First Moment of Truth in digital signage environments: Bill Gerba's Words of Wisdom

Here is the link to a great discussion about FMOT and the user or customer experience in a range of environments that include digital displays: 




Examples of the First Moment of Truth in Digital Signage 
Bill Gerba, The Digital Signage Insider, 5/24/12

Pervasive Retail Part I: Web UX Meets Retail CX - Screens Large and Small at the Mall, Revisited

If you follow my blog(s), you know that I have a passion for interactive displays in public spaces, and that I enjoy watching how various technologies converge, jump across platforms and devices, inter-operate, and re-purpose over time.  

The best places for watching this unfold, in my opinion, are airports, malls, shopping districts,  and larger "big box" establishments, where the Web meets Digital Out of Home (DOOH), old-fashioned kiosks morph into multi-touch screens and gesture-based windows, and visual merchandising meets technology, digital culture, architecture, and consumer metrics.  At the center of it all is the user/consumer - regular people, moms, dads, kids, teens, the elderly, the disabled, the hurried and the worried. Adding to the complexity is that an increasing number of people who are out-and-about are tethered to various mobile devices.

In scholarly tech circles, the concept of DOOH is known "Pervasive Retail".  The explosion of mobile devices and ubiquitous screens has fueled the fire for research, and is the focus of the current issue of IEEE's Pervasive and Ubiquitous Computing.   

Despite the influx of technology, no-one is exactly sure how to do it quite right.  (I have some ideas, which I'll save for a future post.)

If you are interested in learning more about concepts related to "pervasive retail", the Retail Customer Experience website is a treasure trove of information related to DOOH, digital signage, multi-channel retailing, in-store media, kiosks, interactive touch screens and windows, related metrics, and more, with stories about real-life technology implementation.

Mall Video

The following video, taken with my handy HTC Incredible, provides a quick sampling of the screens I encountered during a recent visit to South Park Mall, in Charlotte, N.C.  The last screens in the clip were taken in the Brookstone store, and will be included in another clip that focuses solely on all of the screens that were scattered about the retail space.  

I have a hunch that some of the smaller displays in the Brookstone store were iPads.  iPads and tablets have great potential for use for shelf-level in-store interactive visual merchandising deployments, given the right apps and mounting systems. (See iPads as Cheap Digital Signage, by Tony Hymes of DOOHSocial and the video about Premier's iPad mounts, for more information.)

Much of what you'll see in the following video, taken at the same mall in December of 2009, wasn't around during my most recent trip:

Screens Large and Small at the Mall

Interactive Coke Machine and Kid at the Mall

I was sad to see that the interactive screen on the Coke machine  had been replaced by an ordinary one.  Part of the problem, I think, is that the interactive display was too busy and as a consequence, made the goal getting a quick drink a bit too complicated for the average thirsty customer, as seen in the video below:

Touch Screen Coke Machine at the Mall: 90 seconds to get a coke!

RELATED

Previous Posts:

What is DOOH and Why Should We Care?

Quick Link:  Bill Gerba's Updated Graphic of the Digital Signage Ecosystem

Digital Signage and Digital Out of Home (DOOH), via The Digital Signage Insider, Digital Signage Today, and more

Interactive Visual Merchandising, Interactive Window-Shopping at Nordstrom, Downtown Seattle:  "Writing with Light"

Window Shopping in the Web Outside:  Interactive Window Displays (videos and links)

Close Encounter with "Best Buy On": Example of a multi-channel marketing approach using in-store media and an online magazine 

Video: Gesture Interactive Window Display at Repetto Store in France, by the Marcel Agency
Interractions (ACM) Cover "Proximic Interactions: The New Ubicomp?"; Plus - Close encounters with displays at the airport and JC Penney. (Briefly touches on the topic of accessibility/usability/universal design of displays in public spaces, an area in need of further research.)

The World Is My Web Browser: Interactive Technology in Public Spaces

References and Resources (Partial List)

Fujitsu's Pervasive Retailing (pdf)

Ron Brunt, InTouch with Retailing Whitepaper, 1/15/06

When all the world is a screen

Brian Monahan, IPG Emerging Media Blog, 4/15/11

When all the world is a screen (The video is worth taking the time to watch.)

