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Oral Exam Two > e-Commerce Implementation > Flashcards

e-Commerce Implementation Flashcards

1
Q

Name a few pros and cons of being the first to the digital marketplace

A

Pros
o It’s something new and gets a lot of sales up front

Cons
o The high upfront costs associated with trial and error
o The second to digital market usually makes out better

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2
Q

Gaining traction in a digital marketplace may involve a combination below. Define below

disintermediation

reintermediation

A

Disintermediation – the removal of a traditional service broker from a transaction chain

Reintermediation – the insertion of the online form into the chain – middle man out and in

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3
Q

What is channel conflict?

A

Online and also in store
o Compensate B and M
o Close down one or each do different

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4
Q

Michael Porter argues that successful organizations in mature industries must compete on exactly one of 3 bases

A

Cost

Uniqueness of product

Quality of service to a particular market segment

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5
Q

One concern that a top-down IA should address that bottom-up IA does not

A

I know what I’m searching for – how do I search for it? Resolved with a search box

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6
Q

3 best practices for crafting web page prose

A

Create scannable content

Keep choices simple

Omit needless words

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7
Q

High recall ratio vs high precision ratio

A
  • Getting more results with less precision versus getting fewer results with more precision
  • Depends on why a user is seeking a result
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8
Q

Shih’s 4-part framework for effective sales professionals

A

Be findable

Grow your network

Research, listen, and act on important signals

Exercise and engage

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9
Q

Rosenfeld et al

Guidelines for devising labels

A

Develop consistent labeling systems, not labels

o Consistency in style (punctuation), presentation (font, color), syntax, granularity
o For more representational and less ambiguous

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10
Q

Rosenfeld et al

3 Categories of Navigation

A

Major navigation
o Includes global, local and contextual
o The “main” IA that appears on every page except forms

Supplemental
o Includes sitemaps, indexes, and guides
o Compensate for the failure of an IA’s organization

Advanced
- include personalization and customization, visualization, and social navigation.

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11
Q

Rosenfeld et al

Heuristic evaluation

A

An evaluation of an organization’s current IA

This is typically at the start of redevelopment

Asses the current IA’s quality, if it uses appropriate language and supports mutually reinforcing mechanism for searching and browsing

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12
Q

Best practices to follow when creating wireframes (2 of 5)

A

Maintain consistent graphical language and terminology

Use callouts to provide details about page element operation

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13
Q

What is Top-down architecture?

4 questions?

A

An IA’s entry point—e.g., a site’s home page—should address a typical user’s overarching questions about the IE it presents

  • Where am I? (logo)
  • I know what I’m looking for; how do I search for it? (search box)
  • How do I get around this site? (top-level navigation bar)
  • What’s important and unique about this organization? (“Where Gustavus can take you” tile)
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14
Q

What is Bottom-up architecture?

3 questions?

A

Being directed by search engines to to arbitrary places in IAs.

  • has a clear strong structure, as reflected by the contents’ sequential placement: i.e., title, list of ingredients, directions, with content displayed in chunks
  • uses terms that could support further searching

use content to support answering questions like
“Where am I?”, “What’s here?”, and “Where do I go from here?”

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15
Q

Invisible architecture

A

prearranged responses to likely searches (best bets), possibly identified from analyses of a site’s search logs

controlled vocabularies and thesauri, which support broadened searches using synonyms for user-specified terms

retrieval algorithms, which rank items by relevance

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16
Q

What is the foundation of many good IAs?

A

Top-down, hierarchical schemes

Their advantages include their simplicity and familiarity

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17
Q

What’s an issue with Hybrid schemes?

Exception?

A

Rarely scale well, should be avoided, with one exception.

An IE’s home page should have relatively few items, hence be easily maintainable: “[S]hallow hybrid schemes are fine, but deep hybrid schemes are not.”

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18
Q

Krug

“Happy Talk”

A

Needless words that increase the noise level and are self-promoting

Serve no purpose and simply adds clutter without providing any information

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19
Q

Covert

Purpose of Diagrams?
Types?

A

Used to explore strategies for structuring information and communicating

  • hierarchical (block) diagrams - show how objects and their attributes interrelate to create a concept
  • flow diagrams - classic flow charts that show the starting points, steps, choices, and end points of workflows
  • Gantt charts - relate processes to one another over time
  • quadrant diagrams - position similar entities with regard to two specified ordinal attributes: e.g., cost vs. quality
  • Venn diagrams - highlight areas of similarity and differences among a group of objects
  • activity diagrams (a.k.a. swim lane diagrams, Petri nets) - show the potential sequencing of and dependencies among steps in concurrent activities
  • mind maps - show relations between concepts, objects, ideas, channels, people, and places in a particular context
  • schematics (a.k.a. wireframe diagrams, blueprints, sketches) - simplified depictions of objects and interfaces
  • exploded schematics - schematics with a vertical dimension to indicate order of assembly
  • sequence diagrams (a.k.a. journey maps) - show the steps involved in a process, relative to the process’s entities
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20
Q

GDPR

A

Global data privacy regulations

  • Regulation on data protection and privacy in the UE and EEA areas
  • Also address the transfer of personal data outside the EU and EEA areas
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21
Q

COPPA

A

Children’s online privacy protection act

• Protects the privacy of children under the age of 13 by requesting parental consent for the collection or use of any personal information of the users

22
Q

CIPA

A

Children’s internet protection act
• Addresses concerns about children’s access to obscene or harmful content over the internet
• Imposes certain requirements on schools or libraries that receive discounts for internet access – filter adult content

23
Q

Covert

4 structures

A

SEQUENCES - Ordered lists

HIERARCHIES- Tree-like structures where the siblings of every parent item are of uniform type. Hierarchies tend to be either broad and shallow or narrow and deep

HETERARCHIES - Flat, interlinked structures

GRAPHS, a.k.a. HYPERTEXTS - Bodies of content connected by one-way and two-way links

24
Q

Ontology

A

A set of terms that characterize a domain together with their meanings and relationships

25
Q

Describe diseconomies of scale

A

The diseconomies of scale states that as project scope expands, cost per deliverable increases

26
Q

KPI

A

Key performance indicators

• Quantifiable measures for evaluating success in meeting objectives for performance (i.e., organic traffic, downloads)

27
Q

4 Approaches to seeking information

A

KNOWN-ITEM SEEKING: looking for something whose name, purpose, and location are already known

EXHAUSTIVE SEARCH: looking for all that can be found on a given topic

RE-FINDING: looking for something that had been found, but whose handle has since been forgotten.

