Assignment Description

Assignment#2 HCI
Section W1
Submitted to Mis Faria Ferooz
Submitted by Haroon Ahmed 15009065295
M.Usman Haroon 15009065287

E-commerce Mobile Application

A. Overview of what the system will do and

why it’s needed

Introduction:
E-commerce is fast gaining ground as an accepted and used business paradigm.
More and more business houses are implementing web sites and mobile
applications providing functionality for performing commercial transactions
over the web. It is reasonable to say that the process of shopping on the
mobile application is becoming commonplace.

Objectives and Motivations:

The objective of this project is to develop a general purpose e-commerce
mobile application where any kind of product can be bought from the comfort
of home through the Internet. However, for implementation purposes, this
paper will deal with an online shopping for baby product an online store is a
virtual store on the Internet where customers can browse the catalog and
select products of interest. The selected items may be collected in a shopping
cart. At checkout time, the items in the shopping cart will be presented as an
order. At that time, more information will be needed to complete the
transaction. Usually, the customer will be asked to fill or select a billing
address, a shipping address, a shipping option, and payment information such
as bKash, or Cash on Delivery. An e-mail notification is sent to the customer as
soon as the order is placed.
1. Reduce Management Cost:
Businesses aim at reducing the costs incurred for the betterment of their
revenue. Automating the ecommerce business can help in reducing the
management cost significantly. Moreover, the right use of digital
marketing can help in reducing the cost spent on driving customers to
such an extent that businesses can bring customers for free of cost.
2. Developing Business Relations:
With ecommerce as the primary use, business development can be
easily achieved. The direct communication between a company and the
customer, the business relationship can be boosted. Eventually, the
ecommerce market shall be expanded.
3. Increasing the number of loyal customers:
Customers are the core of all business strategies. Therefore, ensuring
the great customer experience is of prime importance for the growth of
the business. You need to meet your customers where they spend their
time. More than 60% of consumers look for purchasing goods and
services online. If you meet your customers where they are already
active, the chances of them, interacting with your business increases
two folds. You can increase the number of loyal customers by giving the
best experience to your already existing customers as well as bring in
newer customers.

Scope:
 With mobile applications, customers can interact with numerous
products and services in the simplest and easiest of ways.
 Ecommerce mobile applications offer notifications and other important
details that send out alerts to customers as soon as a particular event
takes place
 The application can show the nearest shop to clients based on their
location. This leads to more in-store sales and increased customer
engagement.
 Customers can advise products to their friends, create wish-lists and
share branded content on multiple social media channels.
  Mobile applications can be used both with and without Internet
connection.

