Lesson 5.1: Experience Economy Strategies Reflected in Website Information DesignLesson 5.2: Experience Economy Strategies Reflected in Website Interface DesignLesson 5.3: Experience Economy Strategies Reflected in Website Interactivity Design
Purposes for the business Website:To provide InformationTo generate online transactions
Website features and functions strongly influence customers perceptions of:Information and service qualityEase of usePleasureWebsite design quality
A successful Website:Attracts more customersMakes customers feel the site is trustworthy, dependable, and reliableGenerates customer satisfactionHas customers engaged in a unique Website experience results in their strong bond to the business.
The Website should create telepresence, which:Gives the customer a sense of being someplace elseDepends on how closely the Website simulates the sensory elements and interactions that one would experience at the business physical locationProvides rich Information necessary for the customer to form a clear impression of the businessAllows the customer to interact with business offerings or people online as they would in the physical location
The three key components of Website design:3IsInformationWritten or verbal content of the Website InterfaceElements creating the sites appearance or sensory appealInteractivitySafe and easy online transactions along with the 4Cs (Connections, Customization, Communication, & Competition)
Information:Provides details about the business, such as its background history, mission, location, or policiesProvides details about business offeringsProvides details about the experiential value offered by the business
Information content must be:AccurateCurrentConcise but with sufficient detailsEasy to understandRelevant to the customer
Information aspects of the Website:Subject matter - the topic of the InformationSource - the creator of the InformationStyle of expression - the way Information is delivered
Information aspects and the 4Es:
4Es3IsEducationalExperienceEstheticExperienceEscapistExperienceEntertainmentExperienceInformationSubject matterGeneral or specific background on goods, services, or company; 4Ps contributing to Educational experiences Elements of, or emotions created by, goods, services, and 4Ps leading to the Esthetic experienceElements of the 4Ps or the resulting sense of a different time, place, or personas defining the Escapist experience Events held and elements of the 4Ps supporting the Entertainment experiences SourceFirm, customer, expert Firm, customer, expert Firm, customerFirm, customer, expertStyleFactoid, motivational, testimonial, or tutorial stylePoetic, imagery-producing style Creative, fantasy-based style in the voice of a characterWitty, humorous, or amusing style
Interface: Communicates a consistent image of the businessCommunicates the experiential nature of the actual business offerings and/or reinforce these messages expressed through Information of the Website
Interface elements:Multimedia aspectsStill pictures (.jpeg) or graphical images (.gif) Animated digital or graphical imagesMusic or sounds (.wav)Design aspects Background design elementsLayout of the pageDesign qualities of lettering
Considerations for image selections for the Interface:Will the image load quickly?Will the image look good with other images on the page?Will the image look good with the text colors or background on the page?Will the image look good when it is repeated (tiled) for a page background?Will the background color be safe (available) for use with all browsers?Will the background image or color and lettering qualities make it hard to read the text?
Multimedia and Design aspects can be drawn directly from the 4Ps:Virtual tours of Properties Logos or lettering found in Promotional materialPhotographs of attractive Product Presentations (packaging)Audios of People such as singing wait staff
Multimedia and Design aspects should:Coordinate with one anotherCreate a compatible image Reflect the business image and the 4EsParallel the Information content
Design aspects of Interface and the 4Es:
4Es3IsEducationalExperienceEstheticExperienceEscapistExperienceEntertainmentExperienceInterfaceMultimedia aspectsSubject matterMultimedia aspects that capture elements of the Educational experience offered through the 4Ps Multimedia aspects that capture elements of the Esthetic experience offered through the 4Ps Multimedia aspects that capture elements of the Escapist experience offered through the 4Ps Multimedia aspects that capture elements of the Entertainment experience offered through the 4Ps
Interactivity:Connects you to other sites Makes you customize contents of the WebsiteAllows you to communicate with the business Offers you to compete in games and contests
Useful forms of Interactivity:Links to other sitesCustomization functions through search engines, wish listCommunication functions through service links, forums, chat rooms, customer reviews Contests and gamesZoom functions
The 4Cs of Interactivity and the 4Es:
4EsEducationalExperienceEstheticExperienceEscapistExperienceEntertainmentExperienceInteractivityConnections Links to other sites that expand relevant knowledge or skill Links to other sites that offer, or enhance appreciation of, Esthetic experience Links to other sites that offer, or enhance appreciation of, Escapist experience Links to other sites that offer entertainment Customization Features that allow easy retrieval of related content, or comparison/ personalization of content based on set parameters Features that allow the creation of virtual esthetic environments or focus on esthetic details Features that allow the creation of virtual escapist environments Features that allow creation of entertaining online experiences
Keila, all sentences make sense?