Go on uk sarah bridges camp digital slides 1.1
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The document discusses basic digital skills and inclusion in the UK. It notes that 10.5 million adults lack basic digital skills and highlights the economic and social opportunities if more people developed these skills. Specific issues facing older users and small businesses are examined. The presentation advocates for developing inclusive digital services and products with considerations for varied abilities through approaches like user research with diverse groups. It promotes the Digital Skills Charter initiative to help more organizations support basic digital skills development.
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Go on uk sarah bridges camp digital slides 1.1
- 1. @Go_ON_UK Sarah Bridges Director of Programme & Partnerships @SarahBridges @Go_ON_UK
- 2. @Go_ON_UK Let’s talk Basic Digital Skills • The opportunity and some research • What are Basic Digital Skills? • How everyone with Basic Digital Skills can help • ‘Designing for your future self’ • Summary
- 3. @Go_ON_UK £ 63 BILLION uplift in UK GDP if global digital leadership achieved £ 18.8 BILLION uplift in annual turnover if SMEs marketed and sold online 10.5 million adults don’t have Basic Digital Skills 1.2 million SMEs need to improve their capability Cross sector programmes and investment, inc. local action & £15m from Big Lottery Fund The Opportunity
- 4. @Go_ON_UK The Human Picture 10.5 MILLION PEOPLE LACK BASIC DIGITAL SKILLS 20%
- 5. @Go_ON_UK
- 6. @Go_ON_UK The Divide is Widening Access to public services that are increasingly moving online People can face increased social exclusion as relationships go online. 33% of people got online to connect with friends and family. Young people without home internet may struggle with educational attainment People who are online are £440 a year better off on average 90% of future job roles will require ICT skills
- 7. @Go_ON_UK “I don’t need antidepressants anymore, I’m not lonely anymore. I’m part of digital” A large variety of positive outcomes
- 8. @Go_ON_UK Digital is critical for business growth 25% OF ORGANISATIONS SEE DIGITAL AS ‘IRRELEVANT’ TO THEM
- 9. @Go_ON_UK It helps charities do more for less OF CHARITIES ARE WITHOUT BASIC DIGITAL SKILLS 58%
- 10. @Go_ON_UK Common causes of digital exclusion Individuals Small Businesses
- 11. @Go_ON_UK
- 13. @Go_ON_UK Shared language – knowing what to say digitalskills.com
- 16. @Go_ON_UK Case study: Go ON it’s Liverpool June 2011: 29% of adults had never been online compared with 17% nationally 18 months later… 55% reduction of people who had never gone online over 18 months
- 17. @Go_ON_UK Case study: Go ON it’s Liverpool Partnerships Digital champions• 80 local cross sector partners supported the campaign • Each partner promoted a specific targeted message that was appropriate & meaningful to local people & embedded digital into everything • 1,500 digital champions recruited and supported by local partners Measurement • 55% reduction over over 18 months of people who had never gone online • ONS figures for the city 18 months • 1 City Council 90 Councillors supporting Political Leadership Population 365,000 Never online 104,000 43,000 more online • BBC National Give An Hour campaign Promotion
- 18. @Go_ON_UK and now hundreds of organisations are making a difference We took the lessons learned from and we shared them
- 20. @Go_ON_UK Raina Brody Senior Researcher Shelley Thomas Senior Researcher Julie Kennedy Head of UX Lucy Scott Senior Researcher Designing for your future self
- 21. @Go_ON_UK • Life expectancy and healthy life expectancy increasing Over the next 20 years the number of 60’s+ will increase by 40% • Value of grey £ Spending power of over 65’s (2010) = £76 billion By 2030 this is predicted to grow to £127 billion = growth of 68% “There was no respect for youth when I was young, and now that I’m old, There is no respect for age – I missed it coming and going” J.B. Priestley The older population is something we’ll ALL be part of
- 22. @Go_ON_UK • Number of older adults using tablets to access the internet has trebled for 65-74yrs from 5% in 2012 to 17% now • Those aged 65-74 are more likely to use a smartphone now with 20% more compared to 12% in 2012 • Key areas of interest are travel, news, watching TV playing games and health • Some older people that would benefit from online services do not have access or support Some facts about the older user and technology
- 23. @Go_ON_UK “We assume only younger tech-savvy people will want to use this” “We don’t want to see anybody over 65 in this sample” “The problem of older users will go away in the next 10 years...” “We don’t know any older users who’d want to participate in our studies” “We don’t have the time, money, or expertise to set up and maintain a website that is tailored to the needs of older people” How often have you heard the following?
