QuestionsQuestionsQuestionsQuestions 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?
Your Website has 1 sec. to:Your Website has 1 sec. to:Your Website has 1 sec. to: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
Site Design ElementsSite Design ElementsSite Design ElementsSite Design Elements
Virtual Interface (Technology Mediated)“Look-and-feel” of the website ContentWorth 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
The 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceThe 7Cs of the Customer Interface1) Context
Site’s layout and design:Aesthetics and functional look
and feel
7) Commerce
Site’s capabilities to enable commercial transactions of
products or services
6) Connection
Degree site is formally linked to other sites
5) Communication
The ways sites enable site-to-user communication or two-way
dialogue
4) Customization
Site’s ability to self-tailor to different users or to allow users
to personalize the site
3) Community
The ways sites enable user-to-user communication and
interaction
2) Content
Text, pictures, sound and video that web pages contain: digital
subject matter
Building Fit and Building Fit and ReinforcementReinforcement
Building Fit and Building Fit and ReinforcementReinforcement
Fit – extent each of 7Cs individually support the business model
Reinforcement – aesthetic context of the site
Fit and Reinforcement of 7 CsFit and Reinforcement of 7 CsFit and Reinforcement of 7 CsFit and Reinforcement of 7 Cs
ContextContext ContentContent CommunityCommunity CustomizationCustomization CommunicationCommunication ConnectionConnection CommerceCommerce
Business ModelBusiness Model
Consistent Reinforcement
Individually Supporting Fit
1) Dimensions to Context1) Dimensions to Context1) Dimensions to Context1) Dimensions to Context
AestheticColor schemeVisual themes
FunctionOrganized into sets of pages
Provides means to navigate through pagesSection breakdown (Tabs)
Shopping CartsSearch Tools
1) Dimensions to Context…..1) Dimensions to Context…..1) Dimensions to Context…..1) Dimensions to Context…..
Performance dimensionsSpeed – site pageReliability – lack of downtimePlatform independenceMedia accessibility – download in various
platformsUsability – navigation ease
QuickEasySearch capabilityGet outside opinionClear categoriesClear product names
Function…..
Context ModelsContext ModelsContext ModelsContext Models
Broad, generic approaches to context designAesthetically dominant – look-and-feel, high form, low
functionFunctionally dominant – low form, high functionIntegrated - balance of form and function New technologies introduce new aesthetics
Form vs. Function — The Design Context Form vs. Function — The Design Context FrontierFrontier
Form vs. Function — The Design Context Form vs. Function — The Design Context FrontierFrontier
Integrated
Aesthetically Dominant
HighLow
High
Low
FUNCTION
AESTHETIC/FORM
Functionally-Dominant
Frontier is gradually moving
outward as technology advances
Aesthetic Example — KMGI.comAesthetic Example — KMGI.comAesthetic Example — KMGI.comAesthetic Example — KMGI.com
Functional Dominant — Brint.comFunctional Dominant — Brint.comFunctional Dominant — Brint.comFunctional Dominant — Brint.com
Integrated Approach Example — Patagonia.comIntegrated Approach Example — Patagonia.comIntegrated Approach Example — Patagonia.comIntegrated Approach Example — Patagonia.com
Point-Counterpoint
Can Maximize Both Cannot Maximize Both
Technology makes tradeoff irrelevant Actual examples of firms that do both More pleasing to customers when both are
accomplished
Inherent tradeoffs in design choice Firms should focus on one dimension Customer segments gravitate toward one
dimension
PointPoint-Counterpoint: Form vs. Function-Counterpoint: Form vs. Function
Design ExamplesDesign ExamplesDesign ExamplesDesign 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
Design ResourcesDesign ResourcesDesign ResourcesDesign Resources
Yale Web Style Guidehttp://info.med.yale.edu/caim/manual
Web Pages That Suckhttp://www.webpagesthatsuck.com
2) Dimensions to Content2) Dimensions to Content2) Dimensions to Content2) Dimensions to Content
Offering mix – product, information, and/or servicesAppeal mix – promotional and communication messagingMultimedia mix – text, audio, image, video, and graphics
choicesContent type – time-sensitivity
Real-Time (stock quotes)ResearchArchival
Five Content ModelsFive Content ModelsFive Content ModelsFive Content Models
Offering DominantSuperstore (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
A Framework to Understand Content ModelsA Framework to Understand Content Models
Superstore
CategoryKiller
SpecialtyStore
NUMBER OF PRODUCT
CATEGORIES
Multiple
Single
Narrow Broad
DEPTH OF PRODUCT LINE
Superstore Example — Amazon.comSuperstore Example — Amazon.comSuperstore Example — Amazon.comSuperstore Example — Amazon.com
Category Killer Example — Petsmart.comCategory Killer Example — Petsmart.comCategory Killer Example — Petsmart.comCategory Killer Example — Petsmart.com
Specialty Store Example — Frontgate.comSpecialty Store Example — Frontgate.comSpecialty Store Example — Frontgate.comSpecialty Store Example — Frontgate.com
Information Dominant — Business 2.0 Information Dominant — Business 2.0 (www.business2.com)(www.business2.com)
Market Dominant Example — PlasticsNet.comMarket Dominant Example — PlasticsNet.comMarket Dominant Example — PlasticsNet.comMarket Dominant Example — PlasticsNet.com
PhysicalProduct
Information Service
Superstore Walmart.com CEOExpress.com IBMSolutions.com
Category Killer Petsmart.com DowJones.com Schwab.com
Specialty Frontgate.com Tnbt.com Tradex.com
Information andEntertainment
Census.gov IFilm.net Digitalthink.com
Market Maker PlasticsNet.com VerticalNet.com Monster.com
Content Models vs. Offering TypesContent Models vs. Offering TypesContent Models vs. Offering TypesContent Models vs. Offering Types
How Important is Content?How Important is Content?How Important is Content?How Important is Content?
Point-Counterpoint
Content Is King Content Is Not King
All leading web sites have excellent content Users will be able to discern inferior content due
to network effects Word-of-mouth will drive out poor content There are multiple “great” content plays - e.g.,
most timely, best coverage, etc. - that reflect each of value models
Necessary but not sufficient It’s not about content, it’s about number of users Standards can block emergence of “better
content” players Up-to-date “good” content will always beat out
not as up-to-date “excellent” content Content means “everything” and hence has lost
all meaning
Point-Counterpoint: Is Point-Counterpoint: Is Content King?Content King?
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