Project Management

Digital transformation of the auction website of EBTH

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 Table of Contents
Introduction................................................................................................................................2

Project Background................................................................................................................3

Project Specification Structure...............................................................................................9

WBS Structure.....................................................................................................................15

Skills Identified....................................................................................................................15

Conclusion................................................................................................................................18

References................................................................................................................................19

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Introduction
The report will provide a background of the project management associated with the digital
transformation of the auction website of EBTH. The company has gone through a digital
transformation that helped to grow the overall sales. As the entire process is huge, proper
project management is needed to make the project of digital transformation success. In this
report, an appropriate project specification for the project of EBTH has been provided. The
structure of the project specification has also been provided in this report. Moreover, the
report has recommended a suitable work breakdown structure for the entire project that will
define the tasks or activities to perform this digital transformation of the website. Apart from
this, the report has identified the key skills that are required to carry out this project of the
digital transformation of the auction website. The main focus of this project management is to
focus on developing the technology for allowing the company to automate and recognize
different constraints for the growth of the business that includes logistics, shipping, and
fulfilment.

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Project Background
The Cincinnati based EBTH has focussed on enhancing their technology by collaborating
with new partners that help it to develop the website form a traditional auction website into a
whole new national platform. The new digital platform aims to boost the overall sales of the
website and to carry out the business worldwide. The company was co-founded by Denny
and Brian Graves in 2008 that focusses on different estate sales across Cincinnati that
included a starting bidder of 800 people. The company first focussed on expanding the
business to the nearby markets of Lexington and Louisville. However, the website was still
operating on the original premise that was for selling various items based on local pickup. In
order to release the global demand for auctions, the company requires providing immediate
shipping quotes for the whole world. The company thus changed its business thinking of
local audience for picking up the majority of merchandise and shipping a minority. Resolving
shipping logistics is quite challenging and requires a proper approach and technology to
address the same. One of the main reasons for digital transformation is that company is
looking for releasing the latest features with the incorporation of the latest technologies.

The changes are carried out every day and within a single online session, every user may be
prompted for refreshing the website page to perform an updated version of the auction
website. This plan of EBTH is a part of its strategy for testing different ideas and check how
the buyers react as per the chief technology officer of EBTH. The entire project management
of the digital transformation of the auction website has been carried out by a suitable PM
methodology. The selection of a suitable methodology is crucial for this project as it will
define the working procedure. The method provides an appropriate structure, which could
guide the entire project towards the success of this project of digital transformation.

The main aim of this project is to digitalize the auction website of EBTH that can help to
drive maximum sales with the use of proper approach and project management methodology.
This report will cover the approaches considered by the project manager, which will carry out
a smooth and refined delivery of this entire project of the digital transformation of a website.
Moreover, the report will discuss the project methodology that will help to manage the
project deliverables accordingly. The project approaches will be developed by the project
manager through a sophisticated plan, which could simultaneously lead to the desired
outcome that is strategic. Furthermore, it will be associated with the deployment and

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development of project approaches, which could ultimately lead to the project analysis
effectively and efficiently.

Project (SMART) Goals

S The main aim of this project is to transform the auction website of EBTH digitally,
which could be able to enhance the overall sales of the organisation at a global level
and allow managing and delivery of all the business operations without any issues.

M To enhance the overall sales of the auction website through a digital transformation
and delivering the service all around the globe, this will allow the business
organisation to achieve a better command in sustainable business.

A The project of digital transformation will be delivered within the projected timeline to
manage the entire business by incorporating the approaches relating to website
optimization and digitalization that will help to boost global sales to a larger extent.

R The approach of agile for this project of digital transformation is best suitable, as it
will help to enhance the condition of this company effectively. The approach or
methodology will also be used for analysing the present business condition and
accomplish the project deliverables efficiently.

T The projected timeline for this transformation will be more than 80 days (+ - 10) days
and this entire project will be completed within the estimated timeline that is projected
by the project manager.

Project Deliverables

The deliverables of this project are provided below:

 Website optimization and digitalization that can contribute to the enhancement of

overall sales of EBTH and managing all the deliverables of this project
 To enable the business analyst to focus on making more investment in technology and
developing a suitable shipping strategy that will be fully automated, as the items on
the auction website will be sold with only one SKU.
 The project will contribute towards success and effective delivery of this website
digitalization and expanding the business worldwide to improve the sales.

