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Customer Interface
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Agenda What are the seven design elements of the customer
interface? What determines the look-and-feel of the site? What are the dimensions of content? 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 the main features of commerce that support
the various aspects of trading transactions?
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Seven Design Elements of Customer Interface
Context Site’s layout and design
Content Text, pictures, sound and video that webpages contain
Community The ways sites enable user-to-user communication
Customization Site’s ability to self-tailor to different users or to allow users to personalize the site
Communication The ways sites enable site-to-user communication or two-way communication
Connection Degree site is linked to other sites
Commerce Site’s capabilities to enable commercial transactions
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What Determines the Look-and-Feel of Design? Context: look-and-feel of a screen-to-face customer
interface. Dimensions of Context: Function and Aesthetics Function
Factors Critical in Site Layout: Section Breakdown, Linking Structure & Navigation Tools
Performance of Site: Speed, Reliability, Platform Independence, Media
Accessibility and Usability
Aesthetics Color Scheme & Visual Themes
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What are the Dimensions of Content?Content refers to any digital information
included on a website, e.g. audio, video, images and text.
Dimensions of Content: Offering Mix Appeal Mix Multimedia Mix Content Type
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Why Community?Sense of community can encourage
customers to return to a website primarily because: Community can create attractive content Community can make certain activities
possible or easier, thus satisfying needs not attainable individually.
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What are the Levers Used to Customize a Site? Customization: To better address individual
needs, a site can be altered by the user or by the organization.
Dimensions of Customization: Personalization and Tailoring
Personalization: Login registration, cookies, personalized email account, content and layout configurations, storage and agents.
Tailoring: based on past behavior or behavior of other users with similar preferences.
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What Types of Communication can a Firm Maintain with its Customer Base
Communication refers to the dialogue that is initiated by the firm.
Dimensions of Communication:1. Broadcast
Mass mailings, FAQs, email newsletters, content update notifications, broadcast events
2. Interactive E-commerce dialogue, customer service, user input
3. Hybrid Combination of broadcast and interactive
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How does a Firm Connect With Other Businesses? Connection is the degree to which a given
site is able to “link” to other sites through a hypertext jump, or hyperlink, from one webpage to another.
Dimensions of Connection: Links to Sites Homesite Background Outsourced Content Percentage of Homesite Content Pathway of Connection
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What are the Dimensions of Commerce? Commerce capabilities are those features of the customer
interface that support the various aspects of trading transactions.
Dimensions of Commerce: Registration Shopping Cart Security Credit Card Approval; One-click Shopping Orders Through Affiliates Configuration Technology Order Tracking Delivery Options