Introduction
Implementing digital enhancements in editorial experiences unlocks new possibilities for engagement and interaction. However, connection between editorial and digital poses some challenges. In this post, these difficulties will be explored and possible strategic solutions to integrate digital elements will be presented.
Challenges
Connecting to digital experiences requires actions from the users like scanning a QR code or downloading an app to access augmented reality. However, users should be motivated enough to take action. Many times the instructions are not clear enough, the process is too complicated or the rewards do not seem enough interesting to users.
Possible Solutions
Using Clear Instructions
Clear and concise instructions play an important role in bridging the gap between editorial and digital experiences. Users must be provided with straightforward guidance on how to access digital elements, whether it involves scanning QR codes or downloading specific applications. Employing intuitive language and visual cues ensures a seamless transition from traditional editorial content to the digital realm.
Making Digitally Provided Contents Valuable
To encourage users to actively engage with digital elements, the content presented in the digital realm must offer significant value. Whether through exclusive multimedia content, interactive features, or supplementary information, the digital extension should complement and enrich the editorial experience.
Using Typography, Colors, and Images for Appeal
The visual appeal of digital elements is crucial for capturing user interest. Using typography, colors, and images strategically can enhance the attractiveness of the digital components.
For instance, the partnership of Netflix with cafes for Gilmore Girls pop-ups, shows us how a Qr code can be implemented successfully. The cups featured a Snapcode on cup sleeves for an exclusive Snapchat filter. The Qr code was shaped in a snapchat logo, so the purpose was immediately recognizable and scanning it was attractive to user, as they got something in return for their action. [1]
Integrating Digital Realm into the Overall Experience
Instead of treating the digital dimension as a separate entity, it should be seamlessly integrated into the overall editorial experience. This ensures that digital elements do not feel like isolated components but rather integral parts of the narrative.
Conducting Research for User Understanding
An important step would be to research about users, understanding user behaviours, needs, and attitudes, to comprehend what to create to better engage the users.[2]
Moreover, iterative testing and optimization of design elements through A/B testing could help identify what resonates most with users, refining the digital experience over time. Lastly, tracking KPIs, including conversion rates, click-through rates, and engagement metrics, can quantifiable insights into the effectiveness of design strategies. [3]
Next Step
- Define the vison/next steps for the final project
Sources
[1] https://www.adobe.com/express/learn/blog/qr-code-marketing
[2] https://careerfoundry.com/en/blog/ux-design/how-to-conduct-user-experience-research-like-a-professional/
[3] https://www.linkedin.com/advice/0/what-best-kpis-measure-ab-test-skills-marketing-analytics-ck5de
