In evaluating the website it is important to mention all relevant considerations that were used in its creation. This is because the development of any successful endeavour requires adequate planning and preparation (Shelly, Napier & Rivers 2009). According to Shelly, Napier, and Rivers, a good approach to the development of a detailed design plan involves six distinct steps (2009).
6 Steps in Design.
The first step that was considered in the design of the CompleteQuarters website was the definition of the purpose of the website in question. To achieve, this it was necessary to outline the goals and objectives the site was to meet in a given duration. Goals, in this case, refer to targets to be accomplished within a specified time frame, while objectives are the methods chosen to accomplish the goals (Shelly, Napier & Rivers 2009).
The next step in the process is the identification of the sites target audience. This step is also considered crucial given that after identifying a target audience the developer can select a suitable theme based on the target audience (Shelly, Napier & Rivers 2009). In this case, the target audience is composed mainly of adults and therefore the site was developed with this in mind. Based on this position the site focused on using colors and themes that would appeal to adults.
The step that followed was to determine the sites general content. Based on the purpose of the website in question and the target audience a suitable choice can be made to satisfy the target audience (Shelly, Napier & Rivers 2009). Another step that was adhered to that relates to general content was the selection of the site structure. Again based on the perceived target audience the structure selected was meant to be suitable for the audience (Shelly, Napier & Rivers 2009).
The next step involved designing an appropriate look and feel for the CompleteQuarters website. Also of importance was the consideration of the website navigation system. This is of utmost importance given that this allows users to move around the website (Shelly, Napier & Rivers 2009). A poor navigation system is likely to discourage users from using the website due to additional complexity caused by poor navigation.
In addition to the above considerations, it was thought wise to minimize the number of animations used so as not to irritate the target audience (Syed 2004). In addition to that, the design completely avoided the use of blinking text, which is reported to be very distracting. Consideration was also given to the selection of a suitable background and text colour to ensure the text was always legible.
One of the potential problems encountered was the limited knowledge of the use of JavaScript. With greater technical knowledge of the approach, it would have been possible to create a far better website to provide a competitive advantage. However to justify the choice it should be noted that JavaScript was selected given that it does not require any additional software to run (Syed 2004). Alternative mechanisms such as PHP require additional software, which adds unnecessary complexity to the process of creating the website. It should be noted that the lack of programming expertise also led to the elimination of such superior methods for developing the solution. It should be noted that JavaScript is indeed adequate for the operations required on the proposed website.
The main reason behind the use of strategic approaches to web design is based on the potential of web-based business. There has been a significant increase in advertising expenditure, which can be attributed to the role of new companies such as Google and their role on the internet (Shuen 2008). Google has managed to continually increase its advertising revenue and that enabled many companies to start earning significant sums from the internet (Shuen 2008). This position posits that for companies interested in profit generation a strategic approach to the web-based market plays a very crucial role in achieving business objectives.
It has been observed that through technology the protection of trade secrets has become increasingly difficult (Holland, Reed, Lee, Kimmel & Peterson 2007). In the case of the proposed website, this will have to be ensured through the use of appropriate security such as user login. This can help ensure the companys private information is not leaked out through the hands of competitors.
Another potential security problem is the role of external entities, such as suppliers that could lead to leaks and potential legal or ethical dilemmas (Holland et al., 2007). In avoiding the legal problems that could arise from such alliances the proposed business suggests the use of non-disclosure agreements or NDA (Holland et al., 2007). Such agreements obligate the recipients of confidential material to keep it confidential and use it only for the intended purpose. This appears a wise approach to avoid confidentiality issues that could arise due to handling customers financial data.
References
Holland, CJ, Reed, DM, Lee, SH, Kimmel, AI & Peterson, K 2007, Intellectual Property: Patents, Trademarks, Copyrights and Trade Secrets, Entrepreneur Media Inc., Printed in Canada.
Shelly, GB, Napier, HA & Rivers, OI 2009, Web Design: Introductory Concepts and Techniques, Course Technology, Boston.
Shuen, A 2008, Web 2.0: A Strategy Guide, OReilly Media Inc., Sebastopol, CA.
Syed, H 2004, A Complete Introduction to the World of Web Design: A Visual Approach, Lulu Press Inc., Printed in the USA.
Developing a website requires the application of multiples skills which enhances the utilization of multiples cues for maximum effects. This seems to be a complicated task that requires ingenuity and innovativeness on the part of the website designer. While this is not necessarily false, there are, nevertheless, some basic requirements through which a website achieves maximum effect. This includes the choice of colors, choice of words, incorporation of multimedia tools, and the general organization of the website.
The World Resources Institutes approach to environmental management involves transforming ideas to protect the earth and promote development because sustainability is essential to meeting human needs and fulfilling human aspirations in the future ( Who We Are par. 3).
To meet its objective, WRI uses its website as an online knowledge sharing tool where users can access knowledge and information freely. Since WRI intends to use its website to achieve the desired effect on the user, it, therefore, incorporates multimedia tools, the use of color, and the choice of words in the written text. Thus, the websites coolness and warmth communicate clarity and practicability of WRIs mission, which enables users to develop optimism on environmental sustainability.
WRIs website seems to be the institutions online knowledge sharing tool. WRIs website is a one-stop destination for students, organizations, civil societies, educators, government agencies, and departments seeking practical solutions to sustainable environmental management. To harness the usability of the numerous resources within the website, WRI has opted to incorporate documents, charts and tables, audio and video clips as well as photo slides. This has multiple effects on website users. The websites color scheme combines a white background, a shade of deep light green as the main color. There are also scattered colorful links incorporating shades of cool and warm colors.
This gives the visitors a cool and warm reception which works well to communicate the websites appeal and the enhancement of WRIs main agenda; propagation of peaceful and mutual relationship between people and the ecosystem. It is imperative to note that the color scheme and the photo slides are the most eye-catching homepage features; the color scheme due to coolness and warmth and the picture slide due to its central location within the homepage.
There are also drop down windows on the homepage menu bar that links users to other pages within the website, which contain useful information. These windows dropdown with much ease, and are depicting page content thus enabling the user to navigate the website with ease.
To avoid cluttering the homepage, the videos are not embedded on the homepage but are to be found at strategic locations in subsequent pages. The audiovisual tools are few but well detailed with relevant information. Overall the website is not only simple to use but also warm, resourceful, and easily captures WRIs clarity, practicability, and optimism regarding environmental management. The website also avoids portraying a negative impression on the current status of the global environment.
As indicated earlier, WRIs website is a one-stop information resource center. The website is useful for a variety of users ranging from students, civil society, government agencies, scholars, educators, journalists, and policymakers. After launching the website, a pop-up window requests the user to identify which of the category mentioned above the user falls, with a clear reminder that such information is used to improve the website to meet all the users needs.
WRIs website is a very useful resource for students (in the post-secondary level of education), scholars, and educators undertaking environmental management studies; these find credible and scientifically verifiable information on the website. Additionally, government environmental agencies, NGOs, and journalists are likely to find useful resources within the website. But while the above mentioned constitutes the websites most probable audience, not all who fall within these categories are likely to find the websites appealing. The website only appeals to those with a clear and optimistic mind as well as those seeking to build practical solutions to urgent environmental challenges which will lead to sustainable environmental management ( Who We Are par. 2).
The approach to environmental management varies, depending on the motives and incentives available; some environmental managers prefer to adopt a cautionary approach, others a theoretical approach, while others prefer the proactive approach (Harrington and Morgenstern 15 to 17).
Harrington and Morgensterns (15 to 17) assumptions seem to auger well with WRIs approach to environmental management. While environmental management is a sensitive issue with a global appeal, WRI through its website demonstrates the commitment towards working with governments, companies, and civil society in efforts to develop a practical approach that goes beyond research to put ideas into action ( Who We Are par. 1).
While this indicates WRIs practical optimism, it nevertheless portrays WRIs as the most effective sustainable environmental advocate and is likely to dilute credible work done by other bodies such as UNEP. The websites text also reveals concealed WRIs self-praise in its success stories which portray WRIs system of managing for results, and the push towards designing robust strategies that ensure success and accountability ( Success Stories par. 3).
