What Do You Need For Killer Audience Engagement

Having difficulty making your audiences stick around to experience your products? Read up on how killer audience engagement strategies can help in making them stay.

What started as digital signage has now evolved into the interactive kiosk. A touchscreen device housed in a secure enclosure is powering web-based interaction that a customer can engage with at her own pace. Marketers are using this new point of interaction to attract customer attention, provide her with information about products, collect customer feedback and information, provide customer support and even as a point of sale. Interactive kiosks are versatile, can achieve deep audience engagement and be used in a variety of retail spaces.

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Here are a few things that your kiosk needs to increase audience engagement.

Be context-aware

An interactive kiosks can be versatile, and deliver great experiences, but it is important to remember the context in which they operate. For example, if your kiosk is meant to register participants entering an event - it is important that it takes up minimal user time. Remember that a speedy registration is the best way to start a business event - the opposite could put the participant in a bad mood for the whole event. You may want to print badges, customized agendas, visitor guides and a lot more - but better make them easy to opt out of, so that only the interested users get to select the options for such add-ons.

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Equally important is to understand the limitations of the location where the kiosk. For instance, when mounting a campaign to run in the subways Redbull forgot that connectivity would be poor underground. This resulted in users failing to scan QR code that was needed to trigger the interaction, turning an otherwise impressively designed campaign into a big failure.

Simplicity

Interactive kiosks are designed to allow customers to interact with the brand without assistance from a salesperson. Not having another person watching over their shoulder is something customers value the most. As such, it is important that the kiosks are intuitive and have kiosks that engage audience with uncluttered screens that invite them to interact. Simplicity makes the audience want to stand and watch, whereas complexity makes them want to use their time somewhere else. 

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A kiosk designed for wayfinding or healthcare screening has to be designed in a manner that delivers the required information to the user as soon and in a comprehensible manner. Each screen that the user sees must tell them where in the interaction process they are and what is the expected input required for them, infact, there should be no confusion about the choices that they can make. Typically, interaction screens should do away with most on-screen elements and these should be used in a manner that guides the user to the most appropriate interaction expected.
Further, interactive kiosks should have a consistency in graphics, colors, font styles and screen layouts it uses. Avoid using small buttons, and use Yes/No option only when strictly required. It is always better to use descriptive text explaining the functionality on the buttons, as Yes/No option create a moment of indecision which is best avoided. Use relative size and color gradients to show relationships between options, where needed.

Engage more than one sense

Interactive kiosks do not just have to depend on visual interaction. To engage your audience, it is important for the kiosk to move beyond the visual and tactile senses. An effective sound design that lets the user hear the clicks and confirmation beeps can go a long way in assuring the user that she is on the right path. But do not go overboard with a full-blown narration, unless it is required for the purpose the kiosk has been designed for. If the narration takes longer than the user needs to understand the state from the visual feedback, the user is bound to feel irritated.

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Further, it could become a distraction and even annoy the user if it draws unwanted attention to her. The same applies to use of music, while an arcade game being run on an interactive kiosk will benefit from music that amplifies the user's response, it can turn-off interaction in a more serious context.
Further, all successful kiosks have a clear call to action on each of their screens. At no point should the user feel confused about how to take the interaction forward. This is especially important if the audience is lined-up to use the kiosk, as any hesitation would make the user conscious of the queue pressing on her.

Specific is terrific

Interactive Kiosks are best when they are used for specific and clearly defined tasks. Overcrowded screens and multiplicity of functionality can lead to user confusion and result in a disappointed audience. If you are trying to port a website experience to a kiosk, remember that hyperlinks and hover effects do not work well on a kiosk interface. Further, you will have to par down available options and content to match the form factor of the kiosk and improve audience engagement.

Promote your kiosks

Research has shown that close to 85% of adults prefer self-service kiosks over assisted service from a human actor. This means there is tremendous interest in kiosk deployment and once they use it, your customers will keep returning to the kiosks rather than the human counterpart. But, your audience has also got used to how your business premise is laid out - and therefore you need to promote your kiosk. Use visible signage to direct the customer to the self-service kiosk, and soon enough they will complain when the kiosk is not available. It will become an expectation and not something that delights them beyond their expectations.

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Use human “stewards”

This may sound counter-intuitive and goes against everything a self-service kiosk is supposed to achieve. But the fact remains that people resist change and may feel trepidation when trying out a new system, this trepidation can easily be overcome with help of customer service staff. If a trained member of the staff steps in to clarify the functionality of the interactive kiosk and provide a short guide on how to use it, the customers are more likely to adopt the kiosk and become dedicated kiosk users.

And just incase you want to see some of our audiences engage in experiences created by us, check out this activation we did for RCB 2018