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Informing IT system Web site design through normalisation

M.J. Taylor (Senior Lecturer, at the School of Computing and Mathematical Sciences, Liverpool John Moores University, Liverpool, UK.)
S. Wade (Principal Lecturer, at the School of Computing and Mathematical Sciences, Liverpool John Moores University, Liverpool, UK.)
D. England (Principal Lecturer, at the School of Computing and Mathematical Sciences, Liverpool John Moores University, Liverpool, UK.)

Internet Research

ISSN: 1066-2243

Article publication date: 1 December 2003

Abstract

Designing a truly customer focused Web site can be difficult. This paper examines the approach of adapting the existing database design technique of normalisation for achieving customer focused Web site design. A Web site can be thought of as a multimedia database, in fact under European law a Web site is legally classified as being a database. In traditional database design, normalisation is used to structure data and provide efficient keys for data retrieval. In Web site normalisation “data” is now the text, images, and functions (for example, e‐mail and ordering goods) that are required on the Web site. Keys for “data” are now Web site headings, sub‐groupings, and topics. Web site normalisation allows the Web site designer to structure Web site material and identify the optimal Web site navigational structure from a customer perspective, and thus, produce a truly customer focused Web site. A case study in a UK marketing organisation is provided in order to demonstrate and evaluate Web site normalisation in action.

Keywords

Citation

Taylor, M.J., Wade, S. and England, D. (2003), "Informing IT system Web site design through normalisation", Internet Research, Vol. 13 No. 5, pp. 342-355. https://doi.org/10.1108/10662240310501621

Publisher

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MCB UP Ltd

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