Silver Surfers - VRT Start-up

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Silver SurfersJune – September 2015


Summary

I. Perspective

II. Project charter

III. Our process

IV. General insights

V. Prototypes

VI. Must do’s

VII. Questions


IN PERSPECTIVE

A few numbers

I


In the VRT study ’MEMO 2013’ Silver Surfer is defined as: ‘65+ who uses internet a few times a week.


65+: use of internet and social media (Memo 2015)

A few times a week or more frequent

Only once a week or less

internet

social media

2013

2015

2015

2013

53%

78%

47%

18%


Facebook 65+: 55%

Silver Surfers: share of Facebook (Memo 2015)


Digimeter 2014


14 16 14

2935

3 1 28

5

één Canvas Radio 1 Radio 2 Klara

% silver surfers % silver not connected

Silver Surfers: interesting for these VRT brands(Memo 2015)


Project vision:Open up the digital world

for 60+ in Flanders.


PROJECT CHARTER

Design Thinking

II


OURPROCESS

Design Thinking

III


empathy

insight

idea

prototype

validation

Our process


empathy

40 interviews


insight

13 domains


1. Digital literacy2. Connecting generations3. Wellbeing & health4. Learn by playing5. A digital stage for talent, knowledge and competences6. Broaden and stimulate interests7. Money & consumer affairs8. Flemish showbizz

Domeinen


9. Active life10. A listening ear11. Make new contacts online 12. Guidance in a changing society13. Recap and reference

Domeinen


idee

2 daysbrainstorm 204 concepts


prototype

20 fastprototypes


validation

Testing theprototypes


GENERAL INSIGHTS

Digital behavior and needs of the Silver Surfers

IV


They want to keep up digitally…

Online banking

grand children Taxes

mailsTravel

online shopping

Train and bus


... but they are limited

Because they lack

Where can I go? Explanation goes too fast

Is it safe?

Everything is new

How do I do it?

Who can I trust?

confidence and knowledge.


Family is often the source of new

information or a helping hand


…but they aren’t always

the best guide (too fast, only once)


Digital has to be relaxingand may not take effort


They use the internet to learn

more about existing interests

gardeningcooking

health

family

games

books

hobbies

travelling


Digital is an extension

of analogue channels


They also want human

contact online


=

=

Devices

most spread

most loved


Channels – The big 3.


FEEDBACKPROTOTYPES

Truken van de foor, Hobbyhoek, VlaVak Online

V


From 20 to 3

Truken van de foor Hobbyhoek Vlavak Online


Prototyping Flow

For every concept we did two sprints of one week each.At the end of every week there were insight sessions with two times four users.

Week 1 Week 2

Development concept Validating the assumptions

Processing the learningsDevelopment prototype


Truken van de Foor



Concept

A platform where you can find practical tips and tricks that have proven

their value over time.


Score Concept: 9/10Score Prototype: 7,5/10

Quite positive feedback, people think it’s a nice-to-have,

visually attractive anda practical way of curating tips.


“ I like that, I’m already reading. I think it’s fun, you can exchange knowledge.”

Quote from Rik. “Simple tips with great results, that’s always interesting.”

Quote from Willy.

“It’s a little bit like Tante Kaat. I find it interesting.”Quote from Hilde.

“ By making it visually,it becomes more attractive.

You can remember it very easy.”Quote from An.


Insights concept


People want practical tips from the past.


Online searching for tips isn’t a habit.


A platform with these tips is a nice-to-have, not a musthave.


Users would read thiscontent in theireveryday flow of

Facebook and mails.


Users see this content as a perfect way to pass time.


Insights user experience


• Watch out with health tips (experienced as “dangerous”).

• Tips should be practical and immediately applicable.

• Nostalgic tips work very good with this audience, users also like surprising facts.

• Tips should be short, visual and step by step.

• For short tips a picture or GIF with a little bit of information is enough.

• Video with different chapters is useful for more difficult tips.


• No storytelling needed: tips should be described very practical, no superfluous information.

• Photos should be very clear, no extra filters or new information.

• The source isn’t relevant, they don’t need celebrities of storytellers.

