Lately I’ve been having conversations with some brilliant people about interactive content experiences they have built on the Interact platform. I find it inspirational to see the creativity they’ve used, and wanted to highlight some of the best examples for you. These experiences were created on the Interact Platform.
NASA: Earth Guardians Quiz
This interactive experience connects you with your role in maintaining a healthy environment. To create the experience, Naomi from storycraft Lab interviewed people at NASA who play each of the roles featured in this experience, and used the words and descriptions that are used in the actual roles to construct the questions and results of this quiz.
The content features questions that ask you about yourself, your strengths, your preferences, your life situation. These psychographics are used to provide the results you’re shown at the end, and build active engagement with the person who is taking the quiz, which leads to higher learning outcomes at the end.
Asking relevant, personal questions increases participation, and builds anticipation for what will be revealed at the end. The curiosity-inducing power of pertinent questions leads to high completion rates. On the interact platform the average completion rate for interactive experiences is over 70%.
After answering the questions, this quiz has about 5, depending on which branch of the quiz you go down. (Basically think of like a flow chart on the back-end, where you can specify what branch someone goes down on the experience, based on their previous answers). So after all the questions, you get your result. This one is “Data Guardian” and it has a simple headline that tells me about who I am based on my answer choices.
Then there is a broader explanation of what my result means, framed back towards me as in individual person, which is vital. Interactive content is personal, and people expect to be addressed directly. That’s the real advantage of using interactive content, the ability to speak directly to people in a way that feels personal. Then the result concludes with recommendations for careers that a Data Guardian would fit into. Most, if not all, interactive content experiences end with recommendations because it is a natural next step. Also people are curious to know more about how their result relates back to their life, so recommendations are a smooth way to do that. If you’re using interactive experiences in a product or service business, this is the place to make recommendations for those products or services as it relates back to each of the results within your experience.
Atlassian: Which Atlassian App Are You?
This interactive experience from Atlassian is a fun and informative play on a personality quiz. But it goes far beyond just a personality quiz, because the experience ties back to collaboration and team connection by relating your app match to both your collaborative superpower and the type of people who bring out the best in you.
I’ve highlighted a selection of questions featured in the quiz (this one has 8), they range from personal like how you like to tackle tasks, to team-based, like what role you play in a brainstorming session. The variety and differentiation of the questions increases engagement, according to a study Ye Li, professor of Behavioral Science at UC Riverside, conducted.
I really like the result readout for this quiz. You get a card that shows your attributes, almost like a baseball card, which is a fun way of displaying the information so you can connect to it right away. Then you get a full text description that follows the ideal pattern of an overview follow by specifics and recommendations.
Direct Energy: What’s my carbon footprint?
This interactive experience helps you determine your carbon footprint. It’s a calculator on the back-end, but a fun experience for the user. Each question has enjoyable gifs that accompany it, so it really brings the topic to life.
Here’s a selection of the questions being asked in the quiz. They range from energy usage at home to in public, and every question ties back to the premise of what’s being asked about, but in a way that leaves some room for curiosity about how it all connects together, which is part of what makes interactive content so engaging, you never quite know exactly how it all fits together until the end.
The results give you your carbon footprint reading, in a humanizing way, that feels personal but also gets to the heart of answering the question promised by the quiz. There’s an overview of what type of energy consumer you are, along with recommendations for how to improve, setting the tone for a great interactive experience.
Stitch: Loyalty and Lifecycle Marketing Maturity Assessment
This interactive piece from Stitch takes a research report and personalizes it for each person who engages with the content. It’s gathering user inputs based on each assessment takers’ situation, and then giving a personalized readout of loyalty program and lifecycle marketing maturity.
Questions on this piece range from the status of your current loyalty program to how you are leveraging assets like customer data in your loyalty program. The span of information being gathered allows the assessment to be specific when it gives a readout at the end.
The results are based on a range of maturity levels. I.E. Least Mature to Most Mature, and a detailed explanation accompanies each level as assessed by the interactive piece. It’s a great ending to an experience that personalizes the research report for each assessment taker.
When Interactive Content Makes Sense
Bri Jones, VP of Marketing at Stitch, explained when to use interactive content really well. What she said was that when it’s important to get customer input in order to give the customer a good answer to their query, then interactive content makes sense because it allows for a level of personalization that a blog, white paper, or video cannot. This checks out with what we’ve seen since 2013 when we launched the interact platform. When content needs to be personalized and gather user inputs before being most useful, then interactive content is a great solution.