This is a two-part assignment based on one of the business scenarios provided in the next section:

Part A will concentrate on the analysis of the business, the type of data the business uses on a daily basis, and trends or patterns that the business can use to increase its competitive advantage.
Part B will focus on developing a mock-up of a non-functioning website information portal, aimed at proving how the business will benefit from suggested designs.
A supporting document has been created to assist in clarifying the requirements for this assignment. Save or print a copy of Assignment 2 assistance guide (PDF 161 KB)Preview the document and refer to this resource as you work through the tasks.

Select a small business for your analysis
Select one small business from the following scenarios to work on for this assignment. Each scenario will be accompanied by its own raw data sets and introductions, all of which require a detailed analysis and the development of a mock-up information system interface (web interface). Your task is to choose one of these scenarios for which you will carry out a business review and competitive analysis in order to design and implement a suitable web information portal. The business scenarios include:

1. OZ Attitude Clothing Company

With three local stores, they now wish to develop a more mature online presence to promote and sell their products to a national market as well as the offshore market.
OZ Attitude Clothing Company client scenario details (PDF 298 KB)Preview the document.
OZ Attitude Clothing Company data set (XLS 42 KB).Preview the document
2. Penguin Air

Penguin Air Pty Ltd is an airline based out of Moorabbin Airport in Victoria. Penguin Air offers regular services to select regional centres within Victoria and a regular service to Flinders Island.
Penguin Air client scenario details (PDF 321 KB)Preview the document.
Penguin Air data set (XLS 53 KB).Preview the document
3. Top Deal Auto

A car dealership that has been operating since 1972, this business has had a website for many years, but now they wish to develop a more mature online and mobile presence.
Top Deal Auto client scenario details (PDF 226 KB)Preview the document.
Top Deal Auto data set (XLS 40 KB).Preview the document
Part A: Business analysis
Upon selecting one of the scenarios, you are required to complete the following:

Industry background

Review the industry involved in the chosen data set and provide a brief yet comprehensive overview of that industry sector, including history, current environment, transformations and future scope.

Customer identification

Identify the business’s target audience (customer demographics) and value proposition. Using a SWOT analysis and Porter’s Five Forces, conduct an analysis of the chosen business.

Excel tasks

Complete the unfinished spreadsheets with appropriate field labels. Where necessary, provide additional columns (and appropriate formulas) to meet the information needs of the business. Then use the spreadsheet data to identify three trends or insights that a manager can identify to gain a competitive advantage or to improve the efficiency of the business. Add these findings to your report (add visuals if required).

Part B: Developing a mock-up of a non-functioning business website
The second part of the assignment will be mainly focused on developing a non-functioning business website mock-up. As a designer, you may consult with your eLA to ensure you accurately reflect the requirements of your proposed design. You must also consider basic design principles to justify your design and user interface. As well as the web and design elements, a vital part of this assignment is the perceived business advantage; you must be able to prove that the business will benefit from your design. Tasks for this part of the assignment include the following:

Design three main prototype pages

The prototype pages will be designed for your proposed website. It will include the following elements:

Page designs (three), including discussion of additional customer engagement techniques.
Discuss the elements

Discuss the elements within those pages in relation to the three human computer interface (HCI) design principles and three web usability guidelines.

Identify three additional customer tools

Your three additional customer tools or engagement methods used in the website will be included to increase its competitive advantage.

Main submission requirements and structure
Your assignment should be presented in the form of a comprehensive report with images to support your statements and proposed designs. It is also expected that the report will include references from sources external to the ones already provided.