While such statements reflect the WRI approach to environmental management, the word choice is indicative of WRIs commitment to using its website to communicate the practicability of a sustainable environment. Additionally, the websites textual feel is indicative of achievable success in sustainable environmental management by employing relevant technical jargon which highlights WRIs top outcomes and success stories that reflect a positive change in the world ( Success Stories par.1). The copy, on the other hand, denotes achievable economic benefits as a result of WRIs work which helps communities to protect environmental capital through improved access to environmental Justice ( Success Stories par. 2).
The analysis of the websites reveals subtle differences between genuine WRI successes and self-praise. Nevertheless, such differences do not create unintended desire or negative appeal. On the contrary, the websites portray a clear image of a proactive approach to environmental management. The website does not negate the influence of human activities on environmental degradation but prefers to highlight clear and practical actions through which people can easily accrue benefits from a sustainable environment.
This seems to be WRIs overarching aim, and as such the website craftily utilizes numerous tools, especially those described within this essay, to impel users to seek simple and practical steps in managing their environmental capital. Thus, users of the website gradually develop the desire to bring positive change in the management of available environmental resources. In addition to this, WRI creates valuable lessons on the need to not only appreciate environmental resources but also utilize them efficiently and effectively for social-economic development. Such an apple is mostly achieved through images that portray communities enjoying the benefits of a luxuriant ecosystem. Thus, through its website, WRI instills in people the desire to protectively utilize environmental capital to meet their current and future needs.
This is unlike OneWorld UKs website which adopts radical activism. Coupled with alarming images of a decimated natural environment, OneWorld UK portrays grave danger if the utilization of natural resources is not significantly reduced ( Environmental Activism par. 5). As such WRIs website implicitly discourages people from adopting a radical approach in the management of environmental capital, and instead seek solutions that enable them to reverse rapid degradation of ecosystems and assure their capacity to provide humans with needed goods and services ( People & Ecosystems par 1).
As demonstrated earlier, the website utilizes numerous tools, namely photos, videos, ads, tables, charts, and text to effectively communicate its desired message. This effectively improves the users experience while using the website since it appeals to the users multiple senses. One of the greatest failures of the website though is its inability to harness the usability of social media tools, especially on its homepage.
Other websites, such as OneWorld UKs, pops up a social media window whenever a user swipes the curser near the social media links. This function is conspicuously missing from WRIs homepage. The social media links are squeezed at the top of the homepage obscuring the websites social media functionality. This denies it the opportunity to improve interactivity among users. However, this shortcoming only exists on the homepage and is sufficiently compensated for in subsequent pages, especially the news page.
As previously described, the website utilizes multimedia messages which are typically used to emphasize WRIs intended message and enforce implied message. The purpose of using multimedia typically is inline with the websites commitment to clarity, straightforwardness, and practicability. As such, the websites multimedia messages seem to be chosen to communicate WRIs goals and objectives.
Concerning the use of multimedia, it is also imperative to note that, while OneWorld UKs utilizes multimedia messages that typically portray gloom and a decimated natural environment, WRIs website, on the other hand, posts carefully selected pictures, videos, and audio clips that portray successful communities enjoying the benefits of a thriving ecosystem. While this magnifies WRIs successful outcomes, it also underlines WRIs commitment to promoting peaceful and mutual relationships between people and ecosystems.
Thus, instead of causing alarm in the way OneWorld UK does through its website, WRIs websites do well in encouraging people to seek practical ways through which peaceful and mutual relationship with the ecosystem is achieved. A typical use of multimedia within the website also underlines WRIs clarity of vision and focus.
The development of a successful website requires not only understanding basic web development tools but also goes beyond understanding the purpose for which the website is to be used. Web developers ought to understand the particular mission and vision of a website and incorporate tools from which maximum effect is achieved. WRIs website does this excellently, and not only sets itself well above website from other environmental advocates but also helps it attain the long-lasting effect. This emanates from the fact that WRI utilizes numerous multimedia tools that appeals to users of multiple sensory cues. Thus, the website is very effective in enhancing WRIs message.
Works Cited
Environmental Activism. 2012. Web.
Harrington, Winston, and Richard Morgenstern. Versus Command and Control: Whats The Best Approach for Solving Environmental Problems? Economic Incentives. 2004. Web.
The Wikispaces website usability evaluation was done using Nielsens principles of efficiency, memorability, learnability, errors, and user satisfaction, and the results led to the discovery of the strengths and weaknesses of the platform. The results of the study showed that the website provides a good interactive platform that guides new and experienced on how to navigate to the desired webpages with little effort. However, to perform new tasks, visitors find it necessary to understand how to use the new web pages. Besides having good usability, the website lacks error handling mechanisms to prevent users from making reduce errors when interacting with the webpages. However, further design improvements were suggested to give the user personalized control.
Evaluation criteria
Opening the homepage of the target website
Navigating through the web pages
Interacting and controlling the website
Functionality, control, language, error prevention, feedback, consistency, and visual clarity.
General overview
The Wikispaces provides a flexible platform for users to navigate through the homepage without experiencing difficulties (Agarwal and Venkatesh 2). Experienced and less experienced people find it easy to open new web pages without being trained on how to use the website.
The website provides clear guidelines on how to move to the desired location without prior knowledge about it. After one has opened a new web page, it always guidelines what to do by supporting their actions, making it easy to navigate, read, and access the website, leading to positive user experiences and the desire to come back again.
Evaluation
According to Reward, the usability principles used to evaluate the website as proposed by Nielsen, include learnability, efficiency, memorability, few errors, and user satisfaction (12).
Learnability
Learnability is the ease with which users learn how to use the website and understand its functionality. A critical analysis of the website showed that the homepage provides guidelines for users to select the web page of their choice with ease from the two options available. After clicking on the education icon, it automatically creates the classroom web page on a new page, which automatically takes one to the free classroom. The classroom page provides a summary of the users expectations without providing links to navigate to those expectations such as creating a new schedule and assessing students engagements in real-time, among others.
Efficiency
A critical evaluation of the efficiency of the wiki website shows that engagements to the target audience of students happen in real-time (Kessler and Bikowski 5). However, the user must take some time to learn how to use the new classroom before starting to interact with the students (Waddell and Burks 4). However, the webpages can be designed with links that guide the user to a specific task. Besides, each task should be made distinctly separate so that a user does not get confused with many tasks on the same webpage. For instance, creating a new classroom requires the user to know the target audience and get in touch with them (Zhang and Von Dran 29). However, the website allows users to engage in various activities, which makes it attractive to the learning and teaching communities.
Memorability
According to Kessler and Bikowski, memorability is the ease of remembering how to use the system after a period of non-use (10). For instance, a user should remember how to create a wiki after a period of non-use, which is an important system functionality. Memorability can be enhanced by reducing the number of icons on the homepage and providing messages and links to those webpages that a person had already visited.
Errors
The system is not completely error-free because new users find it difficult to create and use new wikis . One suggestion is to messages that guide new users on how to create a new wiki. Besides, it is slightly difficult for users to interact with some elements which enable them to sign up, find contact information, and share ideas with other users. For those elements that users find difficult to interact with, a link should be provided for a user to click on and ask for help. Some webpages with the help information should only be revealed when a user clicks on their links.
Strengths of the Design
It was established that some learners and teachers found the site pleasant to use (Zaharias and Poylymenakou 9). Some of the positive points that led to user satisfaction include better usability, positive visibility, freedom, real-time responses, and user-enabled control (Zaharias and Poylymenakou 9). The website is visible, clear, properly organized, and uses icons and elements that are easy to use.
Users satisfaction
User satisfaction is a measure of the extent to which the user finds the system pleasant. Zaharias and Poylymenakou argue that a significant number of users are satisfied with the website (10).
Opportunity for Improvement
The opportunity for improvement includes focusing on creating a user interface for emergency exits when one makes a mistake by clicking on the wrong button to reduce the frequency of making errors. Another opportunity is to enable users to create the right interactive environment, adopt better aesthetics, and minimize the number of elements on the education web page. Also, it provides a mechanism for users to recognize that they have made a mistake and recover from it, and enable user control and freedom.
