Latitude

This post belongs to a 3-part series on emergent device-content experiences:

1. Follow Me Wherever I Go: The Next Level in Shifted Media [problems & solutions] [opportunities]

2. See Me, Hear Me, Touch Me: Growing Expectations for Immersive Content Experiences [problems & solutions] [opportunities]
3. Devices in Disguise: Ubiquitous Connectivity Births Multitasking Gadgetry [problems & solutions] [opportunities]

Earlier this week we foregrounded the problems (user needs or desires) and emergent solutions surrounding immersive content experiences.

The key is to push beyond novelty for the sake of itself and to deliver experiences that are layered in meaningful ways, meeting multiple user needs.

1. Build on current behavior. Improve on the immersive experiences users are already creating for themselves via popular platforms/applications. Shazam and Dockers’ Super Bowl play adds a new (and rewarding) layer to existing music-tagging inclinations by fusing product information with the “exploratory” appeal of accessing exclusive content and a contest call-to-action.
2. Tie visceral benefits to more immediate needs. Touchscreen technology is not compelling solely because it’s cool, but because it actually makes it more intuitive to navigate content and features, improving one’s overall experience with devices.

   3D proponents should take a cue by pushing past the novelty angle and connecting 3D with a more immediate desire – e.g.) information access or play.

   Beamz is an excellent example of pushing the visceral interaction to offer an added benefit—meaningful participation in the creation of content itself.

3. Immerse but don’t isolate. Tread carefully when offering add-ons that cut viewers off from interacting socially with those who don’t have the same privileged level of access. Watching something in 3D is no fun if it means the person sitting next to you without glasses is having a sub-par experience. Embed new social payoffs that consider both parties and find a way to ensure there is enough common ground between levels of interaction.

Latitude is a research-driven consultancy for technology and media companies. We work with clients to discover and develop opportunities for next-generation content, software, and communications technologies through a combination of web-based applications and innovative research methods. Email ischulte@latd.com to learn more about working with Latitude.

Header image courtesy of good-karma’s flickr, (cc) some rights reserved.