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A research assignment to evaluate the effectiveness of an e-services website.

A research assignment to evaluate the effectiveness of an e-services website.

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An essay for the 2011 Undergraduate Awards (Ireland) Competition by Clare McCollum. Originally submitted for Business with Marketing at University of Ulster, with lecturer Elaine Ramsey in the category of Business
An essay for the 2011 Undergraduate Awards (Ireland) Competition by Clare McCollum. Originally submitted for Business with Marketing at University of Ulster, with lecturer Elaine Ramsey in the category of Business

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Published by: Undergraduate Awards on Aug 31, 2012
Copyright:Attribution Non-commercial

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11/09/2013

 
Page | 27
E- Services
04/03/2010 A Website Evaluation of D.Cooleys
 Word count: 4365
 
Page | 28
T
ABLE OF
C
ONTENTS
 
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Page | 29
A
BSTRACT
The report seeks to critically evaluate the effectiveness of the userinterface of D.Cooleys a Jewellers website. (
 www.cooleyjewellers.com)
The SME has been trading online for four years it is a very basicpage and highlights many key issues. Following a throughliterature review, primary research and secondary research, thepaper critically accesses the user interface of D.Cooleys using
Rayport and Jaworski’s
framework and
Elliot’s
framework.The literature identified different techniques and frameworks as a way of examining the website.
Rayport and Jaworski’s
 
Seven C’s
 was chosen as the main reference for evaluation, because it drawsconsideration to the specific role of interface elements as acommunication channel between businesses and theirconsumers.
Elliot’s website evaluation framework was also
selected.The frameworks provide a practical way of evaluation of the interface in that it indicates majorissues in interface design.Quantitative research was also undertaken in the form of aninterview and questionnaires. With the application of the chosenframeworks
and examples from Nigel O’Haras
 
(www.nigelohara.com)
there are many practical recommendations made. D.Cooley may benefit from reconstructing their website and adding moreproducts in order to attract more sales and generate more profit.
In this way the overall website’s effectiveness and efficiency 
 willimprove.

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