Research Project: IKUSALL
Multiscreen experiences on destination
The use of different kind of devices is increasing very fast, from traditional desktop computers and laptops to Smartphones, tablets and interactive televisions. In addition, destinations have both interactive information points and printed guides. Instead of choosing a unique interaction device, new visualization devices are being added to the existing options.
There are two ways of interaction in this environment. Firstly, devices can be used sequentially: users start a task on the Smartphone and then they continue it on a bigger screen. The task is also feasible with just one device but users tend to feel more comfortable with a bigger screen..
Secondly, devices can be combined simultaneously while completing a non-related task, such as reading an article on a laptop while using the Smartphone.
The selection of the screen depends on different context variables, such as the available time, the location, the objective of the interaction or the attitude of the user. Users want a consistent experience.. This project proposes the development of multiscreen experiences that use each interaction channel optimally according to the context of the user.
IKUSALL will design and implement a personalized content management platform focused on the generation of multiscreen experiences. The platform will visualize the content customized for each user according to parameters such as his location, device and objective of the interaction. The platform will manage the access to the content using multiple screens (desktop computers, Smartphones, printed formats, and digital signage), synchronizing the information and generating a consistent experience.
The generator of the experience will design personalized contents for users based on predefined stereotypes and additional characteristics obtained from explicit data provided by users and implicit data. Then, the user will select the presentation templates which will create the final interface that will adapt the content to the visualization device using responsive technologies.
The implicit and explicit data gathered about users and the viewed contents will be the input data for user segmentation methodologies and pattern discovery algorithms. The platform will personalize the contents using an expert system based on rules. Moreover, the system will generate recommendations about tourism resources of interest for users.
The platform will be connected to a multiscreen booking system to allow users to directly book and buy tourism resources. Finally, the platform will have a control board where the generator of the experience will be able to visualize different advanced analytics about the use of the contents and the users, to optimize the contents shown on each screen.
The main market for the validation of this project will be the tourism industry. Following an innovative approach, the multiscreen concept also covers digital signage systems and printed leaflets, considering them as elements of interaction on destination.
Official project number
Status and date of completion
Completed, March 2015