Strategic Alignment of the project

The project is mainly focused on the digital transformation by adopting best practices, which
could be very efficient and effective for aligning the business goals along with the approaches

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that are needed. This is required for proper delivery management of the overall deliveries of
business operations and allowing them for a contribution to the overall project deliveries. The
main approach of this project will consider the impact of the social, economic, and politics of
its sustainable business and the management in the overall operations of the organization and
managing the deliverables accordingly (Hoda and Murugesan2016). The approach of this
project will help to minimize the overall impact of different cyber-threats on their existing
traditional website and other approaches, which could be considered for managing and
delivering business operations. The activities associate with digital transformation will
consider various organizational approaches linked with final project delivery and allow the
management for effective delivery of the project.

Project requirements

The analyst of this project will require the accessibility ofthe business and its management to
analyse the functionalities of the auction website that will help in automating it. However, the
ethical concerns should be managed in the entire project to ensure that this project is
delivered by achieving the organisational requirements. Some of the major resources such as
customer profiles, data, and core operations are needed in this project. Moreover, this project
should be aligned with other projects, which are being proposed by the successful
arrangement of all the approaches. Apart from this, a good communication plan is much
required for this project to set, achieve, and manage the entire project efficiently. There is a
requirement of SEO and content analysis for this project to attract traffic. The developer
should have a sitemap that will have a content structure and a proper design, which will help
to redirect the brand essence (Rasnacisand Berzisa2017). Finally, the project will need to
update the CMS and proper testing, as the auction website will be used globally,which
requires more efficiency.

Project Methodology

It is very crucial to adopt a suitable project methodology for managing a project. The
methodology should be selected by considering the project factors through the determination
of complexity and simplicity. Moreover, the project manager should also need to leverage the
organizational goals and listing all the team and organizational values. To carry out this entire
project, the agile methodology will be the best suitable project methodology. Agile has been
chosen by the project manager, as it is flexible enough to pivot a project and helps to provide
higher opportunities for changing the minds all through the project (Nuottila, Aaltonen, and

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Kujala2017). However, this is not entirely a methodology; rather it can be considered as a set
of principles that helps in developing software programs.

The project manager of this project will use agile because of its flexibility, build process, and
iterative design. The agile teams for this project will be able to respond to different
unpredictability by an iterative and incremental working procedure (Shastri, Hoda, and
Amor2017). The team of this project will first go through a step of proper planning,
execution, and evaluation. The agile approach will help to assume the things affecting this
project of digital transformation are predictable, and it accentuates the adaptability in various
changes and communication between the client and the project team (Miranda 2017). As the
project environment of this project is dynamic, agile methodology is best suitable for the
changing requirements like website development.

Project Milestones

WBS Task Name Duration Start Finish

Digitalizing the auction website of Mon 19-10-

1 110 days Tue 19-05-20
EBTH 20
1.1 Phase 1: Initiation of the project 19 days Tue 19-05-20 Fri 12-06-20
Thu 04-06-
1.1.6 Organizing the project activities 7 days Fri 12-06-20
20
1.2 Phase 2: Project Planning 13 days Fri 12-06-20 Tue 30-06-20
1.2.5 Project charter approval 3 days Fri 26-06-20 Tue 30-06-20
Wed 01-07-
1.3 Estimation of the overall budget 13 days Fri 17-07-20
20
Completion of the planning and Thu 16-07-
1.3.6 2 days Fri 17-07-20
project approval 20
1.4 Phase 3: Project Execution 41 days Fri 17-07-20 Fri 11-09-20
Application of the required changes in
1.4.10 14 days Tue 25-08-20 Fri 11-09-20
the project
Phase 4: Monitoring and closing of
1.5 17 days Sat 12-09-20 Tue 06-10-20
Project
Delivering the final requirements of
1.5.6 3 days Sat 03-10-20 Tue 06-10-20
the project
Wed 07-10- Mon 19-10-
1.6 Phase 5: Project Closure 9 days
20 20
1.6.5 Ending the project 1 day Fri 16-10-20 Fri 16-10-20