Recommendations for improvement
Based on the findings from the study, the following recommendations were made: include better visual clarity by assigning links to images for error prevention to enable the users to interact with the website and avoid making errors. Enabling prompt feedback, privacy settings, and providing user control to cancel all operations at ones discretion were additional recommendations that could make the website more interactive and user friendly.
Works Cited
Agarwal, Ritu, and Viswanath Venkatesh. Assessing a firms web presence: a heuristic evaluation procedure for the measurement of usability. Information Systems Research 13.2 (2002): 168-186. Print.
Kessler, Greg, and Dawn Bikowski. Developing collaborative autonomous learning abilities in computer mediated language learning: Attention to meaning among students in wiki space. Computer Assisted Language Learning 23.1 (2010): 41-58. Print.
Raward, Roslyn. Academic library website design principles: development of a checklist. Australian Academic & Research Libraries 32.2 (2001): 123-136. Print.
Waddell, Cynthia, and Michael Burks. Constructing accessible web sites. Vol. 34. Birmingham: Glasshaus, 2002.Print.
Zaharias, Panagiotis, and Angeliki Poylymenakou. Developing a usability evaluation method for e-learning applications: Beyond functional usability. Intl. Journal of HumanComputer Interaction 25.1 (2009): 75-98. Print.
Zhang, Ping, and Gisela Von Dran. Expectations and rankings of Web site quality features: Results of two studies on user perceptions. System Sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on. IEEE, 2001. Print.
The Business Insider website is ranked fourth in the top 100 list of the most popular blogs by Technorati. The blog provides information on a wide range of topics, including technology, finance, politics, business strategies, lifestyle, entertainment, and other general topics. The Business Insider publishes a wide range of content, which makes it possible for the website to attract a lot of readers. It provides deep analysis on different topics, making it easy for readers to understand the essence of different items published.
The website has been in existence since 2007, and it has a lot of traffic because its content is insightful. The website has good writers who have positive relationships with readers. The websites readers are interested in different types of content, and this has helped them expand their knowledge in different areas (Technorati, 2013).
This website will be evaluated based on different criteria. The websites content is a key criterion because it determines if users will find it attractive. Attractive content makes a website more appealing to its visitors and determines if they will return or not. The design of the website will also be evaluated to determine how different sections are arranged, and if this makes it easy for visitors to browse the website.
The focus on the websites design will also assess how different topics are categorized and how this encourages users to continue exploring the website. The way content, photos, graphics, and text are presented will also be analyzed to find out if they make the website visually attractive to visitors (Hoekman, 2010, p. 67). Lastly, the evaluation will look at how the website relates to its users through interactions, links, and bookmarks.
The Business Insider has rich and diverse content, which attracts more readers to the website. The website provides current financial, technology, entertainment, and political news stories that appeal to readers interests. The website has skilled writers who are knowledgeable on a wide variety of topics published there. It has reputable financial analysts who interpret various business and political events incisively to make readers understand how they affect them.
The website publishes insightful stories that keep its readers well informed about different events happening in various places. The content published by the website appeals to the perspectives of different readers, which makes it more relevant (Hoekman, 2010, p. 72). Therefore, readers find it easy to relate to different news and feature items published by the website easily. This has earned the website a lot of credibility from loyal readers who have a keen interest in published items.
The websites news stories and features are insightful, which has helped it sustain the loyalty of its readers. Visitors to the web page are directed to various items that appeal to their interests, which are listed under different topics (Huang, 2008, p. 87). Readers interested in reading the latest news are able to get these stories on the websites homepage. This makes it easy for them to access the latest published content quickly.
The website also has a separate section that advises small business owners on effective strategies they can use to make their businesses more successful. The website has different experts drawn from a variety of professions who share their opinions with readers on different topics. This makes it possible for readers to use the advice they obtain to improve their lifestyles. The websites writers and analysts use simple analogies to make readers understand their messages easily.
The design of the website has been done in an effective way, which makes it easy for users to locate items they are interested in reading easily. The websites design allows users to bookmark published items they find interesting, which they can refer to afterward. This approach helps to sustain their interest in the website. The websites design has various segments that contain different types of content.
This is divided into six broad categories, namely, tech, finance, politics, strategy, life, and entertainment. These are displayed at the top of the page, and readers can scroll under each category to find different items they want to explore (Huang, 2008, p. 90). This encourages readers to explore the website and go through different topics that have relevant items that appeal to them. Therefore, the websites design is responsive to users readership patterns and interests.
The websites design also has several photographs and graphics, which give the website a strong visual appeal. The text is written in different types of fonts to reinforce meaning and direct readers attention to various types of content displayed by the website.
This makes it possible for readers to differentiate between headlines, news, and feature stories published by the website. Writers and contributors use pictures and other diagrams to illustrate stories that are published on the website, to make it easy for readers to understand what they mean (Reich, J., & Daccord, 2010, p. 78). These pictures add luster to the website because they make it more attractive and visually stimulating. They encourage readers to read and explore other items published on the website. The websites exterior design has different color tones, which makes it more attractive.
The website makes it possible for readers to interact and share their opinions regarding various news stories they read. This adds value to the website because writers and web administrators are able to identify topics that interest readers. This makes all writers and contributors get more feedback about content published on the website. This motivates them to work hard to produce high-quality content that satisfies readers expectations. Readers can correct factual errors made by writers, which makes them understand their mistakes. Therefore, they get an opportunity to improve their performance.
The constant interaction between the websites contributors and its readers makes it possible for the editorial team to understand which topics interest readers. This encourages them to do more research to uncover interesting information that sustains readers interest (Salvendy, 2012, p. 79). The website is also linked to online social networks such as Twitter, Facebook, and Google Plus, which makes it possible for readers to share what they have read with other users. Users are also made aware of new content posted on the website through social networking sites.
The blog has been in existence for close to 6 years after it was launched in 2007. It targets readers aged 18 to 45 who are interested in a variety of topics ranging from politics, entertainment, finance, and technology. The blog was founded by Dwight Merriman and Kevin Ryan, who also founded Double Click. Henry Blodget was also involved and has remained a crucial member of the editorial team. He worked previously as a financial analyst at Wall Street and helped the websites editorial team to develop good business content.
References
Hoekman, R. (2010). Designing the obvious: A common sense approach to web & mobile application design. New York, NY: Pearson.
Huang, X. (2008). The emergence of online consumer groups. Ann Arbor, MI: ProQuest.
Reich, J., & Daccord, T. (2010). Best ideas for teaching technology. New York, NY: M.E Sharpe.
Salvendy, G (2012). Handbook of human factors and ergonomics. Hoboken, NJ: Wiley.
Technorati Media (2013). 2013 digital influence report. New York NY: Author. Web.
Dolce & Gabbana is an eminent 1985-founded Italian fashion house. Dolce & Gabbana has employed multiple methods of marketing promotion; among them is the companys official website. The present work provides a detailed analysis of the website and its contribution to the companys promotion strategy.
The website provides a viewer with sufficient information related to the current products and their use, fashion collections, upcoming products, the activity of the company, and so on. The website has the following structure. It is divided into five main sections: Dolce & Gabbana, Dolce & Gabbana Online Store, Dolce & Gabbana Beauty, Dolce & Gabbana Corporate, and Dolce & Gabbana World.
The first section embraces the subsections with fashion clothes for men, store locator, women, and children, eyewear, watches, and jewelry. The second section presents the items of the online store sorted according to their type and the gender of a buyer, as well as customer care pages. The third section includes the pages about perfumes, makeup, and skincare. The fourth section is devoted to the company information. Finally, the fifth section contains all other information. While such division is reasonable, the names of the sections are unclear and may confuse a viewer (Dolce & Gabbana Official Site and On Line Store). The site map can be seen on Picture 1.
Picture 1. Site map.
The front page announces both new collections and the product categories such as skincare. The main menu allows access to various subsections. The subscribe and site map buttons are present. However, the search is missing, and the announcement follow us on is not supplemented by links on any social webs. The only available languages are English and Italian, even though Dolce & Gabbana has stores in countries that speak other languages (Saudi Arabia, China) (Dolce & Gabbana Official Site and On Line Store). These omissions are serious flaws of the promotion strategy.
