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

3. QuestionsQuestions  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?

4. 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/863Jane Pepperin, Webmaster and Marketing Coordinator for Early-Pregnancy-Tests.com

5. 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

6. The 7Cs of the Customer Interface 1) 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

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

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

9. Performance of Lands’ End Site

10. 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

11. 1) Dimensions to Context…..  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 Function…..

12. 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

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

14. Aesthetic Example — KMGI.com

15. Functional Dominant — Brint.com

16. Integrated Approach Example — Patagonia.com

17. Form vs Function

18. Point -Counterpoint: Form vs. Function

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

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

21. 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

22. 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

23. A Framework to Understand Content Models Superstore Category Killer Specialty Store NUMBER OF PRODUCT CATEGORIES Multiple Single Narrow Broad DEPTH OF PRODUCT LINE

24. Superstore Example — Amazon.com

25. Category Killer Example — Petsmart.com

26. Specialty Store Example — Frontgate.com

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

28. Market Dominant Example — PlasticsNet.com

29. Content Models vs. Offering Types

30. How Important is Content?

31. Point-Counterpoint: Is Content King?