E-Commerce Dashboard By Wilson Tsang & HungJu Tze Thesis Supervisor: Professor Mark S. Fox

Overview Introduction Introduction Analysis Analysis Design Design Implementation Implementation Future Development Future Development Conclusion Conclusion

Background Industry Generated Revenue (US $) Automobile 350 billion E-Commerce 300 billion Energy 223 billion Telecommunication 270 billion The growth of e-Commerce activities has been phenomenal and is expected to increase even further The growth of e-Commerce activities has been phenomenal and is expected to increase even further

Motivation While a classic website could survive with 95% availability, an E-Commerce solution could hardly last with a few hour of downtime in a week While a classic website could survive with 95% availability, an E-Commerce solution could hardly last with a few hour of downtime in a week Accurate measurement of e-Commerce Website ’ s performance is needed in order to make E-retailers profitable Accurate measurement of e-Commerce Website ’ s performance is needed in order to make E-retailers profitable

Thesis Objectives The E-Commerce dashboard is developed to do performance measurements The E-Commerce dashboard is developed to do performance measurements This will enable e-retailer to: This will enable e-retailer to: –Review strategies –Spot abnormal state of website immediately –Restructuring their operations with trading partners –Become profitable and viable

Industrial Partner Novator.com is the E-commerce solution provider Novator.com is the E-commerce solution provider FTD.com is a website which sells flowers and gifts on the internet FTD.com is a website which sells flowers and gifts on the internet E-commerce dashboard will be developed for both of them to measure performance of the website E-commerce dashboard will be developed for both of them to measure performance of the website

Existing Solution

Problems with Existing Solution Poor structure of content Poor structure of content Information is not organized Information is not organized Interpretation is needed to understand the information Interpretation is needed to understand the information The key performance indicators (KPIs) offered is insufficient for the E-Commerce situation The key performance indicators (KPIs) offered is insufficient for the E-Commerce situation

Requirements Provide an intuitive interface by using EID (Ecological Interface Design) technique Provide an intuitive interface by using EID (Ecological Interface Design) technique Provide an interface that the user can spot any abnormal state in the E-Commerce quickly Provide an interface that the user can spot any abnormal state in the E-Commerce quickly Develop new KPIs based on the nature of E- Commerce environment to enhance the measurement of business performance Develop new KPIs based on the nature of E- Commerce environment to enhance the measurement of business performance

Work Domain Analysis Define system boundary Define system boundary Construct the system model Construct the system model Derive information requirement from the system model Derive information requirement from the system model

Key Performance Indicators Visitor Visitor Order Order Revenue Revenue Conversion rate Conversion rate Average order value Average order value Average time spent Average time spent Shopping carts abandon Shopping carts abandon Customer visit frequency Customer visit frequency Popular product Popular product

Prototype Design

User Evaluation of Prototype Too much information shown. Too much information shown. Historical data should be added as a frame of reference. Historical data should be added as a frame of reference. More gadgets can be shown instead of tables. More gadgets can be shown instead of tables.

New KPIs Customer order frequency Customer order frequency Most accessed product Most accessed product Most purchased product Most purchased product

Final Design

Implementation I Java and XML technology is chosen Java and XML technology is chosen Java is : Java is : –Portable –Object oriented –Easy to learn

Implementation II Functionalities: Functionalities: –Reads required data from XML file –Processes data and transforms data into relevant information –Generates tables and graphs to display information in HTML form

Future Development Ticktack Bar Ticktack Bar Measuring Product Brand Value Measuring Product Brand Value

Conclusion Lack of performance measurement of e- Commerce Website often translates into lost revenues and customers Lack of performance measurement of e- Commerce Website often translates into lost revenues and customers E-Commerce Dashboard will enable E- Retailer gain better understanding of their e-Commerce strategy and gain more profit E-Commerce Dashboard will enable E- Retailer gain better understanding of their e-Commerce strategy and gain more profit

Thanks for your attention! Questions???