Designing for Mixed Generations : The Challenge
Designing is a art
Designing is a craft
Designing is for performance
Designing is for beauty and function.
But in this day and age, designing has become more of a psychological science, with each generational groups assuming different ideas of an intuitive interface. The success of a design and ultimately the software, is keyed on multiple generations being able to use it.
In this process of UI design, it pays to consider the unique preferences and needs of each demographic group. From Baby Boomers who experienced the emergence of television, to the tech-savvy Millennials, to the children of Millennials, who were almost born with a phone in their hand, the GenX . Each generation brings its own set of expectations and priorities to your finished product.
So how to do blend the perspectives and experiences of the generations? One that your client LOVES and user understands?
Baby Boomers : The Generation of Television & Rotary Phones (1939-1959)
The Baby Boomer is a generational group whose birth spans from the end of the 1930’s to the late 1950s. Although some studies will claim the boomer generation expands into the early 1960’s, this writer assumes the classic 20 year generational rule.
Why is this group special? Simple, the boomer has witness the awesome emergence of technology throughout the majority of their adult lives. Such items as the dawning of television, to space exploration and the creation of a phone that do more than just call.
While more youthful designers might find this group easy to ignore, your marketing advisor will have another opinion. This demographic controls over 70% of USA disposable income. That is 75% of the nations wealth and they buy upwards of 45% of all consumer products. In short, they are your cash cow. Convince them and your business is assured a measure of viability.
Here is the even wilder stats : boomers are the 2nd largest user of the internet and make up over 45% of Facebook members. Research by GWI reports that ‘95% of baby boomers own smartphones’ with 57% of them have expanded to smart watches. Why? Given that their idea of high tech in their youth as rotary phone and radios, this expanded flexibility ties into the miracle of space travel…of which all theses technologies were built from that era.
As designers, ignoring the Baby Boomer Generation would be a really foolish decision.
AS DESIGNERS, ignoring the Baby Boomer Generation would be a really foolish decision.
Baby Boomer Design Keys
- Simplicity and clarity
Boomers desire a simple user interface. Clear and simple layouts, that are immediately understood . - Easy Communication
Digital communication among Boomers still leans toward email, although the later years group, are embracing newer platforms like messaging apps and social media. Either way, don’t complicated the communication process! Websites & Apps overall purpose is to give them more free time, not to become a project or hassle to figure out. Remember further, while they have the smart phones, they are more likely to be using one with a smaller screen and just increasing the font size. Thus simplicity of design is a must. The company that wins win the UI war will more likely be adopted and shared with their peers. More of the cash source. - Familiarity
While google search engines like constant change on a site, this generation does not. Once a site a frequently visited is familiar, keep changes to a minimum or at least the navigation consistent. - Fast and Reliability
Easy design and familiarly are essential, but reliability trumps all of the above. This is the generation of a single stroke, turn on a TV. Pick up the phone on a ring. Both just WORK and work fast. Make a boomer wait and you will lose them. - Accessibility
With age, comes physical challenges of eye sight. ADD options such as contrast modifications and font size, are also important feature. It fits into the Simplicity and clarity key. - Readability
This generation reads. But English may be their second or even third language. According to the Nelson Studies, keep language to 8th grade language level. This should insure that the message is understood. - Technology and Platforms
This generation, while they use smart phones, don’t really use them as a research tool. More as a utility tool. Thus desktop computers are the preferred system.
GENERATION X: Technically Aware. The researchers (1960-1980)
Generation X came to technology at the beginning of the internet age, were the primary focus was not web pages, but the ability to find and research information, usually in the form of magazines and newspapers. The internet was a giant online library. No windows. No massive free key searches. Payment per search was frequent and expensive….but effective in terms of time.
- Simple UI
As such, unlike the digitally native boomers, Gen Xers prioritize simplicity and functionality over flashy aesthetics. They too desire simple and intuitive interfaces. - Clean, nostalgic design
Gen Xers are drawn to clean, readable fonts with a touch of the old ways. -
Communication
Like the boomers, email remains the preferred communication method, providing, the responders don’t take days and days to respond. Boomers are used to waiting, GenX are not. This group diverges from the boomers in that they use online storage tools, such a google drive and other cloud services. - Readability
This group is the beginning of the too-much-to-do generation. They want information and fast. In short, they will not read paragraphs and paraphs of data, preferring to scan for what they need. Plus English may be their second or third language. According to the Nelson Studies, keep language to 8th grade language level and or provide multiple language accessibility. - Technology and Platforms
While comfortable with mobile devices, many Gen Xers still prefer using desktop computers for certain tasks, such as work or creative projects. They appreciate the larger screen real estate and full keyboard functionality offered by desktop setups, enhancing their productivity and comfort. But they also adapt to the mobile device when not resident with their desktop computers or don’t have a laptop.
