5 Pilars for build a successfull Digital Engagement Platforms

1. Engaging Platforms Pillars
The Pillar for a Successful Engaging Platform
INTERACTION DESIGN
A referential book such as a handbook or manual.

2. Interaction Design: Digital Engagement Platform Pillars
Manifesto!
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The human experience is a complex and beautiful thing.
We create, express, share, hope, think, love and do a million other things what make up
what we simply call “life”.
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We believe technology should amplify the human experience, not numb it.
So we create things that break down barriers. Things that make life richer, fuller, better.
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This drive to create technology that improves the experience of life
isn’t just our belief, it is our passion.

3. Interaction Design: Digital Engagement Platform Pillars
PILARS!
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Products & Services Integration
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Transmedial
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Gamification
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Interaction
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Customization

4. The Blueprints: Engaging Platforms Pillars
Business & Products
Integration

5. Interaction Design: Digital Engagement Platform Pillars
The first thing to create a platform for
successful Engagement is define the largest
number possible of points of contact
between the platform and the product (or
business).
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The operation most famous and in this case is Nike+, named by
Adweek digital campaign of the decade.
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This success is not only due to the innovative use of technology but
also to have used the Nike products as an integrated element of the
eco-system of the platform.
The fitness industry is one of the markets more active in this direction.
The recent introduction and starting point for companies such as
Technogym with his VisioWeb, is another good example of product-
integration in the global landscape of interactive engagement platforms.
Customers can share training programs, schedules, invite to join or
challenge friends or both inside and outside of gyms and manage their
overall life fitness.
But it’s not just the fitness industry to explore this approach.
!
Many other companies constantly try to define new points of contact
between the product and interactive platforms. CocoCola, PepsiCo,
Ferrero has always offered prizes or access code of interactive
companion products.
In particular recently the exploitation of P&G with Oral-B Toothbrush
SmartObject.
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In the coming years with the introduction of integrated payment systems
on mobile devices will offer even greater opportunity in this area as will
represent ‘the beginning of Product experience’ by the user.
BUSINESS & PRODUCT INTEGRATION

6. The Blueprints: Engaging Platforms Pillars
Transmedial

7. Interaction Design: Digital Engagement Platform Pillars
We should consider the platform as an
independent advertising eco-system,
accessible from any interactive devices.
This access is never the same but it is
suitable to the specific device, time-on
access, location, type of user and type of
use made of it.
!
More are the user experience customizations, more high is the
interaction frequency with the platform.
Some of the most frequent mistakes in the existing platforms is groped
to re-create the same UX in all devices without considering the real
needs of the users.
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To better understand this topic think to the Masai and Eskimo people.
They live, dress and interact with the world in a different way because
the Environment determinate it. Think to see a Masai living great in
Africa and as well in the Arctic pole is insane.
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And, as well customer expectation: If you buy a fashion magazine, you
probably expect to browse a magazine printed on coated paper, but if
you buy a newspaper you will expect a more simple rough paper and
specific language.
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Try to deploy the same UX of a website through a Computer and a
Smartphone is how to think selling a newspaper printed on coated
paper and with a bag-size format.
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Finally, in any Interactive Engaging Platform, is require define multiply
User Experience flow able to adapt to its fruition with an User Centric
vision.
TRANSMEDIAL

8. The Blueprints: Engaging Platforms Pillars
Gamification

9. Interaction Design: Digital Engagement Platform Pillars
The ‘game-side’ of each platform is one of
the most important aspect. People love to
play, compete, receive rewards and to
improve their conditions and possibilities
action.
!
This approach is not new, many of the traditional business using this
strategy like as the financial sector and in retail.
Think of the Credit Card company and how many different cards offer to
their consumers
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Each card are different benefits, different models of rewards but most
often the type of card rappresent your financial position and availability.
The consumer likes to think he can improve his condition, moving to a
“next level”, acquiring the right to apply for a card of greater prestige.
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Another good example is Shake Shack, one of the most famous New
York Hamburger because it uses a fun method for serve their
customers.
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The customer having ordered and paid for is with a device that will play
and Lighting when your order is ready to be picked up at the counter.
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But one of the most obvious examples in recent years are platforms like
Facebook, Foursquare.
In facebook the game of ‘collecting’ friends or Like quickly turns into a
kind of mission where most friends you pick up more you will be
gratified.
This generates a huge viral traffic and self-promote for the platform.
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Foursquare in fact often reward their users with Badge earned based on
the type and quantity of places that identifies by each user with a’
check-in ‘, thus gaining a new level qualification their customers.
GAMIFICATION

