Skills Applied - User experience research | Ideation | Service design | User experience design

This project was part of one of the IDEO courses on design thinking that I had taken.

Project Objective:

Identify what really matters to end users

Solve challenges using design thinking methods
Apply immersive technique to adopt users’ perspectives
Synthesize learnings into an actionable insight

Challenge name:

How might we provide new products and services for today's 70 year-old?

Why did I choose it?

I am more curious to uncover and propose new kind of services that can be offered to a modern day 70 year-old. What would help them without being intimidating and by being highly intuitive keeping the age factor in mind.

What existing assumptions do I have about this challenge?

Some of the interviewees may not feel comfortable sharing their opinion fearing it may appear they are needy or dependent due to their age.

Phase 1 - Practiced Observing

Plan and approach:

Majority of my research is going to be offline vs online, since the project demands observing the challenge up and close for the target audience. Apart from research papers, reading up online will not be as insightful.

Offline, I would be meeting up those who I know, apart from generally observing the seniors in my community where I live, a park or a mall. I would like to weigh in the idea of developing something that can be medium (online or offline) agnostic, solving one particular instance at a time.

Summarizing what I did and saw (Observing Others):

I have been fortunate enough to have several interactions and experiences with those in the target group category. This assignment is focused around 4 of them – my father, my grandmother, my friend's neighbour and her father.

All of my observations are based on a day to day interactions, video calls done recently.

It’s important to note that all 4 of them are well traveled and have lived in bigger cities for the most part of their lives.

If there is one thing that is common among all of them is, they like their routine and they will stick to it no matter what the situation be. It’s almost like it gives them a purpose to kick start their day with.

Most of us (the working age) follow a routine, set around our jobs, children, hobbies, etc. But maybe developing a routine and sticking to a routine for 70 year olds is not as natural and easy when they are either living alone or with companions.

Reflecting on project challenge:

I have streamlined my observations around a few key areas that I believe will help in structuring my thoughts:

Things they like to do or care about
Adaptability quotient
Emotional quotient

Things they like doing or care about:

My father is 70 year old. He likes being outdoors – socialising and visiting different places. He has always been physically active. Although, he has difficulty using his smartphone to its average potential but that doesn’t stop him from exploring a new city either by using public transport and relying on word of mouth recommendations or in company of someone younger.

Coming to my grandmother, she is 74 year old and runs an all women private sewing school of her own. Still works 6-7 hours a day. She quotes, she loves it because it keeps her busy and she gets to meet new customers and students coming from different walks of life. On her off days, she doesn’t like to sit idle. She will either step out to the mall or will explore some new restaurant in the neighbourhood. She does enjoy the company of younger people more than her peers.

Across all 4 of them, one of my common observation is, they have an affinity towards having a conversation at length with the younger generation to understand their opinion and gain new perspective on any particular topic of interest. However, if the topic is not of their interest, they will still listen to you but they will dial down on their interest levels. :)

They are also extremely mindful of your space when you need it, and equally considerate of the time that you spend with them. For eg: if I tell my father that I have to take his leave, he would be in more of a hurry than me to wrap up the ongoing conversation.

Adaptability quotient:

I noticed in my father’s case that the difficulty in using a smartphone is predominantly because the keyboard’s UI is not as universally intuitive as it could be. But there is a great willingness to learn and to adapt to use technology only if it revolves around their specific need. For eg: he moved to WhatsApp from SMS only because he could video call me and exchange photographs.

