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Customer Interface - Part 1

Customer Interface - Part 1

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Customer Interface - Part 1

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  1. Customer Interface - Part 1 CPS 181s Feb 4, 2003

  2. Questions  What are the seven design elements to the customer interface?  What are the various “look-and-feel” approaches to design?  What are the five content models?  Why be concerned with community?  What are the levers used to customize a site?  What types of communication can a firm maintain with its customer base?  How does a firm connect with other businesses?  What are various pricing models of eCommerce?

  3. Your Website has 1 sec. to: • Make a powerful impression…. • Establish professionalism and start building trust…. • Generate the interest of your target audience…. • To begin downloading your value proposition and to initiate a compelling sales pitch! www.webmasterbase.com/article/863 Jane Pepperin, Webmaster and Marketing Coordinator for Early-Pregnancy-Tests.com

  4. Site Design Elements • Virtual Interface (Technology Mediated) • “Look-and-feel” of the website • Content • Worth visiting? • Commerce activities • What products or services? • What messages does it communicate: exclusivity, low price, or ease of use? • The 7Cs Framework for customer design

  5. The 7Cs of the Customer Interface 1) Context Site’s layout and design: Aesthetics and functional look and feel 2) Content Text, pictures, sound and video that web pages contain: digital subject matter 3) Community The ways sites enable user-to-user communication and interaction 7) Commerce Site’s capabilities to enable commercial transactions of products or services 4) Customization Site’s ability to self-tailor to different users or to allow users to personalize the site 6) Connection Degree site is formally linked to other sites 5) Communication The ways sites enable site-to-user communication or two-way dialogue

  6. Building Fit and Reinforcement Fit – extent each of 7Cs individually support the business model Reinforcement – aesthetic context of the site

  7. Business Model Fit and Reinforcement of 7 Cs Individually Supporting Fit Context Content Community Customization Communication Connection Commerce Consistent Reinforcement

  8. Performance of Lands’ End Site

  9. 1) Dimensions to Context Aesthetic • Color scheme • Visual themes Function • Organized into sets of pages • Provides means to navigate through pages • Section breakdown (Tabs) • Shopping Carts • Search Tools

  10. 1) Dimensions to Context….. Function….. • Performance dimensions • Speed – site page • Reliability – lack of downtime • Platform independence • Media accessibility – download in various platforms • Usability – navigation ease • Quick • Easy • Search capability • Get outside opinion • Clear categories • Clear product names

  11. Context Models • Broad, generic approaches to context design • Aesthetically dominant – look-and-feel, high form, low function • Functionally dominant – low form, high function • Integrated - balance of form and function • New technologies introduce new aesthetics

  12. Form vs. Function — The Design Context Frontier Integrated High Aesthetically Dominant AESTHETIC/ FORM Frontier is gradually moving outward as technology advances Low Functionally-Dominant Low High FUNCTION

  13. Aesthetic Example — KMGI.com

  14. Functional Dominant — Brint.com

  15. Integrated Approach Example — Patagonia.com

  16. Form vs Function

  17. Point-Counterpoint: Form vs. Function

  18. Design Examples • Michael Jordan to the Max http://www.mjtothemax.com/ • Whos We Design Studios http://www.whoswe.com • Megacar http://www.megacar.com • Specialized Bicycles http://www.specialized.com • Hatteras Networks http://www.hatterasnetworks.com

  19. Design Resources • Yale Web Style Guide • http://info.med.yale.edu/caim/manual • Web Pages That Suck • http://www.webpagesthatsuck.com

  20. 2) Dimensions to Content • Offering mix – product, information, and/or services • Appeal mix – promotional and communication messaging • Multimedia mix – text, audio, image, video, and graphics choices • Content type – time-sensitivity • Real-Time (stock quotes) • Research • Archival

  21. Five Content Models • Offering Dominant • Superstore (Amazon.com) • Category killer (Petsmart.com) • Specialty store (Frontgate.com. Wine.com) • Information-dominant – information, but may have entertainment • Market-dominant – market for buyers and sellers

  22. A Framework to Understand Content Models Multiple Superstore NUMBER OF PRODUCT CATEGORIES SpecialtyStore CategoryKiller Single Broad Narrow DEPTH OF PRODUCT LINE

  23. Superstore Example — Amazon.com

  24. Category Killer Example — Petsmart.com

  25. Specialty Store Example — Frontgate.com

  26. Information Dominant — Business 2.0 (www.business2.com)

  27. Market Dominant Example — PlasticsNet.com

  28. Content Models vs. Offering Types

  29. How Important is Content?

  30. Point-Counterpoint: Is Content King?