EXPLORATORY SEEKING: looking to learn something from searching and browsing

28
Q

Typology

A

Various industries have evolved characteristic styles of IA that, like physical storefronts, distinguish their IEs. Bank buildings and bank websites are cited as examples of architectures with a characteristic look and feel.

29
Q

3 categories of concerns

..and are included in an information ecology

A

Content

  • stuff that makes up sites and applications
  • document/data types, content objects, volume, existing structure

Context

  • understand the business context, what makes it unique, understand business goals
  • business goals, funding, politics, culture, technology, resources, and constraints

Users

  • people, demographics, behaviors
  • audience, tasks, needs, information-seeking behavior, response
30
Q

3 Kinds of thesauri

A

Indexing thesauri – specific to indexing – a desire to implement a consistent and efficient indexing process

Searching thesauri – specific to searching – a desire to implement a consistent and efficient search process

Classical thesauri - useful for searching and indexing

31
Q

Covert

Information is inherently subjective – 2 potential sources

A

People interpret a scenario differently

The imprecise nature of human communication – ambiguous and potentially incomplete

32
Q

Rosenfeld et al

How is the Discipline of IA both an art and a science?

A

IA is a science because of the rigor that usability engineering and ethnographic studies can bring to analyzing how people search for and use information.

It’s also an art because of what’s involved in balancing the competing needs of an IA’s stakeholders and addressing the risks to usability created by information, including differences in how users view content and interpret language.

33
Q

Diagrams should be both ____ and ____

A

Diagrams should be tidy but flexible

34
Q

3 types of metadata

A
  • structural metadata - i.e., how to section it off and label its sections
  • descriptive metadata - starting with topic, audience, and format, and proceeding to its subjects
  • administrative metadata - i.e., creator, owner, date of creation, when to next modify, when to remove
35
Q

A project plan includes 5 elements

A

teams, deliverables, schedule, milestones, and budget

36
Q

Krug

3 key points about usability

A
  • [Something is useful if a] person of average (or even below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than it’s worth.
  • Usability is about guidelines rather than rules. “[T]here is no one ‘right’ answer to most usability questions. Design is a complicated process….”
  • More can be learned about usability from good web sites than from bad ones.
37
Q

Krug

Summary of laws

A
  1. Don’t make me think!
    1. If you can’t make something self-evident, at least make it self-explanatory.
    1. CLARITY TRUMPS CONSISTENCY.
  4. It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.
  5. Get rid of half the words on each page, then get rid of half of what’s left.
38
Q

Digital display advertising (DDA)

A

A form of digital marketing that uses display ads on web pages to communicate relevant commercial messages to a specific audience based on their profiles

39
Q

Successful risk management, according to Shih, consists of taking action on four concerns

A
  • identify key risks and procedures to address them.
  • implement social media policies and procedures
  • develop ongoing employee training, empowerment, and safeguards.
  • implement IT systems that enable and audit usage and protect information channels
40
Q

Weinschenk

How do people think? (some)

A
  1. People do two kinds of thinking: quick, effortless (system 1) thinking and deeper (system 2) thinking.
  2. People view web pages based on mental models generated from past experience.
  3. Different types of tasks impose different types of loads on people.
  4. People’s minds wander at least 30% of the time.
  5. People process information better when it arrives just in time, in right-sized chunks.
41
Q

The seven universal emotions

A

joy, sadness, contempt, fear, disgust, surprise, and anger

42
Q

3 Types of Threats

A

Physical - fire, bugs, flood

Logical - theft, degradation and/or loss of resources, and loss of control of the target systems (malware, hijacking)

Procedural - target vulnerabilities in human processes for securing systems (eavesdropping, scavenging)

43
Q

Krug lists 7 qualities that people have emphasized when defining usability

A

usefulness, learnability, memorability, effectiveness, efficiency, desirability, and delightfulness.

44
Q

Covert

What is an advantage of making terms less exact (less exactitude)?

A

It can allow for more flexibility in design. Changes may be easily made and allow for more creativity.

45
Q

What is faceted classification?

A

Refers to the “lens” you are classifying information through.

Allows users to discover their own routes due to the specificity of scope of the classification

Example: Business information - product type, doc type

46
Q

Gamification

A

The use of gameplay and game design in a non-game environment.

Used to promote a good or “fun” user experience

47
Q

Stemming

A

Refers to matching words that contain the same root as the original word. The degree that it affects precision may vary depending on the implementation.

48
Q

Firms in any industry can adopt any of three generic strategies to compete in that industry:

A
  • overall cost leadership
  • differentiation
  • focus

**total commitment is needed to effectively implement any of the 3 strategies above.

49
Q

To get content to go viral

A

Make material surprising but not shocking.

Target egocentric extroverts - the people who are already habitual sharers of content.

50
Q

2 commodities that make it attractive for online selling

A

commodity items, low shipping costs

51
Q

What is an affordance?

A

A visual clue in the design

Oral Exam Two (4 decks)

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