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02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Value from Multiscreen Interactions

Posted on: 10 October '13

Smartphones and tablets have revolutionized the face of human-device interaction in the past few decades. Google’s latest report on multiple screen interactions points out that consumers tend to use at least three different screen combinations in a day. The increase in the number of connected screens has increased our ‘online’ time multi-fold and is paving way for newer business opportunities.

User Experience (UX) Design

Courtesy: the new multiscreen world study _Google reports

Human interaction with multiple devices or screens can be broadly divided in two patterns:

Sequential access: Where the user can move between devices to complete a task.
Booking a flight or movie ticket, planning a travel, or adding an item to the online shopping cart make excellent real life examples of a sequence of steps needed to complete a particular transaction. Each of these steps can be completed from multiple screens i.e. a user has the power to save between transactions from one screen (device) and continue from the other. These scenarios provide enterprises with the opportunity to tap into the transaction and up-sell or cross sell their other products through effective promotions. While TV maybe the trigger for an internet search on a tablet or home PC, with the amount of apps flowing into the market, smartphones are also increasingly becoming the next level in completing such transactions.

Simultaneous access: Where users tend to use multiple devices at the same time.
Users tend to use multiple devices at a time as this makes us feel more efficient, because we can act spontaneously and this gives us a sense of accomplishment. TV screens no longer hold 100% of our attention. Replying to a mail, playing a game, browsing internet or preying on any social networking site are some of the common activities which go along with watching television. Television shows and brands make use of these secondary screens as a form of cross platform marketing. They ask us for immediate feedback, when we message or tweet our opinions while watching a program. This also presents brands more touch points to target their product.

Users do complementary activities on these devices. While watching a match on the television, users search for things like statistics of player’s on a complementary device. Marketers are trying to tap into this potential of the content viewed on devices to make the content meaningful to the users’ preferences thereby marketing their products, a practice referred to as contextual marketing.

What if there is a possibility that the secondary device in use, for example a tablet or a smartphone, is able to know what the user is watching (be it a movie or a cookery show) and push ads relevant to the clothing or cookery utensils used in the show during the breaks; it would not only be presenting the user with relevant products based on the particular moment but also have an impact on the sales and revenues.

Businesses can thereby take advantage of the always connected environment of multiple devices and rather than pushing just any content can start responding, present contextual content.

Sakshi Shrivastava

Sakshi Shrivastava is a user experience designer at Mindtree. She believes that design is about providing solutions to problems keeping users at the center. She likes to apply learning from different fields like history, art, science in the design process to come up with design solutions. She believes design is trans-disciplinary and should be taken advantage of. She has great interest in exploring and exploiting the capabilities of different devices in a connected ecosystem. Sakshi Shrivastava graduated in engineering from National Institute of Technology (NIT) Raipur and has a post-graduate degree in in New Media Design from the National Institute of Design (NID).