As for the fashion clothes, the website is currently presenting the winter and summer 2016 collections for men, women, and children. According to the website, the primary source of inspiration for the collections was family, which, as Dolce & Gabbana believes, is the main thing in everyones lives. The site also presents all the posters, videos, and press releases from the advertising campaigns and fashion shows for each collection. Clothes collections are supplemented by accessories.
The site contains a photo of each item. The images can be shared on Facebook, Twitter, Pinterest, and Google+. All the same applies to the eyewear and watches subsections (Dolce & Gabbana Official Site and On Line Store). It is worth mentioning that the company works with models, both female and male, of diverse racial backgrounds. The abundance of information, links to social webs, and diversity among models make a positive contribution to the marketing promotion.
Picture 2. Selecting an item from mens 2016 collection.
The online store allows to order the items from the current winter 2016 collection. The items are included into specific categories such as suits and sneakers. Once a user selects an item, the site automatically determines the country and creates a shopping bag. The pre-order mode is available (Dolce & Gabbana Official Site and On Line Store). The whole system is convenient for a user.
Picture 3. Online shopping.
The beauty section allows a user to order skincare products and perfumes. It also contains a detailed FAQ, which provides answers not only for the questions related to the companys productions but also for general inquiries regarding skincare and perfumes. The strongest point of this section is a skincare test. It allows each customer to enter the details about their skin type and preferences and receive a recommendation for using a particular Dolce & Gabbana skincare set (Picture 4). The entire section is successful in the terms of marketing promotion.
Picture 4. The skincare test.
The corporate section presents information related to corporate history, mission and vision, the companys international awards, the locations of its offices, brand identity, Dolce & Gabbana Club, and job offers (Dolce & Gabbana Official Site and On Line Store). Most of the subsections are unavailable unless a user is registered, which presents a certain inconvenience, for instance, for job seekers.
The website also contains a link to the company-owned magazine Swide. Swide is not devoted to the companys products and services. Instead, it provides a wide outlook on fashion news, art, sports, travel, etc. The magazine serves to promote Dolce & Gabbana without making a viewer feel annoyed with advertisement (Swide Magazine).
In general, the needs and beliefs of a customer are addressed properly on the website. The shipping conditions and prices are explained clearly, and a buyer does not need to request additional information. Detailed FAQs and a clear site map help to make sure that a customer does not get lost on the website. The site has a gift ideas subsection where various products are offered as possible presents for a customers family and friends, which is a good idea to attract the audience. The accent on family is also working well. Despite the flaws such as the lack of a search button, only two available languages, and the unclear names of the website sections, the website is a strong part of the companys marketing promotion strategy.
Works Cited
Dolce & Gabbana Official Site and On Line Store. Dolce & Gabbana, n.d. Web.
Usability is one of the primary aspects that should be utilized to evaluate any interface. Seffah and Metzker (2004) claim that this feature is instrumental in enabling users to perform tasks efficiently. Usability is a complex concept consisting of several elements including simplicity, user-centeredness, navigability, consistency, and learnability among others. The adherence to the principles of effective usability can make a website a successful product or a failed platform for sharing information. Numerous online platforms for delivering messages exist, but some of them are more effective than others. One of the illustrations of an exemplary interface is the TED website. TED is a nonprofit organization aimed at spreading ideas& in communities around the world ( Our organization, n.d., para. 1). The website contains TED speakers talks on a variety of topics, as well as the data concerning the nonprofit, ways to participate, and other relevant information.
The website was chosen due to its popularity and proper usability. This resource is often used for training and education, which makes it one of the most reviewed and cited websites. Its websites usability also contributes to the wide popularity of TED talks although certain faults can still be traced and should be eliminated. This paper includes a UX/UI analysis that consists of the discussion of the central principles of usability and the way they are applied to the TED website. The description of strengths and weaknesses, as well as recommendations on possible improvements, are provided.
Defining Usability
Although the term has been utilized for several decades, researchers and practitioners have failed to come up with a specific definition. Seffah and Metzker (2004) emphasize that usability is often associated with users satisfaction, learnability, and performance. At the same time, no proper software quality attribute has been provided by either the researchers and the standardization organizations or the software development industry (Seffah & Metzker, 2004, p. 72). This paper is concerned with the user experience, so the focus is on attributes relevant to this area.
It is possible to define usability as the ability of a software product to be understood, learned, used, and attractive to the user, when used under specified conditions (Seffah & Metzker, 2004, p. 72). This definition includes the major attributes of a successful interface including the completing of certain tasks, the existence of certain limits and boundaries. Visual aspects, as well as the products learnability, are also mentioned. Software developers tend to address these elements and principles when creating new products or improving the existing ones. Functionality is the key attribute as all software products serve to complete a set of tasks. For instance, when developing software for clinical settings, the software is characterized by such features as the visual representation, controlled terminology presence, and the provision of recommendations facilitating decision making among others (Horsky et al., 2012). These attributes and characteristics depend on the functions to be addressed.
Evaluation Criteria
The conceptualization of the term usability is essential for the evaluation of UX/UI of various digital products. The analysis of the website under consideration will be based on the concepts articulated by Adikari, McDonald, and Collings (2006) and the features described by Seffah and Metzker (2004). Adikari et al. (2006) note that usability is comprised of such critical components as memorability, efficiency, error tolerance, functional correctness, flexibility, learnability, and satisfaction. The authors add that these categories are interrelated and some of them overlap. Therefore, the first three characteristics can be combined and associated with functionality and simplicity. Memorability and learnability are interrelated as these concepts imply users ability to use the product more efficiently each time. Flexibility and satisfaction are linked to the concept of user-centeredness analyzed by Seffah and Metzker (2004). The present analysis will include the focus on such aspects as simplicity and functionality, user-centeredness, and learnability.
Major Principles and Their Application
Simplicity and Navigability
Simplicity is a manifestation of the user-centered design as people seek simple solutions and answers. As mentioned above, users expect to perform certain tasks when visiting any web page. Irrespective of the educational background or having extensive skills, people still dislike being distracted from their goals (Marcus, 2015). They do not like being distracted from performing the planned tasks, so they value simplicity, which is an important principle to follow when developing a web page or application.
As far as the website under analysis is concerned, it is possible to note that the developers employed the user-centered approach and followed the principle of simplicity. The major purpose of the website is to share stories that are presented in the form of videos. The central goal of a user, hence, is to watch certain video pieces. The home page of the website is aimed at people who do not search for a particular item but visit them to look for ideas and stories. This web page does not present excessive details on all available videos. The first thing the user can see is a set of three videos that are regarded as the most relevant. Scrolling down will provide the user with more items on a variety of topics. Importantly, the videos are grouped under specific categories, and the titles of each set of videos are provided in bright red letters in bold. Hence, using the home page can suffice to locate the necessary piece. It is possible to conclude that the TED website adheres to the functionality principle.
It is quite simple to navigate the website and search for specific videos and data. In the top right corner, such categories as Watch, Discover, Attend, Participate, About, Login, and Search are placed. It is possible to find videos on specific topics or watch recommended pieces. The information concerning the history of the project and the latest news and announcements are easily accessible. However, an important option is missing as it is quite difficult to find a talk by a specific speaker. The principle of user-centeredness is not followed in this case. Although many people may be interested in talks on certain topics, many users may need to find a talk by a particular speaker. This gap can be regarded as a flaw that has to be addressed.
The website follows major navigation conventions that include the availability of custom search, various categories, website map, and other elements. Ease of navigation is one of the premises of proper learnability. The website includes quite a limited number of categories that will not make users confused. The web pages characterized by the provision of a considerable amount of data include some outlines given on the right of the page. It is also important to note that it is easy to return to the home page by clicking on TED presented in bright red bold letters at the top of every web page. At the same time, the option to return to the top is not available, which can hurt user satisfaction.
