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  1. 1. Strategies for web development, 7 Cs framework
  2. 2. Components of the Strategy
  3. 3. The Charter (Who) • Focus: Governance and Authority – What group/person is the primary “champion”? – Who are the stakeholders? – What group is responsible for each phase? – Who will define success?
  4. 4. The Web Action Plan (When) • Focus: Timeframe and Schedule – What time period will this strategy cover? – What are the development and consultation steps? – When will development of the next version begin?
  5. 5. Guidance (Why) • Focus: Vision and Principles – Why will this work be undertaken? For whom? – What are the principles that guide the work? – How are these principles prioritized?
  6. 6. Direction (What) • Focus: Goals and Strategies – What are the goals that will achieve the vision? – What strategies will lead to these goals?
  7. 7. Management (How) • Focus: Projects and Resources – How will the strategies be accomplished? – What staff will be required for each? – What funding is needed?
  8. 8. User Experience (Where) • Focus: Interfaces and Interactions – Who are our Web users? – Where are they using the Web (home, work, wireless)? – What are their needs? – Are their needs being met by our Web experience?
  9. 9. Summary of Web Strategy Development
  10. 10. Essential Web Design Strategies • Responsive Design • Use Software Prototyping • The Team • Versatility • Customization • Aware of the Marketplace • Look for Inspiration • Step Back • Design from a Different Perspective • Test and Validate
  11. 11. Implementing Strategic Design • Establish your goals • Identify your audience • Determine your brand image • Goal-driven design direction • Measure results • Kaizen
  12. 12. Measure results
  13. 13. Seven C’s of Website Design • Context • Content • Community • Communication • Connection • Commerce • Customization
  14. 14. 7c’s of Website Design Context: Sites’ 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 commendation or two way communication Connection: Degree site is linked to other sites. Commerce: Site’s capabilities to enable commercial transaction
  15. 15. Context (look and feel): the “How” of the site • 2 main dimensions: Function and Aesthetics • Function - site layout and functionality – Section breakdown - the way the site is organized into sub- categories • make them clear, and customer focused – Linking structures - navigation • where am I? • how do I get back to where I came from? (breadcrumbs) – Navigation tools - search functionality and methods, browse capability, site index/map • Use terminology the customer can understand • Make sure your search tool works - configure it • Aesthetics - visual characteristics such as colours, graphics, fonts etc
  16. 16. Content: the “What” of the site • Text, pictures, sound and video – both the type of content, and the media with which it is delivered • The offering mix: products, information, services etc • The appeal mix: promotional and communications messages • The media mix: the multimedia elements included on the site – Be careful with adding too many multimedia elements that require plug-ins unless you have good market research that shows that your users expect it. • Content type: time sensitive information versus “evergreen” information – Freshness keeps bringing customers back – Archives provide a useful service to users – Watch out for “What’s New” sections
  17. 17. Community • Community: the way sites build relationships between users. Strong community encourages people to return to the website again and again – Community can create attractive content (for free!) – Web communities can make the user feel that they are valued by the firm – Community can satisfy needs not otherwise able to be satisfied individually (eg. finding people) • Common tools are message boards, customer reviews, chat with special guests, corporate blogs, members areas • Other examples: Lands’ End “Shop with a Friend”,
  18. 18. Customization • Customization is the site’s ability to self- tailor to different users – The way customization can be achieved is divided roughly into 2 types (although many sites use both) • Personalization - preferences actively selected by the user • Tailoring by site - automatically generated customization based on a user’s previous behaviour, and the actions of other similar users
  19. 19. Personalization • Personalization is usually used to refer to customization of a site by the user him or herself. • Promotes stickiness and customer loyalty • Once a user has selected preferences, they must be saved and can then be accessed by use of registration/log in. • Examples of personalization: – E-mail accounts or storage space – Content and layout configurations - mytelus.com – Software agents - can be configured to notify a user when an item is in stock, or to act as an alert service • Cookies are often used in tandem with personalization, but they can identify only the machine on which the cookie is stored, not the individual person. Hence the need for log-in.
  20. 20. Tailoring by site • The second type involves automatically generated customization based on a user’s previous behavior, and the actions of other similar users • Interface software dynamically publishes different versions of the site in order to better address users’ interests, habits, and needs. – The technologies to achieve this include cookies, and recommendation engines that use collaborative filtering. This is all completely automated, but can be improved by using active user input.
  21. 21. Personalization/customization using a combination of tools • Amazon.com provides a very good example of this combination of methods to customize the user experience using collaborative filtering and a recommendation engine • Lands’ End - My Model (allows you to configure a model to your body type and appearance and try on clothes) and My Personal Shopper (uses “Conjoint analysis” - presents alternatives for selection)
  22. 22. Communication • Communication refers to a firm’s dialogue with its customers – Dialogue can be one-way (broadcast) or two-way (interactive) • Broadcast communication – Mass mailings (opt in only!) – E-mail newsletter – Content update notifications • Interactive – e-commerce dialog using email to exchange information re orders etc – Customer service - email or live chat – User input - content, reviews, feedback etc
  23. 23. Connection: how does a firm connect to other businesses? • Links to other sites • Outsourced content - eg. news feeds, stock quotes, weather etc • Affiliated sites - complementary products/services etc
  24. 24. Some things that really damage Customer Experience on a commerce site • Badly implemented search • Not telling people an item is out of stock until late in the process • Shipping cost not given until late in the process • Asking for personal information too early in the process • No contact information • Can’t print properly
  25. 25. Webpage Layout • Layout of web pages is very important • Poor layout makes for - – Difficult navigation – Hard to locate information on page – Visually unappealing
  26. 26. Tables, tables, tables! • Use tables to lay out your pages! • Make the table borders invisible • A 2x2 table works well
  27. 27. Areas of a Web Page Menu Header Content Logo
  28. 28. A 2 x 2 Layout
  29. 29. Table within a table
  30. 30. Table within a table
  31. 31. Centered with three columns
  32. 32. Really complicated design!

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