Download Document

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!