B. A description of important characteristics of

the users of the system

Target market identification and classification:
Identification:
Sometimes you will see people use the terms target market and target
audience interchangeably. But, it cannot be true all the time. The target
audience is the group of people who respond to your marketing
message. Sometimes they can be the end-users as well, but not every
time.
Example: If we rethink our baby clothing example, you can see that our
target market (the babies) cannot respond to our brand message. We
should address their parents instead because they are the ones who
decide to buy these products. So, our marketing campaigns should
address the parents. Likewise, the parents are our target audience in this
example.
Classification:
the target market can be defined using the geography, demographics
and behavioral aspects.
 Geography: Geographic segmentation is a common strategy when
you serve customers in a particular area, or when your broad
target audience has different preferences based on where they
are located. It involves grouping potential customers by country,
state, region, city or even neighbourhood.
 Demographics: First, define the demographics of your target
market. Demographics are simply a particular section of a
population. You can segment your target market using
demographics such as age, location, gender, marital or family
status, occupation, income level, education level, etc. So
according to my project if I took example of online shopping then
 our target should be shopping lovers so to get audience we should
promotion with discounts offers on your products.
 Behavioral:
behavioral targeting is a technique used in online advertising and
publishing, where data from visitor browsing habits (e.g., search
terms, sites visited, purchases) is used to display relevant ads and
offers and improve campaign effectiveness.
Behavioral targeting allows advertisers and publishers to target
customers based on their behaviours across different websites.
For example, if someone browses Amazon for cooking knives
without making a purchase, Amazon’s advertising network can
show this visitor more ads for knives on other websites, increasing
the eventual likelihood of a purchase.
For example, consumers often make more purchases around the
holiday season or for special events in their own lives, such as
birthdays and anniversaries. Occasion-based behaviours can be
split up into universal occasions, regular personal occasions, and
rare personal occasions.
How to Select a Target Market?
At Ecommerce Buff we have a four-step process to select a target market and a
target audience.
Define – Refine – Research – Assess
1) What Problem Do You Solve? – DEFINE:
Identifying the problem, you solve, or the desire that you fulfil makes it easy to
clearly define your target market.
Example: let us assume that you sell kids clothes. So, what problem do you
solve? You provide advertisement, but provide good material, so busy mothers
can save a lot of time to spend with their kids, instead of shopping and she buy
online through E-commerce applications.
This can help you to define a better buyer persona for your product. So, you
can easily target your marketing, products and even packaging to address Lily,
who is a 32-year-old working mother of two.
Likewise, if you try to figure out which problem you solve with your products
or services, your target market and target audience can be automatically
revealed
2) Narrow Down Your Target Market – REFINE:
Now that you have identified your potential customer, it is time to refine your
market. To do this step, we need to know about the demographics and
psychographics of the buyers.
If we go back to the Lily in our previous example, there can be a Lily in
Australia, UK, USA, etc. Also, there can be a Lily who has someone to shopping
at home. Another Lily may be living a luxurious life, so she might go “eww” on
our quick product. Therefore, we need to refine our target market using
demographics and psychographics. Demographics can be the Age, Gender,
Location, Income level, education level, and marital status, etc. Psychographics
can be likes, behaviors, and attitudes, etc.
3) Validate the Market – RESEARCH:
By now you have created a buyer persona, based on “your” assumptions.
But, you can never guarantee that your assumption will always be right.
That is why we need to research. Always question your target market and
check their eligibility. Check if they can afford your price tag and if they can
buy repeatedly. Remember, to create a profitable business, a big part of
your sales should come from your returning customers. Check about the
competition. Is it too high, or is there a way for us to stand above the
competition? Also remember that if there is no competition at all, that may
be due to the lack of demand in that market. Check if there are enough
people in your target market segment. If not, you might not be able to
create a sustainable business.
4) Trial Run – EVALUATE:
the real testing is essential to confirm your target market. Selling a product
here and there would not simulate the real situation at all. With proper ad
campaigns and all, you can create a better impact in the real scenario. But,
with pre-testing, you can refine and adjust your grand entrance to resonate
the market.
C. gathered:
A brief description how the information was

 Requirement techniques used for data gathering:

1) Brainstorming:
Brainstorming is used in requirement gathering to get as many ideas as
possible from group of people. Generally used to identify possible
solutions to problems, and clarify details of opportunities.
2) Document Analysis:
Reviewing the documentation of an existing system can help when
creating AS–IS process document, as well as driving gap analysis for
scoping of migration projects. In an ideal world, we would even be
reviewing the requirements that drove creation of the existing system –
a starting point for documenting current requirements. Nuggets of
information are often buried in existing documents that help us ask
questions as part of validating requirement completeness.
3) Focus Group:
A focus group is a gathering of people who are representative of the
users or customers of a product to get feedback. The feedback can be
gathered about needs/opportunities/ problems to identify
requirements, or can be gathered to validate and refine already elicited
requirements. This form of market research is distinct from
brainstorming in that it is a managed process with specific participants.
4) Interface analysis:
Interfaces for a software product can be human or machine. Integration
with external systems and devices is just another interface. User centric
design approaches are very effective at making sure that we create
usable software. Interface analysis – reviewing the touch points with
other external systems is important to make sure we don’t overlook
requirements that aren’t immediately visible to users.
5) Interview:
Interviews of stakeholders and users are critical to creating the great
software. Without understanding the goals and expectations of the users
 and stakeholders, we are very unlikely to satisfy them. We also have to
recognize the perspective of each interviewee, so that, we can properly
weigh and address their inputs. Listening is the skill that helps a great
analyst to get more value from an interview than an average analyst.
6) Observation:
By observing users, an analyst can identify a process flow, steps, pin
points and opportunities for improvement. Observations can be passive
or active (asking questions while observing). Passive observation is
better for getting feedback on a prototype (to refine requirements),
where active observation is more effective at getting an understanding
of an existing business process. Either approach can be used.
7) Prototyping:
Prototyping is a relatively modern technique for gathering requirements.
In this approach, you gather preliminary requirements that you use to
build an initial version of the solution - a prototype. You show this to the
client, who then gives you additional requirements. You change the
application and cycle around with the client again. This repetitive
process continues until the product meets the critical mass of business
needs or for an agreed number of iterations.
8) Survey/Questionnaire:
When collecting information from many people – too many to interview
with budget and time constraints – a survey or questionnaire can be
used. The survey can force users to select from choices, rate something
(“Agree Strongly, agree…”), or have open ended questions allowing free-
form responses. Survey design is hard – questions can bias the
respondents.