Narayanswami, C.,  Kruger, A.,  Marmasse, N. Pervasive Retail, IEEE Pervasive Computing

April-June 2011 (Vol. 10, No. 2) pp. 16-18 1536-1268/11/$26.00 © 2011 IEEE 

References from the Pervasive Retail article:

Mobile Retail Blueprint, Nat'l Retail Federation; www.nrf.commodules.php?name=Pages&op=viewlive&sp_id=1268 .

G. Belkin, Pervasive Retail Business Intelligence, Aberdeen Group, Apr. 2010; www.slideshare.net/AxiomConsultingAustralia pervasive-retail-business-intelligence .

R. Wasinger, A. Krüger, and O. Jacobs, "Integrating Intra and Extra Gestures into a Mobile and Multimodal Shopping Assistant,"Proc. 3rd Int'l Conf. Pervasive Computing (Pervasive), Springer, 2005, pp. 297–314.

A. Meschtscherjakov et al., "Enhanced Shopping: A Dynamic Map in a Retail Store," Proc. 10th Int'l Conf. Ubiquitous Computing(UbiComp 08), ACM Press, 2008, pp. 336–339.

C. Stahl and J. Haupert, "Taking Location Modelling to New Levels: A Map Modelling Toolkit for Intelligent Environments," Proc. Int'l Workshop Location- and Context-Awareness (LoCA), LNCS 3987, Springer, 2006, pp. 74–85.

Cross-posted: The World Is My Interactive Interface blog

Link: Where Digital Signage Software is Going - interesting thoughts about DOOH from Dave Haynes of Sixteen:Nine

WHERE DIGITAL SIGNAGE SOFTWARE IS GOING
David Haynes, Sixteen:Nine




RELATED
Sixteen:Nine
The Preset Group
PressDOOH
Five Second Media

Bill Gerba's Words of Wisdom about Digital Media Content (Via Digital Signage Insider)

In this article, Bill Gerba, of WireSpring, discusses his approach to testing digital signage content.  The article is one in an on-going series of articles:


Testing Digital Signage Content: The Need for a New Approach
Bill Gerba, Digital Signage Insider, 3/24/11


From what I've seen regarding the digital signage and displays when I'm out and about,  there is a need for folks in this industry to heed Bill Gerba's advice!  FYI: I've embedded a slide show at the end of the post that includes over 200 shots of digital signage and related "DOOH".


RELATED
Digital Signage Screen Placement:  Targeting the Attention Zone 
Bill Gerba, Digital Signage Insider, 12/17/09

• Digital Signage Screen Placement: Understanding Store Layout
• Digital Signage Screen Placement: Angle, Height and Text Size
• Digital Signage Screen Placement: Modeling Consumer Behavior

Making great digital signage content: Composing shots and scenes
Bill Gerba, Digital Signage Insider, 5/15/08


Lots of "DOOH"

Saturday Quick Links: Digital Signage and Digital Out of Home (DOOH), via The Digital Signage Insider, Digital Signage Today, and more

The links:

Walmart and Microsoft Talk Up Digital Signage at the NRF
Bill Gerba, The Digital Signage Insider, 1/14/11
Wirespring


NRF: Walmart unveils ROI data for in-store digital signage campaigns
James Bickers, Digital Signage Today, 1/10/11


"C-Tailing" (Converged Retailing)  - NCR
NRF: Convergent technologies on the retail horizon
Cherrhy Butler, Digital Signage Today, 1/11/11

RELATED
Connecting Your Business to Devices and Customers with Windows Embedded

View more presentations from Microsoft Windows Embedded.
Barb Edson, Sr. Director of Marketing, Windows Embedded

Here are a few resources related to this topic:

4th Workshop on Pervasive Advertising (topics)

The Web Outside: Exploring place-based social media 

(LocaModa blog)

LocaModa's whitepapers

Blogs:

Digital Signage Today

Daily DOOH

The Digital Signage Insider

COMMENT
Designers and developers need to think about off-the-desktop technologies as a new form of the web/internet.  Information architects who understand interactive media/transmedia, cross-display/device, cross-platform, and interaction design within a broader context are sorely needed in this space.  


