E-commerce Web Development and Marketing Challenge
Created byJoey Kirkland
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E-commerce Web Development and Marketing Challenge

College/UniversityOther21 days
This project challenges college students to design an innovative e-commerce website by integrating best practices in web design, usability, security, and data-driven marketing strategies. Through real-world simulations, students engage in activities such as a hackathon, product launch pitch, and e-commerce escape room to enhance their problem-solving skills. They apply their learning in portfolio activities like developing marketing strategies, conducting A/B tests, and analyzing e-commerce analytics. The project's rubric assesses web design, digital marketing, customer retention, and problem-solving capabilities to ensure students can create a successful e-commerce platform.
E-commerceWeb DevelopmentMarketing StrategiesUsabilitySecurityAnalyticsCustomer Retention
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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we, as web developers, create an innovative and successful e-commerce website that effectively integrates best practices in design, usability, security, and marketing strategies to attract and retain customers?

Essential Questions

Supporting questions that break down major concepts.
  • What are the fundamental principles of web design, usability, and security that must be considered when developing an e-commerce website?
  • How can data-driven marketing strategies be designed and implemented effectively for an e-commerce business?
  • In what ways can A/B testing and persuasive design enhance consumer engagement and conversion rates on a website?
  • What tools and metrics are essential to interpret e-commerce analytics data for strategic decision-making?
  • How can customer retention be maximized through email marketing, loyalty programs, and personalized promotions?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:
  • Understand and apply web design principles including usability and security to develop a comprehensive e-commerce website.
  • Design and implement data-driven marketing strategies to attract and engage customers using various online platforms.
  • Analyze e-commerce analytics to make informed business decisions and drive continuous improvement.
  • Effectively use A/B testing to optimize landing pages for consumer engagement and conversion rates.
  • Implement customer retention strategies such as email marketing, loyalty programs, and personalized promotions to ensure profitability and customer loyalty.

Common Core Standards

CCSS.ELA-LITERACY.CCRA.R.7
Primary
Integrate and evaluate content presented in diverse media and formats, including visually and quantitatively, as well as in words.Reason: Creating an e-commerce website requires integration and evaluation of diverse media formats for effective design.
CCSS.MATH.PRACTICE.MP1
Primary
Make sense of problems and persevere in solving them.Reason: Web development projects involve complex problems that require perseverance and innovative problem-solving.
CCSS.ELA-LITERACY.WHST.11-12.7
Secondary
Conduct short as well as sustained research projects to answer a question or solve a problem.Reason: Researching best practices in web design and marketing strategies is essential for developing an effective e-commerce platform.

Next Generation Science Standards

NGSS.PS1.A
Supporting
Structure and Properties of MatterReason: Understanding the fundamental elements of digital design, such as the structure and properties of online platforms, is crucial.

ISTE Standards for Students

ISTE.NETS
Primary
Promote and model digital citizenship and responsibility.Reason: E-commerce websites must be designed with user privacy and security in mind, aligning with digital citizenship principles.

Entry Events

Events that will be used to introduce the project to students

Web Developer for a Day: Simulated Hackathon

Kick-off the project with a rapid-fire hackathon where students assume the role of web developers at a fictional e-commerce firm. On day one, they receive a 'crisis email' from their boss needing immediate UX/UI improvements due to sudden user complaints, pushing them to brainstorm and prototype quick solutions in real-time while documenting their processes.

Product Launch Pitch Day

Students are tasked with preparing for a simulated product launch, starting with crafting a digital marketing strategy, complete with SEO, targeted ads, and social media engagement plans, which they present to a panel of 'investors' for critique.

