Green24 Project WebsiteECT455 E-Commerce Web Site Engineering |
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Deliverable C - Requirements and Analysis SpecificationIntroductionThis document will provide the project requirements and specifications and will expand upon the Business Case Statement developed in Deliverable B.MessageThe Color Purple Art Gallery is the only remaining African American art gallery in the Dayton, Ohio area. Several direct competitors have come and gone since the gallery's opening in 1987. Mr. Hankins credits his longevity to his continued commitment to provide art at an affordable price.GoalsThe main goal of this project is to develop a web presence for the Color Purple Art Gallery that will provide another channel to reach a wider and more diverse audience. Additional goals of the site includes:
Audience ProfilesCurrent Primary Customers
Future/Secondary Customers
Local Artist SupportOver 40% of the original paintings currently on display in the physical store is on consignment from local African American artists. In keeping with his desire to support local genre, Mr. Hankins plans to network with local colleges and universities to scout for new artwork to cosign. This will provide value for the artists by having their work displayed publicly. The Color Purple Art gallery will gain value by the additional foot traffic generated by such activities. ContentPhase l of this project will create an eCommerce shopping cart application that will serve as another channel to showcase paintings currently on display in the physical store. The site will have three main sections: Paintings, African Artifacts and Miscellaneous gifts. The Paintings section (Phase l) will list thumbnails of each of the paintings along with the artist's name, title, price and actual size. Clicking on the thumbnail will allow the user to view a larger rendering of the painting. An SQL database will be developed to capture inventory, order and customer information. All new users to the site can view the gallery, however a one time user registration will be required in order to place an order. User information will be stored in a database and will be used to personalize subsequent visits to the site. A shopping cart will be used to house purchased items. Once an item is placed in the cart the user will have the option to update the cart (delete, remove, increase quantity), continue shopping, or proceed to checkout. After the user is done shopping the customer proceeds to checkout. If the user is not signed in they will be prompted to do so. If this is a new account the user will be asked to fill out personal information. Next the user will be directed to the delivery method page where they can adjust the delivery information and add any additional comments for the order. Next the user will be directed to the payment information page to enter payment credentials. The user is then directed to the confirmation page where they can review the order before confirming. After confirmation the user will be directed to the order acknowledgement page letting the user know that their order has been placed. An email confirmation is then sent to the user. Additional content information can be found on the Process Flow Diagram and the Information Architecture. User/Task AnalysisThe Color Purple Art Gallery is available online for anyone looking to purchsae art. Customers will have the convenience of shopping at home and have merchandise shipped to them directly or they can pick up in store. Users will be able to get on the website without having to register and browse through pages to find what they are looking for. All items will be categoriged so that it is easier for the user to narrow down exactly what they are looking for. Once the user finds what they are looking for, they can add it to the cart and either continue to shop or proceed to checkout. If the user is already member of the site they will need to login with their username and password. If they are new to the site then they will have to go through the registration process. Once successfully logged in user will need to enter a credit card, if not already on their profile in order to check out. Users can have their item shipped to any address they desire, and it doesn't have to be same as the billing address. Sensorial Design
Structure and InterpretationThe site will have four sections on the left navigation: Paintings, Canvas, African artifacts and Miscellaneous gifts. The top navigation will have 5 sections: Home, About us, New Offers, My account and Checkout. This site will make use of HTML and PHP technologies. A SQL databases will be utilized on this site. The shopping cart technology will be linked to this database. Customers can build their own accounts and use it when they return to visit this site, and the information collected will be available for review and revision before the user checks out. Email confirmation will sent to users once the order is confirmed. Market Testing / Analysis
