InteractivityPrimer
Exploring the essence of good interactivity
by Mary Holmes, October 1995
Interactivity.
The word is synonymous with new media. But, what
does it mean? Why is it important?
Simply, interactivity is the ability of a new media program, web
site, kiosk or multimedia presentation, to allow its user to control
the content in some manner. A user can control content by selecting
routes, paths, or links through the program so they experience
the information as they choose. A user can control content by
adding information through their participation. This collection
of information keyed into an application is the marketing bliss
of interactivity -- the potential for concrete understanding of
the consumer.
Interactivity, then, works for both sides, the creator and the
user. But to collect information, the user must stay with the
program. One of the realities of interactivity is that the user
can choose to exit the program, leaving your presentation and
message behind.
Interactivity is as much a part of the design of a multimedia
product as an animation piece or a 3D graphic. Interactivity must
involve, engage, and motivate the user to explore the product.
It is a tool and it needs to be thought of as such regardless
of application: education, training, entertainment, business or
sales.
Bad interactivity happens. The user can be frustrated by muddled
organization, too much information or poor instructions. User
disappointment occurs with ill-conceived links, confusing routes,
and incorrect labeling. By offering too much information, irrelevant
choices, and confused routes, it is possible to alienate your
audience from your content.
Interactive properties of new media should provide opportunities
for the user: exploration, discovery, and collaboration. Well
conceived interactivity knows its audience, understands their
knowledge base, and uses the terms and phrases that are commonly
understood by the audience. Good interactivity also takes account
of the situation of the audience.
Know your audience. This concept is simple. Who is the audience?
Knowing the audience vocabulary, both text and visual, is a bit
more difficult. Mislabeled routes, unclear buttons, and confusing
icons are a common mistake in new media. The best route is testing
and asking questions. Are the words linking content understood
by the audience? Did the audience get what they expected by following
the link? For example, the HELP button should always bring you
help. But, the question could be, help for what purpose? It could
be "help" to navigate the software or "help"
to order the product explored in the software.
Your audience situation is equally important. An interactive program
on the floor of a trade show, with prospective clients, will be
in a different situation from a student in a high school math
classroom. It can be distracting on the trade floor, so your program
must have a engaging opening "attract" sequence to entice
prospective clients to explore the program. In a classroom of
30 students, a flashing attract sequence may not be necessary,
but routes that allow for different learning styles and levels
would be appropriate.
Keep the program focused. New media applications represent the
possibility of endless information and can be victims of a unique
kind of data exuberance. These question should always be asked:
How much information is necessary? Are we giving our audience
the information they need? Are we giving them what they want?
An article in the London Sunday Times, (12/4/94) "the end
of the word is nigh" by Chris Barlas is worth quoting here
because it introduces a notion of audience uniqueness.
"Multimedia is an ugly word, boringly descriptive of the
technology and lacking any hint of the joys of content. Interactive
multimedia is worse. To find the right word, we look to the east
and borrow the 'koan' from Zen philosophy. It is a typical Zen
word, in that a koan is always appreciated uniquely by the individual
at the moment it is heard. . . ."
"Koan" is a perfect way of understanding the interactive
multimedia audience. The user experiences the program on their
terms. It is important to focus the interactive properties of
your program and not alienate your audience with a technology
that doesn't respond to their requests. Good interactivity will
take into account its audience, their knowledge base and situation
with a focused and responsive design.
Most recently associate producer for M & M Film Productions
in Toronto, Mary Holmes has
moved her media writing and
management experience to the digital form. She has worked with
Encyclomedia, a BBS for film and TV professionals, has a curriculum
degree from the University of Toronto, and is a participant in
the Interactive Media Management program at the
Bell Centre for Creative Communications.
Mary can be reached via E-mail at
mmholmes@inforamp.net.