Millennials : Digital Power houses (1981-2001)
Millennials emerge as a powerhouse generation by virtually growing up with a smartphone in their hand. Classical TV is less important, preferring streaming devices that allow instant access, unlike their generational predecessors .
- Clean Design and Useful Features.
Like the generations before them, the design needs to be clean, while still giving powerhouse features of information and entertainment. - Communication gone Mobile
Millennials are mobile-centric , which means they prefer smart phones that move with them and are accessible at any point in the day. work, play or home. They prioritize mobile-friendly designs that easily adapt to touch interfaces. Social connectivity is paramount, with ‘75% resident on social media as a part of their daily lives. Virtual gathering spaces that fostering sharing, collaboration, and community-building are all loyalty building essentials. - Readability
Like their parents, this group has even less patience for reading large sections of text. They want information and fast. In short, they will not read paragraphs and paraphs of data, preferring to scan for what they need. Plus English may be their second or third language. According to the Nelson Studies, keep language to 8th grade language level and or provide multiple language accessibility. - Technology and Platforms
Technology is a natural skill for this generation. While they can use desktop based technology for programming and creative art, they prefer mobile devices as a part of their daily lives. The clean design, required, become even more essential.
Generation Z: Born with technology (2001-2021)
The true digital generation. Gen Z assumes distinctive preferences and expectations that have been molded by their fast-paced up brining. They even talk fast. Their approach to technology reflects a blend of intuitive navigation, aesthetic appeal that extending beyond mere functionality. It is their second skin.
- Design and Features
Gen Z’s are drawn to platforms and applications that, like their predecessors , want streamlined and efficiency in their digital interactions. - Communication
As shocking as it may seem, Gen Z can spend 4 or more hours on social media each day. Communication is primary achieved through posting or text messages. Emails still work, but it is not the go to solution. - Readability
Taking time to read a paragraph, can be a reach, for a generation in which pictures and sounds have been all that they have been used to. Keep is short. Keep it simple. English may be their second or third language. According to the Nelson Studies, keep language to 8th grade language level and or provide multiple language accessibility. - Technology and Platforms
One technology Mobile. Desktop systems are something of the historic age to this group.
Blending the Generations
What are the common factors that allow a design to be accepted by all generations?
- Clean and simple design
- Multiple communication styles of email, text and social media
- Responsive designs that work on Desktop or mobile devices.
- Always provide a visual tutorial to help users.
- Keep Text down to a minimum with language that is no greater than 8th grade reading level.
Features - that may not help
- POP UP Tools
It is a recommendation by many designers to implement pop-up tools in order to help a user understand a feature on a page. We don’t recommend it. Why, because pop-up tools require a technology that must be loaded in order to work. Some browsers it does and some it does not. Worse, it increases the loading time and may flag some virus checkers, blocking the display of the site. - Voice Assistance
If you are working in a government, medical or ADA centric space, the ability to have voice speaking is essential, in order to address the needs of the blind or physically disabled. If your site is highly visual with photos and a primary representation, it not a site that will be commonly used by those with a visual handicap. Movement disabilities is a debate, from a cost to benefit point of view. While unpopular, it is a cost burden that your smaller business may not be able to carry. So offer it and the price as an option. Let the business decide if it worth the money. If not, skip it. Why? Aside from market considerations, the technology is also a burden on loading time. The interactive browser technology like Javascript ( and similar) requires more bandwidth to load and then become functional. In short, it massively slows down the loading of your page and it then risks the bulk of your viewers.
The only exception to this advisement is if there is a legal requirement to provide. In which case, the loading burning becomes a justification for site that load less than desired.
SUMMARY
In the end, design is all about appearance and understanding. Technology is just the foundation upon which it is implemented. AS a designer, talk to your client and see what their business requires. Certain industries also have strengths and weakness beyond even the generational tedencies.
THE AUTHOR
CEO & Technical Director of Multimedia Designs, LLC, System Designer, Developer, Producer with 15+ years in the internet design and development space and 25+ years in the Software Development for the entertainment industry. Winner of the prestigious International Themed Entertainment Association award for interactive design. She holds a degree in Computer Engineering & Mathematics from California State University, Long Beach.
She can be reached at : multimedadesignsllc@gmail.com