Project Schedule

Task Name Duration Start Finish

WBS

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 Digitalizing the auction website of Mon 19-10-
1 110 days Tue 19-05-20
EBTH 20
1.1 Phase 1: Initiation of the project 19 days Tue 19-05-20 Fri 12-06-20
Conducting project related interviews Wed 20-05-
1.1.1 2 days Tue 19-05-20
with EBTH executives 20
Thu 21-05-
1.1.2 Analysis of the existing website 2 days Fri 22-05-20
20
Mon 25-05-
1.1.3 Analysis of the business and market 2 days Tue 26-05-20
20
Wed 27-05- Wed 27-05-
1.1.4 Considering the project approaches 1 day
20 20
Assessment of the various project Thu 28-05- Wed 03-06-
1.1.5 5 days
requirements 20 20
Thu 04-06-
1.1.6 Organizing the project activities 7 days Fri 12-06-20
20
1.2 Phase 2: Project Planning 13 days Fri 12-06-20 Tue 30-06-20
Considering different project
1.2.1 3 days Fri 12-06-20 Tue 16-06-20
requirements
Wed 17-06- Mon 22-06-
1.2.2 Identification of the project goals 4 days
20 20
Wed 24-06-
1.2.3 Identification of the project objectives 2 days Tue 23-06-20
20
Thu 25-06- Thu 25-06-
1.2.4 Defining the Scope 1 day
20 20
1.2.5 Project charter approval 3 days Fri 26-06-20 Tue 30-06-20
Wed 01-07-
1.3 Estimation of the overall budget 13 days Fri 17-07-20
20
Wed 01-07- Thu 02-07-
1.3.1 Work breakdown 2 days
20 20
Mon 06-07-
1.3.2 Scheduling the project activities 2 days Fri 03-07-20
20
Resource distribution for individual Wed 08-07-
1.3.3 2 days Tue 07-07-20
activities 20
Thu 09-07-
1.3.4 Allocating the Stakeholders 2 days Fri 10-07-20
20
Establishing a communication plan Mon 13-07- Wed 15-07-
1.3.5 3 days
with the main stakeholders 20 20
Completion of the planning and Thu 16-07-
1.3.6 2 days Fri 17-07-20
project approval 20
1.4 Phase 3: Project Execution 41 days Fri 17-07-20 Fri 11-09-20
Analysis of the existing auction Wed 22-07-
1.4.1 4 days Fri 17-07-20
website 20
Thu 23-07-
1.4.2 Analysis of the website requirements 4 days Tue 28-07-20
20
Wed 29-07- Thu 30-07-
1.4.3 Carrying out the executive interview 2 days
20 20
1.4.4 Analysing the present business and 4 days Fri 31-07-20 Wed 05-08-

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 market of EBTH 20
Suggesting some alternative project Thu 06-08- Thu 06-08-
1.4.5 1 day
approaches 20 20
Determining the possible sustainable
1.4.6 1 day Fri 07-08-20 Fri 07-08-20
methods
Management of various business Mon 10-08-
1.4.7 5 days Fri 14-08-20
deliveries 20
Communicating with different Mon 17-08- Thu 20-08-
1.4.8 4 days
stakeholders 20 20
Considering the responses of key Mon 24-08-
1.4.9 2 days Fri 21-08-20
stakeholders 20
Application of the required changes in
1.4.10 14 days Tue 25-08-20 Fri 11-09-20
the project
Phase 4: Monitoring and closing of
1.5 17 days Sat 12-09-20 Tue 06-10-20
Project
Mon 14-09-
1.5.1 Cost benefit analysis 2 days Sat 12-09-20
20
Analysing the responses of the present Thu 17-09-
1.5.2 3 days Tue 15-09-20
employees 20
Testing the digitalized website for a Thu 24-09-
1.5.3 5 days Fri 18-09-20
demo 20
Mon 28-09-
1.5.4 Collecting feedback 2 days Fri 25-09-20
20
Performing changes in the website if
1.5.5 4 days Tue 29-09-20 Fri 02-10-20
required
Delivering the final requirements of
1.5.6 3 days Sat 03-10-20 Tue 06-10-20
the project
Wed 07-10- Mon 19-10-
1.6 Phase 5: Project Closure 9 days
20 20
Wed 07-10-
1.6.1 Documenting the project 3 days Fri 09-10-20
20
Documenting the learning from this Mon 12-10-
1.6.2 2 days Sat 10-10-20
project 20
Wed 14-10-
1.6.3 Recording the issues with the project 2 days Tue 13-10-20
20
Providing a documentation of the Thu 15-10- Thu 15-10-
1.6.4 1 day
modifications made 20 20
1.6.5 Ending the project 1 day Fri 16-10-20 Fri 16-10-20

