TONE OF INTERACTION

Equally important as talking with the right tone of voice, and using the right visual tone of the brand, the tone of interaction defines how the brand is experienced. It is important that the customers experience both the physical and the digital interaction with the brand in the same way. In this chapter we talk about the digital touchpoints, and what guidelines to consider.

GUIDELINES FOR INTERACTIVE TOUCHPOINTS AND SERVICES

We should always use interactivity as an opportunity to convey our brand characteristics. Consider the key guidelines when designing and developing digital services, platforms and tools.

BUILD LASTING RELATIONSHIPS

The service (website, application, digital publication, etc.) should support appropriate interactions, allow for flexibility of use, and foster ongoing relationships. The right level of engagement supports an evolving user experience.

GRACEFUL ENTRY AND EXITS

Provide flexible, natural entry and exit points to and from the service. Consider when it is appropriate for actors to jump in, or to achieve closure.

TRANSITIONS AND ANIMATION

Use transitions and animations when they serve a purpose, as a way to emphasis or clarify an interaction. The motion should be subtle and discreet, using only natural motion algorithms.

CLARITY OF OFFERING

Provide a clear offering, in familiar terms. Actors (any person involved in the creation, delivery, support or use of a service) should easily grasp if a service is right for them, and what they are trying to deliver.

SET EXPECTATIONS RIGHT

Let actors know succinctly what to expect. Assist understanding of where they are in the service through the design of environments and information.

CONSISTENCY ACROSS CHANNELS AND AT ALL SCALES

Continuity of brand, experience and information should exist across digital touchpoints. Actors should be able to seamlessly move across channels.

THE RIGHT INFORMATION AT THE RIGHT TIME

Tell the actors and the service department what they need to know with the right level of detail, at the right time. Weigh the costs and benefits of providing more or less precise information.