Slide 11.1 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 CHAPTER 11 DESIGN.

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1 Slide 11.1 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 CHAPTER 11 DESIGN

2 Slide 11.2 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Desain arsitektur informasi  Card sorting  Proses mengatur cara untuk mengorganisasi objek pada web  Blueprints  Menunjukkan relasi antara halaman dan komponen yang lain  Wireframes  Suatu cara untuk menggambarkan layout dari suatu halaman

3 Figure 11.12 Site structure diagram (blueprint) showing layout and relationship between pages

4 Figure 11.13 Example wireframe for a children’s toy site

5 Slide 11.5 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Isu-isu/permasalahan pada desain situs  Style dan personality  Harus mendukung merek  Pengorganisasian/struktur Situs  Memenuhi kebutuhan informasi dari pengunjung  Navigasi situs  Clear, simple, consistent  Dalam menemukan informasi yang dibutuhkan max 3 klik  Page design  Clear, simple, consistent  Content  Engaging (menarik) and relevant.

6 Slide 11.6 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 1: Standards ‘Pengguna menghabiskan sebagian besar waktunya pada situs yang lain. Hal ini berarti pengguna lebih menyukai situs Anda bekerja dengan cara yang sama seperti semua situs lain yang mereka sudah ketahui’ Think Yahoo and Amazon. Think "shopping cart" and the silly little icon. Think blue text links’. Jakob Nielsen - www.useit.comwww.useit.com

7 Slide 11.7 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 2: Mendukung tujuan marketing  Mendukung customer lifecycle  Akuisisi – mendapatkan pelanggan baru  Retensi– mendapatkan pengunjung yang kembali berkunjung  Ekstensi– cross-selling and up-selling  Mendukung tujuan komunikasi  3 Taktik Kunci 1. Komunikasikan OVP (online value proposition) 2. Bangun kredibilitas 3. Mempengaruhi pelanggan untuk bertindak

8 Slide 11.8 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 3 Customer orientation  Content + services mendukung berbagai pengunjung (tidak hanya sekelompok orang)  Perhatikan segmen yang berbeda  4 keakraban (familiarities) 1. With Internet 2. With company 3. With products 4. With web site.

9 Slide 11.9 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Customer orientation  Pengguna web terkenal beruba-ubah  Mereka mencoba melihat home page dan meninggalkannya setelah beberapa detik apabila mereka tidak dapat memahaminya  Pilihan yang begitu melimpah dan kemudahan untuk pergi kelain tempat membuat biaya yang tinggi untuk menciptakan kemudahan yang ekstrim untuk mempertahankan pelanggan di suatu situs Nielsen www.useit.comwww.useit.com

10 Slide 11.10 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 User don’t read, they scan

11 Figure 11.14 Different types of audience for the web site of The B2B Company

12 Slide 11.12 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 4: Perhatikan Masalah Teknis yang paling dasar  Access speed  Ukuran layar (resolusi) dan kedalaman warna  Jenis web browser  Konfigurasi browser  Text size  Plug-ins. www.usability.serco.com

13 Slide 11.13 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 5 Estetika Sesuai dengan Merek  Site personality  How would you describe the site if it were a person? E.g. Formal, Fun, Engaging, Entertaining, Professional  Site style  Information vs graphics intensive (lebih banyak informasi atau grafis)  Cluttered vs Clean (berantakan atau bersih)  Are personality and style consistent with brand and customer orientation? Aesthetics = Graphics + Colour + Style + Layout + Typography (jenis huruf)

14 Slide 11.14 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 6 Struktur yang Tepat Back (a) (b) (c) (d) DTICisco

15 Slide 11.15 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 7 Navigasi harus mudah According to Nielsen, need to establish: 1. Where am I? 2. Where have I been? 3. Where do I want to go? Context. Consistency. Simplicity. Use accepted standards for navigation (3 clicks)

16 Slide 11.16 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Navigation (Continued) ‘Go with the flow’  Visitor in control  An enjoyable experience  ‘Think like a client’ Disusun berdasarkan: Kebutuhan pengunjung product/service Jenis/segmen pengunjung search

17 Slide 11.17 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Principle 8 Support user psychology 5 tahap proses informasi menurut Hofacker 1. Exposure (paparan) – dapatkah dilihat? 2. Atensi– apakah web site anda mengambil perhatian? 3. Pemahaman dan persepsi – is message understood? 4. Penerimaan: It is credible and believable? 5. Retensi – is the message and experience remembered?

