Home > Articles > Software Development & Management > Agile

Customer-Oriented Rapid Application Development (CoRAD)

Rapid application development (RAD) techniques apply as well to developing an e-commerce site as they do to developing internal or production software for sale. This article discusses one specific RAD methodology for developing e-commerce applications: customer-oriented RAD (CoRAD), developed by Cambridge Technology Partners.
Placing special emphasis on a comprehensive approach combining organization, people, process, and technology, Harris Kern's Enterprise Computing Institute is recognized as one of the world's premier sources for CIOs and IT professionals concerned with managing information technology.
Like this article? We recommend

For the last ten years, many software projects have incorporated the use of rapid application development (RAD) methodologies in an effort to decrease development times. RAD incorporates an umbrella of methodologies based on spiral, iterative development technologies. RAD techniques range from the simple use of GUI development tools to quickly build prototypes, to processes incorporating complete, cross-functional business analysis. Since January 1997, Cambridge Technology Partners, one of the early practitioners of RAD, have adapted their methodology to address the special needs of electronic commerce (e-commerce). Dubbed CoRAD for customer-oriented RAD, Cambridge's methodology brings together a unique combination of technical, business, creative, and cognitive disciplines to implement high-impact, successful e-commerce solutions. If you're considering building an e-commerce application, CoRAD can help you to avoid the pitfalls that many early e-commerce sites faced because they concentrated too narrowly on either the technical or creative side of e-commerce. E-commerce isn't just about building a web site—it's about building a whole new business channel.

CoRAD projects consist of five distinct phases:

  • Strategic planning
  • Product definition
  • Product development
  • Product design
  • Product delivery

CoRAD treats an e-commerce project as a product because that's how customers will view it. Successful web sites have to be launched and marketed to customers, and must provide incentives for customers to try them out, just like traditional consumer products. Customers will compare the web site against competitors' sites, judging the usefulness of each. If the site crashes or takes too long to download, customers will go elsewhere. The role of technical, business, creative, and cognitive specialists in each phase of the site creation is described later in this article. Before discussing each phase of the CoRAD methodology, however, let's spend some time describing why it's needed in the first place.

Why Another Methodology?

Cambridge first started developing its RAD methodology for developing client/server solutions in 1991. Over the years, as client/server technologies matured, Cambridge continued to evolve its RAD model. But Internet applications—including e-commerce, extranets, online communities, interactive marketing, and interactive web services—place new demands on software over and above traditional client/server development. The CoRAD methodology brings together four key disciplines for the rapid development of an Internet application:

  • Technical
  • Business
  • Cognitive
  • Creative

Technical Impact

Internet applications and online business have placed new technical demands on software architecture. Often, it's impossible to accurately predict how many people will use an Internet site. For example, when Netscape sized its first web site, it considered the NCSA site from which the original Mosaic web browser was distributed. At the time, NCSA was receiving 1.5 million hits per day. Netscape wanted to be able to handle at least three times that load and designed its site for 5million hits a day. That number was surpassed in Netscape's first week of operation; the site routinely handles 150 million or more hits per day, or 100 times the original NCSA reference. While your site may not see this amount of growth, experts say that Internet architecture should be capable of scaling to handle 10 times the expected load without reaching an architectural bottleneck. On an Internet site, you'll have to consider the scalability of your application software; networking and security software must also scale commensurately with application usage.

Business Impact

E-commerce applications also have a major business impact. They affect how you market your products, how you sell, and how you serve your customers. How will you transition your staff to work in this new environment, or will you need new people? What new business processes will be needed? Will you need new channels or partners?

Cognitive and Creative Impact

Finally, the creative and cognitive skills needed for successful Internet applications are substantially different from traditional internal client/server applications. No matter how good the technology employed, the business goals of an e-commerce application cannot be achieved successfully unless the targeted customers use the solution provided. Traditional client/server application users used the application because they had no choice. But today's e-commerce customers typically have several choices. They may choose to use your interactive solution, a competitor's web site, another traditional channel offered by your company, or some other option.

The Internet changes the relationship between application and content. To successfully design for the web, you need to be able to influence your customers to choose your content from your site. Your e-commerce application is merely the means for them to do so, rather than an application that forces them to do so. CoRAD's creative and cognitive disciplines come to play in creating an application with content that customers will choose to use. This is done using a five-step process as shown in Figure 1.

Figure 1 The CoRad approach.

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020