Your Mom Has an iPad               Designing for BoomersMonday, March 21, 2011
John McRee                       Lead User Experience Architect                       E ectiveUI                          ...
My mom doesn’t                             have an iPad :( © 2011 EffectiveUI, Inc.Monday, March 21, 2011
My big mouth © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Back in the day when... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Boomers ! technology © 2011 EffectiveUI, Inc.Monday, March 21, 2011
That sure is a clean kitchen! © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Wrong! © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Uh.... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Worldwide game console sales                                         46%          Wii: $85 million                        ...
US game console sales                                       49%           Wii: $30 million                                ...
Boomers comprise more than                                a third of the online                                    populat...
Self-perception of savvy                            100%     4%                                     6%              6%    ...
Social networking                                           47% of internet users                                   47%   ...
Percentage using social networking by age                            100                                                  ...
% growth of adults who update their status 2009-2010                                                                    10...
There’s $ in this © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Boomers spend the                                 MOST                                on tech                             ...
Close to 80 million Americans                            controlling 50 percent of the                               count...
Boomer women spend                            more money in all channels                            than women from all ot...
Outspent younger adults by                                $1 trillion in 2010                                             ...
So, who are Boomers anyway? © 2011 EffectiveUI, Inc.Monday, March 21, 2011
© 2011 EffectiveUI, Inc.Monday, March 21, 2011
© 2011 EffectiveUI, Inc.Monday, March 21, 2011
© 2011 EffectiveUI, Inc.Monday, March 21, 2011
The oldest members of the                            Baby Boom generation turn 65                                     this...
Too young to have any personal memory of World                       War II, but old enough to remember the postwar       ...
79 million Baby Boomers                             26% of the population                                                 ...
© 2011 EffectiveUI, Inc.Monday, March 21, 2011
© 2011 EffectiveUI, Inc.Monday, March 21, 2011
How to design for Boomers? © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Don’t © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Design for goals and                            behaviors, aptitude and                                   attitude,       ...
There are patterns to                                 consider... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Boomers and Technology                       An Extended Conversation                            Boomers...               ...
Boomers like to learn new                            technologies and share their                                    knowl...
Like to learn new technologies and share their knowledge                       The Kickass Curve                          ...
Like to learn new technologies and share their knowledge                       Obvious and e cient © 2011 EffectiveUI, Inc...
Like to learn new technologies and share their knowledge                       Obvious and e cient © 2011 EffectiveUI, Inc...
Like to learn new technologies and share their knowledge                       Obvious and e cient © 2011 EffectiveUI, Inc...
Boomers want technology to                                    be safer. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Want technology to be safer                       Feedback                                                     Vs.   ... ©...
Want technology to be safer                       Feedback                                                             Vs....
Want technology to be safer                       Retraceable steps                                                       ...
Want technology to be safer                       Strong visual design © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Boomers want technology to                                be easier to use. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Want technology to be easier to use                       Consistent navigation and behavior                        !"#$%&...
Want technology to be easier to use                       Consistent nomenclature                                         ...
Want technology to be easier to use                       Choose your horse © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Boomers see technology                                  as a tool. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
© 2011 EffectiveUI, Inc.Monday, March 21, 2011
© 2011 EffectiveUI, Inc.Monday, March 21, 2011
Boomers expect technology                                to adapt to them. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Expect technology to adapt to them                       Augmented reality... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Expect technology to adapt to them                       Has to be useful © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Accessibility © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Accessibility                       Workforce with signi cant disability: 18-65                                           ...
Accessibility                       Workforce with signi cant disability: Nearing Retirement                              ...
Accessibility                       Workforce bene ting from accessibility tech                                           ...
“Disability” is a HUGE turn-o © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Accessibility                       Limit on-click events                                       !"##$%&(%)   !" © 2011 Eff...
Accessibility                       External labels on forms                       Do this:                            !"#...
Accessibility                       Meaningful links                       !"#$"%                                         ...
Accessibility                       Watch contrast                                        !"#$%&()$ © 2011 EffectiveUI, In...
Boomers ! technology © 2011 EffectiveUI, Inc.Monday, March 21, 2011
Boomers want to learn and                             share safe, easy to use                                 technology.....
...as long as they see it as                                a tool that’s that will                                 enhanc...
Design for goals and                            behaviors, aptitude and                                   attitude,       ...
John McRee                       Lead User Experience Architect                       E ectiveUI                          ...
