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Enhancing e-Commerce Usability through Business Process Optimization

This presentation by Te-Yen Liu discusses strategies for improving the usability of e-commerce applications by leveraging business processes. It outlines the significance of aligning UI design with business processes to enhance user productivity and reduce costs. Key topics include common inconsistencies in UI implementation, sample scenarios illustrating usability attributes, and innovative approaches for UI improvement. The study's findings suggest that a more context-aware and dynamic UI can significantly enhance user satisfaction. Future directions for applying these concepts in other applications are also explored.

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Enhancing e-Commerce Usability through Business Process Optimization

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  1. Topic: Improving the Usability of e-Commerce Applications Using Business Processes Presenter: Te-Yen Liu 2008/02/05

  2. The outline • Introduction • Sample Scenarios • Business Processes • The Approach for Improving UI • Improving the UI using Business Process • Usability Study • Conclusion and future work

  3. Introduction • What is a business process? • What is a process definition? • e-Commerce application • The current problems of e-Commerce application • Determining the steps • Inconsistencies between a business process and the UI’s implementation • Increase costs and decrease user productivity • To improve the usability of e-commerce apps

  4. Sample Scenarios • What are attributes of Usability? • Learnability, low error rate, memorability, efficiency, user satisfaction. • The call center application • Contains several UI components • Customer Service Representatives use the application to create and manage customer orders.

  5. The original UI of a call center app

  6. Purchase Order” business process • Intent to support the CSR in this Scenarios

  7. The improved UI of a call center app

  8. The improved UI offers • Support for Evolving Business Processes • Automatically generate the components that are in accomplishing the tasks • Support for Context Awareness • Support for Automatic Navigational Transition

  9. Business Processes • Three types of annotations: • Activities (tasks) • Different roles have different tasks • Control flows • Sequence, OR-relations, parallelisms, iterations, preconditions, postconditions. • Data flows • Specify the input, output, or both of an activity.

  10. The Approach for Improving UI

  11. The approach (1/2) • Recovering Roles and Their Mappings to Tasks • Recovering Task-UI Bindings. To match: • the task name with the names of UI components • the task name with the names of a widget in a UI component • the task name with the data items in a UI component • The name of a task with the names of function calls (callback) • The input and output data of a task with the data.

  12. Task-UI Bindings Example:

  13. The approach (2/2) • Inserting Task Event Triggers • Event has three types • Start • user performs a menu action • end, cancel • the output data of a task have been derived • Optional • Only need to verify the data

  14. Dynamic Execution Environment • Showing Navigation Sequences for Business Processes • Providing Context Awareness Guidance

  15. Improving the UI of a Call Center Application Using Business Process • Generating the Dynamic Execution Environment • Process Definition Parser (IBM WBM) • Role Model Generator • UI Model Generator • Navigation Sequence Generator • Code Generator

  16. Recovering Bindings between Tasks and UI Components • Use 5 heuristic discussed before

  17. Usability Study • Study Subjects • Scenarios used in the study

  18. Evaluation Criteria for Usability • Scenario 1 • Scenario 2 • Scenario 3

  19. Usability and Type of UI • T-test • Hypothesis (alpha = 0.05): • The usability of the improved UI is better than original UI

  20. Usability and Tutorial • T-test • Hypothesis (alpha = 0.05): • Tutorial does not have significant effect on the usability of the improved UI for novice user

  21. Threats to Validity • External validity • Others applications and other scenarios • A limited number of expert users • The novice user groups were graduate student volunteers • Internal validity • A learning effect • the order of using original and improved UI, and scenarios • Two-way ANOVA test (alpha = 0.05) • There is no visible learning effect between scenarios, but they believe there is. • They don’t think that learning effect will affect the result

  22. Conclusion and Future Work • An approach to restructure the UI and improve it. • Provides navigational guidance • Context awareness assistance • The limitations: • Specify a single navigation sequence to carry out business activities • Treat each process as independent as others. • Optimize the navigation sequence with fewer clicks and fewer UI components • Permit users to populate data fields in an active process instance • Automate to insert triggers into source code • Apply this approach to other applications

  23. Thank you Q/A

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