software
With the self-service journey start with engagement and consider the customer journey from initial attraction all the way through to fulfilment
By Ziver Birg , Founder and CEO of ZIVELO – www . zivelo . com
For public computing solutions like kiosks , digital engagement is different . Although kiosks have interactive displays and computer processors to deliver the digital content experience , the device doesn ’ t belong to a user . Kiosks are owned by a business or brand and have been placed in a physical space to provide a point of access to solve a problem for an end user . Because the device is in a public environment , the user doesn ’ t feel the same possessiveness that they do for their smartphone , computer or tablet .
As such , when planning a kiosk deployment , project teams need to think empathetically about the experience of the end user , and build engagement on three levels :
1 . |
Object attraction |
2 . |
Content interaction |
3 . |
A fulfilled transaction |
The first three seconds : the power of object attraction The world is saturated with visual information . In public spaces like shopping malls , content and advertisements line the walls . In corporate centres , information zones are established and quickly overcrowded with memos and out-ofdate directories .
For an end user to cut through the clutter they need to see an object and make the choice to approach that object . Object attraction is a direct response to the end user ’ s aesthetic preferences . Said another way , the decision to get into a one-to-one experience with a public computing device is because an end user finds the object beautiful or interesting , and wants to see it more closely .
The next thirty seconds : the essential value of content interaction Once a user reaches a public computing device , the interactions of the display need to reinforce the initial decision to approach . This is where content engagement is key . It does no good to have an attractive piece of hardware if an end user ’ s attention can ’ t be held . Users need to feel supported by the digital interactions and enjoy the experience . More importantly , they need to know what to do , either intuitively or through a wellguided process . The content needs to empower the user to make rewarding choices within the interface and to build up their personal confidence with the platform . Without interesting or engaging content , users will get distracted and walk away .
The last three minutes : the pathway to a fulfilled transaction From searching for product availability to entering personal information like credit card details , the project team needs to keep the customer in mind and be sure to consider all the factors that impact the transaction process . Deploying a kiosk can simplify and expedite existing processes , but only if the consumer can engage with and trust the solution . Through learning the interface , confidence in the user experience increases and the user is able to complete the transaction flow or decision sequence . And from a business benefit perspective , achieving the end goal is essential in justifying the ROI of any kiosk installation . n
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