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
3
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.
4
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:
4Es
Educational
Experience
Esthetic
Experience
Escapist
Experience
Entertainment
Experience
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, imageryproducing style
Creative,
fantasy-based
style in the
‘voice’ of a
character
Witty, humorous,
or amusing
style
3Is
Information
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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:
4Es
3Is
Interface
Multimedia
aspects
Subject
matter
Educational
Experience
Esthetic
Experience
Escapist
Experience
Entertainment
Experience
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
Interactivity
Educational
Experience
Esthetic
Experience
Escapist
Experience
Entertainment
Experience
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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