The presentation below, by Chris Thorne, Lead Information Architect and User Experience Consultant working for the BBC, provides a good overview about this topic:

Ubiquitous IA (Information Architecture): Building for change and web 3.0 

View more presentations from christhorne.
Chris Thorne

Stay tuned!

Over the past months I've been gathering video and photos of my encounters and interactions with digital signage as a consumer/customer/user during my every-day activities such as shopping, traveling, vacationing, and so forth, which will be included in a post or series of posts in the near future.   


I have content related to interaction with various QR tags,  interactive kiosks, interactive displays and TV on a cruise ship, an interactive touch screen at J.C. Penny, and more.  If you are a regular reader of this blog, you know that my interests include user experience of DOOH, interactive displays in public spaces, and so forth.  


Note:  Despite all of the technological innovations in this converging field, issues related to context, usability, and accessibility are not consistently addressed from a broader systems point of view.

"Does TV Content Work on DOOH" - Words of Wisdom from Bill Gerba

Bill Gerba blogs about DOOH, which stands for "Digital-Out-of-Home", focusing on displays and kiosks in public spaces that offer dynamic and/or interactive content, usually for the purpose of advertising and marketing.   If this is an area that interests you, take a look at Bill Gerba's most recent post, "Does TV Content Work on DOOH?  Maybe, Maybe Not" - WireSpring: Digital Signage Insider (9/24/10)


Gerba refers to a "Marketing Funnel" graphic to illustrate some of his points.  Six of the seven concepts represented in the graphic, shared below, might be useful to think about for people working in the field of public displays for purposes other than advertising or marketing:





Most of us have noticed that there are many more large-screen displays around.   Some displays intrusively attempt to grab your attention through loud and garish informercial-like content.   Some are designed to be interactive and pleasant, but go un-noticed by passers-by at all!   


There still is a long road to go.


The good news is that a small (and growing) number of scholarly researchers are focusing their attention to displays situated in public spaces, as mentioned in my previous post, "PD-NET Project: Exploring large-scale networks...of pervasive public displays."

Osmosis: Multi-touch systems for... everywhere!

Not long ago I had the opportunity to chat with Stuart McLean, the founder of Osmosis, a company that delivers customized multi-touch systems of hardware and software that support human-centered natural user interaction.   Stuart has many years of experience working in more traditional IT/business roles, and knows from this experience that there is  better way to support  human computer interaction, including interaction between people.

Like many of us in the "NUI" community, Stuart was impressed by the video of Jeff Han's 2006 TED Talk, which demonstrated a variety of awesome multi-touch, multi-user applications on a high-resolution drafting table.  Stuart saw the importance of natural user interfaces and interaction and became involved with the NUI Group, a "global research community focused on the open discovery of natural user interfaces". 

Unlike traditional tech companies, Osmosis is a collaboration between a global network of engineers, designers, and developers who share the "NUI" vision. This collaboration enables the company to provide solutions for clients across a range of countries, cultures, and domains.


Below is a photo-gallery of some of the applications and systems developed by Osmosis:


Multi-touch by Osmosis

GALLERY

As you can see from the gallery photos, Osmosis provides a range of possibilities for their clients and potential clients.  All of the displays are high-definition.  Some are projection-systems, and others are displays with multi-touch sensing technology.  Since the construction is modular, a variety of form factors are available.  High-quality surround and domed sound systems are available.  Applications include information kiosks, point of sale/digital signage, hospitality, presentation and training, education, and audio-visual performance and production.  Osmosis also provides applications that support interaction with tangible objects.

Below are two videos that give a taste of what Osmosis is all about:

OSMOSIS DEMO REEL

Demo Reel from Osmosis on Vimeo.

MULTI-TOUCH EVERYWHERE

MT Everywhere from Osmosis on Vimeo.

I can see where some of these applications would be great in K-12 educational settings.  Just look at the joy on the faces of the kids in the Multi-Touch Everywhere video!

(Short video clips of the Osmosis applications in action can be found in the showcase page of the company's website.)

