Integrating customer relationship management strategies in (B2C) e-commerce environments

Creating value and generating a total customer experience(TCE ) is important for E -Commerce in order to attract customers. However, with increasing competition in the marketplace, it is becoming increasingly difficult to retain customers. E-Commerce, therefore, should focus on continuously providing value to the customers to build long-term relationships and reduce customer defections. We have evaluated five E -Banking sites from the UK finance industry and have shown that an organisation whose Web site is usable in HCI terms (that satisfies the Web Design heuristics / E -Commerce guidelines) might not always generate a TCE . It is important that along with usability heuristics, customer relationship management (CRM) strategies are integrated into the design of E-Commerce sites. In this paper, we have applied the service quality (SERVQUAL ) framework from the relationship marketing literature for deriving customer relationship enhancing heuristics which can be integrated into the design of E -Commerce environments

The assessment of usability of electronic shopping: A heuristic evaluation

Today there are thousands of electronic shops accessible via the Web. Some provide user-friendly features whilst others seem not to consider usability factors at all. Yet, it is critical that the electronic shopping interface is user-friendly so as to help users to obtain their desired results. This study applied heuristic evaluation to examine the usability of current electronic shopping. In particular, it focused on four UK-based supermarkets offering electronic services: including ASDA, Iceland, Sainsbury, and Tesco. The evaluation consists of two stages: a free-flow inspection and a task-based inspection. The results indicate that the most significant and common usability problems have been found to lie within the areas of ‘User Control and Freedom’ and ‘Help and Documentation’. The findings of this study are applied to develop a set of usability guidelines to support the future design of effective interfaces for electronic shopping

The display of electronic commerce within virtual environments

In today’s competitive business environment, the majority of companies are expected to be represented on the Internet in the form of an electronic commerce site. In an effort to keep up with current business trends, certain aspects of interface design such as those related to navigation and perception may be overlooked. For instance, the manner in which a visitor to the site might perceive the information displayed or the ease with which they navigate through the site may not be taken into consideration. This paper reports on the evaluation of the electronic commerce sites of three different companies, focusing specifically on the human factors issues such as perception and navigation. Heuristic evaluation, the most popular method for investigating user interface design, is the technique employed to assess each of these sites. In light of the results from the analysis of the evaluation data, virtual environments are suggested as a way of improving the navigation and perception display constraints

Critical Success Factors for Positive User Experience in Hotel Websites: Applying Herzberg's Two Factor Theory for User Experience Modeling

This research presents the development of a critical success factor matrix for increasing positive user experience of hotel websites based upon user ratings. Firstly, a number of critical success factors for web usability have been identified through the initial literature review. Secondly, hotel websites were surveyed in terms of critical success factors identified through the literature review. Thirdly, Herzberg's motivation theory has been applied to the user rating and the critical success factors were categorized into two areas. Finally, the critical success factor matrix has been developed using the two main sets of data.Comment: Journal articl

Identifying Web Tables - Supporting a Neglected Type of Content on the Web

The abundance of the data in the Internet facilitates the improvement of extraction and processing tools. The trend in the open data publishing encourages the adoption of structured formats like CSV and RDF. However, there is still a plethora of unstructured data on the Web which we assume contain semantics. For this reason, we propose an approach to derive semantics from web tables which are still the most popular publishing tool on the Web. The paper also discusses methods and services of unstructured data extraction and processing as well as machine learning techniques to enhance such a workflow. The eventual result is a framework to process, publish and visualize linked open data. The software enables tables extraction from various open data sources in the HTML format and an automatic export to the RDF format making the data linked. The paper also gives the evaluation of machine learning techniques in conjunction with string similarity functions to be applied in a tables recognition task.Comment: 9 pages, 4 figure

From usability to secure computing and back again

Secure multi-party computation (MPC) allows multiple parties to jointly compute the output of a function while preserving the privacy of any individual party’s inputs to that function. As MPC protocols transition from research prototypes to realworld applications, the usability of MPC-enabled applications is increasingly critical to their successful deployment and widespread adoption. Our Web-MPC platform, designed with a focus on usability, has been deployed for privacy-preserving data aggregation initiatives with the City of Boston and the Greater Boston Chamber of Commerce. After building and deploying an initial version of the platform, we conducted a heuristic evaluation to identify usability improvements and implemented corresponding application enhancements. However, it is difficult to gauge the effectiveness of these changes within the context of real-world deployments using traditional web analytics tools without compromising the security guarantees of the platform. This work consists of two contributions that address this challenge: (1) the Web-MPC platform has been extended with the capability to collect web analytics using existing MPC protocols, and (2) as a test of this feature and a way to inform future work, this capability has been leveraged to conduct a usability study comparing the two versions ofWeb-MPC. While many efforts have focused on ways to enhance the usability of privacy-preserving technologies, this study serves as a model for using a privacy-preserving data-driven approach to evaluate and enhance the usability of privacy-preserving websites and applications deployed in realworld scenarios. Data collected in this study yields insights into the relationship between usability and security; these can help inform future implementations of MPC solutions.Published versio

Interaction platform-orientated perspective in designing novel applications

The lack of HCI offerings in the invention of novel software applications and the bias of design knowledge towards desktop GUI make it difficult for us to design for novel scenarios and applications that leverage emerging computational technologies. These include new media platforms such as mobiles, interactive TV, tabletops and large multi-touch walls on which many of our future applications will operate. We argue that novel application design should come not from user-centred requirements engineering as in developing a conventional application, but from understanding the interaction characteristics of the new platforms. Ensuring general usability for a particular interaction platform without rigorously specifying envisaged usage contexts helps us to design an artifact that does not restrict the possible application contexts and yet is usable enough to help brainstorm its more exact place for future exploitation

Supporting End-User Development through a New Composition Model: An Empirical Study

End-user development (EUD) is much hyped, and its impact has outstripped even the most optimistic forecasts. Even so, the vision of end users programming their own solutions has not yet materialized. This will continue to be so unless we in both industry and the research community set ourselves the ambitious challenge of devising end to end an end-user application development model for developing a new age of EUD tools. We have embarked on this venture, and this paper presents the main insights and outcomes of our research and development efforts as part of a number of successful EU research projects. Our proposal not only aims to reshape software engineering to meet the needs of EUD but also to refashion its components as solution building blocks instead of programs and software developments. This way, end users will really be empowered to build solutions based on artefacts akin to their expertise and understanding of ideal solution