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Project Specification Structure

Project
Name: Digital transformation of an auction website

19th May 2020

Start Date:

To digitally transform an auctioned website of EBTH organization

Goal:

The objectives of the business are to reframe, restructure, revitalize and

renew the company’s auctioned website to transform it digitally. Moreover, it
Objectives: will be done to assist the managers through implementation and formulation
of their business operation through digital transformation strategies.

Constraints: Budget: 85000$

Timescale: Project needs to be completed by the 19th October 2020

Performance/Quality: The entire website information should bear the

EBTH adding partner’s allowances. The quality of the webpage and delivery
service should be to a high standard. The project schedule and auctioning
revenue should be to a professional standard.

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 Description of constraint Internal/ Mandatory/ Present/Future
Deliverables/ Project and website related deliverables
External Optional
Outcomes
The website Themust EBTHbe organization’s
Internal auctionedOptional
website is important
Future to digitally
accessible in 24 hrs
transform as it assists in network assessments and improve the business
marketing. The company requires increasing the capital initially to establish
the business
The website should save theby Internal
building their site backwards through making
Mandatory Present a self adequate
user data and information
auction site that would retain and attract customers.
Project management related deliverables

The website Project

must background,
have Internal group agreement,Mandatory
work break down structure, baseline
Present
interactive rudiments.
costs, final report of the project, website implementation.

Website-related deliverables
The project should execute to Internal Mandatory Present
be concluded by Analysis
19.10.2020
report, document design, software coding, as most essentially, an
efficient auctioned website and digital transforming methodology

The website constrained by a Internal Mandatory Present

Exclusions of the project
budget of 85000$
An auctioned digital website that will benefit to make various activities

A model for the auctioned website

An auctioned website digitally transforms one time to register with similar

email.

Assumptions of the project

It is assumed that the plan of project will be considered by stakeholders

within few days

It is assumed that the website platform will be utilized by the business

owners and customers.

It is assumed that the auctioned will be everyday updated.

It is assumed that the digital transformation will be observed within few

days.

Through digital transformation, the organization will be holistic

Organization
comprehensive, which covers a vast number of internal and external factors,
al benefit

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changes, technological evolutions, transactions, interactions and processors.
The digital transformation led the organization by changing time and
particularly a profound change that impacts all business aspects.
The digital transformation will led the company to make appropriate
leadership through driving successful digital change within the technology.
Adopting and adapting to digital technology in this project will lead the
company to progress their transition to digital transformation.
It will transform the customer experience with the latest technology and its
primary focus is to utilize the cutting edge technology for improving the
experience of customers.
The digital business transformation regarding EBDT partners helps in:
Increasing the productivity: Business digitization permits the company to
assess all creation forms, break down seriously each progression and
distinguish issues, confusions and difficulties precisely. The digitization of
archives and the vanishing of existence boundaries determined into an
improvement of assets and the smoothing out of the creation and
commercialization forms.

Digitization permits the businesses to be increasingly proficient.

Minimize operating costs: Business digitization reduces operating costs up

to 20% and improves efficiency. It also enables efficient cost management
that implies a more effective control of production and sale processes.
Digitization also allows companies to create new business models and
revenue source.

Improve the customer experience: Another preferred position of business

digitization is that it assists with giving better client experience and improves
correspondence with clients (Thirlwall and Pacheco-López 2017).
Digitization produces a closer bond with customers and planned clients and
makes included an incentive for them. It likewise permits the utilization of
new deals' channels, for example, internet business or online life systems.
Simply building up a website permits the organization to be in the market 24

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 hours every day, 7 days per week.

Facilitates and integrates the internal process: Digitization permits

business systematization and hierarchical turn of events. This procedure
increment consistency in work yield since everybody doing likewise work is
adhering to similar directions and addition viability and effectiveness since
there is a standard procedure to work from (Williams 2020) It likewise
encourages the arrangement of goals of the organization, representatives and
clients. Databases gain a key job for dynamic and for the usage of the
comparing errands.