GestureTek & Sprint's Interactive Wall: 3D depth-sensing allows wall interaction with a cell phone.

I missed this one! The video and photos below are of the Sprint Center Interactive Wall, powered by GestureTek's 3D depth-sensing system.  The media art was created by Takashi Kawashima,a designer/media artist who lives in San Francisco.   He has an MFA in Design| Media Arts from UCLA.

The interactive display can be controlled by a cell phone.



YouTube description/plug:
"GestureTeks 3D depth sensing technology powers an attention-grabbing interactive digital signage system for telecom leader Sprint. The 3D depth sensing interactive display screen, with mobile phone connectivity, tracks peoples body movements, and responds by sending a Sprint promotional message that follows them the entire length of the interactive billboard. The interactive motion-detecting advertising message invites users to create their own personalized interactive wall art on Sprints gesture control screen, by calling Sprint on their mobile phone. GestureTeks 3D tracker is the heart of the system. Installation lead: Mission Electronics. Creative: Goodby Silverstein."

The Instant DJ application looks fun!  It allows you to mix the music tracks on the large display with your phone.


Phone Painter:  Sprint Center Interactive Wall



Instant DJ



Now Widget


RELATED
Sprint Uses GestureTek 3D Tracking & Control System for New Interactive Digital Signage Campaign
GestureTek Announces 3D Gesture Tracking Initiatives for Sprint and Hitachi; Shares New 3D Patent Information

SOMEWHAT RELATED
GestureFX:  Next Generation Pediatrics Business Case (interactive floor for a pediatric clinic's waiting room)
AirPoint Hand-Tracking Unit for Mouse Replacement and "Point to Control" Interactivity

Cross posted on The World Is My Interface blog

McDonald's Digital Signage "Interaction" in Piccadilly Circus

McDonald's has launched a fun approach to interactive marketing in the UK. The following video shows passers-by interacting with the content of a large digital billboard in Piccadilly Circus. Watch all of the poses!

Advertising without the annoyance. Cute.

McDonald's Piccadilly Circus Flickr Group









I can see this concept spreading. Outdoor signage is going digital, and the web will connect it all!

V12's Dual-Touch-screen Canova: Multi-touch could support applications for universal design, education, and assistive technology.

V12 Design is a company with offices in Italy and Australia. It is developing the second-generation version of Canova . Since the product will not be on the market for at least 16 months, no pictures of the newest version were available. The first version is depicted in the photos below:

Canova Generation 1#


(Photo via Gizmodo; depicts the first version of the dual LCD laptop.)

According to information from LaptopMag, Conova was..The first-generation model....was envisioned to transform from a sketch pad, to a writing pad with an electronic pen, to a newspaper."



From the Gizmodo AU website:

"An interview with Valerio Cometti, the founder and managing director of V12 Design, confirmed that the upcoming version would support multitouch input and that a microphone would be built into the design for voice commands."

With multi-touch and audio input, this device would be a godsend for young people with learning difficulties and others who require assistive technology. It would also be very useful for people in various fields of work. I assume that the Canova will come with speakers, a DVD player, a video camera, Blue-tooth and Wi-Fi capabilities.

I was excited about the new dual-touch screen laptops in development for the One Laptop Per Child project. I'm even more excited about the Canova. Hopefully, the company is devoting attention to usability studies with a wide range of people, using a variety of interactive demo applications.

I wonder if I can get my hands on a second-generation prototype of Canova to test out my touch-screen application "experiments". I'm bursting with ideas to try out, including gaming applications.

I want one now!

The second version will be developed by a US manufacturer. If anyone knows more about this leave a comment!

Related:
V12 Designs' Dual-Touchscreen Notebook Coming Within Two Years

V12 DEsign Dual-Touchscreen Notebook will make ebook readers drool

V12 Design Delivering Dual Touchscreen Laptop Within Two Years

Fingertapps and NextWindow's Multi-Touch Firmware on the New HP Touchsmart PC,

Fingertapps is working on an application that utilizes NextWindow's multi-touch firmware, running on the second-generation HP Touchsmart PC. Fingertapps will be demonstrating their work in the NextWindow booth at Infocomm 2008 in Las Vegas, June 14-20.