- 24. @Go_ON_UK This can result in a vicious cycle of exclusion Products are difficult for older users Older people try them, have trouble, feel alienated Bad experiences promote avoidance Older users not perceived as the ‘target market’ Products not built with older users in mind
- 25. @Go_ON_UK Vision Hearing Physical speed Hand movement and other physical limitations Behaviour and habitsMemory and information processing So what happens as we age? Digital considerations made for older people will help people of all ages. Developing for older people will help 10.5 million people who have low levels of confidence and skills when using digital technology.
- 26. @Go_ON_UK Changes in memory make noticeable changes in behaviour Because older brains have: • Slower processing speeds • Reduced processing resources • Diminished filtering Older users are often: • Slower and more methodical • More likely to read all information • Susceptible to issues of cognitive load • Need more help learning new skills • Reluctant to try new things • Twice as likely to give up on a task • Assign blame to themselves
- 27. @Go_ON_UK Changes in vision accelerate with age What happens: • More difficult to see objects clearly • Over 85, one in 20 are legally blind • Presbyopia – long-sightedness caused by lens hardening • Pupil shrinkage - require more light • Loss of peripheral vision - decreased by 25% by 80 years • Contrast sensitivity diminishes from 40 years - Reduced by 83% by 80 years • Half of all over 65 years have cataracts
- 28. @Go_ON_UK Changeable font sizes are critical for ease of use
- 29. @Go_ON_UK Digital considerations for people with sensory loss Which of these colours are typically more difficult for older users to accurately distinguish? Did you know that colour blindness increases with age?
- 30. @Go_ON_UK Practical design considerations for your future self “It’s like a doorbell, you assume you have to press it long and hard to get someone to hear you” Older and younger people gesture differently... Physical movement changes with age
- 31. @Go_ON_UK Make it better Bad design excludes large sections of the population from the benefits of technology If you’re a designer, a developer or a user researcher - you can help change that Following some simple principles, you can create more inclusive products that work better for everyone, especially the people who need them the most A lot of people in the tech industry talk about “changing the world” and “making people’s lives better.”
- 32. @Go_ON_UK • Make the argument for inclusion: – Large audience and a growing population – More disposable income than any other group – Loyal customers • Get product teams exposed to older users during design and development • Understand needs of older user groups (and how they differ from younger) • Use easy ethnographic and guerrilla tactics • Include a +70 sample in research • Older/younger friendship pairs in research to highlight differences Start with product strategy
- 33. @Go_ON_UK Practical design considerations for your future self Less confident users may take longer to do things; time based actions or processes need adjustment Consider physical speed and dexterity in the design process Don’t break the back button! Stay in one window on Website Allow for easy and obvious control of text/image size Don’t let fashion make you compromise on user focussed design Ensure text boxes are correct size for user data Design for colour blindness Don’t assume older people won’t use your service Watch out for jargon
- 34. @Go_ON_UK Everyone in this room can play a part in making a difference If you pay attention, others will too… Technology can be a force for change in the way we treat people who are older, have a disability, are less confident, or all three. You can stop discounting them, and start including them. …your future self will thank you
- 35. @Go_ON_UK What can you do now? • Digital Skills Charter – encourage your organisation and others to engage and commit at digitalskills.com/charter • Digital champions – become one or recruit and support others – visit digitalskills.com/volunteer • Basic Digital Skills – consider the needs of the 10.5m people who could be using the internet effectively. • Share what works – make the internet for everyone
- 36. @Go_ON_UK Together we can help everyone in the UK to reach their digital potential
Editor's Notes
- by Julie, Lucy, Raina and Shelley. It inc. a huge amount of research and detail as well as user research and considerations for physical product design too. I will share some of this today, with their permission. A version of their session is available Again, many of the considerations and recommendations will help users, of any age who lack confidence online.
- Increase number of people 55+ accessing the internet in 2014 Steady increase in 55 -74 yr olds accessing the internet Through design and Human Computer Interaction we can make a difference to the lives of older users
- Designers (who are often younger) can make assumptions about older users, their lifestyles, and scenarios of use.
- “Making people feel incompetent, frustrated, or stupid will certainly drive them away.” – “Many older people feel that current designs were not meant for them. Designers often have their own ideas of good design and best practices and may be unaware of … established guidelines.” - See more at: http://www.uxmatters.com/mt/archives/2013/10/designing-user-interfaces-for-older-adults-myth-busters.php#sthash.0CHNS21I.dpuf