A few more instances on how each of them adapted to a new change:

First instance, the neighbour, she is 85 year old who lives alone in her apartment, children are settled abroad. She has rented out a part of her apartment. Due to the pandemic, she had to rely heavily on technology. Whether it’s about ordering groceries online or making a bank transaction. It was a forced adaptation of technology for her, but she did learn it all with a fair bit of hand holding. For using a particular app or an online banking service, she made step by step handwritten notes on how to use the apps that she needs to access. She then started practicing using the apps by following those notes and steps. According to her, that’s what made her comfortable and confident using technology.
Second instance, my grandmother, she recently moved her sewing school online due to the pandemic. Even though, she took some time initially to adopt to the online tutoring, now she finds it as the most convenient way to teach and interact with her students.
Third instance, my friend’s father is 65 year old and owns a coffee estate. He moved to organic farming about 5 years back, when it was still not a fad. He realised that use of fertilisers and age old techniques of coffee production cannot be scaled in the long run. He adapted to the new techniques by researching offline, talking to peers and experts one on one. Dependency on the internet or technology was zero to negligible. This instance was not a forced adaptation and the force behind it was not driven by a technological shift.

Emotional quotient

Although they have come to peace with the fast paced life their children lead, it wasn’t something they were ready for. It made them shift gears all of a sudden in a retired life, faster than they expected. They do understand how busy and hard life can get, possibly even more empathetic but at the same time they also experience a certain amount of cognitive dissonance.

When they pick up something new at this age, they take it very seriously with the intent of experiencing a sense of accomplishment, independence and happiness. For eg: the 85 year old neighbour successfully made a bank transaction the first time all by herself after our little training session, she did have a sense of achievement and confidence in her body language.

Phase 2: Identifying Extremes

This is to think about the most enjoyable and most stressful experiences one could have in a vehicle, for instance -

What types of individuals or behaviors come to mind?
How do examples others are posting compare to yours?
Finally, when was a time you were moved or inspired by an extreme observation?

What types of individuals or behaviors come to mind? –

Individuals:

First time drivers vs experienced drivers. Driving yourself vs chauffer. Driving in groups driving vs driving alone. Driving with kids/pets vs. driving with a friend. Older vs Young driver. Cab drivers in India vs cab drivers in the US. Four wheel drive vs a two wheel drive.
Sedan driver vs a hatchback. Rule follower vs rule breakers!

Behaviors:

Drivers who prefer following the GPS over asking the locals when driving in a new country. Left hand vs right hand driving. Long inter-city or interstate driving vs city driving. Driving an automatic vs a manual. Night time driving vs day time.

Extreme Observation:

There was this one time when I cabbed it home from the airport. My cab driver was so overworked that he was almost dozing off while driving in the highway. That was obviously one of the most extreme situations I have witnessed. To take control of the situation, I offered to drive the car and asked him to sit in the front seat. He was confused and hesitant. I told him I will not give him negative rating just so that I can reach home safe. Finally, I drove back home safe and left him with a warning. My takeaway, either call a friend or family for an airport pick up or avoid late night travel if possible.

Phase 3: Conducting an interview

These were the interview questions that I had prepared. Idea was to identify the latent need with empathy.

What do you consider as the important part of the day and why?
Doing what makes you feel great?
If there is one thing that you think will make your life easier?
Any preference on who you would like to rather hang out and why?
What kind of challenges do you face while accessing technology?
Anything that you intentionally stay away from doing?
How do you plan your day?
What is your most comfortable way of communication – email/text/whatsapp/video calls/voice calls?

Summarizing the interview:

I interviewed my uncle and grandmother (both above 70 years of age).

These were the few things that struck me during our conversation -

1. My uncle said there is no one who would take an effort to come to him or his peers who have been successful in their long standing career. He used the word "invalid", wrt to consulting or for guidance whereas they don't have any dearth of experience and understanding around subject. He may feel a sense of accomplishment and important when reached out for any professional or life guidance at their own capacity and leisure.

2. My grandmother moved to online tutorials for her sewing class due to the pandemic. Initially she did have hiccups on adpating to technology and setting her online classes. With the help of her sons, she arranged for all the ecosystem required to run the tutorial. After a little bit of learning curve, she is able to run the whole thing by herself.

Reflecting on project challenge

The 2 core observations make me ponder upon these whys -

1. Why can't the experience and learnings of senior executives be used as a credible source of knowledge and act as an alternate income for them post retirement?

