In this paper, we present the findings from a field study that quantifies the different engagement phases of an interactive public display: from noticing interactivity and the first reaction to it, to actually interacting with the screen and expressing interest in a campaign. For this purpose, we developed an interactive public display for a real-life campaign that aims to increase awareness on cardiac arrests and Cardio-Pulmonary Resuscitation (CPR). In our study, we deployed two public displays with interactive prototypes in the biggest railway station of Brussels (Belgium), which resulted in 10,000+ passers-by and more than 1,000 reactions. We conclude that although interactive displays are effective at capturing attention and do provide a high conversion rate from passers-by to users interacting, this does not directly translate into achieving the goal of the display for the campaign as only 0,10% of them reach the final stage (visiting a website).
展开▼
