INMA_A01.QXD

In the past, it has been a common mistake amongst those creating a new web site for the

first time to ‘dive in’ and start creating web pages without sufficient forward planning.

Planning is necessary since design of a site must occur before creation of web pages – to

ensure a good-quality site that does not need reworking at a later stage. The design

process (Figure 7.2) involves analysing the needs of owners and users of a site and then

deciding upon the best way to build the site to fulfil these needs. Without a structured

plan and careful design, costly reworking is inevitable, as the first version of a site will

not achieve the needs of the end-users or the business.

Of the stages shown in Figure 7.2, those of market research and design are described

in most detail in this chapter since the nature of the web site content is, of course, vital

in providing a satisfactory experience for the customer which leads to repeat visits.

Testing and promotion of the web site are described in subsequent chapters. An alterna-

tive model can be found in a practical ‘Internet marketing framework’ presented by Ong

(1995) and summarised by Morgan (1996).

CHAPTER 7· DELIVERING THE ONLINE CUSTOMER EXPERIENCE

Planning web site design and build

Figure 7.2Summary of process of web site development

Main site development activities

Marketing

objectives

Prepare

brief

Select

agency

Market

research

Prototype

design

Develop

content

Test and

revise

Launch

site

Communications

plan

Start

promotion

Main

promotion

Key support activities

Initiation proce

ss

es

Development proce

ss

es

Register

domain

Select

ISP

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