1 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

2 Purposes for the business Website: To provide Information To generate online transactions

3 Website features and functions strongly influence customers’ perceptions of: Information and service quality Ease of use Pleasure Website design quality

4 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.

5 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

6 The three key components of Website design: 3 I s –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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8 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

9 Information content must be: Accurate Current Concise but with sufficient details Easy to understand Relevant to the customer

10 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

11 Information aspects and the 4Es: 4Es 3Is Educational Experience Esthetic Experience Escapist Experience Entertainment Experience Information 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 SourceFirm, customer, expert Firm, customerFirm, customer, expert StyleFactoid, 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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13 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

14 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

15 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?

16 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

17 Multimedia and Design aspects should: Coordinate with one another Create a compatible image Reflect the business image and the 4Es Parallel the Information content

18 Design aspects of Interface and the 4Es: 4Es 3 I s Educational Experience Esthetic Experience Escapist Experience Entertainment Experience Interface 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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20 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

21 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

22 The 4Cs of Interactivity and the 4Es: 4Es Educational Experience Esthetic Experience Escapist Experience Entertainment Experience Interactivity ConnectionsLinks 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 CustomizationFeatures 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