The simplicity of the website is apparent as visitors can start watching videos at once, which is their primary expectation and goal. The home page does not have any distractions such as advertisements, elements other than videos, bright patterns of the background. This kind of minimal design has become common for modern UI development, and it has proved to be favorably accepted by users (Joo, 2017). Joo (2017) also notes that rich colors are now a characteristic feature of successful products. The TED websites design is consistent with this trend as a rich color mix is used as a background and bright red bold letters TED draw the users attention. The background can perform multiple tasks as it serves as the necessary contrast to the primary information (videos) and alludes to the setting of the conferences themselves. The background seems to display the blurred stage with the famous red letters. Users have an opportunity to concentrate on the items they need without being distracted by colors, patterns, news, advertisements, and other elements. The interface is clear and easy to use, so users experiences are likely to be pleasant.
User-Centeredness
One of the primary or rather guiding principles to consider when creating an application or a website is user-centeredness. Developers should remember that their products serve a goal or a set of goals, so it is essential to make sure that the users peculiarities and needs will be addressed (Satzinger, Jackson, & Burd, 2015). This is the primary aspect to analyze when evaluating a website as users pay most attention to this area. Satzinger et al. (2015) claim that people find all the elements (databases, hardware, and scripts) of a product irrelevant and develop their attitude towards the website based on its interface. An effective website will be designed in a way to foresee the users actions and desires and appropriately address them.
The overall design is also important for user satisfaction. Ji, Yun, Lee, Kim, and Lim (2017) emphasize that peoples cognitive and behavioral peculiarities should be analyzed when developing the interface. For instance, consistency can make users feel comfortable when using a product or be cautious and fixed on some areas. The web pages of the website under analysis follow the principles mentioned above although some minor inconsistencies are present, they can hardly be avoided. Many web pages are devoted to events, opinions, and announcements, which makes it hard to insert only video icons instead of pure text. Such web pages as Participate and Attend stand out against the rest. For instance, the web pages that dwell upon events and participation are characterized by the prevalence of text rather than visuals and video products ( Organize a local TEDx event, n.d.). The information that can guide the user is present on the right, but the visual presentation of the web page is rather different, and, hence, it seems more complicated than the rest. The consistency of the digital product is disrupted, which may have an impact on the users satisfaction.
Learnability
Learnability has several definitions, but the major idea behind this principle is the users ability to understand how to perform tasks and reach objectives with a short period (Grossman, Fitzmaurice, & Attar, 2009). The faster users learn how to achieve the goals they set, the more satisfied with the product they will be. In simple terms, people like to use products they are accustomed to and have the necessary skills to benefit from this usage. Each time they find a more effective way to complete tasks. If a digital product is too confusing or changing all the time, people are likely to abandon it.
TEDs learnability is quite high as it can be easy to understand how the product can be utilized most effectively. As mentioned above, navigation is similar to traditional frameworks used in other digital products. The principle of consistency is also prevailing although some disruptions are present. The web pages have similar layouts and designs, so the ability to use one of them translates into the development of skills needed to use the entire website. This feature is specifically pronounced when watching videos as every item has several functions that can be used. Once the user employs all the features related to a video, they receive the experience necessary for achieving one of the major goals, that is to search and watch videos.
Recommendations
Although the usability of the digital product in question is quite exemplary, several gaps can still be addressed.
It is necessary to add an option to search videos by speakers. In the vast majority of cases, these are ordinary people from all over the world, so the list of names can be quite unnecessary. However, it can be beneficial to add a list (with the links to the corresponding videos) of speakers professions, backgrounds, and spheres of interest. Many users may need to find the talks of a certain kind of people rather than videos related to a particular topic.
Some web pages associated with written information rather than videos should be presented more consistently. It can be effective to provide names of categories and a visual to illustrate the focus rather than include a detailed description of the contents.
Web pages tend to include a considerable amount of information including a list of videos. The user can scroll down to look through the available data, but there should be an option to return to the top of the web page. Simple arrows or buttons can facilitate users learning and enhance their satisfaction.
Conclusion
In conclusion, the TED website can be regarded as an illustration of an effective interface characterized by a high level of usability. The digital product under analysis aims at creating a platform for sharing messages that take the form of video talks. The websites usability was evaluated with the help of such features as simplicity, navigability, user-centeredness, and learnability. The website interface ensures that users will perform their tasks within an appropriate amount of time. User satisfaction is quite high as the product is designed in terms of peoples needs, it is simple to navigate it and learn how to use it more effectively. At the same time, the website can be improved as developers can add a search option, enhance all the web pages consistency, and introduce a button to go to the web pages top. Irrespective of these flaws, the websites interface provides insights into the most important aspects to consider when developing digital products.
References
Adikari, S., McDonald, C., & Collings, P. (2006). A design science approach to an HCI research project. In Proceedings of the 20Th Conference of the Computer-Human Interaction Special Interest Group (CHISIG) of Australia on Computer-Human Interaction: Design: Activities, Artefacts and Environments (pp. 429-432). Sydney, Australia: OZCHI.
Grossman, T., Fitzmaurice, G., & Attar, R. (2009). A survey of software learnability: Metrics, methodologies and guidelines. In Proceedings of the 27th International Conference on Human Factors in Computing Systems (pp. 649-658). Boston, MA: ACM.
Horsky, J., Schiff, G. D., Johnston, D., Mercincavage, L., Bell, D., & Middleton, B. (2012). Interface design principles for usable decision support: A targeted review of best practices for clinical prescribing interventions. Journal of Biomedical Informatics, 45(6), 1202-1216.
Ji, H., Yun, Y., Lee, S., Kim, K., & Lim, H. (2017). An adaptable UI/UX considering users cognitive and behavior information in distributed environment. Cluster Computing, 21(1), 1045-1058.
Joo, H. (2017). A study on understanding of UI and UX, and understanding of design according to user interface change. International Journal of Applied Engineering Research, 12(20), 9931-9935.
Marcus, A. (2015). HCI and user-experience design: Fast-forward to the past, present, and future. Berkeley, CA: Springer.
Atlantic Canada Opportunities Agency website has loaded rather quickly. It asked for permission to load additions and this might be a problem if a strong anti-virus is installed on the users computer. As it is a government website, it is organized and structured in a clear and easy to use way.
The front page is very appealing to the viewer and the graphics are of high quality. The selections on the left side make the content of the website accessible in an efficient way. The search bar is a useful tool that is also available. A minor shortback is that there is no advanced search and so, a person who has entered the website cannot specify what details they prefer to find. The website seems useful for those who want to start their business.
The page that describes the process has several links to better explain the starting points and all the needed information. The interconnection between business and the fact that this is a government site creates a reliable link between the private business owner and the government officials and administration (Atlantic Canada Opportunities Agency, 2012).
Canadian Youth Business Foundation website contains many more graphics that could possibly lower the loading speed but that is not the case. Everything works perfectly and the design is very engaging. The several topics presented are accompanied by graphics and this is a positive side because a person knows what to expect from the different links.
There are no breaks within the page and thus, it is easy to navigate and use. On the right hand side there is a count of people that were supported and a number of jobs that were created . This feature is a very good idea because it gives the website visitor a conceptual representation of the strengths that the service offers. A page titled Mentoring provides an opportunity to receive help in almost any aspect.
his is a very beneficial tool because often, young entrepreneurs are not sure where to begin and how to conduct themselves in a business world. As there is much competition, the website could be instrumental in pointing to the right direction and explaining most preferred route (Canadian Youth Business Foundation, 2013).
Business News & Strategy For Entrepreneurs has the most graphics compared to other websites. The pictures are of high quality and the organization of the front page is very effectively presented. The video on the right side of the page has loaded quickly and without any problems.
The specific connection to the use of applications is made and this is an important benefit because people expect to be using their personal devices to conduct and research businesses. The separation into current news and special reports, as well as tips section, provide all the necessary and interesting information needed for a person who is not familiar with the entrepreneurial activities. The information itself is adequately organized and is helpful in explaining the specifics of the trade.
The technique of presenting statistics and other business related specifics in a graphical way, make it easy to understand. By clicking on a button labeled Load More Stories the viewer gets another handful of information and business related facts and so, the amount of information is extensive and of high quality. It is obvious that the designers know what kind of information people need and how to present it in an effective way (Business News & Strategy For Entrepreneurs, 2013).