E-commerce Escape Room Challenge

Design an escape room-style digital puzzle where participants solve challenges specific to e-commerce optimization, such as A/B testing for better conversion or troubleshooting a live campaign performance, enhancing critical thinking and strategic problem-solving.
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Portfolio Activities

Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.
Activity 1

Data-Driven Marketing Strategy Workshop

Students explore data-driven marketing strategies crucial for e-commerce success. This workshop allows them to design and draft comprehensive marketing strategies using real-world tools and metrics.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Research digital marketing tools and best practices for e-commerce, emphasizing SEO and social media.
2. Analyze case studies of successful e-commerce marketing campaigns.
3. Use a simulation tool to draft a marketing plan targeting specific demographics.
4. Develop SEO strategies and social media campaign plans.

Final Product

What students will submit as the final product of the activityA detailed marketing strategy document, including SEO and social media plans.

Alignment

How this activity aligns with the learning objectives & standardsSupports ISTE.NETS by promoting digital citizenship, and aligns with CCSS.ELA-LITERACY.WHST.11-12.7 through researched strategy formulation.
Activity 2

A/B Testing Masterclass

This activity focuses on teaching students the importance and methodology of A/B testing, enabling them to refine their e-commerce website designs for maximum engagement and conversion.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Understand the principles of A/B testing through guided videos and literature.
2. Design two variations of a landing page or key e-commerce feature for testing.
3. Run a simulated A/B test using available tech tools to gather results.
4. Analyze findings and decide on the best-performing version.

Final Product

What students will submit as the final product of the activityReport summarizing findings from A/B testing and recommended changes to website design.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.MATH.PRACTICE.MP1 by promoting problem-solving through testing and analysis.
Activity 3

E-commerce Analytics 101

Students will dive deep into understanding e-commerce analytics to drive business insights and continuous improvement, focusing on how data can influence strategic decisions.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Learn about key e-commerce metrics such as conversion rates and user behavior through tutorials.
2. Analyze a set of provided data related to e-commerce performance metrics.
3. Create visualizations to interpret data and identify trends.
4. Present findings and suggest strategic improvements based on data analysis.

Final Product

What students will submit as the final product of the activityPresentation on e-commerce analytics with visual data interpretations and improvement recommendations.

Alignment

How this activity aligns with the learning objectives & standardsAligns with NGSS.PS1.A by engaging in data analysis, and with CCSS.ELA-LITERACY.CCRA.R.7 by evaluating quantitative content.
Activity 4

Customer Retention Strategy Lab

This activity enables students to develop and implement customer retention strategies through email marketing, loyalty programs, and personalized promotions, thereby reinforcing their understanding of maintaining e-commerce success.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Research customer retention strategies employed by successful businesses.
2. Create a loyalty program outline for an e-commerce platform.
3. Draft an email marketing campaign focusing on personalization and engagement.
4. Design a personalized promotion strategy for different customer segments.

Final Product

What students will submit as the final product of the activityA comprehensive customer retention strategy including email drafts, loyalty programs, and promotional tactics.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.WHST.11-12.7 through strategy research and implementation.
Activity 5

Designing the Dream E-Commerce Site

In this activity, students will begin the project by learning about and applying essential principles of web design, usability, and security to sketch a blueprint for their e-commerce site. This foundation will set the stage for their entire e-commerce development project.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Research industry best practices in web design, focusing on usability, security, and design aesthetics.
2. Create a mood board of design inspirations and successful e-commerce sites.
3. Sketch a wireframe for the homepage and key pages of the e-commerce site considering user experience.
4. Develop a security checklist to ensure all potential vulnerabilities are addressed.

Final Product

What students will submit as the final product of the activityA complete set of wireframes and a security checklist for an e-commerce site.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.CCRA.R.7 by integrating diverse media and design principles.
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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

E-Commerce Web Developer Portfolio Rubric

Category 1

Web Design and Usability

Assessment of the student's ability to incorporate usability and design principles in creating an e-commerce platform.
Criterion 1

Design Aesthetics and Usability

Evaluates the visual appeal and user-friendliness of the e-commerce website design.

Exemplary
4 Points

The design demonstrates exceptional creativity and cohesiveness, with innovative usability features that significantly enhance user experience.

