Interactive Digital Signage
Interactive digital signage can be found in many locations - department stores, electronics retailers, automotive shops and more. While there are new interactive applications on the horizon, when most people think of interactive digital signage, they think of kiosks.
We've all seen them - little booth-type structures with a computer monitor inside. Most use a touch screen interface, allowing users to select options with just the touch of an onscreen button.
The applications of interactive digital signage are many. Using the locations listed above, we can see the many ways kiosks are used:
• Department stores allow customers to access gift registries online. Customers can view the full list of items on the registry and see which ones are already purchased. They can also print the registry to make shopping easier.
• Electronics retailers offer kiosks to help customers compare similar products. Users can find product reviews, detailed specs and warranty information.
• Automotive shops allow customers to check the store's catalogue for specific parts. Within a few seconds, a customer can tell whether the wiper blades, filter or tires they need are in stock. From there they can review specs and pricing information.
These specific examples show how interactive digital signage expands a retailer's customer service capabilities and demonstrate why it is popular with customers.
But for any kind of interactive digital signage to be effective, it must be designed well and suited to its intended use. In the headline of this article we referred to the KISS principle - keep it simple, stupid. While we are not calling anyone stupid, that is exactly how your customers will feel if the interface you design is not easy to use.
No Shortcuts
According to a 2005 article on Kiosk Marketplace, when designing content for their kiosks, many businesses simply replicate their Websites. This is a mistake. While there are components of a Website that can be re-used, the site cannot be copied wholesale.
Why? People stand at kiosks and do not want to spend long periods of time there. Websites are designed for longer use, and have trickier navigation that does not translate well to the touch screen environment. As the Kiosk Marketplace article stated, the information structure in interactive digital signage should be wide and flat, not narrow and deep, to ensure fast and easy access.
Keep Your Design and Message Simple
Why is simplicity so valued in interactive digital signage? A complicated or tricky interface will deter customers from using the machine and make them feel, as we said above, stupid. Once they have turned away, they are not likely to try again. A valuable opportunity to connect with customers will be lost, along with the investment you made in your machines.
Before you start designing your interface, you need to be aware of what your customers need. Here are few pointers, culled from various sources on the Web:
• People have no knowledge of how to use your machines. Your kiosk must appear simple and guide them through the process.
• Customers are under no obligation to use the kiosk. If they get frustrated for any reason, they will simply walk away.
• Kiosks must attract user attention and one of the best ways to do that is with an inviting, easy-to-use interface.
How can you design simple but effective interactive digital signage? Include:
• large buttons and simple navigation
• clear signs of which buttons are "touchable"
• few choices with the most important information up front
• simple touch screens with no menu bars or scrolling
• lots of feedback to users so they know they have done the right thing
• no more than four "clicks" to move to new information