Bead Bar selects Business-to-Consumer model for the web site. This model shall allow Bead Bar customers to buy products from Bead Bar online storefront and also allow customers to become intermediaries by opening franchise studios with a web site linked to the Bead Bar web site. Bead Bar web site shall have a provision to allow new franchise register their private information and apply for franchise by selecting the products they would want to sell in the studio. The bricks and clicks model of the franchise web site shall allow the customers to find a Bead Bar studio in the local area and then find the list of products available in the studio on the web site before visiting the studio.
The customer may get information about the product stock and price on the franchise web site. The franchise shall have access to the web site to update the stock information through secure login on a SSL connection. Bead Bar shall accept orders from customers and franchise through the online purchase orders. The purchase order shall have a provision to specify the type of customer as direct sale or franchise in order to apply the applicable discounts and delivery policies.
An e-commerce web site shall help Bead Bar increase its sales in many ways such as:
Global reach ability increases number of franchise and customers, opening new studios at distant places shall enable customers to touch and feel the product before purchase.
Always open shop, e-commerce web site provides consumers convenience of shopping any time 24 hrs, 365 days.
A value chain is created by disintermediation process, if earlier Beads Bar was selling its products through studios or individual & wholesale dealers, now it can sell its products directly to customers through on-line e-commerce web site.
The Instant Messaging eliminates irritability and delay in customer request processing vis-a-vis e-mail or telephone conversation.
Bead Bar may also add the feature to enable customer to order customized product by selecting desired product characteristics.
Technology used to build e-commerce web site
The e-commerce web site shall have the following components:
Products
All products that are sold by the Bead Bar shall be displayed on the e-commerce web site. A standard product template shall be used to display the information such as product features, picture, cost and stock availability. The HTML, WML and XML markup languages shall be used to display the web content. The e-commerce web site shall use MySQL database to record the product, customer and sale information. Scripting language ColdFusion shall be used to integrate the product database with the web site since it has a better performance as compared to PHP (.Net Comparison Chart, 2004).
Processes
The Electronic Data Interchange processes that shall be included in the e-commerce web site are:
Instant Messaging to provide online customer support.
Shopping Cart to allow customers to create their account and select products to buy.
In order to support franchise registration Bead Bar shall have an online form for registration of the franchise.
Electronic Funds Transfer processes implemented on Bead Bar are:
Records for all sales shall be maintained in the database for compliance with Sarbanes-Oxley Act.
Calculation of tax, delivery charges and audits are other important processes that shall be implemented.
Checkout mechanism with electronic payment through third party merchant service PayPal (Heng, 2007).
Delivery
Proper packaging to ensure that product is not damaged during transaction, insurance and on-time delivery of product is crucial for the success of the on-line business.
Web site traffic generation
The web site traffic is generated by advertising about the Bead Bar products in the Usenet news groups such as rec.craft.beads, rec.craft.jewelry and misc.business.small. Beads bar shall invest in online advertising such as Google Ad words and sponsored advertisements. By including a link to the franchise studio web site on the Bead Bar web site, the probability of new customers in remote locations is increased. Bead Bar shall also provide banners for affiliates to link to Bead Bar web site.
Affiliates who create revenue for Bead Bar by directing customers from their web site to Bead Bar web site shall receive a certain share of the revenue earned through the directed customer purchase. Banner advertisements of products sold shall also be displayed on the Bead Bar web site and franchise web site. Important discounts and festival offers shall also be displayed from time-to-time. Viral marketing shall be implemented by including a Recommend this product button in every product web page. Also the Bead Bar products shall be advertised by talking about the products in various news groups.
Electronic Payment Capability
In order to simplify security measures, Bead Bar shall use third party merchant services for accepting electronic payment. Bead Bar has decided to use PayPal service for financial transaction, PayPal allows users to register credit card and provides a secure transaction. PayPal is a popular and trusted financial transaction service. At a later stage Bead Bar may get a merchant account and have a provision to register credit card information and use digital card or smart card on their own web site with VeriSign 128-bit SSL Certificate.
Encryption
Encryption is used to conceal the information exchanged between the user web browser and the web hosting server (Feature: Apache and Secure Transactions, 1997). Secure communication is required for information transferred in online customer registration forms, purchase orders, payments, e-mail and Instant Messages exchanged. In order to establish trust with the customer a VeriSign digital certificate shall be obtained for secure IM on SSL connection. The messages sent and received on IM shall be encrypted with the key provided by VeriSign (Hord, n.d.).
As mentioned in the literature review, it is necessary that every business organization that engages in e-marketing ensures that it has developed a strong customer loyalty. This can be achieved through an unmatched design quality of their website, quality of the service offered on line and the efforts put by the company to ensure trustworthiness.
In this respect, this paper will analyze the e-marketing services of HSBC bank and determine whether it is well developed or there are some aspects that need to be developed. The services, website and trustworthiness of the HSBC website will be used as the basis of judgment.
Website design can be a source of customer loyalty if it contains characteristics like easy navigation, how attractive in appearance the website is and the overall layout. While content is the main theme of any website, other aspects like graphics and multimedia should be given an upper hand because they make the website appealing and attractive. It also makes it easy to use.
This should work hand in hand with relevant content to ensure customer loyalty (Zhou, Lu & Wang 2009: 328). Considering this argument, it is true to argue that HSBC has tried to a large extend to employ the use of multi media. In most of the stories and articles in their website, HSBC has incorporated the use of photographs to enhance meaning.
The articles in this website are financial articles that would be the most relevant to investors who need services of HSBC. For instance, there are news on climate change and the efforts of HSBC to participate in climate control. On the other hand, they have also written on the news of their program of education betterment. All these articles are characterized by photos and multi media related to them.
Other than news articles, the website also contains every necessary information for an investor who is also their potential customer. For instance, it contains their history which would be used to assist the customer to understand how long the bank has been in service and hence ascertain how much he should trust them. The long service will show that the bank has pertinent experience to handle any financial problem.
Navigation is another factor that leads to a cemented customer loyalty (Wa 2003). The website should be designed in a way that allows the reader to easily move from one page to the other. He should also be able to see where he is headed, where he is and where he has come from.
This factor has been well incorporation in HSBC website. Starting from home page, all other pages and sections of the website are clearly specified. For instance, the website is divided into several sections including about HSBC, the newsroom, investor relations, sustainability, careers, private banking, internet banking et cetera.
While at a given point, the region on the task bar is highlighted in red. This means that one is able to identify where his location is. He can easily move to other locations because they are clearly visible on the task bar.
Personal information and security are necessary in the formation of customer loyalty in an e-commerce venture. Every customer is very concerned about the way his information will be used. As argued by Oliver (1999), it is necessary that any website has privacy and security options that allow the customer realize that his privacy is not at risk. He also has to feel that his financial information is concealed.
This is very important when it comes to HSBC. Being a bank, the information necessary for efficient services might be very sensitive. For HSBC to ensure that its customers are safe and secure, they have developed a slot for internet banking. This part provides options for security of the client on the website.
Before logging onto ones account, there are several privacy and security protocol that has to be followed. The client is required to provide a user ID which is necessary for security purposes. By developing this, HSBC was determined to ensure that the clients would feel safe and ready to invest their money into the bank.
Color is an important aspect of a website (Cyr, Head & Larios 2009). Good coloring can play the role of attracting customers and retaining their attention. In this respect, HSBC has ensured that this factor is strongly considered. Throughout the website, red color has been used extensively.
Apart from being the main color of the bank, the color red is sharp and can easily attract the reader of the website. Graphics, words and photos in this website contain a dominant red color (HSBC 2011). The consistence of red is therefore a deliberate effort to ensure that the readers are attracted and retained on the website. It is also a form of retaining customer loyalty.
Offered services also play towards ensuring that customer loyalty is confirmed. Quality services ensure that a buyer of the services or goods has the intention to buy again from that organization (Wa 2003). Quality services in terms of security, privacy and website accessibility are fundamental to customer loyalty. In the HSBC website, the quality of services is undoubtedly of quality. Every service offered is clearly outlined.