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Your Mom Has an iPad

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EffectiveUI lead user experience architect John McRee's presentation from South by Southwest Interactive 2011:

"It’s a cultural phenomenon that most of us didn’t see coming: baby boomers are taking over Facebook, while the millenials are abandoning it like crazy because it is so last year. After all, what 20-something wants his mom to see his status update about last night’s party? This example signifies a trend in technology overall: the assumed late adopters are now joining early adopters as technology becomes increasingly easy and fun to use. Devices such as the Wii and the iPad have overwhelmingly been adopted by the older and less technologically savvy crowd. The trend has significant design implications. As we’re designing for emergent devices, we need to be very aware that we’re definitely not designing for ourselves. User research will become even more critical, with particular attention paid to the more mature crowd as they have different needs from other generations..."

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Transcript of "Your Mom Has an iPad"

  1. 1. Your Mom Has an iPad Designing for BoomersMonday, March 21, 2011
  2. 2. John McRee Lead User Experience Architect E ectiveUI @johnmcree © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  3. 3. My mom doesn’t have an iPad :( © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  4. 4. My big mouth © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  5. 5. Back in the day when... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  6. 6. Boomers ! technology © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  7. 7. That sure is a clean kitchen! © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  8. 8. Wrong! © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  9. 9. Uh.... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  10. 10. Worldwide game console sales 46% Wii: $85 million Xbox: $50 million PS3: $48 million 27% 26% © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  11. 11. US game console sales 49% Wii: $30 million Xbox: $19 million PS3: $12 million 19% 31% © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  12. 12. Boomers comprise more than a third of the online population. -Forrester Research © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  13. 13. Self-perception of savvy 100% 4% 6% 6% Newbies 7% Intermediates 80% 19% Net Vets 21% Super Net Vets 60% 40% 71% 66% 20% 0% Boomers Non-Boomers -Jupiter Research © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  14. 14. Social networking 47% of internet users 47% ages 50-54 are using social networking sites. 26% 26% of internet users aged 65+ are using social networking sites. -Flowtown.com © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  15. 15. Percentage using social networking by age 100 18-29 30-49 50-64 80 83 86 65+ 76 73 67 60 61 58 48 47 40 36 36 20 25 25 26 22 16 16 12 13 11 7 7 0 5 4 09/05 05/05 11/08 04/09 12/09 05/10 -Flowtown.com © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  16. 16. % growth of adults who update their status 2009-2010 100% 88% 33% 27% 13% All adults 18-29 30-49 50-64 65+ -Flowtown.com © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  17. 17. There’s $ in this © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  18. 18. Boomers spend the MOST on tech -AdAge.com © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  19. 19. Close to 80 million Americans controlling 50 percent of the country’s discretionary spending. -Forrester Research © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  20. 20. Boomer women spend more money in all channels than women from all other generations. -Forrester Research © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  21. 21. Outspent younger adults by $1 trillion in 2010 -Forrester Research © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  22. 22. So, who are Boomers anyway? © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  23. 23. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  24. 24. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  25. 25. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  26. 26. The oldest members of the Baby Boom generation turn 65 this year. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  27. 27. Too young to have any personal memory of World War II, but old enough to remember the postwar American High. -Strauss and Howe © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  28. 28. 79 million Baby Boomers 26% of the population -US Census Bureau © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  29. 29. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  30. 30. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  31. 31. How to design for Boomers? © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  32. 32. Don’t © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  33. 33. Design for goals and behaviors, aptitude and attitude, not generation © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  34. 34. There are patterns to consider... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  35. 35. Boomers and Technology An Extended Conversation Boomers... • Like to learn new technologies and share their knowledge • Want technology to be safer • Want technology to be easier to use • See technology as a tool • Expect technology to adapt to them © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  36. 