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Lesson 5.1: Experience Economy Strategies Reflected in Website Information Design
Lesson 5.2: Experience Economy Strategies Reflected in Website Interface Design
Lesson 5.3: Experience Economy Strategies Reflected in Website Interactivity Design
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Purposes for the business Website:
• To provide Information
• To generate online transactions
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Website features and functions strongly influence customers’ perceptions of:
• Information and service quality
• Ease of use
• Pleasure
• Website design quality
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A successful Website:
• Attracts more customers
• Makes customers feel the site is trustworthy,
dependable, and reliable
• Generates customer satisfaction
• Has customers engaged in a unique Website
experience results in their strong bond to the
business.
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The Website should create “telepresence”, which:
• Gives the customer a sense of being someplace else
• Depends on how closely the Website simulates the
sensory elements and interactions that one would
experience at the business’ physical location
• Provides rich Information necessary for the customer to
form a clear impression of the business
• Allows the customer to interact with business offerings or
people online as they would in the physical location
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The three key components of Website design:
• 3Is
– Information
• Written or verbal content of the Website
– Interface
• Elements creating the site’s appearance or sensory appeal
– Interactivity
• Safe and easy online transactions along with the 4Cs
(Connections, Customization, Communication, & Competition)
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Information:
• Provides details about the business, such as its
background history, mission, location, or
policies
• Provides details about business offerings
• Provides details about the experiential value
offered by the business
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Information content must be:
• Accurate
• Current
• Concise but with sufficient details
• Easy to understand
• Relevant to the customer
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Information aspects of the Website:
• Subject matter - the topic of the Information
• Source - the creator of the Information
• Style of expression - the way Information is
delivered
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Information aspects and the 4Es:
4Es3Is Educational
ExperienceEstheticExperience
EscapistExperience
EntertainmentExperienceInformation
Subject matter
General 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 experience
Elements 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
Source Firm, customer, expert
Firm, customer, expert
Firm, customer Firm, customer, expert
Style Factoid, motivational, testimonial, or tutorial style
Poetic, imagery-producing style
Creative, fantasy-based style in the ‘voice’ of a character
Witty, humorous, or amusing style
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Interface:
• Communicates a consistent image of the
business
• Communicates the experiential nature of the
actual business’ offerings and/or reinforce these
messages expressed through Information of the
Website
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Interface elements:
• Multimedia aspects
– Still pictures (.jpeg) or graphical images (.gif)
– Animated digital or graphical images
– Music or sounds (.wav)
• Design aspects
– Background design elements
– Layout of the page
– Design qualities of lettering
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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?
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Multimedia and Design aspects can be drawn directly from the 4Ps:
• Virtual tours of Properties
• Logos or lettering found in Promotional material
• Photographs of attractive Product Presentations
(packaging)
• Audios of People such as singing wait staff
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Multimedia and Design aspects should:
• Coordinate with one another
• Create a compatible image
• Reflect the business image and the 4Es
• Parallel the Information content
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Design aspects of Interface and the 4Es:
4Es3Is
EducationalExperience
EstheticExperience
EscapistExperience
EntertainmentExperienceInterface
Multimedia aspects
Subject matter
Multimedia 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
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Interactivity:
• Connects you to other sites
• Makes you customize contents of the Website
• Allows you to communicate with the business
• Offers you to compete in games and contests
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Useful forms of Interactivity:
• Links to other sites
• Customization functions through search
engines, wish list
• Communication functions through service links,
forums, chat rooms, customer reviews
• Contests and games
• Zoom functions
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The 4Cs of Interactivity and the 4Es:
4Es
EducationalExperience
EstheticExperience
EscapistExperience
EntertainmentExperienceInteractivity
Connections 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
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