The services are not only easily accessible but also attractive. When one decides to use a given service, the website offers friendly services that offer privacy and security. Quality services also involve the determination of the type of clients who require the services and hence developing special pages for the different requirements. In HSBC, there is a clear distinction for the different clients.
For instance, there is a page for personal customers, business customers and corporate and institutional customers. Under these pages, there are further divisions for further diversity. The website has put into consideration the differences in requirements for people in the US, UK and China. Each of these groups has its special page.
Finally, transactional and informational trust is what leads to customer loyalty. As argued by Corritore, Kracher & Wiedenbeck (2003), trust and trustworthiness are different terms. Trust emanates from the buyer while trustworthiness from the seller. Therefore, a good website must ensure that it instills trust in the client as a result of its trustworthiness.
As mentioned earlier, every aspect of transaction and information that a client at HSBC offers is well backed by security and privacy options (HSBC 2011). Through these, a client is able to realize that HSBC is not just another scam on the internet. In addition, the client will realize that his information would not get to a third party hence placing his finances into likelihood of being stolen.
As a result, HSBC has ensured that every aspect of its website conforms to the expectations of an appropriate website. This includes the use of good web design, easy accessibility, use of graphics and multimedia, employment of proper information and availability of security and privacy options.
As a recommendation, HSBC should try to further improve their website through inclusion of other graphics. Other than pictures and photographs, decorative words should be further included. In addition, they could further improve their website through addition of investment news.
Most of the potential clients are investors making investment news one of the best catching strategy. By doing this, they will increase the traffic to their website and also customer loyalty.
List of References
Corritore,D., Kracher, M. & Wiedenbeck, H., 2003. On-line trust: Concepts, evolving themes, a model. International Journal of Human-Computer Studies. 58(6), pp. 435-441.
Cyr, D., Head, M., Larios, H., Pan, B., 2009. Exploring Human Images in Website Design Across Cultures: A Multi-Method Approach, Invited Research Presentation, Simon Fraser University, MIS Group Research Series, Vancouver.
HSBC., 2011. The Worlds Local Bank. Web.
Oliver, R.L., 1999. Whence consumer loyalty? Journal of Marketing, 63 (Special Issue), Pp. 34.
Wa, C.T., 2003. An Integrated Online Customer Loyalty Model. Web.
Zhou, T., Lu, Y. & Wang, B., 2009. The Relative Importance of Website Design Quality and Service Quality in Determining Consumers Online Repurchase Behavior. IS Management 23, pp. 327~337.
This paper aims at revealing the website design concepts undertaken by the Nyali Beach Hotel. The study analyses the 4 Ps of marketing, and attempts to critique whether they have been used appropriately in this particular website.
Therefore, the paper provides a critical analysis of the Nyali Beach Hotels website by exploring the main purpose of the website, the business model used in the website, the main target customers for the website, and the consumer behaviour in relation to the websites model.
More so, the paper analyses the role of the website in creating a good relationship with its customers. The analysis helps in identifying the strengths and the weaknesses of the Nyali Beach Hotels website, hence strengthening the website through providing recommendations for improvement.
Introduction
Web marketing is an interactive form of marketing, as it provides instant responses that makes it a unique form of marketing. Web marketing uses both technical and creative aspects of the internet marketing, including the 4Ps of marketing.
Web marketers have in the recent past analysed that a business cannot carry out effective web marketing without taking into account a good coverage of the products offered, the prices of the products offered, the placement of the products, and the promotion of the products offered.
This paper aims at providing a critique of web marketing of Nyali Beach Hotel. The hotel is a famous tourist destination due to its proximity to the Indian Ocean.
Discussion
Purpose of the Site and Its Business Model
Nyali Beach Hotel is a tourist hotel that makes money out of selling guest rooms as well as other goods and services including food and drinks, water sports, tennis, volleyball along the beach, darts, and snookers, among other services. The business is a B2C targeting tourists from developing and developed countries of the world, including the domestic tourists.
The hotel is also a B2B since the website contains links for booking hotel rooms in other international hotels (Nyali Beach Hotel n.d.). The hotel aims at selling its products to its target customer segment by portraying that it understands the needs of diverse customers, as it provides a variety of products that serve diverse customers, who have different economic capacities.
The hotel uses the website in carrying out bookings and payments for the bookings, while the services are enjoyed under the bricks and motors of the business. The 4 Ps of marketing create an avenue that helps the hotel in coming up with successful results.
The first P of marketing, which is the product, defines the Nyali Beach Hotel as a hotel that offers both goods and services to its guests. In doing so, the hotel considers a number of factors including presentation of the products, the safety of the product, and the quality of the products.
In a bid to sell these products to its customers, the hotel defines its target customers, defines ways in which the customers are able to acquire the product, and defines the reasons for choosing the hotels products by successfully showing up the details of the products, including the rooms that are on sale to the customers (Nyali Beach Hotel n.d.).
Thus, the website defines the functional and visual feel and look of the website, as the visual look encompasses the website layout, design features, colors, font choices, photographs, interesting graphics, outstanding photos for the beds, and a number of restaurants along the beautiful scenarios of the Indian Ocean.
The graphics suggest that the website targets all people from all lifestyles, who are on a holiday, honeymoons, and even on business trips.
The second P of marketing, which is place, is a crucial factor to consider when marketing since it defines the method by which the products being sold by the entrepreneur get in touch with the target customers (Alrawi et al. 2008). A good placement of the products entails an easy access to the companys products through an effective search engine.
Effectiveness can be achieved through creating an opportunity for accessing multiple directories for the website. This can be facilitated by coming up with an appropriate domain name that has a common term in the search engine.
The domain name should also be memorable to the customers, and the website should not contain passwords or being connected to other complex software to open the website. The placement of the product should also entail how easy the customer is able to navigate through the website, select the most suitable product and purchase it.
The Nyali Beach Hotel makes sure that it falls on the major search engine by the virtue of its domain name. This implies that a customer can easily access the hotel while searching the beach hotels that are along the Indian Ocean. More so, the hotel enhances the degree of its placement by using affiliate marketing, whereby the affiliates facilitate an easy search of the hotels website.
Although the website does not have a search button, there are conspicuous links within the webpage page, which take the user of the website to another page, and this makes navigation quite easy while viewing the details of the product as well as making the bookings. In addition to this, the website has links that are well placed, and this enhances easy navigate of the registration form that gives way to making a booking.
The third P of marketing, which is promotion, entails the approach a website takes in creating attention to the potential buyers of a companys products (Alrawi et al. 2008). Promotion can take a form of advertising through buying space on popular sites such as Google and the Yahoo.
Discounts can also play a critical role in promoting products on a website. Promotion, however, should target on the specific customers instead of the public.
More so, promotion becomes more effective when a company associates itself with social media such as Twitter, Facebook, and blogs (Alrawi et al. 2008). This is crucial because it helps in knowing how the business is performing in terms of quality, as it encourages both positive as well as negative feedbacks.
This gives an organization the opportunity of receiving free information from customers feedback, thus eliminating the use of expensive surveys and the use of experimentations for assessing the business products. Association with social media can be effectively achieved through opening an account that contains the products of an organization, as it allows the business to participate in the discussion.
More so, blogs help in creating an opportunity for serving dissatisfied customers from the initial stages of their problem, thus improving the image of the business (Singh et al. 2008).
The Nyali Beach Hotel website has not successfully addressed promotion since it does not have a sign-up page for customers with personal emails that help them to order the needed services. In addition to this, the Nyali Beach Hotels website has not fully associated itself with the social media websites including the Facebook, Twitter, and blogs; hence, little has been done on promotion.
The website thus falls short of promotion since it does not address discounts or any other aspect relative to business promotion (Nyali Beach Hotel n.d.).
The fourth P of marketing, which is price, displays the amount that should be charged to the customers after deducting all the discounts and allowances. The price is normally arrived at after taking due consideration of the production cost, competitors pricing, and the condition of the market, among other factors (Alrawi et al. 2008).
Pricing should directly reflect the quality of products and services offered by a particular business. Indicating the price of the products on a website helps a company to define its target market, thus eliminating the unwanted customers segment.
