
When I was young, I used to love going to big electronic stores, mainly because it meant I could demo the video game systems I didn’t have at home. But I always remembered being disappointed and somewhat confused by the whole set-up.
I wanted to see why this was (and if it was even still the case), so I set out to observe how in-store electronic displays are designed and how people interact with them.
tl;dr: In-Store Displays Suck!
I was shocked by just how bad these set-ups are designed (true story: they are exactly the same as when I frequented them 15+ years ago!). What’s inexplicable is that these set-ups are presumably installed with the intention of selling more product — the fact that they are so terrible to interact with is an enoromous waste of an opportunity for these stores!
So what sucked? (note: I am mainly talking about the interaction with the display, not so much the electronic itself)
In his hilarious and informative book “The Design of Everyday Things,” cognitive scientist and usability engineer Donald Norman points out that a well-designed product has obvious visual cues and a clear and natural map of what does what. You can see exactly what you need to see, and it’s fairly obvious what each component will do. A big part of getting it right is designing for the context of your user.
The problem with in-store displays is that they completely miss the context of how the product will actually be used by an in-store customer. Instead, it’s basically just the product sitting there, waiting for someone to do random shit with it.
Sounds like that could be OK, but here’s what I found:
My Experience
I initially saw an open Wii across the room, and being the Nintendo fan that I am, I went over to see what it was all about. Here’s what I saw on the screen as I approached:

Now, for many people, this would be an immediate deal-breaker on exploring the wonders of the Wii. There was no information about how to reset the system or any other helpful info or visual cue for the first-timer. However, me being the tech wiz I am, I grabbed the Wii remote and re-connected the device. Fantastic right? But were’s what I saw next:

I came in on a game that was already in progress, with absolutely no instructions or prompts of what I could do. I was left fiddling with the controller, pressing random buttons, and ultimately just getting confused and frustrated by the game I couldn’t get to work.
And this is my problem with these displays.
They are there to show off the product and allow people to play around, maybe even moving them one step closer toward making a purchase. But there’s absolutely no customization of the display for the context of a user in the store. Games don’t reset after each user (instead, normally you have to start where the last person left off). There’s no clear “getting started” instructions. There’s no real visual cues to let you know what you should do, so you’re left pressing random buttons (they seem to assume people will already know how the product works, which is ironic given its goal of engaging new users).
It’s a frustrating process, even for those of us that have played lots of games in our lives.
A better in-store display would take into account the context of the user: someone browsing the store who may be very new to that technology. It would thus have a customized process to orient the new user to the system in the best possible way. For example:
- A visual cue to let people know what they need to do first. Grab the controller? Press a button? Select a game or other program? This stuff isn’t always clear.
- A specific demo version of a game that gives newcomers some initial instructions (that can be skipped by the expert), and then resets after each use. Coming in midway through someone else’s game is confusing.
- A fun prompt after the end of the game to let the user know what they can do next.
My thoughts were backed up by some hilarious observations of other in-store users: whether the user was trying an Xbox, iPod, or PS3, the interaction with the display was rather uniform — they would initially look excited, grab the device or controller, press random buttons and try to figure out how the damn thing worked, get confused, and then put the thing down and leave after 2-3 minutes of not making much progress. If the goal was to have the user press random buttons to see how the device physically felt, then mission accomplished! If the goal was to get the user more engaged with the product, then it was a massive failure.
Again, the context matters.
A chair would be cool too.
