Some of Europe’s biggest brands and most innovative retailers are pioneering a new way to engage with audiences of all kinds: multi-touch screens and displays. This technology is gaining traction because of the way in which it enables consumers to communicate and interact with brands. Above all, multi-touch is a great way to build a truly ‘multi-user’ experience, something that has previously been hard to achieve beyond a basic level in public-based electronic systems.
For example, different ‘windows’ can be simultaneously opened to create a multi-faceted in-store or venue-based experience that encourages greater sales, or to create entertainment tools that blend games, competitions, video trailers and product sales all in one.
So far, adopters have included retailers, car showrooms, estate agents, museums, galleries, exhibitions centres, cinemas, sports venues, corporate offices for demonstrations, and for sales and training purposes. If market research by BCC is correct, this market could be worth more than $7 billion USD by 2018.
Part of the appeal is its familiarity: we are all used to touch screen technology, whether on our smartphones or when interacting with information kiosks, such as checking in at the local doctor’s surgery. Multi-touch takes this a step further, enabling lots of different information to be displayed in separate ‘windows’ at the same time, or for multiple users to engage with a screen simultaneously. For instance, the latest generation of touch screens are up to 55 inches and have 80 touch points.
The technology has also improved considerably in the past few years, with previous resistive and infra-red touch technologies increasingly being challenged by systems based on Projective Capacitive Touch, which provides bezel-free design, and a fast and consistent touch response, even in poor lighting conditions. Multi-touch screens can be incorporated into wall-mounted or table-top designs and we’ve even seen them built into mobile vending machines. The potential is only limited by imagination.
However, we all know that any new technology in this marketplace is only as good as the content it provides and the quality of delivery, ensuring that the viewer has a positive experience.
Here are five tips on what constitutes ‘best practice’ multi-touch design!
Five steps to a successful multi-user touch experience
A great customer experience
An unresponsive screen means users won’t persevere, so ensure that it responds quickly and consistently, with zero-lag time. A bezel-free design provides a touch-sensitive display right to the very edge of the screen.
Matthew Bates, Astec Technology (UK) Ltd, says: “The hardware has to be both useable and user-proof: some of these units are being used in ‘high traffic’ environments and must be self-sufficient. The introduction of PCT technology means that these screens have speedy response times and can operate in low-light conditions.”
Of course, technology aside, the content displayed on the system must be compelling and this creates great opportunities for innovative interactive applications, or impressive video material.
As Alexander Aelberts, CEO, PresTop and Omnivision Studios says, “Multi-touch opens up new ways for people to communicate with one other or to access information. It puts the human factor back into technology: when people stand around a multi-touch table, they can see each other’s reactions and it creates a great multi-user experience.”
Location, location, location
Table-top designs can have more ‘wow’ factor, while wall or pillar-mounted systems are probably better in confined spaces. Kiosk-based systems provide flexibility (for instance, they can be moved around the venue or even taken to temporary events). While large screen formats inevitably have a lot of impact, we also see a many organisations opt for smaller displays, for instance between 15-20 inches, simply because these still enable an interactive multi-touch experience, but are often more viable when space is at a premium.
The ‘furniture’ that houses multi-touch technology has a big role to play too, helping to grab the consumer’s attention and create a sense of ‘theatre’.
Christian Jeske, Pyramid Gmbh, says: “We encourage our customers to be more experimental around the hardware housing multi-touch screens: think about how the furniture can be adapted with brand visuals, or to fit in with a campaign theme.”
Fit and forget
A system that constantly needs checking, rebooting or a member of staff to show someone how to use it is going to fail. The software and content on the screen needs to be easy and intuitive for users, without any need for explanation. Keep it simple: work with a designer who can provide a straightforward but engaging user interface and consumer experience.
Think of the future
Raphaël Menard of Atracsys says: “While it’s important to start small – not to try to do too much at once – but at the same time, create a foundation on which you can build. For instance, it may matter to think about multi-language support, whether now or in the future, and how easy is the system to upgrade.”
Consider the bigger picture
Also think about integrating the multi-touch solution with other systems, such as customer relationship management (CRM), to collect customer information that can then be turned into useful sales or marketing intelligence. Integration with bar code scanners and QR codes is another option we’ve seen system designers deploy.
When the right attention is placed on creating a robust, engaging customer experience, in a format that is sustainable and really adds value – for instance, seen as part of an overall multi-channel strategy and not just a standalone gimmick – then multi-user multi-touch systems have a valuable role to play in consumer engagement strategies.
By Paolo Pedrazzoli, Marketing Operations Manager for 3M Touch Systems EMEA.
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