36. Boomers like to learn new technologies and share their knowledge. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  37. 37. Like to learn new technologies and share their knowledge The Kickass Curve -http://headrush.typepad.com/ “I’m kicking ass!” Passion Threshold Ability d d o Ba Go “I don’t suck.” Suck Threshold Time © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  38. 38. Like to learn new technologies and share their knowledge Obvious and e cient © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  39. 39. Like to learn new technologies and share their knowledge Obvious and e cient © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  40. 40. Like to learn new technologies and share their knowledge Obvious and e cient © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  41. 41. Boomers want technology to be safer. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  42. 42. Want technology to be safer Feedback Vs. ... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  43. 43. Want technology to be safer Feedback Vs. ... Vs. Submit Only press Submit once. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  44. 44. Want technology to be safer Retraceable steps Pagination ! " # $ % & ()*+,-./ ! &&& " # $ % &&& " 0*12 Breadcrumbs %&()*#(+#*#(, !"#$ !"#$ !"#$ !"#$ © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  45. 45. Want technology to be safer Strong visual design © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  46. 46. Boomers want technology to be easier to use. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  47. 47. Want technology to be easier to use Consistent navigation and behavior !"#$%&( )$%&( !"#$%&( !"#$%&( !"#$%&( !"#$%&( !"#$%&( !"#$%&( !"#$%&( !"#$%&( !"#$%&( (%) )#*+&," !"#$%& -+&," !"#$%&"( !"#$%& )#*+&," !"#$%&"( !"#$%& )#*+&," !"#$%&"( (%) )#*+&," (%) !"#$%& !"#$%& !"#$%& !"#$%& (%) (%) © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  48. 48. Want technology to be easier to use Consistent nomenclature !"#$%& ./01,2 ( 3/14 )* 5"%& +,- 67%& © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  49. 49. Want technology to be easier to use Choose your horse © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  50. 50. Boomers see technology as a tool. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  51. 51. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  52. 52. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  53. 53. Boomers expect technology to adapt to them. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  54. 54. Expect technology to adapt to them Augmented reality... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  55. 55. Expect technology to adapt to them Has to be useful © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  56. 56. Accessibility © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  57. 57. Accessibility Workforce with signi cant disability: 18-65 20% -US Census Bureau © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  58. 58. Accessibility Workforce with signi cant disability: Nearing Retirement 42% -US Census Bureau © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  59. 59. Accessibility Workforce bene ting from accessibility tech 60% -Forrester Research © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  60. 60. “Disability” is a HUGE turn-o © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  61. 61. Accessibility Limit on-click events !"##$%&(%) !" © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  62. 62. Accessibility External labels on forms Do this: !"#$ %#"& Not this: !"#$ %#"& © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  63. 63. Accessibility Meaningful links !"#$"% !"#$"% &%"()*+,-()$.%),*/)#("/0)12,"1/"/-%)#$*+*,*1*23) &%"()*+,-()$.%),*/)#("/0)12,"1/"/-%)#$*+*,*1*23) ".*/0),"$)$)"*-,($)/"(+%)*21*$*$-2/)-/).#4%")"/) ".*/0),"$)$)"*-,($)/"(+%)*21*$*$-2/)-/).#4%")"/) $.%")(#32#)#.*5-#6)7/)"2*()#$)(*2*()8"2*#(0)5-*,) $.%")(#32#)#.*5-#6)7/)"2*()#$)(*2*()8"2*#(0)5-*,) 2,/%-$)"9"%1*/#/*2)-..#(1).#4%*,6 2,/%-$)"9"%1*/#/*2)-..#(1).#4%*,6 !"#$%&($" !"#$%&($" !"#$"% !"#$"% &%"()*+,-()$.%),*/)#("/0)12,"1/"/-%)#$*+*,*1*23) &%"()*+,-()$.%),*/)#("/0)12,"1/"/-%)#$*+*,*1*23) ".*/0),"$)$)"*-,($)/"(+%)*21*$*$-2/)-/).#4%")"/) ".*/0),"$)$)"*-,($)/"(+%)*21*$*$-2/)-/).#4%")"/) $.%")(#32#)#.*5-#6)7/)"2*()#$)(*2*()8"2*#(0)5-*,) $.%")(#32#)#.*5-#6)7/)"2*()#$)(*2*()8"2*#(0)5-*,) 2,/%-$)"9"%1*/#/*2)-..#(1).#4%*,6 2,/%-$)"9"%1*/#/*2)-..#(1).#4%*,6 !"#$%&($" !"#$%&($" © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  64. 64. Accessibility Watch contrast !"#$%&()$ © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  65. 65. Boomers ! technology © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  66. 66. Boomers want to learn and share safe, easy to use technology... © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  67. 67. ...as long as they see it as a tool that’s that will enhance their life. © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  68. 68. Design for goals and behaviors, aptitude and attitude, not generation © 2011 EffectiveUI, Inc.Monday, March 21, 2011
  69. 69. John McRee Lead User Experience Architect E ectiveUI @johnmcree © 2011 EffectiveUI, Inc.Monday, March 21, 2011
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