5 Mistakes To Ruin The Interactive Experience

Small bugs and errors can often lead to big problems when it comes to building an effective interactive experience from start to finish. What mistakes are you likely to make? Let's take a look.

1. The content does not have enough depth

With advertisements and news everywhere, people have become accustomed to ignoring uninteresting information. If you're going to invest your time and money into building an interactive experience, such as selling shoes, it's best not to post a bunch of photos of people wearing shoes. Take the time to really understand what your audience wants to know about shoes. What do they make, how special are they, and do they fit me? Remember, interactive digital experiences aren't just about clicking on billboards or magazine ads.

2. The user interface is too complex or confusing.

Users need to be able to know exactly what to do when they approach the screen. If you have the best information in the world, if it's too hard to navigate it will be thrown away because it doesn't matter. And be careful, because just because you think it's a great user interface doesn't mean your target audience will. Don't go from concept to deployment without doing some user testing.

3. Assume your users' needs

People only buy what they think they need. So, unless they walk into your space and choose to buy your product, it's your job to help them make that choice.

Here's a quick outline decision process:

A person recognizes that he has a problem or need. Know that there is a product or service that these issues/needs - your product or service, not your competitors', is one that you give them. Therefore, you need to provide it to attract the needs and desires of the audience to arouse the interest of buying.

4. "click here to start" button launches a loud infomercial or commercial.

If an electronic billboard starts yelling in the middle of a public space, I do two things. First, I'm going to press the button very quickly again, trying to stop it. If not, I'll leave the scene. Whether this is an effective form of marketing, I am shocked that it is still in use. Even if the information is useful, the delivery system is too intrusive. People don't want to be drawn to public Spaces like this. It won't work. It shouldn't be done.

5. Your screen is too small, dark and dazzling

If your deployment will be a big one, I understand the strong desire is to be economical. But be careful. There are a lot of big deployments, where hardware gaps are completely ignored. A small, dim screen, or worse, a black screen is an absolute failure that can damage your brand. Some companies actually pay but get negative equity in their brands.