Open new possibilities in market: Digitization of website auctioned

business empowers invasion in new markets. Prior to the ascent of advances,
separations were a hindrance for business disguise; presently all the
company need is a decent computerized correspondence methodology and
have the correct coordination to arrive at new markets.

Enhance and strengthen the brand: For this auctioned website

development business, digitalization led a great fluency in the company’s
internal process along with providing the business competitive benefits.

Known Risks associated with digitally transformed website development

limitations/R There are some of the risks that are associated with the website development

isks they are as follows:

Over head budgets: The price of the website is the critical point where
some challenges occur due to over budget and over time. There are some
causes including the followings:

 An improper definition of project before initializing the actual

deployment and design.
 Unpractised venture administrators
 No define procedure or one which isn't appropriate for this sort of
work (Manhas 2017).
 Non-addressing in planning stage that how much info is required by

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 the customer during the task
 Quickly changing innovation
 Unpractised engineers

Solution- The company might consider staying realistic. It is important to

identify the main priorities like the cost, quality and time. Exploring about
the focused audience and particulars of business is important for reducing
further changes.

Exceeding time frames: The launching of project can be delay because of

the team members. Therefore, ineffective management of team, incorrect
planning, more requirement of resources, last minute updates and
corrections.

Solution- It is important to avoid missing the deadlines of the project and

remain consistent in the communication with the website development. In
order to make a well functioned website, the company must dedicate a good
time amount on the phase of quality analysis.

Unmet requirements: For website development, identifying explicit

requirements for the project without having predefined targets can be a
limitation. Therefore, the website might not function the way company
visualized (Jeon and Jeong 2017). A single mis-functional requirement can
cost time and overhead budget for the company.

Solution- making website requirements specification and explain those to the

stakeholders will ensure the website developer to mitigate those factors that
are missing. The technical team members can help to suggest and provide
valuable things.

Deprived quality of end product

The website software solution of poor quality can be a limitation of this

project. It can damage the business reputation if the company failed to
comprehend the features and objectives of the final website product. The
unreliability is a big issue when company decides to outsource the website
application and it is important to maintain its properly and if not then there

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could be a unreliability factor run within the organization for other
organization.

Solution- Paying attention to the project, region and time existence can be a
solution to prevent this unreliable problem as more attention to the issues
will improve the website service and the quality will be automatically
upgraded (Kirk, Ractham and Abrahams 2016). So, hiring a trusted website
development organization must be top priority and moreover, avoiding
sacrifice on the quality services will also led the website development a
trusted source of information.

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 WBS Structure

Digitalizing the auction

website of EBTH

Phase 1: Initiation of the Phase 2: Project Planning
project
Conducting project
related interviews
with EBTH
executives
Analysis of the
existing website
Analysis of the
business and market
Considering the
project approaches
Assessment of the
various project
requirements
Organizing the
project activities
Estimation of the overall Phase 3: Project Phase 4: Monitoring and Phase 5: Project Closure
budget Execution closing of Project
Considering Documenting the
different project Work breakdown Analysis of the Cost benefit analysis project
requirements existing auction
Scheduling the Analysing the Documenting the
website
Identification of the project activities responses of the learning from this
project goals Analysis of the present employees project
Resource
website
Identification of the distribution for Testing the Recording the
requirements
project objectives individual activities digitalized website issues with the
Carrying out the for a demo project
Defining the Scope Allocating the
executive interview
Stakeholders Collecting feedback Providing a
Project charter
Analysing the present documentation of
approval Establishing a Performing changes
business and market the modifications
communication plan in the website if
of EBTH made
with the main required
stakeholders Suggesting some Ending the project
Delivering the final
alternative project
Completion of the requirements of the
approaches
planning and project project
approval Determining the
possible sustainable
methods
Management of
various business
deliveries
Communicating with
different stakeholders

Considering the
responses of key
stakeholders
Application of the
required changes in
the project

Skills Identified
Within the scope of this project associated with the digital transformation of the auction
website, the project manager has to consider the overall business dimension. This
transformation of the website is the insightful transformation of organizational and business
processes, activities, models, and competencies for leveraging the changes and other business
opportunities (Sousaand Rocha2019). The opportunities will incorporate the combination of
digital technologies that will help to accelerate the effect on society through a prioritized and
strategic method considering the existing and future shifts. In practice, the optimization of
overall customer experience, innovation, and operational flexibility acting as the key drivers
of this entire digital transformation (Hesset al. 2016). This will also include the development

15
of different revenue resources to transform the business model and other forms of digital
processes.

