mapping school of information management & systems china berkeley is213 final presentation...

Mapping School of Information Management & Systems

China Berkeley

Is213 Final Presentation

Mapping China

IS213 Final Presentation

Paulette PanKari Holmquist

Hong Qu

Cecilia JiangAshley Tan


China Berkeley


Agenda

• Project Overview• Design Evolution

– Pilot study– Revised concept designs– HE feedback

• Final Prototype– Testing– Future directions


China Berkeley


Project Overview

• Situation:– China’s growing business position

• World’s largest consumer market• New entrant to supplying global innovation

– Companies and individuals want to do business with/in China

• Find partners: who leads market share, has compatible solutions or channels (network)

• Set up business: understand the competition and industrial environment

• Understand intricate web of relationships between foreign and local companies operating in China


China Berkeley


Project Overview

• Current Options:• Web search

– Google

• Business Portals– Yahoo!Finance– SmartMoney

• Market Research databases– Ovum

• Industry Analysis sites– Faulkner’s– IDC


China Berkeley


Project Overview

• Problems with current solutions:

– Difficult to identify business trends in China

– Difficult to research companies in China• Not all listed in the stock market

• No SEC-like entity

– Too much information, and much of it text-heavy


China Berkeley


Project Overview

• The Mapping China solution– What: Demonstrate a Web-based information

infrastructure to potential customers (market research and industry analysis firms)

– Why: Support market research and analysis related to the high-tech industry in China

– How: Use customer databases as data sources (Hoover’s, Yahoo!Finance, Faulkner’s)

– Who: Target users are entrepreneurs wishing to do business in/with China (competitive research, partner exploration)


China Berkeley


User Profiles• Low-end: Student/job seeker

– Janet Chen, 24-year-old Chinese-American female graduate student exploring software programming job opportunities in China

– Stella Ling, 31-year-old second-year female MBA student from Taiwan doing an entry-strategy project for a digital imaging company in China

• Mid-level: entrepreneur– James Kwong, 30-year-old entrepreneur wanting to find

partners in China and understand competitive environment for new semiconductor venture

• High-end: Industry professional– Scott McIntyre, 42-year-old Caucasian-American male

high-tech marketing professional tracking business development in the telecoms sector


China Berkeley


Initial Task Analysis

• Scan for news about China

• Research specific industries and companies

• Evaluate news and analysis for reliability

• Network with industry insiders


China Berkeley


Testing Methodology

• Who: 3 sample users selected according to our target user profile

• How: Think-aloud task completion, followed by questionnaire (45-minute sessions)

• What: Qualitative and quantitative test metrics• When: After every major prototype revision


China Berkeley


Design Evolution


China Berkeley


Pilot Study: Concept Design

• Web portal to help industry professionals conduct high-level market research– News headlines/stories– Industry overviews– Company descriptions/financial data– Major players by industry– Charts and graphs– Resource links (URLs, government info, associations,

conferences)– City data (population, cost of living, transportation, amenities)– Geographic maps (industry concentrations, company locations)


China Berkeley


Revised Concept 1

• Competitive Analysis– Five forces for companies

in the wireless telecom space

• Good:– focus

• Bad:– “five forces” terminology– Many other websites

provide similar company information


China Berkeley


Revised Concept 2

• Interactive data visualizations– Geographic mapping of

companies/industries, pie charts, company relationships

• Good: – Our ideal

• Bad: – Too ambitious for our limited

resources• http://www.sims.berkeley.edu/aca

demics/courses/is213/s04/projects/MappingChina/proto2/


China Berkeley


Heuristic Evaluation• Develop templates for page layouts

– Standardize logo, layout spacing, fonts– Use site elements consistently

• Clarify site navigation– Provide appropriate exits/shortcuts– Create primary entry-points to data pages

• Improve presentation of information– Give radio buttons default settings– Resolve logic issues of search function– Describe industry sectors– Allow multiple selections on radio buttons

• Describe/explain icons and unclear terms– Acronyms, sector names


China Berkeley


Revised (Final) Concept

– Data visualization (using Flash)– Company data and relationships

(parents/subsidiaries, partners, competitors)– Industry overviews and relationships


China Berkeley


Final Prototype

http://dream.sims.berkeley.edu:8080/MappingChina/index.jsp


China Berkeley


Tools• Prototyping tools: HTML

– Good: Simple to code, changes shown instantaneously, displays in any web browser– Bad: Static, limited functionality, renders differently depending on browser and OS

• Visualization: Flash– Good: Engaging, dynamic, flexible– Bad: Some functionality bugs, not everyone has latest version!

• Site interaction: JSP– Good: Easy to learn, similar to java, separation of logic and presentation, can be run on any

web or application server– Bad: Intermix of HTML code and JSP

• Site interaction: XML– Good: Allows great flexibility of data exchange – Bad: Precise validation required

• Data sources: MySQL database– Good: Open source, powerful, flexible, lightweight, efficient– Bad: Inability to cope with high traffic on a webpage, lack of some technical capabilities


China Berkeley


Future Implementation

• Leverage existing data sources – Market research and industry analyst firms– Repository integration strategy

• Introduce other visualizations– Interactive pie charts (market share linking to top players in

industry sectors)– Geographic maps (company/supplier geographic distribution)

• Additional entities to map– Capital markets– Political bodies


China Berkeley


Final Project Presentation

• Thursday, 13 May 20042:00 pm, South Hall Room 202


China Berkeley


Thank You

• Q&A

mapping school of information management & systems china berkeley is213 final presentation...

Documents