Transcript ZUJI.

Using the Web for Business
Assignment
Batch: BABM7
Group E team members:
1. Su Tzouh Yang Jerel
2. Wong Shi Yun
3. Ng Seok Har Magadalene
1
Website: http://www.zuji.com.sg
2
About: Zuji
 “Online travel agent” that provides travelers in the Asia
Pacific with wide variety of options in flights, hotels and
packages at attractive rates online.
 One-stop online site that provides travel insurance, car
hire services and recommend places of interest for the
travelers
Source:
http://www.zuji.com.sg/site/help/corporate/about_zuji.html?skin=ensg.zuji.com.sg
3
Website Evaluation Methodology
• Using “Research-Based Web Design & Usability
Guidelines “ (Koyani, Bailey and Nall, 2004)
• Number of guidelines used: 14
• Levels of “Relative Importance” reviewed: 5 & 4
4
Website Evaluation Methodology
1
Guidelines for evaluation
Increase Web Site Credibility
Category for Zuji
Business Model
Relative Importance
4
2
Provide Useful Content
Business Model/ Benefits
5
3 Create a Positive First Impression of Your Site
Benefits
5
4
Benefits
4
5 Design Search Engines to Search the Entire Site
Limitations
5
6
Provide Feedback When Users Must Wait
Limitations
4
7
Provide a Search Option on Each Page
Limitations
4
8 Ensure that Necessary Information is Displayed
Architecture
5
9
Place Important Items Consistently
Architecture
5
10
Understand and Meet User’s Expectations
Architecture & Use & Usability
5
11
12
Enable Access to the Homepage
Show All Major Options on the Homepage
Architecture & Use & Usability
Architecture & Use & Usability
5
5
13
Use Clear Category Labels
Use & Usability
5
14
Eliminate Horizontal Scrolling
Use & Usability
5
Be Easily Found in the Top 30
5
Business Model
 Operate as a brokerage intermediaries that provides
travel related services ranging from flight bookings to
travel insurance (Rappa, 2006).
 Provide a platform for travel and tour related industries
to advertise their services and promotion (Rappa, 2006).
Sources: http://digitalenterprise.org/models/models.html
6
Business Model
 Provide useful content
- Useful and relevant online content provided to the
consumers is important as there is a direct link between
consumers who looking for “product information” on the
internet and their tendency to purchase (Kim & Kim,
2003).
7
Business Model
 Provide useful content
Zujihas
hasindeed
put “Today’s
top
Zuji
provided
deals” andrelevant
hotels that
“engaging,
and
Zuji
customers
frequently
appropriate” content for
book on one
page,
customers
looking
forto
bringand
customers
straight
travel
travel-related
to the best(Koyani,
deals
information
available
currently.
Bailey
and Nall,
2004).
.
Source: http://www.zuji.com.sg
8
Business Model
 Website Credibility
- Updated and trustworthy links that are easy to access
information will affect the consumer’s decision to
purchase. (Corritore et al., 2003)
9
Business Model
 Website Credibility
Updated and reliable link to Ministry of
Foreign Affair, Singapore
 It is important that Zuji, as an online
service provider of travel related
services, have to ensure that
information presented on its website
is accurate and up-to-date.
 The credibility of the website will be
affected if the information link
provided to consumers is broken.
Broken Links to Ministry of Foreign Affair,
Singapore
Source: http://www.zuji.com.sg/site/travel_deals/travel_extras/?skin=ensg.zuji.com.sg
10
Website Benefits
Creating A Positive First Impression
• Homepage is the “key to conveying the quality” of
their website (Koyani, Bailey and Nall, 2004)
• Visual appeal: a “poor design and layout” can turn
away customers (Park, Gretzel, & Sirakaya-Turk, 2007).
• A well-designed website helps to boost sales volume
as well as the organisation’s reputation (Law and
Leung, 2000).
11
Website Benefits
• Bright and cheerful colourful scheme of blue, orange
and red.
• Fun illustrations and pictures of holiday destinations
• Fancy fonts and catchy headlines of promotions
• Leaves impression on viewers and make them want
to continue browsing the site (Siu & Fung, 1998).
Source: http://www.zuji.com.sg/
Website Benefits
Be Easily Found in the Top 30
• Website has high chance of being visited, if it
is in the “top 30 references presented from a
major search engine” (Koyani, Bailey and Nall,
2004)
• Keywords: “Cheap travel deal” used in Google
and Yahoo! Search.
• Google – 4th place. Yahoo! – 5th place.
Website Limitations
Search Result and Engine
- An option to search for results and a search engine are
important for travelers when deciding whether to
transact with online travel agencies (Lexhagen, 2005).
- Easily accessible and effective search services will
increase the probability of purchase from the
consumers.
14
Website Limitations
Search Result and Engine
 The search database was
only made available at the
“Customer Care” link and not
the home page.
Zuji
hassearch
provided
consumers
 The
database
has
with
a comprehensive
search
low visibility
on the website
result
flights,
hotel
and sofor
does
not effectively
availability
and package
deals.
serve the purpose
of allowing
customers to use it
conveniently.
Source: http://www.zuji.com.sg
Source: http://www.zuji.com.sg/site/help/customer-care.html?skin=ensg.zuji.com.sg
15
Website Limitations
Search Result and Engine
When users
Easy access
makes of
searches
the search
throughengine
the search engine, the
website will direct users to an
advanced search engine
regardless of whether there is
any return from the initial
search
Source: http://www.travelplanner.com.sg/?s=United+Kingdom
http://www.travelplanner.com.sg/
16
Website Limitations
 Responsiveness
- Prompt responsiveness have always been critical in
retaining customers (Yang & Jun, 2002).
