Developer's Guide

4-3
Cisco Interactive Experience Platform Content Creation Guidelines
Chapter 4 Content Management
Design and Build
• Reason for their visit: What is the reason that customers are coming to your establishment
(shopping, traveling, commuting, conduct transactions, becoming informed, etc.)?
• Needs and desires: What are your customers’ needs? What do they desire? What are their
expectations?
• Buying patterns: What is the average amount that customers spend per visit? Do they commonly
increase their purchases if a sales associate up-sells or cross-sells? Are they influenced by trends?
Are they motivated by promotions or offers? Does in-store financing increase their purchase
amounts or frequency? Does an in-store loyalty program increase their purchase amounts or
frequency? How often do customers return to the store (once a week, once a month, once a month,
once a year)? What is the average time that customers linger in front of a store display or examine
a product?
If you want to attract a new audience, compile a profile of that audience too.
Once you know your audience, you are able to focus on their needs and direct communications that are
relevant and compelling, and which ultimately drive results.
Design and Build
Before you begin, read Chapters 3 “Design Considerations and Best Practices” and 4 “Layouts” for
design tips and ideas.
Step 1 Create a template in Photoshop.
Step 2 Define screen resolution.
Step 3 Define color palette, font, font size, and other branding elements.
Step 4 Determine the number of zones needed or desired.
Step 5 Define placement of zones with fixed content: logo, time and date, ticker, services buttons, and
disabilities assistance button.
Step 6 Define placement of other zones such as for applications and advertisements.
Step 7 View your design on a display with the same resolution as users will use.
Step 8 Re-design zone placement and any other design elements as necessary.
Obtain Approvals and Buy-In
Content approval by leadership and key business teams within your company is critical to ensure that all
messages are appropriate and aligned with the advertising strategy. Final approval can rest with a single
person, such as the Vice President of Marketing, or a department. Establish a procedure to get subsequent
content approved in the future.
Employee buy-in is also important as it builds momentum within the company and at the branches. If
employees see the value of the content, they are more likely to encourage consumers/commuters to try
out the interactive displays. To get buy-in, educate those employees who will be in
stores/branches/stations/terminals as to why the interactive displays are being deployed.