2. Why aren't there any technology on-boarding assistance for seniors mandated in smartphones, apps, etc?

Phase 4: Empathy Experience

Things that I wanted to learn from the interview:

What's it feel like to do everything by yourself if living alone?
What's it feel like to ask for help from a neighbor or from family that's away?
What's it feel like to follow a routine without any specific goal?
What's it feel like to depend on technology and access it when you adapting it just now?
What's it feel like to be important and valued for your skill by someone younger?

Based on my learnings, these are the ideas I came up with to empathise with:

Isolate myself for a day by keeping my screens away and away from work
Ask for help from a neighbor to try out a new recipe
Go out for a walk twice a day in the park where other elderlies also visit. Walk with a stick
Visit a store and try to locate an aisle that has products specifically for the elders
Tell my team to not call me for a day asking for suggestion or opinion on any of the projects
Stuff my ears with cotton and try to be part of a conversation
Pick up a topic that I am not familiar with much or as interested
Join a yoga class and be part of the activity with them
Drive my car slowly and in the most safest way possible in crazy traffic
Use a gadget/device that I have never used in my life and try to figure out a way to use it without Googling. Something like a DSLR or a music instrument

My plan was to keep it as realistic as possible, something I can mimic in the limited space and surrounding.

My idea was to feel at least 10% of what they might be going through on a daily basis rather than focusing on larger than life kind of scenarios.

I wanted to utilize the 5 senses and apply it from a senior's perspective on a scenario that is common and is faced almost daily. For eg: visiting a store, driving a car, working without any team.

Highlights from your empathy experience:

First experience - Driving

It was nothing but more stressful when I slowed down because other cars wouldn't let me slow down. Continuous honking, stares followed. I tried it for 5 mins in a relatively free stretch but I couldn't continue it further. While driving in a crowded street, I could barely manage to overtake without being fast or aggressive.

Takeaway - There is no road for old people to drive in peace. Even when in good health, the driving experience itself become quite stressful. Whereas they would like it slow and easy.

2nd experience - Isolation

I called up my team to not call me for a few hours when I usually have busy hours packed with calls. And instructed them not to call me for any suggestion instead ask someone who is relatively junior to me. This was for a day.

It does feel bad when suddenly you don't have a routine to follow in the day without a set of deliverables for the day. Finding a purpose gets difficult. Calling others also doesn't really help, since you are in a way disturbing others during their working hours. If you want to call up someone of your age (70 years), then may not be as phone friendly. Meeting in person would work the best.

3rd experience - Store Visit

There are particular aisles for baby products, fitness products, vegan food, etc. but nothing for the elders. It feels neglected.

Reflecting on project challenge:

When we think of creative better designing products and services for the 70 years old, it's not something that we design by developing some codes and designing an app. It demands a systemic shift.

The emotional that is at play here is that they should be feel valued and important as a generation who have seen life the most among all of us. They are not just statistics, they also have all the right to feel empowered and seen at par with any other generation.

Phase 5: Final Insights for Innovation

Sharing one to three insight statements:

I had 4 insights to play around with.

Draft version:

Insight 1: Seniors as mentors. An online platform to reach out to the most experienced in their fields for advise.
Insight 2: Inclusive shopping experience
Insight 3: Technology set up and on-boarding
Insight 4: Custom smartphones for seniors

Final version:

Insight 1: Connect with the best, the most experienced in life and work.
Insight 2: Elders’ Aisle
Insight 3: Tech Plug and play modules for the elders/ Recommended Technology for the life - experienced
Insight 4: Smartphones for the Seniors. Smartness simplified.

What did I find surprising, challenging, or easy about the process of crafting insights?

Best part about crafting insights is you finally get to see your ideas turning into a plausible option that can bring change in the real world. The course is designed in such a way that naturally lent itself to build a structured format into refining the thoughts further.

Below is an image of conceptualizing the insights.

Designed new products and services for today's 70 year-old.