Touchscreen Program
Overview
Digital Pharos have extensive experience in the digital display space, having built multiple customized experiences for a variety of clients in the banking and residential home development sectors. As well, members of our team were responsible to for the hardware and software procurement and implementation for the City of Calgary rollout of 155 digital display screens and select touchscreen kiosk locations throughout the city.
The Challenge
While the industries Digital Pharos has worked with to architect and develop touchscreen programs vary, the shared motivation for a custom touchscreen platform is to optimize the customer experience through the promotion of an enhanced form of two-way communication. A touchscreen is an invaluable source of data that can capture product data and highlight user behaviour, providing valuable feedback that can quickly be applied to your client engagement strategy resulting in a customer-driven experience.
The Solution
Home Builder
The goal of the program was to streamline the process of purchasing a home. The second part of the goal was to create a system that would drive/capture qualified leads and gather valuable data on user behaviour.
Our buyer solution focused on a simplified design and purchase flow, providing a canvas to configure and secure their home through a few easy steps. Throughout the business optimization process, product data is being collected and the integrated CRM is gathering and qualifying leads.
Banking
The primary goal of the banking touchscreen is to open a preliminary dialogue with potential/existing clients. The focus of this initial interaction is on establishing product awareness and education. Engaging design and use of subtle animation guide clients through a series of modules intended to disarm the client in advance of meeting with a representative. Analytics are collected and over time user behaviour patterns are revealed.
City of Calgary
The primary goal for this program was the dissemination of corporate and department communications through a combination of digital display and touchscreen units. The program relied on the sourcing and assembly of hardware and 3rd party software to create a program that was 200+ screens. The solution required close examination of the multiple products to assess the impact and effectiveness of the chosen medium.
Success
Home Builder
Our client, a long established member of the real estate development community in Calgary, was the recipient of a 2018 Home Award, in recognition for excellence in showhome design and community marketing.
Banking
The pilot of the program launched on February 28th, 2018. Digital Pharos were successful in delivering a cutting-edge touchscreen experience in roughly a month and a half and received an overwhelmingly positive response from the executive teams and staff. Typically a minimum of 3 months worth of data is the minimum amount required to be able to begin analysis with any level of accuracy. Updates to this case study will be coming.
City of Calgary
We analyzed the base traffic flow within a facility and the frequency of content rotation post-launch and found that there was a noticeable impact on other departments within the City of Calgary. Specifically, after a segment aired outlining the hours of operation for public facilities during holidays, the result was a 10% -15% reduction in the number of calls to 311 (City of Calgary Information) requesting information.