With this respect, pricing attracts more clicks and consequently more enquiries from potential customers. Even though displaying prices makes the competitors see the pricing of products, providing high quality products for the customers helps the company to adopt premium pricing.
The pricing of the products at the Nyali Beach Hotel website is not displayed though it is relevant in web marketing because the website is meant for making bookings as well as accepting payments through the VISA cards, Master Cards, and other recognized credit cards (Nyali Beach Hotel n.d.).
The prices should indicate whether there is a difference in pricing between the low season and high season of the market for every product offered. The prices should also differentiate between the product sales per person, per couple, or per group reservation. However, lack of pricing for the Nyali Beach Hotels website could be attributed to a difference in prices between the online and the offline market.
Target Market for the Website and the Consumer Behavior
Before coming up with a recommendation for improving the Nyali Beach website, it is vital to carry out an assessment of the consumer behavior of the hotel. The assessment of the consumer behavior will identify the importance of improving the hotels website in a bid to increase the hotels booking.
This emanates from the fact that hotel websites are nowadays used as vehicles for serious revenue generation. A hotel website that reflects professionalism through design, easy navigation, and visual attributes helps the consumer to respond positively towards making bookings.
By using a case study method, data will be collected based on the importance of the role of Nyali Beach Hotel website in relation to providing feedback to questions relative to the hotels website.
Therefore, the target customers, who include adults aged between 24 and 40 years, are the main source of data because they will provide insight on the website operation and the various challenges that they encounter while making bookings through the Nyali Beach Hotels website.
The report will help the customers to voice their opinion as they are provided with the opportunity to evaluate the information in the website, thus attracting customer loyalty.
The evaluation of consumer behavior is of paramount importance since online booking is a contentious issue that is characterized by the gradually evolving ideas. Ip et al. (2011) assert that sales of products such as books, computer software, and music through a website is undemanding since it necessitates less inspection of the products; hence, the description provided helps in attracting customers without putting much effort.
The Nyali Beach hotel website, on the other hand, necessitates much effort since it attracts groups of people who have different objectives, including exploration of information without necessarily having to make a booking.
These findings emanates from statistics of the interview conducted on the hotel website with an aim of finding the consumer perception on the website search engine, retrieval of information contained in the website, evaluation on how the information is perceived, and the factors that facilitate or inhibit the booking process.
The professionalism of Nyali Beach Hotels website is thus put into question because it tends to turn off the act of booking as demonstrated by a number of factors. One of the factors that put the customers off is the fact that the hotel is not designed to handle hyper-interactivity.
In the recent past, consumers have changed the way they interact with websites following the introduction of hyperactive websites including Twitter, Facebook, Yahoo, and Google, among others.
Due to the fact that the Nyali Beach Hotels website cannot handle hyper-interactivity, the consumer perceive the website as just a static brochure that is just accessible online; hence, the website attracts only a few consumers since it falls short of many customers expectations.
In order to make sure that the consumers get attracted to the Nyali Beach Hotel website, the web designers should make sure that it appears on the first page of the Google search.
However, it is recommended that the website can gain favor when it appears as the second or the third website from the top because, according to the consumer behavior, customers tend to ignore the first website and concentrate on the second, third, or the forth website site on the search engine(Pan et al. 2010).
More so, the case study carried out concerning the Nyali Beach Hotel customers shows that majority of customers do not intend to keep the information of the website for a long term basis, but instead focus on the information that would lead them to booking at that particular moment.
Hence, the time taken before a customer commits him/herself to booking a room at the Nyali Beach Hotel is of utmost importance since customers avoid wasting time on the internet. Therefore, the hotel should be able to display the features and prices of the product on sale in order to facilitate an effective booking process (Law & Cheung 2005).
The case study also indicates that many customers consider the FQA link on the Nyali Beach Hotels website as an ineffective link since it contains information that is not straight to the point. This creates a negative response to the booking process.
Building and Maintaining Relationships with the Customers
Many hotel bookers who intend to use website in making their bookings concur that the value of a website can be greatly increased through visual appeal. This appeal is normally judged within the first seconds of looking at a website. This creates the first impression of the website, and this generates an inspiration of making a booking (Mullet 2003).
Even though the Nyali Beach Hotels website needs some improvement on areas related to information management, responsiveness, and interactivity, among other factors, the website has is able to build and maintain its customers through a number of ways including websites credibility, persuasion, personalization, and usability.
In the websites credibility point of view, the Nyali Beach Hotel builds and maintains a relationship with customers by demonstrating trust, holding hotel information that is trustworthy, establishing a hotel booking office that aims at keeping the customers promises. More so, the organization helps the customers to get to the direction of the hotel in an appealing way that uses a map.
This helps in stirring up the customers imagination of the hotel, hence facilitating the booking process (Tsai et al. 2009). The Nyali beach hotels helps its customers in planning their trips by providing ways and means of contacting the booking office through the organizations email, provision of customer services, and creating an opening for bookings that have special offers.
This helps in creating persuasion and personalization of the website users (Loda et al. 2009).
In the website usability point of view, the organization tends to create a first impression to the customer by making sure that the content of the website blend well with the images in the website, as most customers prefer looking at the current visual pictures before the product description. More so, the visual pictures should go hand in hand with varied and vital information that is should be kept up to date.
The information on the Nyali Beach website has been made easy to comprehend, easy to navigate, and the customer can easily locate additional information related to the hotel booking. In a bid to improve the usability of the website, the hotel deters from focusing on aggressive banners as a way of attracting potential customers since many customers have termed aggressive banners as distracting.
Recommendation for Improvement of the Website
A number of customer interface tools including a websites context, commerce, community, and content characterize interactive marketing. These tools help in defining the reliability, competence, responsiveness, access, courtesy, security, and the credibility of a website (Yang & Fang 2004).
A hotels website should use both technical and creative aspects of the internet including effective advertising, attractive design, and superior development in order to facilitate convenient bookings.
In the context sphere, the Nyali Beach Hotels website creates a good customer interface because the website can be accessed quickly and easily, the product categories are clear, the product names are clear, and the site offers a good search. Mill and Law (2004: 240) affirm that a website creates a good customer interface if the site can be accessed quickly and provides room for customers comments.
Therefore, I would recommend that the customers using the website should be given a chance to air their views, opinions, and comments concerning the products portrayed on the website since this would facilitate effectiveness of the website, thus acting as a customer service center.
In the commerce aspect, the Nyali Beach Hotel website contains registration, which allows the site to store users information and preferences, credit-card approval, and order tracking.
I would recommend that the Nyali Beach website to clearly display the prices of variety of products provided and the modes of payment including a suitable interface for the recommended credit cards in order to facilitate advance payment for the bookings. This is also important to the hotel because it helps in saving the money used in the travel agency departments (Kumar 2010: 131).
In the community aspect, a convenient website should provide room for communication between users through emails or interactive chats, including a sign-up page for customers where they can signup for emails or SMS (Hanson & Kalyanam 2007: 57).
Even though the Nyali beach Hotels website has an organizations email address that can be used as a customer service centre, it should also include a fan page on the popular social websites such as the Facebook and Twitter, where users can give their comments and get feedbacks of their comments, thus improving interactivity.
In the content sphere, a website defines all digital subject matter that includes video, text, audio, and graphics to convey the message of the site (Hanson & Kalyanam 2007: 103).
Although the context of the Nyali Beach Hotel implies that it targets customers of all ages from developing as well as the developed countries, I would recommend that the website should incorporate the graphics by showing its target market using photos of young and old aged customers from diverse parts of the world. This plays a critical role in enhancing the first impression of the website.
Conclusion
The critique of the Nyali Beach Hotels website put forward in this paper clearly proves that web marketing needs to be designed in such a way that it upholds the 4 Ps of marketing. It is clear that the impact of the 4 Ps cuts across every section of web marketing.
The Nyali Beach Hotels website has presented content that contribute to a well-structured piece of work, but fails to show a good interactivity with the users.
This website, however, would be most appropriate for anyone who wants to have a quick understanding of the products offered by the hotel, without necessarily making a booking since it takes substantial amount of time, and this is contrary to consumer behavior in the use of websites as a booking tool.
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