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Customer Interface - Part 1Customer Interface - Part 1

CPS 181sSept 20, 2001

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Overview of CustomerInterface

Overview of CustomerOverview of CustomerInterfaceInterface

Technology-mediated customer interfaceShift to “screen-to-face” interfaceTypes of interfaces available“Look-and-feel” of the websiteCommerce activitiesCommunities in the business model7Cs framework

QuestionsQuestionsQuestions

What are the seven design elements to the customerinterface? What are the alternative “look-and-feel” approachesto design? What are the five content archetypes? Why be concerned with community? What are the levers used to customize a site? What types of communication can a firm maintainwith its customer base? How does a firm connect with other businesses? What are alternative pricing models of commercearchetypes?

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Seven Design ElementsSeven Design ElementsSeven Design Elements

The 7Cs Framework for customer designInterface is the virtual interfaceWorth visiting?What products or services?What messages does it communicate:exclusivity, low price, or ease of use?

Definitions and SimpleIllustrations

Definitions and SimpleDefinitions and SimpleIllustrationsIllustrations

Context – aesthetic and functional look and feelContent – digital subject matter such as text, video, audio, graphicsCommunity – interaction between usersCustomization – tailor itself or be tailored by userCommunication – dialogue between site and usersConnection – formal linkages between sites

Commerce – sale of goods, products services on site

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The 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceContext

Site’s layout and design

Commerce

Site’s capabilities to enablecommercial transactions

Connection

Degree site is linked to othersites

Communication

The ways sites enable site-to-user communication or two-way

communication

Customization

Site’s ability to self-tailor todifferent users or to allow users

to personalize the site

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound and videothat web pages contain

Building Fit andReinforcement

Building Fit andBuilding Fit andReinforcementReinforcement

Fit – extent each of 7Cs individually support the business modelReinforcement – aesthetic context of the site

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Fit and Reinforcement of CsFit and Reinforcement of CsFit and Reinforcement of Cs

ContextContext ContentContent CommunityCommunity CustomizationCustomization CommunicationCommunication ConnectionConnection CommerceCommerce

Business ModelBusiness Model

Consistent Reinforcement

Individually Supporting Fit

Performance of LandsPerformance of Lands’’ End Site End Site

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Look-and-Feel of the DesignLook-and-Feel of the DesignLook-and-Feel of the Design

ContextLook and feel of a screen-to-face customerinterfaceIncludes website, PDA, cell phone

Dimensions to ContextDimensions to ContextDimensions to Context

FunctionOrganized into sets of pagesProvides means to navigate through pagesSection breakdownLinking structureNavigation toolsPerformance dimensions

Speed – site pageReliability – lack of downtimePlatform independenceMedia accessibility – download in various platformsUsability – navigation ease

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Aesthetic and TipsAesthetic and TipsAesthetic and Tips

AestheticColor schemeVisual themes

Usability Tips and TricksQuickEasySearch capabilityGet outside opinionClear categoriesClear product names

Form vs. Function — The Design ContextFrontier

FormForm vs vs. Function . Function —— The Design Context The Design ContextFrontierFrontier

Integrated

Aesthetically Dominant

HighLow

High

Low

FUNCTION

AESTHETIC/FORM

Functionally-Dominant

Frontier isgradually moving

outward astechnologyadvances

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Aesthetic Example — KMGI.comAesthetic Example Aesthetic Example —— KMGI.com KMGI.com

Context ArchetypesContext ArchetypesContext Archetypes

Broad, generic approaches to contextdesignNew technologies introduce new techniques,introduce new aestheticsAesthetically dominant – look-and-feel, high form,low functionFunctionally dominant – low form, high functionIntegrated - balance of form and function

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Functional Dominant — Brint.comFunctional Dominant Functional Dominant —— Brint.com Brint.com

Integrated Approach Example — Patagonia.comIntegrated Approach Example Integrated Approach Example —— Patagonia.com Patagonia.com

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Point-Counterpoint

Can Maximize Both Cannot Maximize Both

• Technology makes tradeoff irrelevant• Case studies of firms that do both (Reflect.com)• More pleasing to customers when both are

accomplished

• Inherent tradeoffs in design choice• Firms should focus on one dimension• Segments gravitate toward one dimension

PointPoint-Counterpoint: Form vs. Function-Counterpoint: Form vs. Function

Five Content ArchetypesFive Content ArchetypesFive Content Archetypes

ContentDimensions to ContentOffering mix – product, information, and/orservicesAppeal mix – promotional andcommunication messagingMultimedia mix – text, audio, image, video,and graphics choicesContent type – time-sensitivity

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Content ArchetypesContent ArchetypesContent Archetypes

Offering DominantSuperstoreCategory killerSpecialty storeInformation-dominant – information, but may haveentertainmentMarket-dominant – market for buyers and sellers

