Developer's Guide

2-2
Cisco Interactive Experience Platform Content Creation Guidelines
Chapter 2 Design Considerations and Best Practices
Considerations
Considerations
It is very important to match your content to your business objectives. Depending on your goals, various
types of content work better in some environments than others. It is important that the content is
compelling and relevant. A good mix of content will keep users engaged. Branding should be consistent
across all your advertising media so that users recognize your brand at the kiosk. Consider limitations
of the video displays and bandwidth.
Audience
Effective communication starts with knowing your audience and understanding their needs. If the
message is not relevant to the audience, you may miss a prime opportunity to captivate your audience.
Content that has been specifically designed to appeal to a particular audience will always be more
effective than broad content for the masses.
Brand Consistency
It is important that the messaging and branding elements displayed on the kiosk are consistent with your
company’s brand strategy. Consider how other formats of advertising (in store, print, web, television,
etc.) complement one another. The tone of messages and images should be consistent. Colors and logos
should be consistent. Do the different formats of advertising complement one another or are they
unrelated?
Compelling, Relevant, and Current Content
Content must be interesting in order to draw users to the displays. To attract and engage users, the
displays need to offer something that a user would value whether it is information, assistance, or
entertainment. Customers will ask themselves “What’s in it for me?”.
Another consideration is message relevancy. The content needs to be relevant to the user. Just because a
message plays well in one country doesn’t mean it will play well in another. Content that has been
specifically designed to appeal to a particular audience will always be more effective than a broad
message to the masses.
Content should also be current and accurate. Outdated or inaccurate content, such as a promotion that
has already expired or inaccurate stock levels, will indicate to the user that the information on the kiosk
cannot be trusted.
Compelling, relevant, and current content should result in an action from the user - buy a product, order
a service, etc.
Playlist
One of the goals of a good content mix is to capture the attention of users and engage them for the longest
possible time. When planning your content, create content from multiple categories so that users do not
become bored by only one category of content.
• Advertisements: Create ads for your company, products, or services. Advertisements created for
other media such as television commercials or website could possibly be re-used for the interactive
digital displays; all they may need is to be shortened or simplified. Consider whether the