Customer Interface - Part 1Customer Interface - Part 1

CPS 181s

Feb 4, 2003

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

Performance of Lands’ End SitePerformance of Lands’ End Site

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

Form vs FunctionForm vs FunctionForm vs FunctionForm vs Function

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?