I.

Website Creation Objectives:

1. Increase Sales: The primary goal of many e-commerce websites is to increase sales and generate
profit. A website can help you reach potential customers, stimulate purchases, and achieve higher sales
figures.

2. Build Brand Identity: This objective focuses on creating a strong and unique brand identity. A shoe
website can help you build a distinctive brand and make it stand out among competitors.

3. Provide a Good User Experience: Creating a user-friendly and engaging website is important. This can
improve the customer's experience and satisfaction, leading to repeat business.

4. Expand the Market: If you aim to expand your market, a website can help you reach customers in
distant or even international locations.

5. Create an Online Community: This goal involves creating opportunities for customers to interact and
engage with each other on your website, forming an online community interested in your products.

6. Optimize Conversion Rates: Increasing the conversion rate from website visitors to customers is a
crucial objective. Optimizing the website to encourage shopping and make transactions easier is vital.

7. Provide Detailed Product Information: This objective is about offering comprehensive product
information to give buyers a comprehensive view of the product before purchase.

8. Deliver Excellent Customer Service: Providing good customer service and support is essential to
satisfy and retain customers.

9. Optimize SEO and Improve Search Engine Ranking: Enhancing the website's visibility on search
engine results pages can increase the chances of reaching potential customers.

II. Evaluation Criteria for a Website:

(User Testing):

- Organize user testing to assess the customer experience while browsing the website, searching for
products, and making purchases. This helps identify issues with the user interface and shopping
experience.

(Website Analytics):

- Use tools like Google Analytics to track website data, including traffic, conversion rates, average time
spent on the website, and other statistics. This helps you understand how customers interact with the
website.

(Performance Testing):

- Ensure the website operates smoothly and quickly. Test page loading times, website stability under
heavy traffic conditions, and make sure the website functions seamlessly on various mobile devices.

(Security Testing):

- Ensure the website secures customer data. Verify the security of payment transactions and customer
personal information.

(Product and Feature Review):

- Assess the products and features offered on the website. Ensure that product descriptions are
accurate, images are high-quality, and features such as 3D-style images, size selection, and color
customization work as intended.

(Quality of Customer Service):

- Review the quality of customer service through customer support systems, response times, and
complaint resolution. Survey customers and consider their feedback and reviews.

(Policies and Payment):

- Evaluate policies, terms and conditions, and the payment process. Ensure that return/exchange
policies, shipping, and warranties are clear and fair.

(Advertising and Marketing):

- Review advertising and marketing campaigns to ensure their effectiveness in attracting new customers
and retaining current ones.

(Competitive Analysis):

- Assess how your website compares to direct competitors and find ways to improve.

(Financial Performance Evaluation):

- Examine the financial performance of the shoe e-commerce website, including revenue, profit margins
per transaction, and net profit. Ensure that the website meets financial goals.

III. Customer Support Functions:

1. Live Chat Support: Provide live chat functionality for customers to interact with support staff
instantly, ask questions, request additional information, or resolve issues.

2. Email Support System: Offer an email address or a system for customers to submit inquiries or
feedback via email.

3. Phone Support: Provide a dedicated phone number for customer support, enabling customers to
communicate directly with a representative for assistance or issue resolution.

4. Help Center: Create a Help Center page on the website containing frequently asked questions (FAQs),
product usage instructions, and solutions to common issues.

5. Social Media Interaction: Monitor and interact with customers on social media platforms such as
Facebook, Twitter, and Instagram to address queries or provide prompt responses.

6. Chatbot Functionality: Use artificial intelligence to offer immediate responses to common questions
or direct users to specific sections of the website.

7. Order Tracking: Enable customers to track the status and location of their orders, enhancing
transparency and reliability.
8. Online Community: Create an online community for customers to share experiences, review
products, and exchange information.

9. Product Review and Rating System: Allow customers to write product reviews and rate products to
share opinions and provide information to other shoppers.

IV. Target Audience Groups:

Age range from 18-35, with a moderate price point suitable for individuals ranging from students to
working professionals. Specifically, the audience can be segmented as follows:

1. Sports and Fitness Enthusiasts: For those passionate about sports, athletic footwear is an essential
part of their athletic attire. Targeting this group with high-quality, comfortable, and stylish sports shoes.

2. Active Young Individuals: Sports and active fashion footwear are often the choice of young individuals
who value personal style and active lifestyles.

3. Fashion-forward Sportswear Enthusiasts: Some consumers like to combine fashion with sports.
Targeting them with fashionable sports shoes and trendy apparel.

4. Regular Online Shoppers: Regardless of their demographics, targeting regular online shoppers who
prefer the convenience of online shopping. Ensuring the website is user-friendly and engaging to attract
online shoppers.

5. Quality and Brand-Conscious Consumers: Some customers pay attention to brands and product
quality. Focusing on customers who make purchasing decisions based on brand reputation and product
quality.

6. Value and Discount Seekers: A segment of the market might be looking for value and deals. Providing
attractive promotions and discounts to cater to this group.

V. Brainstorming:
Level 1 - Basic: Collecting ideas from the team, without being constrained by many rules,
evaluations, logic, or specific guidance.

A Level 1 brainstorming for a basic shoe e-commerce website might proceed as follows:

Step 1: Organize a brainstorming session with your team, including members interested in the shoe
website project. Ensure that no one is constrained, and all ideas are welcomed.

