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1104B – Dr. Jackie Remember we are driving toward a complete, cohesive e-Commerce Marketing Plan! (Review the work in Unit 6 and Unit 10) I use the Grading Rubric when grading your papers, you should use it when writing!!!! Remember to contact me ◦ ◦ ◦ ◦ ◦ [email protected] On AIM at [email protected] On SKYPE at jackiekrause On the phone at 760-608-8004 On Wednesday evenings between 5 – 6 PM, PST Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Next Week Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Lesson 5: Site Usability “Enabling a Web site to reach its full potential requires more than just the latest e-commerce tools. The site must be carefully planned and strategically designed.” (Miller & Reese, 2009) Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Lesson 5 Objectives • Create an e-commerce site plan • Analyze audience usability principles and apply them to a Web site • Analyze the results of usability tests and implement changes • Apply screen-flow principles to Web pages • Evaluate click patterns and implement changes • Obtain browser and operating-system use patterns E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Overview of Usability Issues 1. 2. 3. 4. Visit the site Locate a product or service Learn product information Purchase the product or service Refer to the users progression through the site. E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Usability Testing • Knowing your customers • Understanding the context • Usability testing methods – Paper-based walkthroughs – Personas and role playing – Live usability testing – Field testing – Click patterns E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Designing the Site Hierarchy Landing Page Home Page Product Catalog Category Page Product Page Category Page Log on Customer Service Content Pages Category Page Product Page Shopping Cart Shipping/ Payment Confirm Order Log on/ Register Determines how information is organized Thank You E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Landing Point Where the user will enter your site from a promotion or banner ad. Consider the Impulse Buy E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Home Page Typically the landing page for returning visitors E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Logon Page E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Product Selection Loop • Primary categories • Secondary categories • Special categories • Product list • Product details E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Shopping Cart and Checkout Process • Implementing the checkout process: – Provide information about shipping options and costs – Registration should be optional – Provide payment options with instructions for how to complete the transaction using each option – Provide contact information – Provide a bailout mechanism – Save the cart between sessions E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Content Area Additional information, may create community, demonstrate, etc. E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Page Layout Design Guidelines • Include major navigation buttons on each screen • Put the most important information in the upper-left of the screen • Remember that users might not scroll • Use white space effectively; avoid "busy" text • Make sure each page conveys your marketing message • Make sure each page includes the company branding E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Lesson 5 Summary Create an e-commerce site plan Analyze audience usability principles and apply them to a Web site Analyze the results of usability tests and implement changes Apply screen-flow principles to Web pages Evaluate click patterns and implement changes Obtain browser and operating-system use patterns E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Four Parts - In a 3-4 page ◦ Part 1: At least three user personae based on the target market description from your Unit 4 Marketing Plan Project. User personas are character descriptions, including age, gender, age, occupation, income, hobbies, likes, dislikes, and a photo that represents the user persona. Review this Web site before writing your user personas: http://www.ukoln.ac.uk/qafocus/documents/briefings/briefing-90/html/ Part 2: Write at least one user scenario per user persona. User Scenarios are short scripts that feature user personae using the Web site to achieve common user goals. Review this Web site before writing your user scenarios: http://www.stickyminds.com/sitewide.asp?Functio n=edetail&ObjectType=COL&ObjectId=10730 Part 3: Outline the pages on your site. Numbering the Web pages is a very helpful way to keep everything organized and simplifies communication about the website. The home page is 1.0 and second-level pages are 1.1, 1.2, 1.3, etc. Third-level pages under 1.1 would be 1.1.1, 1.1.2, 1.1.3, etc. A simple website structure, shown in a site outline format, would be: ◦ 1.0 Home 1.1 Who We Are 1.1.1 Our History 1.1.2. Our Staff 1.1.2.1–1.1.2.8 Staff Bios 1.2 What We Do 1.2.1 Products 1.2.2 Services Your home page will be the only level one page. Your site’s main pages will be second-level pages. Subsections to the second-level pages will be thirdlevel pages. You shouldn’t have any more than three levels. Please review this Web site before developing your site outline: http://www.boxesandarrows.com/view/site_diagrams_mapping_an_informati on_space Part 4: Develop a site diagram for your site based on your site outline. You can develop this in Microsoft Visio, Word, PowerPoint, or any other software you have that you can create a flow chart in. Be sure to label each page in your site diagram and include the outline number. Please review this Web site before developing your site diagram: http://www.buildwebsite4u.com/building/structure.shtml Submit ONE single paper with all four parts!