I was born and raised in an Indian joint family with a variety of age groups under one roof. This helped broaden my horizons of different perceptions from an early age. My grandparents were never tech-savvy and always struggled with any kind of digital activity. They would just ask their grandkids to get the job done.
As I dived into the experience design and strategy profession, I understood the responsibility that came with it and the considerations of diverse demographics while designing. Honestly, it’s a challenging yet satisfying task to create an inclusive design and witness the joy of ‘everyone’ being able to enjoy the customer journeys you create.
Challenges faced by elderly customers
They may face several types of challenges with digital services, including:
- Physical challenges. Older adults may experience age-related physical limitations, such as decreased dexterity, vision problems, or hearing loss, that can make it difficult to interact with digital devices and services.
- Cognitive challenges. Aging can also affect cognitive abilities, such as memory and attention. This can make it harder to learn and remember how to use digital services.
- Technological challenges. Some elderly customers may be unfamiliar with digital technology; lack experience with using computers or mobile devices; or have limited access to the internet or other digital services.
- Attitudinal challenges. Some elderly customers may be hesitant to use digital services. This is due to concerns about privacy, security, or the potential for scams or fraud.
- Usability challenges. Older adults may have difficulty navigating complex digital interfaces or websites that are not designed with their needs in mind. This can lead to frustration and confusion.
These challenges can impact the ability of elderly customers to access and benefit from digital services. This can have negative consequences for their overall well-being and quality of life.
It can make it difficult for elderly customers to fully engage with digital services – leading to frustration and negative customer experiences. Thus, it is important for businesses to consider these challenges and provide support and guidance to help elderly customers use digital services more easily and comfortably.
Crafting positive CX for elderly customers
To design experiences that cater to elders, it is important to consider their unique needs and limitations. Some approaches to designing experiences for elderly customers include:
Simple and clear communication
Using clear and concise language in communications, avoiding using technical jargon or confusing terms, and providing step-by-step guidance to help elderly customers navigate digital services. Keep interfaces and interactions extremely simple, straightforward, and easy to understand. Businesses like GoGoGrandparent offer a service that allows elderly customers to order ride-sharing services like Uber and Lyft without needing to use a smartphone app. The service uses a simple phone call interface, allowing customers to request a ride by pressing a button on their phones.
Accessibility
Design experiences with accessibility in mind, such as high-contrast text, clear and large fonts, the ability to zoom in on content and touch screens or voice commands. For example, I love how GrandPad, a tablet designed specifically for elderly customers, features a simplified interface with large, easy-to-read buttons and pre-installed apps for video calling, email, and music streaming.
The tablet also comes with a support team that can provide help and guidance as needed. Moreover, in the financial industry, Bank of America has also taken many initiatives to create digital services that are more accessible, one of them includes offering audio and large-print versions of important documents such as account statements and credit card bills, making it easier for the elderly customers to understand their finances.
User testing and extensive research
Conduct user testing with elderly customers to gain insights into their needs and preferences, and use feedback to iterate on designs and improve the overall customer experience. For Instance, Procter & Gamble has conducted extensive research to better understand the needs and preferences of elderly customers. The company has used this research to develop products that are tailored to the unique needs of this demographic, such as larger packaging, easy-to-open containers, and products with bright colors that are easier to see. Similarly, CVS Health has conducted research to understand the healthcare needs of elderly customers, such as their medication management, chronic disease management, and mobility needs. The company has used this research to develop specialised services and programs, such as medication synchronisation, home health care services, and senior-focused clinics, to better serve this demographic.
By taking the time to understand the needs of elderly customers, these organisations have been able to develop products, services, and programs that are tailored to this demographic. This has overall resulted in improved customer experiences and greater customer satisfaction. According to a survey conducted by the American Association of Retired Persons (AARP), 88% of respondents reported that they were more likely to do business with a company that provides age-friendly services and products. This suggests that designing for elderly customers can have a positive impact on a business’s bottom line, as well as on customer satisfaction and loyalty.