Effort: High
What to notice
Offer moving, static and written ways to inspect the same demonstration.
Where it fits
- Fits
- Visitors using varied input and motion settings on a service with demos.
- Use it when
- When each format can convey equivalent key information.
- Avoid it when
- When alternative formats cannot be kept equivalent.
How to build it
- Provide the same key information as a static diagram and text.
- Make format controls keyboard accessible with a current-state indication.
- Respect reduced motion and allow format changes.
Measure
- Main metric
- Share of eligible visitors understanding the demonstration
- Guardrail
- Operation failures by format and reported discomfort
- How to measure
- Allocate comparison groups before exposure and use equal follow-up and eligibility. Track Share of eligible visitors understanding the demonstration alongside Operation failures by format and reported discomfort.
When it backfires
Do not remove important conditions or outcomes from static alternatives.
Alternatives
Theory behind it
Meaningful choice
Choice can support motivation, with effects depending on what is chosen and under which conditions.
Well supported
Playful interface heuristics
Adapt sources of game enjoyment into small experiences serving the user’s goal.
Practitioner framework
Evidence limits: An editorial web application; conversion effects on this interface are unmeasured. These heuristics derive from early games; effects on a modern landing page are unmeasured. Do not force play on task-focused users.