Talk about in store digital signage in service design - www.topeledigital.com

1. Talk about in-store digital signage in service design
Talk about in-store digital signage in service design.
Service design is a specific approach to user experience that
takes a holistic view of the end-to-end experience consumers
have with a brand. It tries to construct a comprehensive picture
of all the touchpoints that create an experience and the
organizational functions that create and support it.
A significant part of that experience resides in the digital realm.
Consumers use both in-home and out-of-home digital
experiences to evaluate and review products, seek peer

2. recommendations and search for pricing. After a product is
purchased, consumers may submit their own product reviews
and describe their own experience with the product. These
experiences can be very difficult for a brand to influence or
manage on the consumer's device.
Service design examples
Imagine that you walked into a restaurant, and instead of
receiving a menu from the waiter that seated you, you must hop
onto the Internet to search for food choices and recipes, check
the kitchen's available inventory and instruct the staff on how to
prepare the entré Clearly this would be ineffective, time
e.
consuming and most likely lead to a less than desirable dining
experience. In fact, it would completely defeat the purpose of a
restaurant.
Menus exist because they are an important part of the overall
experience ecosystem the restaurant is trying to promote and
serve an important role in focusing the dinner on the specific
items the chef wants to prepare. The menu is an extension of
the theme and ambiance of the restaurant and must work in

3. concert with the overall concept. When planning a menu, the
chef will incorporate items that fit with the restaurant dé the
cor,
ingredients on hand and the overall experience they are trying
to create. In other words, in addition to being useful to the
consumer, the menu fits into a whole operational infrastructure.
In-store digital technologies should be viewed in much the same
way. They should be part of an overall experience ecosystem
and provide focus and clarity on the products available for
purchase and why they should be considered for purchase.
Digital elements should be an extension of the corporate culture
and stay true to the values of an organization.
Reality gaps
Inevitably a brand's message and the promise associated with a
product experience will occasionally deviate from the reality of a
consumer's experience. These gaps are areas where a brand
can display empathy for the experience and seek to create a
framework where expectations are realigned with the original
intent. An example of this experience might be accessory

4. purchasing (e.g. a keyboard for a tablet). Without a specific
instruction, a consumer may be unaware that an accessory may
be needed to properly experience the product. Perhaps
batteries are needed to operate the product, or a required part
is sold separately. A well-designed digital animation can clearly
demonstrate the need for the accessory, how it is used and
where to purchase it.
Digital experiences have become part of the retail landscape,
but only a digital experience created by the brand can truly tell
the brand's story. Moreover, a digital experience needs to fit into
the service ecosystem to be truly beneficial to the business and
the consumer. (This is a copy article from
digitalsignagetoday.com)