Developer's Guide

4-4

Cisco Interactive Experience Platform Content Creation Guidelines

Chapter 4 Content Management

Conduct a Pilot and Revise Content as Necessary

Once the content has been approved, it is a good practice to conduct a pilot in a few locations. A pilot

allows you to test the effectiveness of the design and relevancy of the content. You can also test multiple

designs or messaging to see which ones have the most positive impact. When conducting a pilot,

consider these best practices:

• Conduct at least one pilot in a high traffic location and one in a low traffic location. What is the

percentage of people who stop and interact with the kiosk versus people who walk by it? Does the

amount of traffic and placement of the kiosk affect how many people engage with the kiosk? If it is

a high traffic area, does the content need to be presented in shorter spurts to grab attention as they

walk by it?

• Spread the pilots to different parts of your operating territory so that you can deduce whether certain

parts of the city, region, country, or world react better to the content. Does the content need to be

localized or translated?

• Monitor activity throughout the day. If there is more interest in the morning, what can you do to the

content to engage consumers in the afternoon?

After the pilot has concluded, determine whether you need to revise the content before rolling out the

solution.

Measure Effectiveness

You will not know if the kiosk is a success or failure without collecting data and analyzing it to determine

whether your business goals have been met. Measuring the effectiveness of the current design and

content will help you determine future design elements, layout, and content types. The following actions

will help you measure the effectiveness:

• Determine sales increases: Compare pre-kiosk and post-kiosk sales. Compare sales in stores with

kiosks to those without kiosks. Evaluate whether up-selling or cross-selling of products or services

occurred when they were advertised on the kiosks.

• Observe consumers/commuters: Do they appear engaged? Are they using the applications? Do they

seem confused or frustrated by any content? Do they seem bored or uninterested by any content?

What is the average time spent interacting with the kiosk? What do they do after using the kiosk?

Do they purchase a product or service after using the kiosk?

• Conduct interviews: Interview consumers/commuters immediately after they have interacted with

the kiosk.

• Use surveys: Ask users to fill out a survey about their experience. Would they use the kiosk again?

Are they more likely to buy after using the kiosk?

All of these data points will help determine the level of success.

Update and Refresh Content

Content will need to be updated and refreshed throughout the year. When you created your content plan,

you should have included when content would be updated, such as when new products are released or

prices change, and when content would be refreshed (once a month? every 3 months?). Stick to that

schedule and revise as necessary.