D. An analysis of the existing system, automated

or manual, including its strengths and weaknesses

 Exploratory Study
 Our System Exciting System Manual System
 System will be  System is more  There is old
user friendly. complex manual
system.
 Order review  There is no  Visit to the
system will be order review store to
introduce in our system of E- complain
E-commerce commerce against any
system system product.
 Order Tracking  There isn’t any  Not required
system will be order review for manual
introduced in system in system.
our system. exciting
system.
 Product Value  Product value  Customer can
will be clear isn’t clear check the
value of the
product after
visiting to the
shopping
centre.
 Sell your  System never  Only a selected
product allow to sale area for selling
internationally some backward products
areas
 Return back  No return back  Some brands
policy will be policy in offers return
introduced in existing system back policy
our system others not.
 For customer  There isn’t any  Does not
satisfaction helpline system required .
there will be a for customer
helpline system satisfaction.
into our system
will be
introduced that
customer will
be contact 24
hrs with us.
  There will be  Online system  A large
online system doesn’t require numbers of
so staff may not more staff like staff may
require. manual system require to
handle
customers and
security guard
as well.
 Able to process  Very slow  It’s very hard
high number of system and to deal a large
orders Quickly time taking number of
and efficiently. process. customers.

Strengths:
Global market: E-commerce biggest strength is the boundary less access
in other word no brick structure is mandatory to do business or no
specific boundary is required. It enables all the companies to expand
them to global level. The widening of geographic retail markets may
facilitate the development of global retailers
Time saving: Transaction through internet is no doubt very fast. It saves
time by reducing physical movement.
No time constraints: The concept of 25X7 shows that online trans can be
used anywhere any time as there are no time constraints.
Price/Product comparison: Information and to choose are some of the
right which every consumer has. On the same footing ecommerce
provide platform to consumers to compare price and product effectively
and efficiently. It will tend to have far greater bargaining effectively and
efficiently. It will tend to have far greater bargaining power with
suppliers than traditional local or national retailers.
Cost effective: Elimination of long chain of middle man, decreasing need
of having brick infrastructure and outsource logistic are helping a small
business to stand at par with giants.
Flexible target market segmentation: The success of business depends
on right choice of segmentation. Target market segment here in
e-commerce is flexible can be modified any time.
Fast Exchange of information: “e” will always guarantee fast and
accurate sharing of information among merchants and customers and
enables prompt quick just in time reply.
Faster buying procedure: The buying is just a click away from the seller.
No physical movement is required, no hunting of right product at right
price is to done by the consumer this make the buying process faster
Niche Market: It is a concept of sub segmentation where the product of
rare species is available without putting some special efforts by
consumer. Almost everything can be sold on internet. Even if products
targeted to smaller markets the buyer will be somewhere on net.
Weaknesses:
Security: Security is a biggest challenge in to progress of e commerce.
Customer always found themselves insecure especially about the
integrity of the payment process.
Fake websites: Many fake websites are available on net which promises
better service and secure dealing. These web sites can not only disgrace
ecommerce but also bring bad name to ecommerce.
Fraud: Personal and financial details provided for trading purpose are
misused by hackers their personal undue interest.
Fewer discounts and bargaining: Hardly online businesses offer
discounts and bargaining cannot be possible.
Long delivery timing: The task of Delivery is usually outsourced, who do
not care about the timing of the seller. They provide their services as per
their own convenience. Sometime the delivery time may extend to days
or weeks which one cannot wait for.
Impossibility of physical examination: Products whose choice is merely
depend on its physical condition of the product with need personal
touch before selection are not suitable for e-commerce business. As
Online products cannot be touched, wear or sit on the products.
Limitation of products: Only a limited number of products can be
available.
Lack of personal services: Physical products can be available but lack in
personal services which are intangible.
Limited exposure: In developing areas where internet is not accessible
will have no or little exposure to e commerce.
Limited advertising: Limited advertising opportunities are available
because in e commerce one cannot go for mass advertising. The
advertising is limited only to computer literate person. And out of them
only those who are comfortable with e-commerce applications.
 Customer’s satisfaction: There is no physical and personal or direct face
to face interaction between customer and the seller. Therefore, the
scope of convincing the customer does not exist.

