Lesson 5 Resources Development of Experiential Web sites This assessment tool provides a systematic way to evaluate and improve the 3Is of your business Web site, to better contribute to the 4Es, and to reinforce value from the 4Ps of the business.

Experience Economy Strategies Reflected in Web site Interface Design

The 4Es of the business are communicated not only through the written content of the site but also by the Interface, which is another of the 3Is. Interface refers to elements creating the site’s appearance or sensory (sight and sound) appeal.

Contributors to the interface include multimedia aspects:

• Still pictures (.jpeg files) or graphical images (.gif files), such as scanned or digital photos, logos, and navigation buttons
• Animated digital or graphical images, such as animated gif images, video clips or virtual tours (.mpeg, .avi, or .swf files)
• Music or sounds (.wav files).

Contributors to the Interface also include these design aspects:

• Background design elements, such as colors or tiled (repeated) images
• Layout of the page, such as number of images or placement of image
• Design qualities of lettering, such as font type, size, and color

The Interface of a Web site should be carefully created to have sensory appeal as well as ensure the text is easy to read. W3schools.com (2006) suggests that when selecting images or color for the Interface, the following questions should be considered:

• Will the image load quickly?
• Will the image look good with other images on the page?
• Will the image look good with the text colors or background on the page?
• Will the image look good when it is repeated (tiled) for a page background?
• Will the background color be safe (available) for use with all browsers?
• Will the background image or color and lettering qualities make it hard to read the text?

All these questions are important. However, it is also important to ensure the Interface (both multimedia and design aspects) communicates an appropriate and consistent image of the business. When creating a site that emphasizes Experience Economy strategies of the business, the operator should consider: Will the selected Interface features create and reinforce, rather than detract from messages regarding the experiential nature of the business’ offerings?