Users’ experience on a site is greatly affected by the extent at which the websites provides personalized and customized pages. Amazon has provided usable and helpful personalized setting for its users and this gives the users a chance to have personalized page with individual features including recommended items, account information, personal details update, record reporting and tracking. This feature has enabled the users to take a very effective control and management of their shopping experience on the site. On the other hand, aquarelle has a simple but limited personalization setting for its customers.
Instead, they provide the users with a primary registration which is used to trace their shopping records. It is worth noting that these features are limited to basic options. Availability of content and information of a site for use by potential users is a major usability evaluation. Accessibility of information in Amazon has been rated as high due error detection on all pages which was experienced. The resources in aquarelle are largely accessible both in the static except the minor errors in the dynamic pages due to confusion in signing of users account and order tracking.
Integration at Amazon and Aquarelle The level of front-end functionality and the usability
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However, all internal and external integrations are highly interoperable and interconnected so that a smooth and easy-to-carry online shopping is enabled. Amazon site is characterized by effective and concrete integration settings at the back office which realize the existing smooth front-end functions. The most important functions which have been closely integrated include registration and account, Product selection, Inventory Control, Ordering, Order fulfillment, Billing, and Delivery. These major functions have provided the major features required at Amazon for an integrated framework which enables e-commerce.
There are other Amazon websites that share the profile of users across other Amazon sites so that users do not need to register for all Amazons. At Aquarelle, the process of shopping indicates that there is integration at both internal and external level. However, due to the limited products, limited number of users, and simple contents and features the complexity of integration is not as much as Amazon. Like Amazon, Aquarelle owns several back-end applications which are integrated together to ease order processing.
The integrated functions could be as those in Amazon, but the process could be different and simpler due to the above stated reasons. The interesting point for external integration is that Aquarelle accepts several national credit, debit and specific cards for payment that shows the degree of integration with those card providers. Integration with positing services is also apparent and inevitable. Conclusion Integration of systems is essentials in e-commerce since it enables developers to lower costs, achieve high performance, enhancing flexibility, and reduce the design duration.
Amazon has an effective and successful site in terms of 5 examined elements, where as Aquarelle has relatively the same results but lacks in much functionality and value-added features which decreases the usability of the site. In terms of integration and interoperability, the test shows that both sites have a strong internal and external integration. But the degree and complexity of integration at Amazon is far higher than Aquarelle. Aquarelle is carrying a simple and basic integration which needs to be reexamined.
References: Amazon 2008, accessed 14/08/2010, available at www.amazon.com