many good IAs?
Top-down, hierarchical schemes
Their advantages include their simplicity and familiarity
What’s an issue with Hybrid schemes?
Exception?
Rarely scale well, should be avoided, with one exception.
An IE’s home page should have relatively few items, hence be easily maintainable: “[S]hallow hybrid schemes are fine, but deep hybrid schemes are not.”
Krug
“Happy Talk”
Needless words that increase the noise level and are self-promoting
Serve no purpose and simply adds clutter without providing any information
Covert
Purpose of Diagrams?
Types?
Used to explore strategies for structuring information and communicating
- hierarchical (block) diagrams - show how objects and their attributes interrelate to create a concept
- flow diagrams - classic flow charts that show the starting points, steps, choices, and end points of workflows
- Gantt charts - relate processes to one another over time
- quadrant diagrams - position similar entities with regard to two specified ordinal attributes: e.g., cost vs. quality
- Venn diagrams - highlight areas of similarity and differences among a group of objects
- activity diagrams (a.k.a. swim lane diagrams, Petri nets) - show the potential sequencing of and dependencies among steps in concurrent activities
- mind maps - show relations between concepts, objects, ideas, channels, people, and places in a particular context
- schematics (a.k.a. wireframe diagrams, blueprints, sketches) - simplified depictions of objects and interfaces
- exploded schematics - schematics with a vertical dimension to indicate order of assembly
- sequence diagrams (a.k.a. journey maps) - show the steps involved in a process, relative to the process’s entities
GDPR
Global data privacy regulations
- Regulation on data protection and privacy in the UE and EEA areas
- Also address the transfer of personal data outside the EU and EEA areas
COPPA
Children’s online privacy protection act
• Protects the privacy of children under the age of 13 by requesting parental consent for the collection or use of any personal information of the users
CIPA
Children’s internet protection act
• Addresses concerns about children’s access to obscene or harmful content over the internet
• Imposes certain requirements on schools or libraries that receive discounts for internet access – filter adult content
Covert
4 structures
SEQUENCES - Ordered lists
HIERARCHIES- Tree-like structures where the siblings of every parent item are of uniform type. Hierarchies tend to be either broad and shallow or narrow and deep
HETERARCHIES - Flat, interlinked structures
GRAPHS, a.k.a. HYPERTEXTS - Bodies of content connected by one-way and two-way links
Ontology
A set of terms that characterize a domain together with their meanings and relationships
Describe diseconomies of scale
The diseconomies of scale states that as project scope expands, cost per deliverable increases
KPI
Key performance indicators
• Quantifiable measures for evaluating success in meeting objectives for performance (i.e., organic traffic, downloads)
4 Approaches to seeking information
KNOWN-ITEM SEEKING: looking for something whose name, purpose, and location are already known
EXHAUSTIVE SEARCH: looking for all that can be found on a given topic
RE-FINDING: looking for something that had been found, but whose handle has since been forgotten.
EXPLORATORY SEEKING: looking to learn something from searching and browsing
Typology
Various industries have evolved characteristic styles of IA that, like physical storefronts, distinguish their IEs. Bank buildings and bank websites are cited as examples of architectures with a characteristic look and feel.
3 categories of concerns
..and are included in an information ecology
Content
- stuff that makes up sites and applications
- document/data types, content objects, volume, existing structure
Context
- understand the business context, what makes it unique, understand business goals
- business goals, funding, politics, culture, technology, resources, and constraints
Users
- people, demographics, behaviors
- audience, tasks, needs, information-seeking behavior, response
3 Kinds of thesauri
Indexing thesauri – specific to indexing – a desire to implement a consistent and efficient indexing process
Searching thesauri – specific to searching – a desire to implement a consistent and efficient search process
Classical thesauri - useful for searching and indexing
Covert
Information is inherently subjective – 2 potential sources
People interpret a scenario differently
The imprecise nature of human communication – ambiguous and potentially incomplete
Rosenfeld et al
How is the Discipline of IA both an art and a science?
IA is a science because of the rigor that usability engineering and ethnographic studies can bring to analyzing how people search for and use information.
It’s also an art because of what’s involved in balancing the competing needs of an IA’s stakeholders and addressing the risks to usability created by information, including differences in how users view content and interpret language.
Diagrams should be both ____ and ____
Diagrams should be tidy but flexible
3 types of metadata
- structural metadata - i.e., how to section it off and label its sections
- descriptive metadata - starting with topic, audience, and format, and proceeding to its subjects
- administrative metadata - i.e., creator, owner, date of creation, when to next modify, when to remove
A project plan includes 5 elements
teams, deliverables, schedule, milestones, and budget
Krug
3 key points about usability
- [Something is useful if a] person of average (or even below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than it’s worth.
- Usability is about guidelines rather than rules. “[T]here is no one ‘right’ answer to most usability questions. Design is a complicated process….”
- More can be learned about usability from good web sites than from bad ones.
Krug
Summary of laws
- Don’t make me think!
- If you can’t make something self-evident, at least make it self-explanatory.
- CLARITY TRUMPS CONSISTENCY.
- It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.
- Get rid of half the words on each page, then get rid of half of what’s left.
Digital display advertising (DDA)
A form of digital marketing that uses display ads on web pages to communicate relevant commercial messages to a specific audience based on their profiles
Successful risk management, according to Shih, consists of taking action on four concerns
- identify key risks and procedures to address them.
- implement social media policies and procedures
- develop ongoing employee training, empowerment, and safeguards.
- implement IT systems that enable and audit usage and protect information channels
Weinschenk
How do people think? (some)
- People do two kinds of thinking: quick, effortless (system 1) thinking and deeper (system 2) thinking.
- People view web pages based on mental models generated from past experience.
- Different types of tasks impose different types of loads on people.
- People’s minds wander at least 30% of the time.
- People process information better when it arrives just in time, in right-sized chunks.
The seven universal emotions
joy, sadness, contempt, fear, disgust, surprise, and anger
3 Types of Threats
Physical - fire, bugs, flood
Logical - theft, degradation and/or loss of resources, and loss of control of the target systems (malware, hijacking)
Procedural - target vulnerabilities in human processes for securing systems (eavesdropping, scavenging)
Krug lists 7 qualities that people have emphasized when defining usability
usefulness, learnability, memorability, effectiveness, efficiency, desirability, and delightfulness.
Covert
What is an advantage of making terms less exact (less exactitude)?
It can allow for more flexibility in design. Changes may be easily made and allow for more creativity.
What is faceted classification?
Refers to the “lens” you are classifying information through.
Allows users to discover their own routes due to the specificity of scope of the classification
Example: Business information - product type, doc type
Gamification
The use of gameplay and game design in a non-game environment.
Used to promote a good or “fun” user experience
Stemming
Refers to matching words that contain the same root as the original word. The degree that it affects precision may vary depending on the implementation.
Firms in any industry can adopt any of three generic strategies to compete in that industry:
- overall cost leadership
- differentiation
- focus
**total commitment is needed to effectively implement any of the 3 strategies above.
To get content to go viral
Make material surprising but not shocking.
Target egocentric extroverts - the people who are already habitual sharers of content.
2 commodities that make it attractive for online selling
commodity items, low shipping costs
What is an affordance?
A visual clue in the design
