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Boomer UX UXDC April 2017

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Presentation for the UXPA conference in Washington, DC.

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Boomer UX UXDC April 2017

  1. 1. Copyright © 2017 CapTech Ventures, Inc. All Rights Reserved. CONFIDENTIAL – CapTech considers these materials to be confidential and proprietary business information. Boomer UX UXDC Conference April 2017 Penny Church
  2. 2. 2
  3. 3. 3 - Who are these Boomers? - My experience - Tips for conducting user research with this group - Design that works (and does not) - The opportunity for growth Agenda
  4. 4. • Demographic group born during the post–World War II baby boom Who’s a Baby Boomer? Source : U.S. Census Bureau
  5. 5. 5 Source: Nielsen
  6. 6. 6 Source: Nielsen
  7. 7. 7 Source: Millward Brown 26% 42% 71%
  8. 8. Others Talk, We Listen. Researching with Boomers
  9. 9. 9 • I’ve been conducting usability tests since paper prototypes were really made out of paper. • I’ve had a passion for User Experience since it was called Human- Computer Interaction. • I’m a clinician, not an academic researcher. About Penny
  10. 10. 10 • Large US insurance firm • Life Insurance • Long Term Care Insurance • Conducting user research (mostly usability testing of prototypes) • Qualitative research • Low-tech statistics How this got started…
  11. 11. 11 We facilitated 46 usability tests with users of the insurance website over 19 months. Unless noted, all tests were remote and live/synchronous using desktop browsers. Research Details Round Date # of Participants Feature Focus 1 Aug 2015 6 Long term care claim view 2 Nov 2015 8 Long term care claim updates, Included some in-person mobile testing 3 Jan 2016 6 Initiate a claim 4 March 2016 7 Message center 5 May 2016 5 Payment center 6 Sept 2016 5 Medical Provider info 7 Dec 2016 6 Change beneficiaries 8 March 2017 7 Policy details
  12. 12. 12 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Younger 40's 50's 60's 70's Older Age of Participants in Studies Age of Test Participants by Decade
  13. 13. 13 1. WebEx works J • We did not have to cancel one test because the use could not get WebEx to work. (Some users could not tell me which browser they were using…) • We DID have to wait patiently a few times and talk people through the process of connecting. • Did have to cancel two tests because the users only had an iPad and we could not connect using our protocol. Tips for Conducting Research with 50-70 year-old participants 2. Screening surveys are needed • You don’t want to cull out real users, but… • We caught a few customers who actually had a family member log in for them to use our website, so the participant really had no experience using our website.
  14. 14. 14 1. Users express desire for bigger text fonts, control over font size • Text resizing widget? • Pinch gestures on touch devices make this much easier – BUT Horizontal scrolling 2. Users become less tolerant of low contrast. “this is hard to see” • I ditched medium/light blue text, moved to darker blue Accessibility Features Become More Important
  15. 15. 15 Vision Concerns with Older Adults Cataract Glaucoma Low Vision Source: NIH.gov
  16. 16. 16 Motor and Cognition Concerns Make targets big, combine text and graphic (Trend toward touch-friendly UX is good) Help them stay on track Source: NIH.gov
  17. 17. 17 1. Do not use the latest slick widget, stick to web standards 2. Organization, clear steps are VERY important • Trend to less complex pages is good for them 3. Minimize distraction links if you want the user to complete the process 4. Use their language • “Submit a Document” vs “Upload” Tips for Designing for 50-70 year-old Users
  18. 18. 18 * Sept 2014, Pew Research Center
  19. 19. 19 Source: Socratic Technologies
  20. 20. 20 1. Online grocery shopping • (in 2015 only 5% of Baby Boomers reported doing this) 2. Virtual medical appointments 3. Electronic medical monitoring 4. Online insurance business 5. Social connections 6. Learning Potential Areas for Growth for Boomer Users
  21. 21. 21 We are designing for our future selves Boomers are comfortable with this technology, but we need to consider their needs when we design They are a market we should not ignore Final Thoughts
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  23. 23. 23 Product Ownership by US Household - 2015 Source: Deloitte

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