Designing Technology Solutions with Data-Driven Decision Making: Using Concept Mapping to Develop An E-Commerce Website

Abstract

The general area addressed in this research is the use of data-driven decision-making methodologies for the design of technology solutions. The development of the MarketMaker e-commerce website is used as a case study, and the underlying factors common to more general situations are explored. These include the design of technology solutions, stakeholder groups and their decision-making approaches, and the generation and use of data to drive decisions. The design of technology solutions is becoming increasingly common as technologies develop and move deeper into organizations, creating more needs and opportunities. Solutions consequently become more complex, and they create larger and more diverse numbers of stakeholders and decision criteria. Decision-making in these situations can be facilitated with a formal data-driven methodology to analyze and visualize the options, minimize bias, and reveal insights. The primary objective of this study was to generate and analyze data that could define stakeholder consensus regarding MarketMaker problems and opportunities, so that consensus-based decisions could be made about its continuing design and development. A comprehensive set of conceptual responses was gathered, and the results were analyzed and visualized. A series of maps and reports were created, producing a list of priority items the stakeholders could use to discuss and make decisions. Several conflicting perspectives were highlighted. Among the recommendations discussed were to more effectively include external end users in the development of the MarketMaker website, as well as two potential variations on the traditional concept mapping process.