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

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

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

Figure Example wireframe for a children’s toy site

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.

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 -

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

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.

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

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

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

Slide 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.

Slide 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)

Slide 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

Slide 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)

Slide 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

Slide 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?

Slide 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

Slide 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

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

Figure HSBC Global home page (

Slide 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?

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

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

Figure 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

Slide 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

Figure Staff misuse of web and Source: DTI (2006) Department of Trade and Industry Information Security Breaches Survey

Figure Example rules triggered by in MailMarshal SMTP from Marshal Source: Marshal Ltd.

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

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

Figure Proportion of global traffic which is spam Source: MessageLabs (2006)

Slide Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Meminimalisir spam 1. Mencegah add kita di panen  Minimalisir publikasi alamat 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

Figure Progression of attempts to combat spam

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

Slide 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

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

Slide 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