E-Commerce DashboardE-Commerce Dashboard

By Wilson TsangBy Wilson Tsang& HungJu Tze& HungJu Tze

Thesis Supervisor: Professor Mark S. FoxThesis Supervisor: Professor Mark S. Fox

OverviewOverview

• IntroductionIntroduction

• AnalysisAnalysis

• Design Design

• ImplementationImplementation

• Future DevelopmentFuture Development

• ConclusionConclusion

BackgroundBackgroundIndustryIndustry Generated Revenue (US Generated Revenue (US

$)$)

AutomobileAutomobile 350 billion350 billion

E-CommerceE-Commerce 300 billion300 billion

EnergyEnergy 223 billion223 billion

TelecommunicationTelecommunication 270 billion270 billion

• The growth of e-Commerce activities The growth of e-Commerce activities has been phenomenal and is expected has been phenomenal and is expected to increase even furtherto increase even further

MotivationMotivation

• While a classic website could survive While a classic website could survive with 95% availability, an E-Commerce with 95% availability, an E-Commerce solution could hardly last with a few solution could hardly last with a few hour of downtime in a week hour of downtime in a week

• Accurate measurement of e-Accurate measurement of e-Commerce Website’s performance is Commerce Website’s performance is needed in order to make E-retailers needed in order to make E-retailers profitableprofitable

Thesis ObjectivesThesis Objectives

• The E-Commerce dashboard is developed The E-Commerce dashboard is developed to do performance measurementsto do performance measurements

• This will enable e-retailer to:This will enable e-retailer to:– Review strategiesReview strategies– Spot abnormal state of website immediatelySpot abnormal state of website immediately– Restructuring their operations with trading Restructuring their operations with trading

partners partners – Become profitable and viable Become profitable and viable

Industrial PartnerIndustrial Partner

• Novator.com is the E-commerce solution Novator.com is the E-commerce solution providerprovider

• FTD.com is a website which sells flowers FTD.com is a website which sells flowers and gifts on the internetand gifts on the internet

• E-commerce dashboard will be developed E-commerce dashboard will be developed for both of them to measure performance for both of them to measure performance of the websiteof the website

Existing SolutionExisting Solution

Problems with Existing Problems with Existing SolutionSolution• Poor structure of contentPoor structure of content

• Information is not organizedInformation is not organized

• Interpretation is needed to understand the inforInterpretation is needed to understand the informationmation

• The key performance indicators (KPIs) offered is The key performance indicators (KPIs) offered is insufficient for the E-Commerce situationinsufficient for the E-Commerce situation

RequirementsRequirements

• Provide an intuitive interface by using EID (EcoProvide an intuitive interface by using EID (Ecological Interface Design) techniquelogical Interface Design) technique

• Provide an interface that the user can spot any Provide an interface that the user can spot any abnormal state in the E-Commerce quicklyabnormal state in the E-Commerce quickly

• Develop new KPIs based on the nature of E-CoDevelop new KPIs based on the nature of E-Commerce environment to enhance the measuremmerce environment to enhance the measurement of business performance ment of business performance

Work Domain AnalysisWork Domain Analysis

• Define system boundaryDefine system boundary

• Construct the system modelConstruct the system model

• Derive information requirement from Derive information requirement from the system modelthe system model

Key Performance IndicatorsKey Performance Indicators

• VisitorVisitor• OrderOrder• RevenueRevenue• Conversion rateConversion rate• Average order valueAverage order value• Average time spentAverage time spent• Shopping carts abandonShopping carts abandon• Customer visit frequencyCustomer visit frequency• Popular productPopular product

Prototype DesignPrototype Design

User Evaluation of PrototypeUser Evaluation of Prototype

• Too much information shown.Too much information shown.

• Historical data should be added as a Historical data should be added as a frame of reference. frame of reference.

• More gadgets can be shown instead More gadgets can be shown instead of tables. of tables.

New KPIsNew KPIs

• Customer order frequencyCustomer order frequency

• Most accessed productMost accessed product

• Most purchased productMost purchased product

Final DesignFinal Design

Implementation IImplementation I

• Java and XML technology is chosenJava and XML technology is chosen

• Java is :Java is :– PortablePortable– Object orientedObject oriented– Easy to learnEasy to learn

Implementation IIImplementation II

• Functionalities:Functionalities:– Reads required data from XML file Reads required data from XML file – Processes data and transforms data into relProcesses data and transforms data into rel

evant informationevant information– Generates tables and graphs to display inforGenerates tables and graphs to display infor

mation in HTML formmation in HTML form

Future DevelopmentFuture Development

• Ticktack BarTicktack Bar

• Measuring Product Brand ValueMeasuring Product Brand Value

ConclusionConclusion

• Lack of performance measurement of Lack of performance measurement of e-Commerce Website often translates e-Commerce Website often translates into lost revenues and customersinto lost revenues and customers

• E-Commerce Dashboard will enable E-E-Commerce Dashboard will enable E-Retailer gain better understanding of Retailer gain better understanding of their e-Commerce strategy and gain their e-Commerce strategy and gain more profitmore profit

Thanks for your attention!Thanks for your attention!

Questions???Questions???