Interactive Touchscreens: Understanding Desired Outcomes
Currently, there’s quite a bit of discussion in the “blogosphere” about “Stealing the Experience.” Mike Wittenstein has written recently about this; you can see a blog post here.
If you haven’t seen the articles, the concept implies creating copy, content, even complete environments based upon what is working for other brands or businesses. The goal: quick solutions to a need or a changing environment.
|Delivering content designed to enhance the experience!|
“Stealing an Experience” doesn’t work, says Wittenstein, because the experience depends on the business culture, environment and product — and, most importantly, the customer.
As a result, every business needs to understand the customer’s desired outcome and then focus on delivering towards that outcome.
When CPS designs a touchscreen system, we always ask about the product, the consumer, the demographic. If the product is 55+ housing, does it make sense to “hot spot” schools? Sometimes, the answer might be “yes,” and the experience is enhanced by including schools — and the consumer thinks: “These people understand 55+ consumers may need to think about schools!” In other cases, highlighting schools only makes the consumer think: “Why does this system spend so much time talking about schools?” Notice the word “system” in that sentence!!
Your interactive touchscreen system needs to incorporate appropriate outcomes to become part of a successful buyer experience. If it does, it brings value to your customers and profits to your business!