Step 2: Set a simple goal, such as "Create an online shoe e-commerce website." Start with opening
questions like "What do you think about developing this website? Do you have any ideas about it?"

Step 3: From there, allow everyone to freely share their thoughts about the website. There are no
wrong or unreasonable ideas at this stage. Example ideas might include:

- Types of shoes to sell (athletic, fashion, boots, sandals, etc.)

- Website interface and shopping experience

- How to structure the product catalog

- Online marketing campaigns

- Return/exchange policies

- Technical platform (programming language, payment systems, etc.)

Step 4: Record all the ideas that people put forward without categorizing or evaluating them. This
process should take place in a comfortable and open space without any restrictions on the number of
ideas.

Level 2 - Guidance: This involves adding specific rules and guidance to ensure
effectiveness. Conduct analysis and select relevant ideas.

Step 1: Prepare for the brainstorming session. Ensure that you have established some basic rules and
objectives for the brainstorming session. For example, you can set the following rules:

Each person has their turn to speak, avoiding interruptions or side conversations.

Do not evaluate or critique ideas at this stage; focus solely on gathering ideas.
The objective is to identify crucial elements for the shoe website.

Step 2: Record the ideas that everyone contributes and categorize them into specific themes, such as:

Types of shoes to sell: Can be categorized into sports shoes, fashion shoes, men's/women's shoes, etc.

Website interface: Ideas on how the website should look.

Payment methods: Which payment gateways to use, e.g., PayPal, Stripe, or both?

Marketing campaigns: Ideas for online marketing, like online advertising, social media, or email
marketing.

Step 3: Foster creativity and propose specific guidelines for each theme. For example:

Types of shoes: Suggest how to build the product catalog, from categorizing by brand to specific shoe
types.

Website interface: Discuss product layout, homepage design, and creating a mobile-friendly shopping
experience.

Marketing campaigns: Define details about online advertising, target audience, advertising budget,
campaign schedule, etc.

Step 4: Document detailed ideas, ensuring that the proposed ideas are specific and actionable.

VI. Necessary Functions:

Product Display: Allows displaying a list of shoe products with images, prices, descriptions, and detailed
information.

Search and Filters: Provides search and product filtering tools to help users easily find and select
products based on factors like size, color, price, and brand.

Product Detail Pages: Displays individual pages for each product with detailed information, high-quality
images, available sizes, product descriptions, and customer reviews (if available).

Shopping Cart: Allows users to add products to their cart, edit quantities, and remove items. Displays
the total order value.

Secure Payment: Integrates secure payment methods, including credit card payments, digital wallets,
and cash on delivery (COD).

Account Management: Allows customers to create accounts, log in, and manage personal information,
shipping addresses, and purchase history.

Discount Codes and Promotions: Supports entering discount codes or using promotional programs to
apply discounts to orders.
Integration of Product Reviews: Enables customers to review and rate products, providing useful
information for other shoppers.

Social Integration: Allows sharing products and reviews on social networks, creating the possibility for
interaction and information sharing.

Analysis and Evaluation: Integrates web analytics tools to track user activities, assess website
performance, and gain a better understanding of customer behavior.

Inventory Management: Tracks inventory levels and updates real-time inventory status to ensure
accurate product information.

SEO Tools Integration: Optimizes the website for search engines (SEO) to increase visibility in search
engine results.

Customer Support: Provides easily accessible contact information and online or phone support to
address customer inquiries.

Security: Ensures the security of customer personal information and payment data through appropriate
security measures.

New Product Updates: Provides the capability to update and manage new products, discount
information, and notify customers about new products.
VII. SWOT:

Strengths:

Convenience: Online shoe shopping saves customers time and effort compared to traditional in-store
shopping.

Wide Range: The shoe website can offer a variety of shoe types from different brands, attracting a
diverse customer base.

Customized Shopping Experience: Websites can personalize the shopping experience for each customer
through promotions, product recommendations, and maintaining purchase history.

Data Analytics: Websites can track customer shopping behavior and use this data to optimize marketing
campaigns.

Weaknesses:

Inability to Physically Inspect Products: Customers cannot physically inspect items before purchasing,
which may raise concerns about quality and sizing.

Intense Competition: There are numerous online shoe retailers, leading to reduced profitability and
pricing pressure.

Shipping Costs: Shipping shoes can incur significant costs, especially for international shipping.

Online Security and Fraud Risks: Websites must contend with issues of customer data security and
online fraud.

Opportunities:

Increased Online Demand: Consumers are increasingly preferring online shopping, creating
opportunities for increased online sales.

Fashion Trends: Staying updated with fashion trends and providing new products early can attract a
broad customer base.

Online Marketing: Smart online marketing can expand the business reach and target new customers.

International Customers: Opportunities to expand the business scale to serve international customers
via the website.

Threats:

Intense Competition: The online shoe market is competitive, potentially impacting profitability and
necessitating price reductions.

Market Trends: Changes in customer preferences and needs may influence online shoe sales.
Regulations and Policies: Consumer protection and data security regulations may pose challenges for
shoe websites.

Limited Customer Interaction: The ability to interact and build relationships with customers online may
be limited compared to traditional brick-and-mortar stores.