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Dse2015 Content Strategies for Interactive Retail Kiosks


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Round table discussion at DSE 2015 (Digital Signage Expo)

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Dse2015 Content Strategies for Interactive Retail Kiosks

  1. 1. CREATING AND ADAPTING CONTENT FOR INTERACTIVE RETAIL KIOSKS Round Table Discussion Dorothy Shamonsky, Ph.D. 3/12/15
  2. 2. USER  EXPERIENCE   Part  1.  I’m  a  designer  of…    
  3. 3. USER  EXPERIENCE  (UX)   is  the  experience  of  using  something.  It  involves  a   person's  behaviors,  aGtudes,  and  emoHons  about   using  a  parHcular  product  or  system   UX employs the skills of usability, cognitive psychology, graphic design, 3-D design/industrial design and programming  
  4. 4. USER  EXPERIENCE  VS  CUSTOMER  EXPERIENCE   1.  Technology-­‐centric:  what   can  we  do?   2.  User-­‐centric:  what  do  users   need  to  do?   3.  User  Experience:  what  do   users  want,  think,  feel  and   gain?   1.  InformaHon-­‐centric:  what   do  we  want  to  say?   2.  Customer-­‐centric:  what  do   customers  need  to  know?   3.  Customer-­‐  Experience:   what  do  customers  want,   think,  feel  and  gain?  
  5. 5. CONTENT  and  USER/CUSTOMER  EXPERIENCE   •  INFORMATION  CENTRIC   •  GOAL:  Communicate,   what  do  I  want  my   customers  to  know   •  Leverage  exisHng  content   because  it  makes  sense   •  USER/CUSTOMER  CENTRIC   •  GOAL:  Create  an   experience,  that  includes   feelings   •  Leverage  exisHng  content   only  when  it  makes  sense  
  6. 6. A  customer/user-­‐centric  approach  shapes  how  you   choose  and  design  content,  and  makes  your  digital   sign  or  kiosk  more  compelling  &  valuable  to   customers  and  thus  to  your  business  
  7. 7. What  is  one  of  the  biggest  mistakes  people  make   with  retail  kiosk  content?   Forget about the context of use and equate it to a website  
  8. 8. MISTAKES…   1.  Don’t  use  exisHng  content  because  you  can   2.  Don’t  assume  that  more  is  be^er  
  9. 9. IS  A  KIOSK  THE  SAME  OR  DIFFERENT  FROM…?       Not  interac3ve       Digital  Signage       Varied  Interac3vity       Kiosk       Interac3ve       App  
  10. 10. CONTEXT  OF  USE   Part  2.  What  is  not  taken  seriously  enough  is…    
  11. 11. CONTEXT  OF  USE   is  the  actual  condiHons  under  which  a  given  arHfact   or  product  is  used  
  12. 12. CONTEXT  OF  USE  WITH  A  KIOSK  –  part  1   •  Not  expec)ng  to  use   •  No  )me  to  learn  how   •  Short  a5en)on  span   •  Standing   •  In  public  view   •  Visible  from  a  distance  
  13. 13. CONTEXT  OF  USE  WITH  A  KIOSK  –  part  2   •  Not  expecHng  to  use   •  No  Hme  to  learn  how   •  Short  a^enHon  span   •  Standing   •  In  public  view   •  Visible  from  a  distance   •  Capture  and  seduce   •  Super  easy  to  use   •  No  deep  content   •  Quick  rewards   •  Li5le/no  private  data   •  Take  advantage  
  14. 14. CONTENT  STRATEGIES   Part  3.  
  15. 15. ANSWER  THESE  QUESTIONS  FIRST   1.  What  is  the  context  in  which  people  will  use  your  kiosk?   2.  What  is  the  purpose  of  the  kiosk;  the  ROI?   3.  What  is  the  experience  that  you  want  people  to  have;  how  will   they  feel?   4.  What  content  do  we  need  to  fit  our  ideal  design?  
  16. 16. VIEWPOINT  KIOSK  
  17. 17. VIEWPOINT  KIOSK  
  18. 18. VIEWPOINT  KIOSK  
  19. 19. SUMMARY   1.  Consider  the  context  in  which  people  will  use  your  kiosk   2.  Decide  what  ROI  you  hope  to  achieve   3.  Design  what  experience  you  want  people  to  have   4.  Find  content  to  fit  your  ideal  design;  compromise  if  you  must  
  20. 20. DISCUSSION  QUESTIONS   1.  Why  does  a  kiosk  seem  necessary?   2.  What  were  the  goals  of  your  kiosk?   3.  What  was  your  content  strategy?   4.  Did  you  iterate  on  the  design?  How?   5.  How  important  is  ROI?  How  to  achieve?   6.  Do  you    consider  your  kiosk  successful?    
  21. 21. Dorothy Shamonsky, Ph.D. Director UX R&D Integrated Computer Solutions, Inc. @dr_dor