E and S Galleryhttp://eandsgallery.com/Business model: E and S is "brick and mortar" consumer retail, reducing marketing and selling expenses along with conveying more accurate and timely product availability information through use of their site as an on-line catalog. They also are targeting consumers more precisely with the exposure of their offerings and educating potential purchasers with how to buy art. Value Proposition: This particular site is more informational as far as transforming customer relationships. It aims to educate the customer, exposing artists and their renderings and E and S as a dealer. They are, in a sense, trying to make art less intimidating and the customer more comfortable coming to their establishment. Channel: Their strategy is probably unintentional, but more like a value chain pirate. They are like the middle man as far as displaying artist (referred to as dealers) and their wares, attracting, interacting, acting on behalf of these "dealers". Grandpa's Arthttp://www.grandpasart.com/gallery/Business model: Grandpa's Art is on-line consumer retail, with the ability to gain a global audience, an on-line catalog to help its marketing, an on-line order processing system, targeting consumers one-to-one with its product exposure and more narrowing with categories, and more accuracy in stock, new prints, and on-sale availability. Value Proposition: This site appears to be a channel master along with a little customer magnet. There is a full on-line catalog, enabling customer to narrow down selections by subject matter, new prints and prints on sale. Links to other sites, video, and books are also available under Other Items pulldown. Under Things to Know pulldown, there is a variety of information that ranges from education on art to the security / privacy of GrandpsArt's purchases. A shopping cart is available, with PayPal for credit, a form to fill in when you use check or money order, and a number to call when ordering by phone. The customer policy (http://www.grandpasart.com/gallery/thingstoknow/Customer_Policies.html) explains shipping and after sales course of action. Channel: They are a channel master, building a trusting relationship with customers (registered with EPublicEye and the Better Business Bureau) with several ways for customers to purchase. Spence Art Galleryhttp://www.spenceartgallery.com/Business Model: Spence Art Gallery is a consumer retail art gallery with both a physical gallery based out of Georgia and an online storefront. This gallery was created in 2002 and features various national and local artists. The website is primarily used to view and purchase art, but also features local events to drive foot traffic to the gallery. Value Proposition: Spence Art's main benefit for the customer is the wide array of art for all types of art enthusiasts, offering from $30 prints to $1000+ originals. The site provides both online and telephone ordering and groups all of the artwork by the artist. Channel: This gallery attempts to develop a consumer/artist loyalty. It features 15 artists and organizes all of the art on the site by artist. It also facilitates a means for the consumer to commission an artist to create an original piece of art for the home or office.
H&M Galleryhttp://www.hmgallery.comBusiness Model: The H&M Gallery is a large consumer retail business which provides both a physical and online storefront. The company was founded in 1973 and the site features a large amount of African American Art. Value Proposition: The motto of H&M is "Art is to be Cherished by All", and they do so by providing a very large selection to the customer. One distinguishing feature on the site is the ability to "see it framed". There is a custom application which allows the visitor to see a painting in various frames, mats, and wall colors. Channel: The gallery uses the site to attract and sell to all types of art buyers. With a huge selection of artwork, the shopper may browse by subject, artist, or perform a keyword search across all the art. The site is not used to market the physical store location or educate consumers, but simply to sell art. Testing StrategyThe owner of the Color Purple Art gallery have secured five of his current customers to test the site. Their comments and recommendations will be incorporated into the final design of the site. Information ArchitectureOriginal informational architecture diagramAs the informational architecture diagram reveals, there will be seven basic areas of service for the customer: About Us, New Offers, Shopping Cart, My Account, Categories, Check Out, and Search:
Transaction ProcessingClick here to view the transaction processing flowchartOnce the user finds the item he is looking for, he can add the item to the cart. When the user had found all the items and added them to the cart, he goes to check out, where he can see all the items that were added to the cart. If the user is happy with what's in the cart, he can continue to check out, or he can edit his cart until satisfied with what's in the cart. During check out, we want to make sure that user is logged in, if not then ask them to log on to the site using their username and password. If they are new to the website then ask them to register. Once the registration is complete send them a confirmation mail to their email address. Once successfully logged in, collect shipping information from the user. Now, ask user for method of payment, such as a credit card, debit card, gift cart, etc. Once user clicks "submit" verify all the billing information is correct and see if the payment is approved by the bank. If there is an error in billing information, then go back to the billing prompt. If everything is correct then process the order and show order confirmation page to the user. Email the seller/Artist the buyer's shipping information and send a confirmation email to the user/buyer. Contributions
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