Dse2015 Content Strategies for Interactive Retail Kiosks
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Transcript of Dse2015 Content Strategies for Interactive Retail Kiosks
CREATING AND ADAPTING CONTENT FOR INTERACTIVE RETAIL KIOSKS Round Table Discussion Dorothy Shamonsky, Ph.D. 3/12/15
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
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?
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
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
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
IS A KIOSK THE SAME OR DIFFERENT FROM…?
Not interac3ve
Digital Signage
Varied Interac3vity
Kiosk
Interac3ve
App
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
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
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?
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
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?
Dorothy Shamonsky, Ph.D. Director UX R&D Integrated Computer Solutions, Inc. [email protected] @dr_dor Viewpointkiosks.com