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 Questions 

   

1 

  Select one country that i-to-i operates in clos-

est to the area where you live. Define a persona 

based on their age and product needs and then 

identify the main customer journeys that form 

the customer for this persona. Which routes 

through the site would this user follow?  

  

2 

  Review the range of engagement devices on the 

i-to-i website to engage the audience to gener-

ate  leads.  

  

3 

  Identify key areas for improvement for i-to-i 

based on your use of the site.   

Part 3  Implementation

  Focus  on 

 Security design for digital business 

 Security is a prime concern of digital business managers. The principal concern is the secu-

rity of information: both about customers and internal company data about finance, logistics, 

marketing and employees. Indeed, we saw in  Chapter   4    that securing customer information 

is a legal requirement under data protection laws in many countries. These risks apply to all 

companies, but larger companies tend to be more at risk from targeted attacks. Information 

used within digital business systems must be safeguarded from a range of hazards. The range 

of risks faced by organisations is summarised in  Box   11.5   .  

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Chapter 11  Analysis and design

Box 11.5

Common security threats and solutions for the digital business

The BERR (2013) Information Security Breaches Survey highlights the extent of the 

security problem for digital businesses. Companies that had a security incident are 

shown in Table 11.8.

Figure 11.25 shows the most common security incidents. You can see that internal 

security problems are an increasing issue.

Table 11.8

Security incidents