10. The Blueprints: Engaging Platforms Pillars
Interaction

11. Interaction Design: Digital Engagement Platform Pillars
Share, share and share, this is the secret to
growth in every business. the sharing of
information, opinions and knowledge creates
more competition and more trade.
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The customer must be part of the advertising platform and make a
contribution to share with his friends.
the contents introduced in the users network must be customizable,
simple and create discussion or offer opportunities to the users to use it
like as element for collaborate and build something new.
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The recent solution for ‘check-In place’ in Facebook or Foursqure
explains well as a concept, where the cooperation of members and
acquaintances to provide information on a store or restaurant
determines a low or a high rating.
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In the past we have seen many successful “collaborative” campaign
cases like as the “FIAT 500 Wants You” (2008), where the cooperation of
customers to provide specific ideas and realize the new fiat500 before it
was produced and sold in the market. do not forget also Pepsi Refresh
Project and It’s: my: time of Benetton (2010).
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Another recent example of a successful business is represented by
companies like as KickStarter and GroupOn where many companies
sell their products within this community of buyers like an Engagement
Investment.
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The success of these two company is given by the possibility of
individual users to buy certain goods at reasonable prices or with an
exclusivity access based on their frequency of purchase or by the
amount of customers simultaneously present in the network. More
participants more low price.
INTERACTION

12. The Blueprints: Engaging Platforms Pillars
Customizable

13. Interaction Design: Digital Engagement Platform Pillars
Different experiences for different people,
tastes and points of view. that ‘s the final key
to the success of any interactive campaign.
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The “storytelling” campaign must be flexible and customizable to
different interpretations of each person.
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We must be able to move our consumers in the same place regardless
of their age, culture, level of knowledge and intelligence.
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Every consumer must be able to build and customize their experience
with the brand and the campaign.
think of Starbucks where people ordering specific products lists at the
same time, they can customize them in all ways and at any time.
!
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Once outside the shop every consumer has created such a personal
experience with the product, sometimes only one that often leads to
sharing with their friends and acquaintances.
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People love to be masters of their own lives and decide to follow a story
or be free to choose and decide to change and what to do.
CUSTOMIZABLE

14. The Blueprints: Engaging Platforms Pillars
Toolbox

15. Interaction Design: Digital Engagement Platform Pillars
TOOLBOX
Product & Business
Integration
Transmedial Gamification Collaboration Customization
Define list of activities or features Define list of activities or features Define list of activities or features Define list of activities or features Define list of activities or features
Define list of requirements Define list of requirements Define list of requirements Define list of requirements Define list of requirements
Define list of barriers Define list of barriers Define list of barriers Define list of barriers Define list of barriers
The Platform Design exercise is fill this grid in each pillars

16. The Blueprints: Engaging Platforms Pillars
Experience Path

17. Interaction Design: Digital Engagement Platform Pillars
EXPERIENCE PATH
The UX Cycle is a mapping of the user
journey with the product/platform though the
three main events:
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• Engagement: how we engage the user
• Interaction: how we interact with the user
• Reaction: how we want the user react with the product/platform
• Sharing: how the user share his product/platform experience
• Completion: What are the results collect at the end of the full
experience cycle of the product
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Though all these three events, the matrix map identify:
• Activities: what to do
• Goals: What archives
• Barriers: What are the barriers in the step
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The delivery of this matrix will be a schematic grids 5x4.
1 Second to Engage
2 Seconds to Interact
3 Seconds to create a Reaction

18. Interaction Design: Digital Engagement Platform Pillars
PRODUCT / PLATFORM EXPERIENCE
User Experience
Cycle
Engagement Interaction Reaction
Sharing &
Partecipation
Conclusion
Goals Define Goals of this step Define Goals of this step Define Goals of this step Define Goals of this step Define Goals of this step
Activities
Define Activities required
for the goals of this step
Define Activities required
for the goals of this step
Define Activities required
for the goals of this step
Define Activities required
for the goals of this step
Define Activities required
for the goals of this step
Questions
Define Consumer questions
could born of this step
Define Consumer questions
could born of this step
Define Consumer questions
could born of this step
Define Consumer questions
could born of this step
Define Consumer questions
could born of this step
Barriers
Identify the consumer and
Environment barriers for the
goals this step
Identify the consumer and
Environment barriers for the
goals this step
Identify the consumer and
Environment barriers for the
goals this step
Identify the consumer and
Environment barriers for the
goals this step
Identify the consumer and
Environment barriers for the
goals this step

19. www.mircopasqualini.com
Thank you.
Author: Mirco Pasqualini, April 2014