There are static experiences and there are interactive experiences. Static experiences are passive, easy to ignore. Interactive experiences, however, engage the viewer in ways that stick in their mind, allowing them to drive the experience and discover what they want in real time. The trick, then, is to set up your experience in the right way to really be successful. With today’s technology, interactive experiences are becoming more affordable, especially on large-scale touch-enabled video walls. The following tips can help you plan your new interactive experience, putting your launch in a position to succeed without the harsh learning curve of an unsuccessful deployment.
1. Let Visitors Know That This is a Touch Experience
Unless it’s clearly stated, many people may be hesitant to touch an expensive-looking video wall. This doesn’t require a large flashy sign that says “TOUCH TO START” as long as it’s clear and obvious. We often hear that many people don’t even realize that a display is touch-enabled — they walk right by it. A clear message invites them to begin the touch experience.
2. Use a New and Enticing Experience
If your touch display is simply a replica of your website, people may simply pass by. Give visitors a new view into your brand’s content, one with a streamlined interface and easy-to-use navigation that offers a different experience than your main website.
3. Keep the Initial Interface Extremely Simple
No industry standards exist regarding touch wall interfaces, at least not yet. Every setup is different, and you’ve only got a matter of seconds to engage people before they move on. Thus, it’s critical to have an extremely intuitive interface that delivers an engaging experience while delivering key information. It’s worth investing in initial user testing on concepts and labels to maximize their potential.
4. Treat your Potential User as a Newbie to Your Brand
It’s safer to assume your audience doesn’t know your brand at all. That means avoiding acronyms or product names in your navigation and primary labeling. When users navigate through a new experience, unfamiliar terminology can be off-putting. Since display experiences only have a few seconds to catch a user’s attention, keep it simple and use everyday terminology until deeper into the experience.
5. Know Your Most Valuable Take-a-ways
Branding is all about message and how you deliver it. In today’s short-attention span world, it’s best to drill down to key things for visitors to take away. Some experiences just lead to endless information, which is difficult for visitors to retain. Pick up to three things you want your users to remember and focus on delivering those messages clearly and concisely.
Remember, the realm of digital experiences is still largely uncharted territory. There aren’t hard industry rules and standards. However, the above five points apply basic marketing principles to cutting-edge technology, allowing for a simple-but-effective foundation for your interactive display experience. Start with these and we’re confident you’ll set yourself up for success.