It’s amazing how even the brightest ray of sunlight can ruin months of work. Several years ago I was part of an industry team working on developing a set of standards for a defined group of symbols and colors to be used in the way that automotive service information was to delivered. We worked diligently for several months to come up with the right experience. Then we built a prototype and showed it to several service technicians who all liked what we had done.
Then we visited one technician to proudly show of our work, but he didn’t want to meet us in his office. He wanted to use the prototype in a real-life scenario. Outside, next to a big greasy machine! It was all going well until the sun came out from behind a cloud, hit the laptop screen and promptly made everything we had done unreadable; the color palette we had selected washed out and everything looked the same. Back to square one on designing the experience!
I was reminded of this after stopping to get gas on the way into the office yesterday morning. My local gas station has pumps with a nice big digital screen front and center. Once you have selected your gas and started pumping it plays a mix of short TV news and entertainment clips, along with some marketing messaging. Yesterday the rising sun was at just the right angle to make the screen almost unusable for both delivering the step by step instructions for purchasing and pumping gas, and for any of the digital marketing designed to engage and entertain me for the few minutes it took to fill the car. A simple lip across the top of the screen that would provide some shade would have probably fixed the problem.
Recently a friend of mine tweeted that it’s a mistake to only test your marketing content on giant monitors. You should review content on the mobile devices your users will use. Excellent advice, but based on experiences like the ones outlined above I believe that to ensure the sort of customer experience that we believe we are designing and delivering we should also test indoors and outdoors as sun glare and lighting conditions can impact the experience.
And not just the mobile devices either; as the customer experience moves beyond the browser, we should also be thinking about embedded screens in “Internet of Things” connected products, or seat backs, digital signage, or other outdoor static screens. The list is growing and so are the environmental factors that will impact the customer experience.