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Western Illinois Conference on Aging – Sept. 2007

Maturity and Opportunity Seniors Meet the Web. Devendra Shrikhande SaffronFusion LLC. Western Illinois Conference on Aging – Sept. 2007. www.saffronfusion.com/DSS. Quick Introductions. A little about you A little about me. Western Illinois Conference on Aging – Sept. 2007.

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Western Illinois Conference on Aging – Sept. 2007

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  1. Maturity and OpportunitySeniors Meet the Web Devendra Shrikhande SaffronFusion LLC Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  2. Quick Introductions • A little about you • A little about me Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  3. Overview Seniors • Population Statistics • Online – Statistics • Online Behavior & Reasons • Web Usability – Challenges & Suggestions • Encouraging Participation: Online & Offline • Online Resources • Sample Sites • Reviews/Questions/Discussion • Conclusion Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  4. Population Statistics Seniors represent the fastest growing demographic worldwide Canada, England and France share a similar trend of growing senior demographic Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  5. Online Statistics Silver Tsunami or is it? • Currently not many over 65 go online • But Baby Boomers join the seniors in the next 10 years • Majority growth is current users joining this demographic • Many workers are staying past 65 • Equal parity among men and women Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  6. Online StatisticsOnline Activity Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  7. Online Activity - Benefits By the end of 2003, primary activities distributed across • 66% - Research Health or Medical Information • 66% - Product Research • 47% - Online Purchases • 41% - Travel Reservations • 60% - Government Web Sites • 26% - Religious and Spiritual Information • 20% - Online Banking Email is main Internet application Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  8. Online Behavior • “Cautious Clickers”Concerned that a false move could land them in unsafe or unknown territory • While less vulnerable, they are also less careful in their security • Once online they are as enthusiastic as other generations • Those off-line are way offline Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  9. Online Behavior - Reasons • Retired without using computers and the Internet at work • Usability issues – physical challenges • Web sites produced by younger set: physical and cultural differences Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  10. Online Use - Challenges • Cautious clicking • Clicking non-links • Accessing highly detailed table data • Understanding Web terminology & technical jargon • Read all the text, especially if asked to input information • Difficulty in understanding location and path • Difficulty in managing (multiple) windows and scrolling • Difficulty with dynamic (tabbed or popup) navigation Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  11. Challenges – RemediesOnline Use Cautious Clicking Improve terminology, use action word links.Go to this account, Move Money, Choose Investments Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  12. Challenges – RemediesOnline Use Clicking Non-Links Increase the number of links, use consistent visual theme to identify links, make icons and bullets links. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  13. Challenges – RemediesOnline Use Highly Detailed Table Data Reduce detail to what is required. Split tables. Add more instructional text. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  14. Challenges – RemediesOnline Use Web Terminology & Technical Jargon Review content (and then review again) to simplify. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  15. Challenges – RemediesOnline Use Too Much Text and Instructions Edit text and revise instructions so they are concise. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  16. Challenges – RemediesOnline Use Location Confusion Where am I? Review content structure, bread crumbs, “active choice” indicator. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  17. Challenges – RemediesOnline Use Window Management and Scrolling Explicitly state when a new window will open. Eliminate horizontal scrolling. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  18. Challenges – RemediesOnline Use Tabbed or Popup Navigation Keep navigation simple as a list with all options visible. Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  19. Encouraging ParticipationOnline and Offline To help seniors go online use a multi-pronged approach: • Online – features on the Web to promote participation • Offline – activities to encourage participation Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  20. Encouraging ParticipationOnline Approach • Follow the usability and design tips • Architect your site per audience, not just services • Add features beyond your core service Online games Online instructions • Use it as a communications channel • Remember to invest in your Web site Like most things, results match your investment Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  21. Encouraging ParticipationOnline Approach Design Tips • Avoid tightly clustered links • Provide options to increase text size Preference: sans serif with a reasonable default size. • Keep navigation simple and obvious • Make icons and bullets links • In forms, explore cookies to pre-populate fields, use fields to separate phone of CC numbers, not syntax • Local search engines should be forgiving – ignore hyphens • Keep content tone simple and active, do not patronize • Keep error messages simple and direct • Display industry affiliations and security seals Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  22. Encouraging ParticipationOnline Approach Site Architecture • Identify their area on the site as “Seniors” • Establish, display and promote your privacy policy • Cross-populate content but remember to adjust tone • Adjust structure so information is in short sections Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  23. Encouraging ParticipationOnline Approach Online Fun Add “fun” into “functional” Encourage participation and sharing among your audience Puzzles & Pets:http://www.aarp.org Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  24. Encouraging ParticipationOnline Approach Online Instruction Utilize online tutorials to help seniors learnhttp://www.cityofseattle.net/tech/seniors/training/ Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  25. Encouraging ParticipationOffline Approach Offline Processes • “Just because you built it…” • Offline engagement is as important as online • Promote, promote, promote Email signatures, print materials, media releases, relatives • Partner with stakeholder institutions Beyond link exchange, partner in activities • Offer classes and programs, tap volunteers as teachers Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  26. Online Resources • Usability User Interface Engineering : http://www.uie.com/ useit.com: http://www.useit.com/ National Institute on Aging: http://www.nia.nih.gov/ • Statistics Pew: http://www.pewinternet.org/ US Census: http://www.census.gov • Online Tutorials for Seniors SeniorNet: http://www.seniornet.org Seattle: http://www.cityofseattle.net/tech/seniors/training/ Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  27. Reviews/Questions/Discussion Open forum to visit sites, target specific queries, discuss cases Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

  28. Conclusion Follow up is welcome! http://www.saffronfusion.com/DSS devendra@saffronfusion.com Western Illinois Conference on Aging – Sept. 2007 www.saffronfusion.com/DSS

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