engaging platforms

Engaging Platforms PillarsThe Pillar for a Successful Engaging Platform

INTERACTION DESIGN

A referential book such as a handbook or manual.

Interaction Design: Digital Engagement Platform Pillars

Manifesto!!

The human experience is a complex and beautiful thing. We create, express, share, hope, think, love and do a million other things what make up

what we simply call “life”. !

We believe technology should amplify the human experience, not numb it. So we create things that break down barriers. Things that make life richer, fuller, better.

!This drive to create technology that improves the experience of life

isn’t just our belief, it is our passion.


PILARS!!

Products & Services Integration !

Transmedial !

Gamification !

Interaction !

Customization

The Blueprints: Engaging Platforms Pillars

Business & Products Integration


The first thing to create a platform for successful Engagement is define the largest number possible of points of contact between the platform and the product (or business). !The operation most famous and in this case is Nike+, named by Adweek digital campaign of the decade. !This success is not only due to the innovative use of technology but also to have used the Nike products as an integrated element of the eco-system of the platform. The fitness industry is one of the markets more active in this direction. The recent introduction and starting point for companies such as Technogym with his VisioWeb, is another good example of product-integration in the global landscape of interactive engagement platforms.

Customers can share training programs, schedules, invite to join or challenge friends or both inside and outside of gyms and manage their overall life fitness. But it’s not just the fitness industry to explore this approach. !Many other companies constantly try to define new points of contact between the product and interactive platforms. CocoCola, PepsiCo, Ferrero has always offered prizes or access code of interactive companion products. In particular recently the exploitation of P&G with Oral-B Toothbrush SmartObject. !In the coming years with the introduction of integrated payment systems on mobile devices will offer even greater opportunity in this area as will represent ‘the beginning of Product experience’ by the user.

BUSINESS & PRODUCT INTEGRATION


Transmedial


We should consider the platform as an independent advertising eco-system, accessible from any interactive devices. This access is never the same but it is suitable to the specific device, time-on access, location, type of user and type of use made of it. !More are the user experience customizations, more high is the interaction frequency with the platform. Some of the most frequent mistakes in the existing platforms is groped to re-create the same UX in all devices without considering the real needs of the users. !

To better understand this topic think to the Masai and Eskimo people. They live, dress and interact with the world in a different way because the Environment determinate it. Think to see a Masai living great in Africa and as well in the Arctic pole is insane. !And, as well customer expectation: If you buy a fashion magazine, you probably expect to browse a magazine printed on coated paper, but if you buy a newspaper you will expect a more simple rough paper and specific language. !Try to deploy the same UX of a website through a Computer and a Smartphone is how to think selling a newspaper printed on coated paper and with a bag-size format. !Finally, in any Interactive Engaging Platform, is require define multiply User Experience flow able to adapt to its fruition with an User Centric vision.

TRANSMEDIAL


Gamification


The ‘game-side’ of each platform is one of the most important aspect. People love to play, compete, receive rewards and to improve their conditions and possibilities action. !This approach is not new, many of the traditional business using this strategy like as the financial sector and in retail. Think of the Credit Card company and how many different cards offer to their consumers !Each card are different benefits, different models of rewards but most often the type of card rappresent your financial position and availability. The consumer likes to think he can improve his condition, moving to a “next level”, acquiring the right to apply for a card of greater prestige. !

Another good example is Shake Shack, one of the most famous New York Hamburger because it uses a fun method for serve their customers. !The customer having ordered and paid for is with a device that will play and Lighting when your order is ready to be picked up at the counter. !But one of the most obvious examples in recent years are platforms like Facebook, Foursquare. In facebook the game of ‘collecting’ friends or Like quickly turns into a kind of mission where most friends you pick up more you will be gratified. This generates a huge viral traffic and self-promote for the platform. !Foursquare in fact often reward their users with Badge earned based on the type and quantity of places that identifies by each user with a’ check-in ‘, thus gaining a new level qualification their customers.

GAMIFICATION


Interaction


Share, share and share, this is the secret to growth in every business. the sharing of information, opinions and knowledge creates more competition and more trade. !The customer must be part of the advertising platform and make a contribution to share with his friends. the contents introduced in the users network must be customizable, simple and create discussion or offer opportunities to the users to use it like as element for collaborate and build something new. !The recent solution for ‘check-In place’ in Facebook or Foursqure explains well as a concept, where the cooperation of members and acquaintances to provide information on a store or restaurant determines a low or a high rating. !

In the past we have seen many successful “collaborative” campaign cases like as the “FIAT 500 Wants You” (2008), where the cooperation of customers to provide specific ideas and realize the new fiat500 before it was produced and sold in the market. do not forget also Pepsi Refresh Project and It’s: my: time of Benetton (2010). !Another recent example of a successful business is represented by companies like as KickStarter and GroupOn where many companies sell their products within this community of buyers like an Engagement Investment. !The success of these two company is given by the possibility of individual users to buy certain goods at reasonable prices or with an exclusivity access based on their frequency of purchase or by the amount of customers simultaneously present in the network. More participants more low price.

INTERACTION


Customizable


Different experiences for different people, tastes and points of view. that ‘s the final key to the success of any interactive campaign. !The “storytelling” campaign must be flexible and customizable to different interpretations of each person. !We must be able to move our consumers in the same place regardless of their age, culture, level of knowledge and intelligence. !Every consumer must be able to build and customize their experience with the brand and the campaign. think of Starbucks where people ordering specific products lists at the same time, they can customize them in all ways and at any time. !!

Once outside the shop every consumer has created such a personal experience with the product, sometimes only one that often leads to sharing with their friends and acquaintances. !People love to be masters of their own lives and decide to follow a story or be free to choose and decide to change and what to do.

CUSTOMIZABLE


Toolbox


TOOLBOX

Product & Business Integration Transmedial Gamification Collaboration Customization

Define list of activities or features Define list of activities or features Define list of activities or features Define list of activities or features Define list of activities or features

Define list of requirements Define list of requirements Define list of requirements Define list of requirements Define list of requirements

Define list of barriers Define list of barriers Define list of barriers Define list of barriers Define list of barriers

The Platform Design exercise is fill this grid in each pillars


Experience Path


EXPERIENCE PATH

The UX Cycle is a mapping of the user journey with the product/platform though the three main events: !• Engagement: how we engage the user • Interaction: how we interact with the user • Reaction: how we want the user react with the product/platform • Sharing: how the user share his product/platform experience • Completion: What are the results collect at the end of the full

experience cycle of the product !

Though all these three events, the matrix map identify: • Activities: what to do • Goals: What archives • Barriers: What are the barriers in the step !The delivery of this matrix will be a schematic grids 5x4.

1 Second to Engage 2 Seconds to Interact 3 Seconds to create a Reaction


PRODUCT / PLATFORM EXPERIENCE

User Experience Cycle Engagement Interaction Reaction Sharing &

Partecipation Conclusion

Goals Define Goals of this step Define Goals of this step Define Goals of this step Define Goals of this step Define Goals of this step

Activities Define Activities required for the goals of this step

Define Activities required for the goals of this step




Questions Define Consumer questions could born of this step

Define Consumer questions could born of this step




BarriersIdentify the consumer and

Environment barriers for the goals this step

Identify the consumer and Environment barriers for the

goals this step


goals this step


goals this step


goals this step

www.mircopasqualini.com

Thank you.

Author: Mirco Pasqualini, April 2014

engaging platforms

Design

interactive platforms

successful engagement

interaction frequency

business product integration

interactive devices

existing platforms

human experience

experience of life isnt