Proficient
3 Points

The design is visually appealing and user-friendly, with effective usability features integrated.

Developing
2 Points

The design shows basic visual appeal with some usability considerations integrated.

Beginning
1 Points

The design lacks cohesive visual appeal and usability features, making navigation challenging.

Criterion 2

Security Features

Assess the integration of security measures in the design of the website.

Exemplary
4 Points

Comprehensive security measures are seamlessly integrated, providing robust protection against vulnerabilities.

Proficient
3 Points

Security features are effectively integrated, ensuring adequate protection.

Developing
2 Points

Basic security features are present but may need further development to ensure full protection.

Beginning
1 Points

Security measures are minimal or absent, posing potential risk to user data.

Category 2

Digital Marketing Strategies

Evaluates the student's ability to design and implement successful marketing strategies.
Criterion 1

Marketing Strategy Quality

Assesses the comprehensiveness and creativity of the marketing strategy, including SEO and social media plans.

Exemplary
4 Points

Marketing strategy demonstrates exceptional creativity and comprehensive detail, incorporating advanced SEO tactics and targeted social media campaigns.

Proficient
3 Points

Marketing strategy is clearly articulated and effectively covers SEO and social media plans.

Developing
2 Points

Marketing strategy addresses basic elements but lacks depth and detail in SEO or social media planning.

Beginning
1 Points

Marketing strategy lacks coherence and depth, with minimal SEO and social media planning adequacy.

Criterion 2

Data-Driven Decision Making

Evaluates the ability to analyze data and inform strategic marketing decisions.

Exemplary
4 Points

Demonstrates exceptional ability to interpret analytics and apply findings to optimize strategy decisions and continuous improvement.

Proficient
3 Points

Effectively utilizes analytics to inform and adjust strategy for improved outcomes.

Developing
2 Points

Basic data analysis performed with some strategic adjustments made.

Beginning
1 Points

Minimal analysis of data, leading to little to no strategic decision changes.

Category 3

Customer Retention Strategies

Assessment of student ability to develop effective customer retention strategies using email marketing, loyalty programs, and personalized tactics.
Criterion 1

Retention Strategy Effectiveness

Evaluates the comprehensiveness and creativity of customer retention strategies developed.

Exemplary
4 Points

Retention strategies are exceptionally comprehensive and innovative, showing an advanced understanding of personalized customer engagement.

Proficient
3 Points

Retention strategies are well-developed and effectively address customer needs.

Developing
2 Points

Basic retention strategies are present but lack depth and creativity.

Beginning
1 Points

Retention strategies are minimal and fail to significantly engage customers.

Category 4

Critical Problem Solving and Testing

Assessment of student's application of critical problem-solving through testing and iterative design processes.
Criterion 1

Application of A/B Testing

Evaluates the understanding and application of A/B testing to inform design and user engagement improvements.

Exemplary
4 Points

Exemplary understanding of A/B testing principles and application, leading to significant design improvements and insights into user behavior.

Proficient
3 Points

Solid understanding and implementation of A/B testing, leading to measurable design improvements.

Developing
2 Points

Basic understanding of A/B testing with some application, but limited impact on design improvements.

Beginning
1 Points

Minimal understanding of A/B testing principles and limited application.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning
Question 1

Reflect on the progress you made in developing an e-commerce website. What were the key principles of web design, usability, and security that you implemented, and why were they important?

Text
Required
Question 2

How effective were your data-driven marketing strategies?

Scale
Required
Question 3

What new insights did you gain from conducting A/B tests on your landing page or features?

Multiple choice
Optional
Options
Understanding user preferences
Identifying key design elements
Improving conversion rates
None
Question 4

Evaluate the importance of e-commerce analytics in guiding strategic decisions. To what extent did data analytics influence your website’s success?

Text
Required
Question 5

How successful were your customer retention strategies like email marketing and loyalty programs in maintaining e-commerce engagement?

Scale
Required