- Ease of contact and a prompt response to urgent matters
like flight and accommodation issues are important
determinants of their service quality.
17
Website Limitations
 Responsiveness
 Misa, another online
travel agency, provides
emergency contact
numbers for consumers.
 Zuji provides a hotline and
 address
Can give
email
asassistance
forms of to
circumstances
contactunforeseen
for consumers
to
relating
to
any
air
establish communication tickets
and hotel bookings issues
with them.
which were made on their
website.
 However, the hotline
numbers are not made
available for 24hrs
Source: http://www.airfares.com.sg/storedir/contactus1.htm
http://www.zuji.com.sg/site/help/customer-care.html?skin=ensg.zuji.com.sg
18
Website Architecture
 Part of the process of website development
 Understand the objective of the specific group of Target
Audience
 Ensure that the interface is user friendly
 Create a smooth online consumers experience
Reference: Khosrowpour, M 2006, Encyclopedia Of E-Commerce, E-Government, And Mobile
Commerce, n.p.: Idea Group Reference, eBook Collection (EBSCOhost), EBSCOhost, viewed 1
19
December 2012.
Website Architecture
 Structure
• 3 different types of site structure:
• Sequential Structure
• Hierarchical Structure
• Web Structure
Chaffey, D., 2011. E-business & E-commerce Management - Strategy, implementation and
practice. 5th ed. Essex: Pearson Education Limited.
20
Website Architecture
 Structure
21
Website Architecture
 Structure
• Based on Zuji website, they uses Web structure that
allow freedom of flow by online consumers.
22
Website Architecture
Necessary information is being displayed
• Thinking and behaviour of an online consumer is
different from traditional retail consumer as the online
consumer already knew the purpose of visiting the
website. As such, relevant and significant information
must appear on the website (Khosrowpour, 2006).
Reference: Khosrowpour, M 2006, Encyclopedia Of E-Commerce, E-Government, And Mobile
Commerce, n.p.: Idea Group Reference, eBook Collection (EBSCOhost), EBSCOhost, viewed 1
23
December 2012.
Website Architecture
Necessary information is being displayed
• Travellers can also click on quick links on either one of web
page to locate the information.
Price Guarantee
Cruise web page
Source: http://www.zuji.com.sg/site/travel_deals/best-priceguarantee.html?skin=ensg.zuji.com.sg
Source: http://www.zujisg.cruiseagents.com.sg/
24
Website Architecture
Show all major options on Homepage
All
primary tabs
Thethe
homepage
information
are have
(boxed in black)
reflected on ZUJI,
almost
all thesearch
required
for example,
information
by the
result for flights,
hotels and travel
travellers.
packages
information (boxed
in red).
Zuji homepage
Source: http://www.zuji.com.sg
25
Website Architecture
 Important items are consistently placed
• There is a consistent structure throughout the website.
Flight page
Zuji Homepage
Source: http://www.zuji.com.sg/site/travel/flights/
26
Website Architecture
Understand and meet User Expectation
• On cruise web page, there is different search result and
information that will only be require by travellers who are
interested in cruise instead of flights or for online
consumers who needs option for their wants
Cruise web page
Source: http://www.zujisg.cruiseagents.com.sg/
27
Website Architecture
Understand and meet User Expectation
• Travellers can also include activities for their trips. They can
click on the web page and to search or locate the activities
deal.
Activities page
28
Source: http://www.partner.viator.com/en/1582
Use and Usability
• Usability - part of the concept of design used for
analyzing the ease of use of a product or service
(Chaffey, 2011).
• Usability is a “necessary condition for survival”
(Nielsen, 2000b).
• In a study to measure website quality of OTAs,
“ease of use” was most important reason for the
“willingness to use”(Park, Gretzel, & Sirakaya-Turk,
2007).
29
Use and Usability
• Usability for OTAs include:
 Ease of navigation
 Interactive features like reservation and booking
features
 Amount of “textual and graphical information”
 The number of languages that the site is available in
(Scharl, Wöber, & Bauer, 2004).
30
Use and Usability
Use Clear Category Labels
• All categories are clearly labeled and
some appropriate descriptors on the left
menu have been added to give more
information
• Short, generic labels that are easily
understood by the typical user, for
example simple words like “flights”,
“hotels” and “car hire”.
31
Use and Usability
Eliminate Horizontal Scrolling
• The need for horizontal scrolling is an inconvenience
to viewers and affects the quality of the user’s
experience.
• Zuji’s webpages do not require any horizontal
scrolling as all content are kept within a viewable
width within the browser window, unless user
needs to zoom in.
32
Use and Usability
Original size of webpage
33
Use and Usability
After webpage has been zoomed in to 125%
34
Use and Usability
• To gauge overall perception of the usability of Zuji’s
website - questionnaire.
• 3 broad categories: 1. Content, organisation and
readability, 2. Navigation and links, 3. User interface
design.
• More than 65% - agree Zuji’s website is easy to
navigate and the use-interface design of Zuji makes
it easy to use.
• About 42% - felt website’s layout was a little
cluttered and hard to read. Area of improvement
for Zuji?
35
Conclusion
Overall, the usability of Zuji’s website is
perceived to be on an acceptable level.
 It largely meets the quality criteria required
of websites of OTAs.
Zuji should look into areas like availability of
contact outside of office hours and reduction
of webpage clutter.
Questions &
Answers
37
References
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