Towards a business-aware framework for the analysis and design of context aware e-commerce applications

Orckestra是一家中小型企业，为北美和欧洲的客户提供电子商务解决方案。其 旗舰产品OvertureTM是一款“新一代”电子商务套件，支持：1）统一数据 基础设施，支持全渠道电子商务，2）强大的最终用户数据聚合功能 3）支持第三方工具集成的开放式面向消息的架构，4） 以及多种部署模式。随着OvertureTM，Orckestra经营在一个拥挤和高度 在竞争激烈的市场中，产品创新是其蓬勃发展的关键，如果不是彻底生存的话。为此，Orckestra 希望通过上下文感知功能增强OvertureTM的全渠道电子商务能力， 加强客户体验管理（CEM）。这些功能将使电子商务套件能够 通过提供有关他们正在浏览的产品的信息，或通过 推荐符合他们口味、自我形象或价值观的产品。的长期目标 这种合作是为了帮助Orckestra识别、设计和集成所需的软件模块，以支持 CEM的功能纳入其旗舰电子商务套件。第一个Engage项目探讨了 在购买的上下文中，客户和公司之间的交互的域建模 过程可以帮助引出通用CEM功能的业务、用户和软件需求。我们 初步研究证实：我们发现消费者行为的心理模型有助于 识别客户的代表类型，以及客户和客户之间的交互方式。 软件，这是实现CEM功能所需的。这个EngagePlus项目的目的是测试 在进行以下操作之前，在相对简单的真实购买场景的背景下使用该方法：a） 发展理论，和B）设计和实现必要的软件工具。

Orckestra is an SME that provides e-commerce solutions to customers in North America and Europe. Its flagship product, OvertureTM, is a 'new generation' e-commerce suite that supports, 1) a unified data infrastructure, supporting omnichannel e-commerce, 2) a powerful end-user functionality for data aggregation and presentation, 3) an open message-oriented architecture supporting the integration of third-party tools, 4) and a variety of deployment models. With OvertureTM, Orckestra operates in a crowded and highly competitive market, and product innovation is key to its thriving, if not outright survival. To this end, Orckestra wants to augment OvertureTM 's omnichannel e-commerce capabilities with context-aware functionalities to enhance customer experience management (CEM). Such functionalities would enable an e-commerce suite to enhance a customer's shopping experience by providing information about a product they are browsing, or by recommending a product that matches their taste, their self-image, or their values. The long-term purpose of this collaboration is to help Orckestra identify, design, and integrate the software modules needed to support CEM functionalities into its flagship e-commerce suite. The first Engage project explored the extent to which a domain modeling of the interactions between a customer and a company within the context of a purchase process can help elicit the business, user, and software requirements for generic CEM functionalities. Our preliminary research confirmed that: we found that a psychological modeling of consumer behavior helps identify the kind of representation of a customer, and the interaction modalities between the customer and the software, that are needed to implement CEM functionalities. The purpose of this EngagePlus project is to test this approach within the context of a relatively simple, real-world purchasing scenario, before proceeding to, a) develop the theory, and b) design and implement the requisite software tools.