• A feedback option can be interesting, but a ‘thumbs up’ or ‘thumbs down’ button will probably be good enough.


Innovative and interactivevideoformats for tablets are

very popular. (long and short form)


Hobbyhoek



Concept

A website that gives an introduction about new hobbies with videos and testimonials.


Score Concept: 7/10Score Prototype: 7/10

Positive evaluation, Silver Surfers think it’s a fast and easy way to find a new hobby when

you’re looking for something different.


“It will be professionally explained if VRT makes it. There’s a lot of bullshit on the

Internet.”Quote from Rik.

“Most of the time a book is too specific and expensive. This is

more useful.”Quote from Albert.

“This is very quick and attractive.”Quote fromWendy. “You make it very easy for us

with this system.”Quote from An.


Insights concept


Silvers surfers don’t have that much

spare time.


An online platform isn’t top-of-mind. A lot of users discover hobbies offline.


The added value are the less obvious

hobbies (for example: drones, pilates, beer

brewing…)


Users like curated lists:“hobbies with the grandchildren”,

“hobbies for rainy days”…


Users see this platform as something they would visit once

(when they are looking for a new hobby).


Testimonials convince people to try a new hobby.


The added value of VRT is bringing inspiring content when it becomes very practical.

(beautiful pictures and videos)


• Variation of different content types is important.

• They want the possibillity to react.

• A location based feature isn’t only interesting to find clubs or organistions, but also to find other people who have the same hobby.

• The users want to be guided to practical information.

• Short instructions are enough to guess if a hobby is something they want to try.


Next Steps?

• There isn’t a basis for a permanent platform.

• They need inspiration, but only once. It could be an online part of a campaign about hobbies or spare time: start to hobby.

• New and original hobbies are a relevant topic for online content for this audience.


Vlavak online



Concept A

A platform about travelling where you can find inspiration

and share your own experiences.


Concept B

A online platform where you can watch old episodes from

travel show Vlaanderen Vakantieland, enriched with practical information.


Score Concept: 9/10Score Prototype: 8,5/10

Very positive feedback for this concept, it’s perceived as an entertaining source of

inspiration for travelling and other activities.


“I really like to use it when I go on trip for a weekend.”

Quote from Wendy. “Now I seach it myself, but this would be more easy.”

Quote from Jozef.

“I really would use it, it’s very practical.”

Quote from An. “It shoudn’t be too elaborate,

otherwise I would fast forward it.”Quote from Rik.


Insights concept


VlaanderenVakantielandis a lovebrand.


Content about travelling is their favorite.


The added value of an online platform is the freedom to watch only what they want to see.


European destinations are popular.


But they are also interested in trips nearby.


Inspiration is a trigger to watch or read certain

content… but if they search something online

themselves, it is very practical information.


They aren’t familiar with the concept of travel blogs.


• Clear criteria to select a destination are important

• Searching for a category first and afterwards for a location, seems a good structure.

• Curated lists of trips are positively evaluated.

• Silver Surfers like longform video that are split in different shorter chapters• You can give more info with each chapter: for exemple location, website,

prices…

• Celebrities aren’t necessary online.


MUSTDO’S

VI

8 areas of concern for the Silver Surfers


1. Think about elderly in user testsInterview 60+ before the launch of new products about the usability of your service or format.

2. Welcome buttonUsers don’t always get how your website works, a button where you can find a video thatgives an explanation, could be a resolution to this.

3. A better FAQFrequently asked questions can resolve the most typical problems. This page should beelaborate and up-to-date, good practice: http://www.bbc.co.uk/faqs

4. Community managementIt’s important to follow up the questions you get from the existing communities(Facebook, Twitter, mail, site…). Users can help to find and resolve problems in an earlystage.


5. The ”I have news” buttonA button where users can share your local or breaking news

6. News explainedDifficult words can be explained with pop-ups.

7. Consistent look and feel for URLsDuring a radio or television program a lot of URLs are mentioned. If they always look thesame on the website, people will find them more easily.


QUESTIONS?

VII

Silver Surfers - VRT Start-up

Internet

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