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A Framework For Developing A Co-Design Environment For e-Business ApplicationsYazrina YahyaDepartment of System Science and Management Faculty of Information Science and Technology
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AFrameworkForDevelopingACo‐DesignEnvironmentFore‐BusinessApplica:ons
YazrinaYahyaDepartmentofSystemScienceandManagementFacultyofInforma:onScienceandTechnology18February2010
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
UNIVERSITI KEBANGSAAN
MALAYSIA
To those who had made the images available online which is used in the presentation slides!
http://r.webring.com/hub?ring=ebusinesses!
http://www.ciba.com/de/index/cmp-index/cmp-ebusiness/cmp-ebz-showroom.htm!
http://i-internetbusiness.com/!
http://www.metrozen.com/!
http://www-rohan.sdsu.edu/~renglish/377/notes/chapt14/index.htm!
http://thefinancialbrand.com/2009/01/27/credit-union-core-values/!
http://www.ffwd.net.nz/blog/?p=33!
http://www.grokdotcom.com/2009/02/13/the-power-of-persona-lization/!
http://www.masternewmedia.org/virtual_reality/virtual-worlds/virtual-immersive-3D-worlds-guide-20071004.htm!
http://francisanderson.wordpress.com/2007/12/page/2/!
http://www.cranialtap.com/blog/!
http://www.personalfocuscoaching.com/life_coaching.html!
http://www.lifetransitioncounselor.com/blog/2010/01/loyalty_07.php!
http://knowledge-agents.mty.itesm.mx/?Coordination_contexts!
http://market.magicgold.kiev.ua/2006/03/got_competitive_differentiatio.html!
http://www.flickr.com/photos/luc/1804295568/!
http://socialsim.wordpress.com/2007/03/01/another-fabulous-network-image-academy-award-thanks/!
http://www.innovate2uplift.net/commentary/the-base-rises/!
http://www.petaholics.com/nyc-dog-blog/!
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
Acknowledgements
• Introduc:on
• E‐BusinessandIssues
• Solu:onProposed
• ResearchFramework
• CurrentSuggested:E‐BusinessEnvironment
• Conclusion
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
Agenda
• Internethaspresentedthebusinessworldwithunprecedentedopportunityintermsofreachingtheircustomers
• Theflockingofe‐Businessapplica:onsontheInternet
• Issuessuchasimpersonal,valuesandunsa:sfactorysocialneeds
• Workpresentedproposedaconceptualframework
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
Introduc:on
• E‐Businessisknownastheu:liza:onofICTtosupportac:vi:esinbusiness
• Itinvolvesbusinessprocessesspanningtheen:reofvaluechain
• E‐businessmodelscontainstheorganiza:onofproduct;serviceandinforma:onflows;sourceofrevenuesandthebenefitsforsuppliersandcustomers
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
E‐Business&Issues:E‐Business
• CurrentE‐Businessisdesignedintradi:onalmethod
• Systemdevelopmentlifecycle
• So]wareEngineering
• WebBasedDesign
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
E‐Business&Issues:DesignofE‐BusinessServices
• Typicalwaysofpresen:ngservicesoffered!
• WebPortals
• Limitedchoice,lackofpersonaliza:on
• Personalizedexperience
• Priceexperience
• Effortexperience
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
E‐Business&Issues:TheISSUES!
• Values:Ingeneralimportantandenduringbeliefsoridealssharedbythemembersofacultureaboutwhatisgoodordesirableandwhatisnot
• Values:Exertmajorinfluenceonthebehaviourofanindividualanditservesbroadguidelinesinallsitua:ons
E‐Business&Issues:VALUES!
• ValuesassociatedtoWebapplica:onsi.e.E‐Business
• Interac:veness• Immediacy
• Connec:vity• MediaRichness&Variety
• Availability• Informa:onRichness
• EaseofUse• Individualiza:on&Customiza:on
E‐Business&Issues:VALUES!
• Currentvaluesthatarelacking:• Personaliza:on• Priceexperience• Effortexperience
• Personaliza:on:• Usersareempoweredtodirectlyshapewhat
theywantontheirwebinterfaces
• Priceexperience:• What,when,howmuch,where,atwhatprice,
lowcost,nofrills,nodelay
• Effortexperience:• Thereturnusersreceivefromtheircontribu:ons
willprovidetheincen:vestocontribute
E‐Business&Issues:VALUES!
• Customersvalue:• Compellingexperience
• Personalfocus• Reciprocalloyalty• Differen:a:on• Coordina:on• Innova:on
• Thesevaluesneedtobeembeddedinthesystemdesigned
E‐Business&Issues:VALUES!
