Website Management – DePaul University, May 19, 2003

Mike Yantis

Director Website Sales & Marketing

myantis@newarkinone.com

Overview of Newark InOne Websites

3 Websites; USA, Canada and Mexico

Sales:

$18M Annualized Run Rate

4.2% of overall Newark InOne NSB

Average 425 orders per day

Average order value is $141

Registrations:

70,000 registered website users out of 300,000 Newark InOne contacts

100 new registrations per day on the website

50,000 Product Searches per Day

1.2M Products on Website – 100,000 in Stock

Three Lessons from Customers

1. Give Me All of the Information About My Account and Order

2. Focus on Usability and Giving me Details about How to Complete

a Transaction

3. Enable me to Find the Product I am Looking for Quickly

Back Office Integration is Critical

Back OfficeWebsite

E-proc. Backbone

BPCS1. Automated web order entry

EVCOR

Line Item Tracking #

2. Update Order Status- Received - Shipped- Tracking #

E-proc. Harness Server

Order Statusavailable on website

3. Order Confirmation

4. Ship Notice with Tracking #

Siebel

Today Back Office Integration Supports

E-mail Order Confirmation

425 orders per day

Full line detail

E-mail Shipment Notification

425 orders per day

Tracking numbers available at line level

Order Status and History Requests

All website orders with shipment tracking numbers

Store for a period of three months

Manual Links Between Website and Siebel for Account and Contact Information

Customers Want More Information = Further Integration

Order Status and History for All Orders

E-mail Shipment Notices for Split-Shipments

Tax Calculation at Time of Order

Freight and Insurance Charges at Time of Order

Special Handling Requests

Certificate of conformance

Certificate of origin

Cage codes

Real-time Inventory and Dependable Lead-time Information

Update Account Level Information at Any Time

A Usability Issue

User Task – Login to the Website

What is Usability?

“Usability is the degree to which people (users)

can perform as set of required tasks.”

Usability for the Web; Brinck, Gergle, Wood

Usability Should be Pervasive Throughout the Development Process

Requirements

Analysis

Conceptual

Analysis

Prototypes Development Launch

Use Case

Development

Competitive

Analysis

Persona

Creation

Task Flow Analysis

Information

Architecture

Screen

Designs

Focus Groups

Usability

Checklist

User Testing

User Problem

Tracking

User

Observations

Adopted from: Usability and the Web, pg 32-33

Task Flows Identify Potential Roadblocks

Implemented Guidelines from Leading Usability Resources Norman / Nielson Group – Jakob Nielson

E-commerce User Experience

Observation Based Guidelines

www.useit.com

National Cancer Institute

Aggregate and rate the quality of usability research and establish

usability guidelines

www.usability.gov

User Interface Engineering – Jared Spool

www.uie.com

NNG Usability Baseline – 103 Guidelines out of 187

30

15

32

21

26

11

19

10

27

15

19

7

34

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10

15

20

25

30

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Checkout andRegistration

Selling Strategies Search Product Pages Category Pages InternationalUsers

Trust

Category

Guidelines

Newark InOneCompliance

Three Primary Searching Options

1. Third Party Search Engines

Used by buyers to price shop

Query distributors structured website content in real-time for product

availability and price

PartMiner and FindChips – Electronic Components Portals

Electronic Manufacturer Websites – Direct links to distributors to buy

2. Search Engines and Directories

Increasing preference of design engineers

Primarily searching for electronic component information in

unstructed content, I.e. datasheets in .pdf

3. Internal Website Search Engines

Third Party Search Engines - PartMiner

Third Party Search Engines - FindChips

Prices easily compared

Increasing Search Engine Result Placement is an Ongoing Effort

Unstructured Content Results

Sponsored Placement is Gaining Interest

Internal Search Engine Requirements Continue to Increase Pricing within Search Results

Contract pricing viewable at search results

Promotional pricing support at account and user level

Search only customer defined catalogs

Columnar pricing displayed at search results

Configurable Search Results Sortable and displayed in user defined order

View only in-stock items

Rich Product Data Technical parametric attributes for design related products

Product datasheets – currently 130k on website

Product images

Substitutes, associated items and obsolescence information