E. Requirements list, i.e. functional and non-

functional requirements of the system

 Functional Requirements:
oMinimum steps to make a purchase
oMobile-friendliness
oUnique, recognizable design
oSpeed of the System
oResponsive (Must work on Mobile, Tablets and Desktops)
oEasy to update site content, add products, remove products, edit
products, write blogs
o Catered prices for wholesale and end customer
o Email marketing sign up for newsletters
 Non-functional Requirements:
o Security – it is important to specify the level of security that
should be met such as the OWASP top 10
o Privacy – meeting basic requirements for GDPR
o Scalability and performance – ensuring that the system can scale
to meet expected traffic and order volume at normal and peak
times.
o Speed of key user journeys – defining how long each step with
key user journeys will take.
o Speed of web services – defining how long web services will take
to provide a response.
o Efficiency and Maintainability- Page loads should be returned and
formatted in a timely fashion depending on the request being
made. Administrators will have the ability to edit the aspects of
the order forms, product descriptions, prices and website directly.
Q2: You have to define the target user population of your
project?
a) Primary:
The primary users of E-commerce application (Online Shopping) is the
users of the applications who frequently use the apps on daily bases or
occasionally bases to purchase from E-commerce application.
b) Secondary:
The secondary users of e-commerce application (Online Shopping) is
the agents and developers. They handling any problem in application
and updating the Application or remove bugs and the agents control
help system in application and deliver the orders.
c) Tertiary:
The tertiary user of the e-commerce application is admin. Who Take
care the whole application of e-commerce. He decides to the overall
activities of the e-commerce application. Like adding new products
remove products or control price and payment etc.

 Categorize the major classes further with respect to some

criteria. Draw up a user profile from each user class.
Online Shopping Users:
Platinum Users: The Users who use at daily bases and purchase two or
three orders in a day.
Gold Users: The Users who use the application daily and purchase at
least one order in a day.
Silver Users: The users who use the application two or three times in a
week and purchase at least one order in a week.
Primary Users Profile:
Name: Haroon, Ahmed, Ali
Age: 16-80
Gander: Male/Female
Contact No. xxxx-xxxxxxx
Occupation: Student/Business Man/
Former
User Type: Platinum/Gold/Silver
Country: Pakistan/India/China

Secondary Users Profile:

Name: Ahmed, Usman, Ali
Age: 16-40
Gender: Male/Female
Contact No. xxxx-xxxxxxx
Experience: 5 years (3 Years typing)
Education: at least F.A
Technology: Laptop windows 10
Status: Single/Married

Hobbies: watching Movies

playing cricket
Timing: Morning/ Evening

Tertiary User Profile:

Name: Haroon, Usman
Age: 20-40
Gender: Male/Female
Experience: 5-10 years
Education: BS Software Engineer/BA
Status: Single/Married
Primary User Persona 1:

Name: Haroon
Age: 24
Gander: Male
Contact No. 0313-4209115
Occupation: Student
User Type: Platinum
Country: Pakistan
Primary User Persona 2:

Name: Ali
Age: 20
Gander: Male
Contact No. 0303-4373823
Occupation: Business man
User Type: Gold
Country: India

Secondary User Persona 1:

Name: Usman
Age: 25
Gender: Male
Contact No. 03474729699
Experience: 2 Years
Education: F.A
Technology: Laptop windows 10
Status: Married

Hobbies: watching Movies

Timing: Evening
Secondary User Persona 2:

Name: Ahmed
Age: 30
Gender: Male
Contact No. 0308-9179273
Experience: 4Years
Education: B.A
Technology: Laptop windows 10
Status: Single

Hobbies: Playing Cricket

Timing: Morning
Tertiary User Persona 1:
Name: Usman
Age: 35
Gender: Male
Experience: 10 years
Education: BS Software Engineer
Status: Married
Tertiary User Persona 2:
Name: Haroon
Age: 27
Gender: Male
Experience: 5 years
Education: Software Engineer
Status: Single

 Develop detailed scenarios for each persona.

Details of Primary User Persona 1:
He is a buyer of our E-Commerce (Online shopping) Application. He is a
Platinum user. He is from Lahore Pakistan.
Details of Primary User Persona 2:
He is also another a Buyer of our system. He Is purchasing with our
system since 2 years. He is our gold user. He lives in Karachi Pakistan.
Details of Secondary User Persona 1:
He is an agent of our E-commerce System. He manages the order details
with our system. His salary is 30k. He is from Lahore Pakistan and he is
working in morning shift.
Details of Secondary User Persona 1:
He is an agent of our E-commerce System. He manages the shipment
details with our system. His salary is 25k. He is from Lahore Pakistan and
he is working in evening shift.
Details of Tertiary User Persona 1:
He is the Admin of the E-commerce system. He controls all
payment details and order confirmation details.
Details of Tertiary User Persona 1:
He is the Admin of the E-commerce system. He controls all
payment details and order confirmation details.