• Designofanexperienceenvironmentusingvirtualworldtechnology
• Virtualworldoraugmentedvirtualreality:environmentproposedtocontributethepersonalizedexperience
• Casestudy:WoodbasedIndustryinMalaysia
ServiceScience
ResearchGroupFTSMUKM
Solu:onProposed
• Researchdrawsinspira:onsfrom3mainstreamsofliterature
• Localwoodbasedproductindustry
• Changingroleofcustomers
• Technologicaladvancement
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ResearchFramework
• Animportantexport‐orientedkeyindustryinMalaysia
• Domes:cownedandcentredwithinSMEcategory
• Currentini:a:veisgearedtowardsestablishingB2Be‐marketplaceforsuppliersandcustomerstomeetandtrade
• HoweverB2Bmarketplaceandthosethatcapitalizethetechnologyisyettobeundertaken
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
ResearchFramework:LocalWoodBasedIndustry
• Currentcustomersaremoreinformed,connectedandsmarter
• Impact:• Changesinproductdesigned• Customerslookforthevalue
embeddedinproduct• Valuecrea:onandproduct
designprocessarechallenged
• Result• Designers,producersandcustomersworkingtogetherandco‐createvaluetoprovidethepersonalizedco‐crea:onexperience
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ServiceScience
ResearchGroupFTSMUKM
ResearchFramework:ChangingRoleofCustomers
• TechnologicaladvancementgivesrisetoVirtualWorldorAugmentedRealityApplica:ons
• VWcanbeusedtoaddressuserssocialneedsthroughrealis:cexperiencewhereitoffersenvironmentforpeopletomeetvirtually
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
ResearchFramework:TechnologicalAdvancement
• ThecurrentE‐Businessneedstoshi]andthenewenvironmentshouldconsistsof:
• Connectedcustomers• Co‐crea:onvalueswiththecustomers
• Personaliza:on• Useofvirtualworldapplica:ons
• Alltheseleadsto3DVirtualE‐BusinessExperienceEnvironment
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
CurrentSuggestede‐BusinessEnvironment(CSeBE)
• Experienceenvironmentfacilitatestotalexperienceforthecustomers.
• Intheformofproducts,services,interac:onsbetweencustomers,employeesandcommuni:es.
• Mustfacilitatenewopportuni:es,accommodateinvolvementofusers,engagecustomeremo:onallyandintellectually.
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
CSeBE:3DVirtualE‐BusinessExperienceEnvironment
• 3Dvirtualexperienceenvironmentisbasedonthewebportaldeveloped
• Avatarrepresentsorganiza:ons
• Captureofreallifeenvironmentofmarketplace
CSeBE:3DVirtualE‐BusinessExperienceEnvironment
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
• Willlookatcustomers’dimensionsintermsofneeds,goalsandorganiza:onalstyles;socializa:onandwordofmouthexperienceplaysarole.
• Safeaccessandreliableservicesarealsorequired.
• Conceptualframeworkmappingdeveloped
CSeBE:3DVirtualE‐BusinessExperienceEnvironment
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
• 3Dpresenta:onaspectstakenintoconsidera:on:
• Roomsseing• Avatartypes• Marketplaceseing• Productdisplays
• 3Dexperienceenvironmente‐Businesssystemmustdesignedanddevelopmentmustportrayedreallifeenvironment
CSeBE:3DVirtualE‐BusinessExperienceEnvironment
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
• ThestoryscenarioseingisbasedonPrahalad&Ramaswamycomponentco‐crea:onexperiencemodel:
• Individualinvolvement• Granularity• Linkage• Evolvability• Marketasaforum• Knowledgeenvironment
CSeBE:3DVirtualE‐BusinessExperienceEnvironment
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
• B2Bmarketplace• Consistsoffeaturessuchas:
• Buyingandsellingroom• Biddingroom• Videowall• Helpdesk• Seller,buyerandemployeeavatar
• Environmentseingaccordingtoactualmarketplace
• Informa:onmadeavailable:productname,type,purpose,dimensionsetc
CSeBE:3DExperienceEnvironment:DesignScenario
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
• Conceptualframeworkanddesignscenariofor3Dvirtualexperienceenvironmenttosupportcomplexpajernsinane‐businessore‐marketplaceseing.
• E‐Business+virtualworld+co‐crea:ontoprovidebejermentofbusinesscommunity
Conclusion
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
• Otherrelatedmajersthatisessen:altothinkaboutwhendesigningthecustomerexperiencedenvironment:
• Alwaysthinkwhatdoesthecustomer’swant
• Doesthecustomerfeelbejerserved?
• Doesthesystemcreateapercep:onofvaluereceived
• Doesthecustomerbeingtreatedasiftheyareinarela:onshipwiththesystem
Conclusion
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
• Inordertodesignaninforma:onsystemore‐businesssystems(inthiscaseitswebbasedportal)otherfactorsthatdesignersshouldconsider:
• Whatcustomersreallywant,thecustomersareabletofeelexcitedandpassionaboutthesystem
• Nottoconcentrateontheproductortechnicaladvancementbutfocusontheneedsfirst.
Conclusion
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
IESS1.0,UNIVERSITÉDEGENÈVE:17‐19February2010
Ques:onsAndAnswerSession