To digitally transform a website there is a requirement of various skills for the entire team
working on it. The first thing that has been identified is digital literacy, which the business
should not take it for granted. The majority of team members should be trained accordingly
with all the technologies required for transforming the auction website to automate it. There
will updated algorithms, software, computer languages, protocols, and security standards,
which the team should be aware to digitalize the entire website (Carcaryet al. 2016). The
project manager should identify the skills among the team members to allocate them with
proper tasks so that the project can be completed successfully. It has been identified that the
team members are aware of the digital trends and which is very essential to carry out this
project efficiently (Greenwayet al. 2018). The company should also promote digital literacy
so that all the employee remains updated with technological skills.

The skills of digital security is identified in the project that has increases the technical
proficiency along with the instincts to predict several unconditional procedures of various
incoming risks and defend to counteracts those issues (Justice and Pence 2016). A high
digital security in a project development can be important in securing the organization from
vulnerability thefts and attacks.

A skill of digital marketing is also identified where it has been seen that the making the
website and get it into auctioning can help the company in providing reliability and
possibilities of services to the customers. Good skills of digital marketing has impact the
customers a lot to the website services (Chaffey and Ellis-Chadwick 2019 ). Digital marketing
involves making good attractive contents, video production, social media engagement, and
content marketing that has been observed to be attracting the audiences.

The data analysis skills have been identified where data in this website development has been
acted as an invaluable tool for assisting the project to find out the drawbacks and capitalize
the strengths (Agresti 2018). The company has those personnel with the data analytic skills
where the business has got benefit from the expertise staffs that can both analyze the critical
information and draw meaningful conclusions and puts that information into the new
actionable strategies and policies.

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The skills of mobility management has been identified in the website development where the
business has been transformed by the digital technology along with the process and thus they
have been impacted by the storage of information and access as well as management of
human resource. The business requires several leaders in order to find and maintain digital
solution (Narayanan et al. 2017). It is been identified that EBHT has got benefited from the
strong the website component files into hybrid system of cloud providing security and
redundancy. It also identified that developing an understanding of digital solution has
improved the mobility of process in the organization.

A skill of operation development has been identified where the company has gained traction
in last few years and thus the company has gained so much capitalization. The website
development has been focused on collaboration instead of isolation. Therefore, it has led the
company to collaborate the actions in operation and development (Wand and Peng 2016). The
skills require togetherness with negligible impact and interaction between the team of
technical staffs and operations. The concept of marketing along with the operation
development skills led the company to invest in appropriate area where it can get benefit
from development services.

Machine learning skills are also having been identified where the technology has been
utilized in the website development. Through these aspect, various technical skills has been
implemented on the website development that makes the automation process to become one
of the most essential skills regarding digital strategy, reporting, researching, website
optimization and design. Automation skills have been identified that makes the business drive
into logistics operations by tackling low level support of customer concerns and requests
(Alpaydin 2020). The AI part esteems abilities to make programming, ingest new data, reason
what is helpful, and afterward apply that valuable data to future activities. So as to take
advantage of automation in equipment, programming and business movement, AI is
important. The company have concentrate on developing the abilities to create AI
programming, on securing the staff who can, or joining forces with organizations that have
some expertise in this quickly developing area of the business world.

17
Conclusion
In this report, the digitalization of auctioned website development has been considered where
advanced change is changing the way in which company and its members work together from
multiple points of view. Therefore, some points are anticipated, and some are unexpected.
While it very well may be a test to both realize where to begin and progress, it's vital to
remember the aptitudes of workforce as a key piece of the procedure. The structure of the
project specification has also been provided in this report. Moreover, the report has
recommended a suitable work breakdown structure for the entire project that will define the
tasks or activities to perform this digital transformation of the website. The report has
provided a background of the project management associated with the digital transformation
of the auction website of EBTH. The company has gone through a digital transformation that
helped to grow the overall sales. In the end, the report has identified the key skills that are
required to carry out this project of the digital transformation of the auction website.

18
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