1 / 31

Customer Interface - Part 1

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

Télécharger la présentation

Customer Interface - Part 1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.


Presentation Transcript

  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?

More Related