#multiple screen

X-Screen Experiences

Are you thinking about your customer experience across screens? It can get complicated pretty quick, however, if you remember these 3 simple consumer scenarios, it may become  easier to make decisions.

1.  Start & Stop (& start again):  Keep in mind that she is squeezing every minute out of the day and no one likes to waste time.   Build an experience that allows her to start and stop her experience, picking up where she left off.  Reading with Amazon's Kindle is my favorite example. She can read across devices, always starting at the point where she last read. Automatic. No extra work needed on her part. 

2. Sync: She sees you as a single thing - your brand isn't divided in her mind even though how you operate may be. When she gives you a piece of information, she expects to do it once and you'll remember it whenever and wherever she interacts with you.  She hates repeating herself so, sync up her provided information wherever she may need to access it. She may need to login (keep those consistent) but after that, follow a 'tell me once, I will remember forever (or until you tell me to forget)' policy. Due to the nature of their business, PayPal is a good example of being able to use a single sign on and access, and use their profile wherever they want to shop.

3. Sum It Up:  She has to multi-task, but she also secretly likes it.  When she has a chance to watch her DVR'd show, she also has another screen with her--either phone, tablet or even laptop.  She can have one of two types of Sum experiences: separate or same.  

SEPARATE:  She could be reading email, shopping, catching up on news, Facebook or Twitter on her second screen. Depending upon her activity, keep in mind it only has her partial attention, so keep it simple and straightforward. She should quickly and easily be able to check it off her list.

SAME: Applications like IntoNow or even The X Factor extend her experience from the TV to her second screen, providing a deeper level of content that generally corresponds to what is on the first screen.  Remember pop-up videos? It's like that but a million times better.