A Framework to Understand Offering-DominatingA Framework to Understand Offering-DominatingArchetypesArchetypes

Superstore

CategoryKiller

SpecialtyStore

NUMBER OFPRODUCT

CATEGORIES

Multiple

Single

Narrow Broad

DEPTH OF PRODUCT LINE

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Superstore Example — Amazon.comSuperstore Example Superstore Example —— Amazon.com Amazon.com

Category Killer Example — Petsmart.comCategory Killer Example Category Killer Example —— Petsmart.com Petsmart.com

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Specialty Store Example — Frontgate.comSpecialty Store Example Specialty Store Example —— Frontgate.com Frontgate.com

Information Dominant Information Dominant —— Business 2.0 Business 2.0(www.business2.com)(www.business2.com)

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Market Dominant Example — PlasticsNet.comMarket Dominant Example Market Dominant Example —— PlasticsNet.com PlasticsNet.com

PhysicalProduct

Information Service

Superstore Walmart.com CEOExpress.com IBMSolutions.com

Category Killer Petsmart.com DowJones.com Schwab.com

Specialty Frontgate.com Tnbt.com Tradex.com

Information andEntertainment Census.gov IFilm.net Digitalthink.com

Market Maker PlasticsNet.com VerticalNet.com Monster.com

Drill Down - Content Archetypes vs.Offering Types

Drill Down - Content Archetypes vs.Drill Down - Content Archetypes vs.Offering TypesOffering Types

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Point-Counterpoint

Content Is King Content Is Not King

• All leading web sites have excellent content• Users will be able to discern inferior content due

to network effects• Word-of-mouth will drive out poor content• There are multiple “great” content plays – e.g.,

most timely, best coverage, etc. -- that reflecteach of value models

• Necessary but not sufficent• It’s not about content, it’s about number of users• Standards can block emergence of “better

content” players• Up-to-date “good” content will always beat out

not as up-to-date “excellent” content• Content means “everything” and hence has lost

all meaning

Point-Counterpoint: IsPoint-Counterpoint: IsContent King?Content King?

A CommunityA CommunityA Community

CommunityA feeling of membershipStrong sense of involvementUser-to-user communication

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Elements of a CommunityElements of a CommunityElements of a Community

CohesionEffectivenessHelpRelationshipLanguageSelf-regulation

Types of CommunitiesTypes of CommunitiesTypes of Communities

Just friendsEnthusiastsFriends in needPlayersTraders

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Degree of MemberParticipation

Degree of MemberDegree of MemberParticipationParticipation

PassiveActiveMotivatedCaretakers

Member BenefitsMember BenefitsMember Benefits

Need fulfillmentInclusionMutual influenceShared emotional experience

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Dimensions of CommunityDimensions of CommunityDimensions of Community

Interactive community♦Chat♦Instant messaging♦Message boards♦Member-to-member e-mail

Noninteractive communication♦Public member webpages♦Member content

Communities — Elements, Types,and Benefits

Communities Communities —— Elements, Types, Elements, Types,and Benefitsand Benefits

Elements of Community

Types ofCommunities

Member Outcomes: Participation and Benefits

• Cohesion

• Effectiveness

• Help

• Relationships

• Language

• Self-regulation

Just Friends

Friends inNeed

Enthusiasts

Players

Traders

Need Fulfillment

• Inclusion

• Mutual Influence

• Shared Emotional Experiences

Degree ofParticipation

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Community ArchetypesCommunity ArchetypesCommunity Archetypes

Bazaar – wander but not interactTheme park – finite number of areas organized bycategories and subcategoriesClub – highly focused on only one areas of interest,promoting interaction among membersShrine – highly focused community with minimalinteractionTheatre – focused in area but allows for moderateinteractionCafé – focused on common area of interest butprovides considerable interaction among members

Bazaar Example — Games.Yahoo.comBazaar Example Bazaar Example —— Games.Yahoo.com Games.Yahoo.com

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Theme Park Example — VoxCap.comTheme Park Example Theme Park Example —— VoxCap.com VoxCap.com

Club Example — GilletteWomen’s Cancer Connection

Club Example Club Example —— Gillette GilletteWomenWomen’’s Cancer Connections Cancer Connection

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Shrine Example — The Unofficial Dawson’s Creek Web SiteShrine Example Shrine Example —— The Unofficial Dawson The Unofficial Dawson’’s Creek Web Sites Creek Web Site

Theater Example — iFilm.comTheater Example Theater Example —— iFilm.com iFilm.com

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Cafe Example — Bolt.comCafe Example Cafe Example —— Bolt.com Bolt.com

Design ExamplesDesign ExamplesDesign Examples

Nexiv http://www.nexiv.comBarneys http://www.barneys.comMegacar http://www.megacar.comGruppo Ibis http://www.gruppo-ibis.com