ABSTRACT
The design challenge is certainly bigger, through offering customers’ choice and increasing the digital footprint, but the same principles of developing a user experience apply. This chapter goes beyond best practice in usability and accessibility, to show how to design commercially led sites which deliver results. Commercially led site designs are based on creating compelling persuasive experiences which really engage visitors through relevant messages and content, encouraging them to stay on the site and return. The chapter describes that good sites have good content, are regularly updated, easy to use and fast to download. In addition to all of these, site has to have a clear and strong proposition. The chapter focuses on motivations the six Cs that e-customers demand: Content, Customization, Community, Convenience, Choice and Cost reduction. A customer-oriented site provides easy access to content and services tailored for a range of audiences. But resources for content development should be targeted at ideal customers.
