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By Ziver Birg – Zivelo

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 does not 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 does not feel the same possessiveness that they do for their smart phone, 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, and 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 In corporate centers, information zones are established and quickly overcrowded with memos and out-of-date directories.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 well-guided 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.

Let us help you navigate the self-service technology landscape

ZIVELO has built a reputation of excellence in product design, product quality and total cost of ownership over the past decade. Focused first on the consumer, the company has worked year over year to perfect the product experience to ensure our customer’s end customer has the most engaging and inviting experience possible over the life of the deployed solution.

Photo Credit: iStockPhoto.com

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