CHAPTER 5

The 7cs Framework

Context captures its aesthetic and functional look-and-feel. Focuses on the site
design.
Content refers to what is presented. All the digital subject matter-text, audio,
video and graphics on a website. And is presents information about the companys
product and service.
Community is interaction between site users. It can happen to one-on-one
interactions or among many users.
Customization a websites ability to tailor itself to each user.
Communication refers to dialogue between a website and its users.
Connection refers to the degree to which a website links to other sites.
Commerce a websites capabilities
BUILDING FIT AND REINFORCEMENT
Fit refers to how well each of the 7Cs individually supports the business model.
Reinforcement refers to the degree of consistency between each of the Cs.
CONTEXT FEATURES
Function or usability, is also affected by the site-performance elements such as
speed and reliability.
Design and Performance elements critical to function:

Section Breakdown refers to the website subcomponents.

Linking structure a websites linking structure is its way of navigating
among sections.
Navigational tools these facilitates how the user moves through the site.
Speed straight forward design limited use of complex graphics reduce the
time needed to display a page on the users screen.
Reliability anytime a users cannot get to a website, including system
crashes and planned maintenance, this decreases reliability.
Platform independence is a measure of how well the website can run on
multiple platforms, including of old version of web browsers, outdated
hardware and other access software.
Media accessibility the ability of the site to download to various media
platforms.

Aesthetic a website are created by visual choices such as colours, graphics,

photographs, and fonts.
Two Aesthetic features are the most critical:

Color scheme often use a consistent palette of colors through out of the
site to put users in a specific mood.

Visual themes help tell a story.

CONTEXT CLASSIFICATION
1. Aesthetically dominant - are high on form, or aesthetic but low on
function. They emphasize look-and-feel, sometimes making heavy use of
multimedia or the other visual elements even though they may harm
performance.
2. Functionally dominant assume that users care more about information
than visual elements. Focus on displaying textual information and limit the
visual design to the bare minimum required to keep the site operational.
3. Integrated website that balance form and function, creating an interface
that is both attractive and easy to use.
CONTENT FEATURES
Four ways of evaluating content:
1. Offering mix refers to the weight given to each kind of content.
Three types:
Product
Information
service
2. Appeal mix refers to the companys promotional message.
Two broad categories:
Cognitive appeals focus on functional factors.
Emotional appeals focus on personal ties to the product or brand
and are often made through humour, novelty, or stories.
3. Multimedia mix is the designers choice of how to combine text, audio,
images, video, and graphics.
4. Timeliness mix information content need to be concerned with time
sensitivity.
CONTENT CLASSIFICATION
1. Product dominant Online stores, or website whose primary purpose is
selling physical goods.
Three Store types:
Superstore is a one-stop shop where customers can find a wide
range of goods in several product categories.
Category killer concentrate exclusively on one product category.
Specialty store these stores focus on exceptional quality and
exclusivity in one or more product categories.
2. Information dominant these website house vast archives of information,
along with tools for finding specific topics.
3. Service dominant performs a service for their users, often for free.
COMMUNITY FEATURES
Five aspects of communities:
1. Characteristics
Six characteristics:

2.
3.
4.
5.

Cohesion
Effectiveness
Help
Relationships
Language
Self-regulation
How member participate in the community
Why members are motivated to join the community
Member benefits
Interaction tools
Two significant decision:
Interactive communication
Non-interactive communication

COMMUNITY CLASSIFICATION
1. Non-existent
2. Limited
3. Strong
CUSTOMIZATION FEATURES
1. Personalization
Commonly used:
E-mail accounts
Content and layout configuration
Storage
Agents
2. Tailoring
CUSTOMIZATION CLASSIFICATION
1. Generic
2. Moderately customized
3. Highly customized
COMMUNICATION FEATURES
1. Broadcast communication
2. Interactive communication
COMMUNICATION CLASSIFFICATION
1.
2.
3.
4.

One-to-many, non-responding user

One-to-many, responding user
One-to-one, non-responding user
One-to-one, responding user

CONNECTION FEATURES
1. Outside links
2. Framed links
3. Pop-up windows

4. Outsourced content
CONNECTION CLASSIFICATION
1. Destination site
2. Hub site
3. Portal site
COMMERCE FEATURES
Functional tools:

Registration
Shopping cart
Security
Credit card approval
One-click shopping
Orders through affiliates
Configuration technology
Order tracking
Delivery options

COMMERCE CLASSIFICATION
1. Low
2. Medium
3. High