ABSTRACT
This chapter presents two case studies of existing internet sites – ShopNike.com and the website of the Calvary Presbyterian Church in San Francisco. The two sites differ in terms of their purposes, or strategies, and consequently also in terms of their non-linear structure. The chapter starts by extracting complex non-linear models from the two websites, based on their navigation structure and most obvious content structure. It analyses a representative sample of the content of the two websites for its semantic structure, and design new non-linear models which more faithfully represent that structure. The chapter translates these non-linear models into redesigned websites, which are better suited both to the non-linear semantics of their content and to the purposes, or strategies, of the sites. A key difference between the two websites is the navigation bar that tracks the path of the shopper through the ShopNike.com site structure.
