1. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Mapping China IS213 Final Presentation Paulette Pan Kari Holmquist Hong Qu Cecilia Jiang Ashley Tan

2. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Agenda Project Overview Design Evolution –Pilot study –Revised concept designs –HE feedback Final Prototype –Testing –Future directions

3. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Project Overview Situation: –China’s growing business position World’s largest consumer market New entrant to supplying global innovation –Companies and individuals want to do business with/in China Find partners: who leads market share, has compatible solutions or channels (network) Set up business: understand the competition and industrial environment Understand intricate web of relationships between foreign and local companies operating in China

4. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Project Overview Current Options: Web search –Google Business Portals –Yahoo!Finance –SmartMoney Market Research databases –Ovum Industry Analysis sites –Faulkner’s –IDC

5. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Project Overview Problems with current solutions: –Difficult to identify business trends in China –Difficult to research companies in China Not all listed in the stock market No SEC-like entity –Too much information, and much of it text-heavy

6. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Project Overview The Mapping China solution –What: Demonstrate a Web-based information infrastructure to potential customers (market research and industry analysis firms) –Why: Support market research and analysis related to the high-tech industry in China –How: Use customer databases as data sources (Hoover’s, Yahoo!Finance, Faulkner’s) –Who: Target users are entrepreneurs wishing to do business in/with China (competitive research, partner exploration)

7. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation User Profiles Low-end: Student/job seeker –Janet Chen, 24-year-old Chinese-American female graduate student exploring software programming job opportunities in China –Stella Ling, 31-year-old second-year female MBA student from Taiwan doing an entry-strategy project for a digital imaging company in China Mid-level: entrepreneur –James Kwong, 30-year-old entrepreneur wanting to find partners in China and understand competitive environment for new semiconductor venture High-end: Industry professional –Scott McIntyre, 42-year-old Caucasian-American male high-tech marketing professional tracking business development in the telecoms sector

8. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Initial Task Analysis Scan for news about China Research specific industries and companies Evaluate news and analysis for reliability Network with industry insiders

9. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Testing Methodology Who: 3 sample users selected according to our target user profile How: Think-aloud task completion, followed by questionnaire (45-minute sessions) What: Qualitative and quantitative test metrics When: After every major prototype revision

10. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Design Evolution

11. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Pilot Study: Concept Design Web portal to help industry professionals conduct high- level market research –News headlines/stories –Industry overviews –Company descriptions/financial data –Major players by industry –Charts and graphs –Resource links (URLs, government info, associations, conferences) –City data (population, cost of living, transportation, amenities) –Geographic maps (industry concentrations, company locations)

12. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Revised Concept 1 Competitive Analysis –Five forces for companies in the wireless telecom space Good: –focus Bad: –“five forces” terminology –Many other websites provide similar company information

13. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Revised Concept 2 Interactive data visualizations –Geographic mapping of companies/industries, pie charts, company relationships Good: –Our ideal Bad: –Too ambitious for our limited resources http://www.sims.berkeley.edu/aca demics/courses/is213/s04/project s/MappingChina/proto2/http://www.sims.berkeley.edu/aca demics/courses/is213/s04/project s/MappingChina/proto2/

14. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Heuristic Evaluation Develop templates for page layouts –Standardize logo, layout spacing, fonts –Use site elements consistently Clarify site navigation –Provide appropriate exits/shortcuts –Create primary entry-points to data pages Improve presentation of information –Give radio buttons default settings –Resolve logic issues of search function –Describe industry sectors –Allow multiple selections on radio buttons Describe/explain icons and unclear terms –Acronyms, sector names

15. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Revised (Final) Concept –Data visualization (using Flash) –Company data and relationships (parents/subsidiaries, partners, competitors) –Industry overviews and relationships

16. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Final Prototype http://dream.sims.berkeley.edu:8080/MappingChina/index.jsp

17. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Tools Prototyping tools: HTML –Good: Simple to code, changes shown instantaneously, displays in any web browser –Bad: Static, limited functionality, renders differently depending on browser and OS Visualization: Flash –Good: Engaging, dynamic, flexible –Bad: Some functionality bugs, not everyone has latest version! Site interaction: JSP –Good: Easy to learn, similar to java, separation of logic and presentation, can be run on any web or application server –Bad: Intermix of HTML code and JSP Site interaction: XML –Good: Allows great flexibility of data exchange –Bad: Precise validation required Data sources: MySQL database –Good: Open source, powerful, flexible, lightweight, efficient –Bad: Inability to cope with high traffic on a webpage, lack of some technical capabilities

18. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Future Implementation Leverage existing data sources –Market research and industry analyst firms –Repository integration strategy Introduce other visualizations –Interactive pie charts (market share linking to top players in industry sectors) –Geographic maps (company/supplier geographic distribution) Additional entities to map –Capital markets –Political bodies

19. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Final Project Presentation Thursday, 13 May 2004 2:00 pm, South Hall Room 202

20. Mapping School of Information Management & Systems China Berkeley Is213 Final Presentation Thank You Q&A