18 Slide 11.18 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Web accessibility  Number of visually impaired people  Number of users of less popular browsers or variation in screen display resolution  More visitors from natural listings of search engines  Legal requirements http://www.w3.org/TR/WCAG10/

19 Slide 11.19 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Priority levels  Priority 1 (Level A)  Web developer must satisfy this checkpoints  Priority 2 (Level AA)  Web developer should satisfy this checkpoints  Priority 3 (Level AAA)  Web developer may address this checkpoints

20 Slide 11.20 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Accessibility compliance for web design

21 Figure 11.16 HSBC Global home page (www.hsbc.com)

22 Slide 11.22 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Persyaratan Keamanan untuk e- commerce  Otentikasi – apakah benar pihak yang melakukan transaksi adalah orang yang sesuai dengan klaimnya?  Privacy and confidentiality – apakah data transaksi dilindungi? Ada kemungkinan konsumen ingin membeli secara anonim. Apakah jejak transaksi yang tidak esensial dihilangkan dari jaringan publik  Integritas pesan– apakah pesan yang dikirimkan lengkap dan tidak rusak  Non-repudiability – memastikan pengguna tidak dapat menyangkal bahwa telah mengirim pesan atau melakukan pembelian  Ketersediaan– Bagaimana ancaman terhadap kelanjutan dan kinerja dari sistem dapat diatasi?

23 Figure 11.17 UK information security breaches Source: DTI (2006) Department of Trade and Industry Information Security Breaches Survey. Executive Summary 2006

24 Slide 11.24 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Managing computer viruses  Boot-sector virus  Worms  Macro-viruses  E-mail attachment virus  Trojan viruses  Hoax e-mail viruses

25 Figure 11.18 The geographic spread of the ‘Slammer’ worm 30 minutes after release Source: Code Red (CRv2) Spread Animation. Copyright © 2001 The Regents of the University of California www-cse.ucsd.edu/~savage/ papers/IEEESP03.pdf

26 Slide 11.26 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Monitoring of electronic communications  Employee communications monitoring  Acceptable-use policy  Scanning software  Filtering software

27 Figure 11.19 Staff misuse of web and e-mail Source: DTI (2006) Department of Trade and Industry Information Security Breaches Survey

28 Figure 11.20 Example rules triggered by e-mail in MailMarshal SMTP from Marshal Source: Marshal Ltd. www.marshal.com

29 Figure 11.21 Employee controls (a) governance and (b) technical solutions Source: DTI (2006) Department of Trade and Industry Information Security Breaches Survey

30 Slide 11.30 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 E-mail management  To minimize the volume  Spam  Internal business email  External business e-mail  Personal e-mail

31 Figure 11.22 Proportion of global e-mail traffic which is spam Source: MessageLabs (2006)

32 Slide 11.32 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Meminimalisir spam 1. Mencegah email add kita di panen  Minimalisir publikasi alamat email dan gunakan format yang berbeda misalnya deny_at_bundamulia.ac.id 2. Mengedukasi staf untuk tidak membalas (reply) spam 3. Gunakan Filter spam 4. Gunakan layanan yang memblok ‘peer to peer’ 5. Gunakan blacklist/whitelist 6. Pastikan anti-virus software dan blocking efektif

33 Figure 11.23 Progression of attempts to combat spam

34 Slide 11.34 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Minimizing internal business e-mail  Only send e-mail to employees  Banning certain type of email  Avoid ‘flaming’  Write clear subject lines  Structure emails  Make follow-up actions clear  Perform e-mail reading and checking in batches

35 Slide 11.35 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Security Attacks  Hacking  Phishing  Denial-of-service (DOS) attacks  DDOS: Distributed DOS Tugas: Buat definisi dari 4 serangan keamanan di atas dan bagaimana cara mengatasi/mencegah serangan tersebut

36 Slide 11.36 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Figure 11.24 Public-key or asymmetric encryption SSL: Secure Socket Layer

37 Slide 11.37 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Summary 1. Architectural designs involve assessing appropriate integration between legacy systems and new e-commerce systems. Such designs are based on the client-server approach 2. User interface design can be improved through using structured approaches such as use-case and following evolving standards for site structure, page structure and content 3. Security design is important to maintain trust amongst the customer base. Security solutions target protecting servers from attach and prevent interception of messages when they are in transit