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0:00
Hello, and welcome
to the session on
website design and
user experience.
My name is Hanne
Knight and I teach
marketing at the University
of Plymouth in the UK.
Some of the content
is taken out of
my textbook Digital
Marketing and Practice.
How to design, implement,
and measure effective campaigns.
0:20
In this session, we will explain
the importance of user
experience design,
outline success factors
for website design,
and explain the importance of
an online value proposition.
0:33
Having a functioning
website that
puts the user experience
at the forefront of
its design can aid
customer acquisition as
well as customer retention.
A corporate website is one
of the first things that
consumers see when they are
wanting to know more
about the business.
A corporate site or
institutional site
is an internet site
which presents a company
an institution or
an organisation to
all its audiences and not only
to its customers or users.
So, the corporate site is
classically distinguished from
the commercial site which is
intended only for
customers or users.
On the content site,
the corporate site
endeavors to promote
the company.
For example, its
history and values
and not directly its
products or solutions.
With the rise of e-commerce,
a lot of corporate websites
implemented a commercial aspect.
So, the lines between a
corporate and a
commercial site are
blurred and most
design principles are
the same for both corporate
on commercial websites.
Today's websites are all
about interaction with
the consumer enabling
transactions
and providing comprehensive
self-service to the consumer.
With the development
of websites,
the role that the
website visitor
is playing has also changed.
From being a relatively
passive consumer,
the website user today plays
an integral part in the
website experience.
Therefore, the
user should be key
when designing any
successful website.
