marketing problem, in reality potential
users are likely to be engaging with a
range of complex questions as part of
their decision-making process, which
makes this a topic of interest to both
user experience designers and HCI
researchers. These questions include:
What is it for? Why yours rather than
theirs? What will using it feel like?
and Why should I trust your offering?
Navigating these considerations
can be expensive—both financially
and temporally—and a thorough
investigation of all options may be
infeasible in many cases. In this context,
potential users may use heuristics to
help them make reasonable choices.
We live in a world flooded with digital
services, digital media, and leisure
experiences. For a consumer, this means
that choosing how to commit scarce
time and financial resources can be
a challenge. For a producer, it raises
questions of how to persuade people
to try out, adopt, or purchase their
offering—especially if it is sufficiently
novel that potential consumers might
fail to understand what it is or why
they might want to engage with it.
Sometimes describing in words what
a new thing does is not enough. People
want to know what it will feel like.
Though we might think of informing
the selection process as “just” a
WInsights → Experience trailers can help potential users understand what using a novel piece of software will feel like. → They are similar to film trailers but convey a sense of the user experience. → They are especially important when the experience of an application is novel or not what
a person might expect.
Michael Twidale, University of Illinois at Urbana-Champaign
Stefan Rennick-Egglestone, University of Nottingham