You've purchased your interactive surface, implemented the right software and created content that will tell your story. That means you're ready to present a seamless interactive experience that your audience will love, right? Not necessarily. A lot more goes into a stand-out display experience than checking off a list of assembly and deployment needs.
What appear to be small pitfalls and mistakes can often times lead to big problems when it comes to creating an effective experience from start to finish. Are you guilty of committing an interactivity crime? Take a look at our top five tips below to find out.
1. The content doesn’t have enough depth to provide the user with anything useful
With advertisements and messaging being shoved down our throats everywhere we go, people have become very proficient at ignoring bad information. And if baited, it only takes about 3 seconds to realize we’ve been duped. If you’re going to make the time and money investment to build an interactive experience, it had better be useful. Selling shoes? Better not be posting a bunch of pictures of people wearing shoes. Take the time to really understand what your audience wants to know about the shoes. What are they made out of, how are they special, are they available in my size? Remember, interactive digital experiences are not just clickable billboards or magazine ads.
2. The user interface is too complicated or confusing
The user needs to be able to know exactly what to do the moment they approach the screen. It does not matter if you have the best information in the world, if it’s too hard to navigate it’s going to be ditched. And be careful, just because you think it’s a good user interfact (UI) doesn’t mean your target audience will. Don’t go from concept to deployment without doing some user testing. You may be very surprised what does and does not resonate with your audience.
3. You're assuming that your user knows why your product/service/information MATTERS to them
This is a big one, folks. People only buy things that they believe they need. So unless they walked into your space with the already planning on opting into whatever you’re selling, it’s your job to help them make that connection.
Here’s a quick outline for the decision making process:
A person becomes aware that they have a problem or need -> Realize there are products/services for those problems/needs -> YOUR product/service, not your competitor’s, is the one for them
So if you’re leapfrogging the awareness phase, no amount of product talking is going to pierce their skull. Your message has to arouse interest by providing hints that it appeals to your audience’s wants and needs.
4. Your “click HERE to begin” button launches a loud infomercial or Advertisement
I am a secure, confident person… but if a piece of electronics starts yelling at me in the middle of a public space, I will do two things. First, I’ll press the button again very quickly to try to make it stop. And if it does not, I’ll leave the scene. This is not an effective marketing approach and I’m honestly shocked it’s still used. Even if the information is useful, the delivery system is too invasive. People do not want to draw attention to themselves in a public space. It does not work, don’t do it.
5. Your screen is too small, too dark, and the glare is killing me
If your deployment is going to be a large rollout, I understand the strong desire to be economical. But be careful, there are a lot of big deployments out there that are being completely ignored because of poor hardware. Tiny, dim screens, or even worse, black screens that have failed, can be destructive for your brand. Some companies are actually paying to get negative equity on their brand. Make sure you have a clear understanding of the costs very early in your concept phase, and make sure you don’t go too far down the “experience” path if some executive is going to slash your budget at the 11th hour.
Author Bio | Casey Dubbs | Horizon Display
Casey Dubbs, Marketing Manager for Horizon Display. Casey is a classic over-achiever who likes to get the job done right and can’t stand when things are left unfinished or with unmet potential. She is passionate about implementing others’ vision into reality. When she is not obsessing over marketing, she can be found in her garage building something out of wood. #buildlikeagirl