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This guide explores the essential design elements of customer interfaces in eCommerce, focusing on the 7Cs framework: Context, Content, Community, Customization, Communication, Connection, and Commerce. We delve into various design approaches, the significance of a professional look and feel, models of content, and methods for effective communication with customers. Additionally, we discuss customization strategies and pricing models that can enhance user engagement and improve business connections. Optimize your online presence and build trust with your customers through effective design.
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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? 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: • 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 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
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
Building Fit and Reinforcement Fit – extent each of 7Cs individually support the business model Reinforcement – aesthetic context of the site
Business Model Fit and Reinforcement of 7 Cs Individually Supporting Fit Context Content Community Customization Communication Connection Commerce Consistent Reinforcement
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
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
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
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
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
Design Resources • Yale Web Style Guide • http://info.med.yale.edu/caim/manual • Web Pages That Suck • http://www.webpagesthatsuck.com
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
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
A Framework to Understand Content Models Multiple Superstore NUMBER OF PRODUCT CATEGORIES SpecialtyStore CategoryKiller Single Broad Narrow DEPTH OF PRODUCT LINE
