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Designing for Generation Z: How Kids Are Rewriting the Rules of Their Own User Experiences

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From Adobe MAX: Join Jeff Roach, chief strategy officer and group executive creative director at Fuel, as he takes a deep dive into the distinctive behaviors of today’s youngest consumer generation, and how access to new technology, tools and experiences has called for new approaches to youth-focused design.

Published in: Design

Designing for Generation Z: How Kids Are Rewriting the Rules of Their Own User Experiences

  1. 1. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Designing for Generation Z How Kids Are Rewriting the Rules of Their Own User Experiences Jeff Roach, Chief Strategy Officer & Group Executive Creative Director Fuel Youth Engagement @Silverstarme @FuelYouth
  2. 2. Fuel is an advanced technology & creators studio We help brands connect with Generation Play through future technology and creative content Private and Confidential – Not for Distribution ©2015 Fuel Youth ©2015 Fuel Industries Inc. All Rights Reserved @Silverstarme @FuelYouth
  3. 3. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute What constitutes great youth design? When it comes to Gen Z and interaction experiences, how do we evaluate design?
  4. 4. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  5. 5. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  6. 6. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  7. 7. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  8. 8. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  9. 9. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  10. 10. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  11. 11. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  12. 12. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  13. 13. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  14. 14. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  15. 15. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  16. 16. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  17. 17. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  18. 18. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute So let’s think about interaction design from a youth perspective And in order to think from a youth perspective, we need to understand the fundamental insights into this new generation.
  19. 19. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  20. 20. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  21. 21. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  22. 22. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  23. 23. We help brands engage kids and families around the world. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Generations Generation Y, or Millennials, born between 1984 and 2000-2004, is The Social Media Generation. As children and teens, they were the first wave of social networkers. Y Generation X, those born between 1965 and 1984, is The Personal Computer Generation. We grew up with the introduction of computers to the home. X
  24. 24. 2008 @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute As Millennials reached adulthood they had to realize a world in flux, defined as much by the technology fueled optimism of their youth as a freshly formed, jaded socio-economic outlook. @Silverstarme @FuelYouth
  25. 25. We help brands engage kids and families around the world. Generation Y, or Millennials, born between 1984 and 2000-2004, is The Social Media Generation. As children and teens, they were the first wave of social networkers. Generation X, those born between 1965 and 1984, is The Personal Computer Generation. We grew up with the introduction of computers to the home. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Generations Which brings us to Generation Z, The Mobile Generation. Some are calling this generation the iGeneration. Our kids to teens today don't know a world without smartphones and tablets. X Y Z
  26. 26. We help brands engage kids and families around the world. Multicultural, globally connected, and blinder to age and race The first mobile generation who is always-on, everywhere @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute What’s in a name? A generation in contrast to the Millennial Me, this is Generation We iGenPlurals Gen We
  27. 27. They are realists, with a grounded perspective about the future that is equally pragmatic and optimistic @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Three Themes Future Realists They learn differently, and their education and digital prowess is preparing them to be inventors, makers, and entrepreuners Laterally Wired They are collaborative, global and diverse – more blind to race, gender and age than any other generation We First
  28. 28. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Future Realists Gen Z are realists. This theme is common throughout all of the Gen Z research to-date and it’s largely based on the idea that the Gen Z upbringing came during a socio- economic world that included a global recession, drawn out war, and political uncertainty at home @Silverstarme @FuelYouth
  29. 29. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute And 1 in 4 American children are living in poverty. Their outlook and their media reflects a more dystopian world-view. Where Gen X had Reality Bites and Singles, Gen Z has Hunger Games and Divergent, with explicit themes of distrust and wealth disparity. 73% of Americans were personally affected by the recession @Silverstarme @FuelYouth
  30. 30. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “Their exposure to the impact of the recent economic slowdown on their families is expected to lead to financial conservatism.” Consumers of Tomorrow, Insights and Observations About Generation Z”, Grail Research, June 2010 50% of teens 12-18 years old already save for technology @Silverstarme @FuelYouth
  31. 31. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Future Realists “If Gen X are anti-authority, highly individualistic, and self-reliant and Millennials are confident, digital thinkers who are needy with a sense of entitlement, than Gen Z are realistic, creative, and hyper-connected. Their realism is a defining aspect of this generation.” Sparks & Honey, Pew Research, 2012
  32. 32. We First @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute One common theme that comes through in all the Generation Z reports is how diverse this generation is. They have been called the Plural Generation as they are growing up in an America where multiracial children are the fastest growing group. @Silverstarme @FuelYouth
  33. 33. increase in multiracial marriages in the last 30 years. A 1,000% increase in Asian-White marriages. A 50% increase in multi-racial youth population since 2000. A 1.5% decrease in Caucasian population compared to a 7.6% increase in the Hispanic population. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute 400% @Silverstarme @FuelYouth
