Is a good product good enough to yield customer adaptation?

User experience is more important than we think

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Remember when Obama Care was first introduced?

Let me remind you what happened back in 2013 when Affordable Care Act (a.k.a. Obama Care) website was first launched. It had some serious issues; nobody was able to compare plans before purchase, broken links and it took a couple of tries before you could submit a form. That website simply sucked!!!

Not because it didn’t allow the public to purchase health care plans. It did in fact; 248 people had successfully enrolled by the end of the second day. The Act itself has indeed added value to the lives of millions of Americans since 2013. Americans who had no access to health care services were, for the first time, able to attain health care plans. The issue was in the way the service was provided; the website was not easy to navigate and use; information was hard to find on the site. The overall user experience was poor.

The cover of the Time Magazine 8/2009

User experience, or UX for short, is how a person feels when interacting with a product, whether it’s physical or digital. The term UX is widely used among software designers and developers and has been receiving a lot of attention, and even more so in the past few years.

UX Matters, and here’s why:

  • UX is not only about the aesthetics, but it improves accessibility, performance and usability.
  • One bad experience can turn a customer away from a product or a brand for life.
  • On the other hand, good UX can drastically improve product adaptation. Take for example, all of the BlackBerry users who switched to iPhone when it first came out 10 years ago (I know, I can’t believe it has been 10 years already)?
  • “A company can have the best product in the world, but if it isn’t presented to the right customers in the way they want to see it and can understand it, the company will fail.” – Laura Schjeldahl, Experience Architect.

Now the question is, How does this apply to Digital Signs?

You only have a few seconds to grab your audience’s attention. Within those few seconds you need to engage your audience and send a clear call to action.

To do that you need to pay special attention to

  • Content: Take a look at these blog posts for great content ideas
  • Physical Placement:  The position of the digital signs matters a lot.  The wrong placement will definitely yield inferior results. With the following simple guidelines you are sure to maximize reach and engagement.
    • Place your digital signs in the right place with high foot traffic. This is different for each type of business.  For a hospital, a waiting room seems ideal while for a retail store the window or above the register seems better.  Examine different areas within your place of business and conduct A/B testing if you are not sure where to place the sign.  
    • A/B Testing can be done by placing screens in the area where you think are appropriate for your target audience and then measure engagement and interaction for a period of time.  Keep only the ones that are effective and move the other ones to different locations where you can conduct more A/B testing. Repeat the process until you have identified ideal locations for all of your screens.
    • Not too high and not too low.  Place your digital signs at eye level or slightly above.
    • Position your display in a location with fewer competing visuals.  A place where there’s less clutter.
    • Finally, make sure that the lighting is right.  If you’re placing your sign in your store window, make sure that you screen is bright enough for the content to be visible during daytime while the sun is out.  But if the screen is in a dim place, make sure your screen can be adjust to lower brightness so it’s not too… annoying.

User Experience or UX is about enhancing the overall user interaction and making the user feel better about a product. Digital signage is not an exception, with simple tweaks you will be able to enhance your audience’s experience and yield better results.

Also, check out our posts for more content tools and tips. If you’re looking to install a digital sign, or create engaging content, we can help!

If you like this post, share it with your friends and colleagues via email or on social media, and you’ll have our sincerest gratitude!

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