Designing theDesigning theCustomerCustomerINTERFACEINTERFACE

Fanfiction.net

First, some unrelated things to

ponder…

http://www.youtube.com/watch?v=x-9FaJPhFxQ&feature=related

Versus Versus Delias.comDelias.com

For Discussion

How How technologytechnologychanges the way changes the way

marketers engage marketers engage customerscustomers

The The 7Cs7Cs to Building to Building

WORLD-CLASSWORLD-CLASS

WebsitesWebsites

IS Your Website IS Your Website Worth Visiting?Worth Visiting?

• The interface (website) is the visual and virtual representation to communicate the firm’s value proposition.

• Provides significant information to existing and prospective clients.

• Successful design is critical to answer questions, engage visitors, and create compelling online experiences.

• Should attract target segment customers AND deter non-targeted visitors.

The The 7Cs7Cs

http://www.hasbro.com/?US

• CONTEXTCONTEXT: Captures the aesthetics and functional “look and feel” of the website.

• CONTENTCONTENT: All the subject matter contained on the site.

• COMMUNITYCOMMUNITY: A set of interwoven relationships built upon shared interests. Can create content or services that attract consumers to the website.

• CUSTOMIZATIONCUSTOMIZATION: a site’s ability to modify itself to– or be modified by– each user.

The The 7Cs7Cs

http://www.lego.com/en-us/Default.aspx

• COMMUNICATIONCOMMUNICATION: the dialog that unfolds between the site and visitors takes 3 forms:– Firm to user (ex. email messages)– User to firm (ex. customer service request)– User-to-user (ex. instant messaging)

• CONNECTIONCONNECTION: All of the links between the website and other sites.

• COMMERCECOMMERCE: the transactional capacity of the site. The selling of products, shipping, payment options, check out and order confirmation.

The The 7Cs7Cs

CONNECTION

http://www.legoeducation.us/

Context

• The “look and feel” of the ‘screen-to-face’ engagement.

• Aesthetic and functional criteria are reflected/captured to provide the maximum customer engagement.

• Content must be presented in a coherent, logical way.

• Visitors must be able to move easily around the site.

Context

http://marvel.com/

• Factors for maximum layout efficacy:– Section breakdownSection breakdown: how your organization

your website into sub-categories. Sections on a page

– Linking structureLinking structure: How sections of the site are linked together, so visitors can move back and forth effortlessly

– Navigation toolsNavigation tools: Ways for users to move throughout the website (can be by types of search, linking, site maps, e-commerce engine)

Context

http://www.lego.com/en-us/legoland/Default.aspx

Examples…

Content

• Offering MixOffering Mix: the content includes products, information, and services.

• Appeal MixAppeal Mix: Has to do with the promotions and communications messaging projected by the organization.

• Multimedia MixMultimedia Mix: involves the variety of media, from text to video, audio, images, and graphics all incorporated into the website.

• Content TypeContent Type: The information has a degree of time-sensitivity...unless its “reference content” which has a longer shelf life.

ContentContent

Examples…