  34. 34. It’s not just race, it’s about age as well @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “Because Generation Z is growing up in the Great Recession they share many of the same values as Boomers, the Great Generation who lived through global war and depression.” U.S. Census, 2010 Census Brief @Silverstarme @FuelYouth
  35. 35. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute And 50% of global tweens 8-12 years old are online daily (Millward Brown, 70 cities, 15 countries). As a result, Generation Z tends to even think more globally. 25% of tweens 8-12 years old connect with a friend from another country daily @Silverstarme @FuelYouth
  36. 36. And they’re learning collaboration in the classroom @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “In preparing our students for college and careers, 21st century skills call on us to develop highly collaborative citizens – it's one of the 4 Cs, after all.” Rebecca Alber, Edutopia @Silverstarme @FuelYouth
  37. 37. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute They learn not just the value of collaboration, but how to collaborate “They are collaborative team players where everyone is equal at winning and losing.” Sparks & Honey, Pew Research, 2012 @Silverstarme @FuelYouth
  38. 38. Laterally Wired @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute This generation thinks differently. From new visual forms of communication, to 4D video, to hacking and making, Generation Z has the tools and the opportunities to think more creatively unlike any before them. @Silverstarme @FuelYouth
  39. 39. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute They’re visual communicators Gen Z speak in emoticons and emojis. Symbols and glyphs provide context and create subtext so they can communicate tone in their conversations. Emoji alphabets and stickers replaces text with pictures. If Millennials were the text message generation, then Generation Z is the emoji generation. @Silverstarme @FuelYouth
  40. 40. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  41. 41. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute So they love Instagram
  42. 42. 4D Thinking @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “Gen Z have always known how to pinch and swipe. They have grown up with hi-def, surround sound, 3D and now 4D – 360 degree photography and film is their normal. Ultra slow motion and hi-speed video is their standard.” Sparks & Honey, Pew Research, 2012 @Silverstarme @FuelYouth
  43. 43. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Video is their world
  44. 44. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “Where the average American attention span has decreased to 8 seconds, from 12 seconds in 2000, 11% of children 4-17 years old have been diagnosed with ADHD, up from 7.8% in 2003." National Center for Biotechnology Information, U.S. National Library of Medicine) 84% of Gen Z multitask vs only 2% of the general population @Silverstarme @FuelYouth
  45. 45. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “Amongst kids in grades 5-12, 42.1% plan to start their own business, 46.9% have schools that offers classes in how to start and run a business, and 16.9% already work at least one hour per week, while 37.8% believe they will invent something that changes the world.” Gallup & Operation Hope 72% of teens expect to start a business vs 64% of young adults @Silverstarme @FuelYouth
  46. 46. We help brands engage kids and families around the world. As entrepreneurs they start young: Tavi Gevinson (fashion editor, founder Rookie Magazine), Kristin Prim (fashion influencer, founder of Prim Magazine), and Charlie Lyne (The Guardian journalist) This is a generation that is learning how to make 3D models in school and print their own products on 3D printers, who have learned how to program their robot toys, and who make their own video games @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute They see the world as one they can program – they don’t expect it to be handed to them, because they know they can make it: we are increasingly teaching our children that they can program anything. Makers Entrepreneurs Hackers
  47. 47. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute @Silverstarme @FuelYouth
  48. 48. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute So, what does it mean for the future? As a generation bound both by immense technology potential and tough socio- economic environment, this is a generation who wants to create and innovate, who believe they can hack the world around them for the better.
  49. 49. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute And what does it mean for design? Future Realists Laterally WiredWe First
  50. 50. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Three Design Principles A visual language that is simple, easy-to- understand, and guides the user into content types or through a purposeful user journey, with only simple cues that connect Functional, purposeful, and rewarding for interaction – a pragmatic design philosophy for youth experiences uses design as a tool to inform discovery and creation A multi-dimensional design approach for digital youth experiences considers the capabilities of youth and their ability to be lateral thinkers – it’s not a linear journey Pragmatic Simply Visual Dimensional
  51. 51. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  52. 52. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  53. 53. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  54. 54. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  55. 55. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  56. 56. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  57. 57. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  58. 58. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  59. 59. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute@2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  60. 60. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  61. 61. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  62. 62. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  63. 63. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  64. 64. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  65. 65. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  66. 66. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  67. 67. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  68. 68. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  69. 69. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  70. 70. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  71. 71. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Youth will look at interaction design with a different perspective And digital interaction to them might actually mean engineering design over visual design – as makers and hackers, this generation thinks differently about what digital design even is…
  72. 72. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  73. 73. Private and Confidential – Not for Distribution ©2015 Fuel Youth ©2015 Fuel Industries Inc. All Rights Reserved @Silverstarme @FuelYouth Thanks. Digital youth insights: genplay.co Jeff Roach, Chief Strategy Officer & Group Executive Creative Director Fuel Youth Engagement jroach@fuelyouth.com

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