It's easy for in-house marketers and ad agencies to get hung up on the final product when designing a digital signage campaign, especially in a world so accustomed to bottom-line results and instant gratification. After all, shouldn't every brand strategy deliver a tangible, revenue-boosting return? 

Unfortunately, this preoccupation with the end result tends to leave other important factors by the wayside, including the user experience of the staff members actually engaging with the digital signage software programs on a daily basis. It's important that brand's don't overlook the role of end user experience, and here are a few reasons why:

Consumerization is everywhere: Today's employees continue to blur the lines between their work and personal lives by using their own smart devices and applications for business tasks, according to TechTarget. This trend, known as the consumerization of IT, has deep implications for those who provision enterprise software, as end users bring lofty expectations for usability, functionality and service to the table. 

With the consumer trend in mind, businesses should pick solutions that mirror the interfaces of familiar software and can be customized to the preferences of any given employee. This takes pressure off the IT department, as well as the staff members engaging with these programs. 

"Users should be granted simple, powerful design tools."

Creativity demands simplicity
In the context of digital signage, users should be granted simple, powerful tools that fit with their skill sets developed from other intuitive software systems. With minimal additional training and little margin for error, staff members will be able to easily adopt signage software and begin crafting campaigns that match their strategic vision.

Of course, the best digital signage software suites have deeper layers of functionality for advanced users, allowing for further customization and control. As Adam Richardson wrote in Harvard Business Review, brands should strive to "improve the usefulness and usability of the app" over time by gathering and implementing user feedback. 

Real-time adjustments are key: Even with an exceptional content and scheduling strategy underpinning a digital signage campaign, it's very rare for an organization to hit the mark with its deployment the first time around. As any analytics report will quickly reveal, there are always improvements to be made to a signage program, even if it yields impressive results. 

The ability to quickly adjust signage settings is yet another reason why a smooth and accessible UX is so essential, as quality metrics readouts will show users in real time exactly what needs to be improved. Perhaps text contrast or size is making messages unreadable, or scheduled content does not match the target audience at that time. With an exceptional UX in place, signage software makes it easy to address these issues without hesitation. 

Every brand will have a unique set of demands when it comes to signage software and the user experience therein. However, as long as decision-makers lock down these three basic attributes and strive to incorporate stronger features over time, they will be leaps and bounds ahead of the competition.