Silver Surfers - VRT Start-up

email@nextgeneration.comÝ Contact: 123 456 789
www.nextgeneration.com
Silver Surfers
June – 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
29
35
3
1 2
8
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

OUR
PROCESS
Design Thinking
III

empathy
insight
idea
prototype
validation
Our process

empathy
40 interviews

insight
13 domains

1. Digital literacy
2. Connecting generations
3. Wellbeing & health
4. Learn by playing
5. A digital stage for talent, knowledge and competences
6. Broaden and stimulate interests
7. Money & consumer affairs
8. Flemish showbizz
Domeinen

9. Active life
10. A listening ear
11. Make new contacts online
12. Guidance in a changingsociety
13. Recap and reference
Domeinen

idee
2 days
brainstorm
204 concepts

prototype
20 fast
prototypes

validation
Testing the
prototypes

GENERAL
INSIGHTS
Digital behavior and needs of the Silver Surfers
IV

They want
to keep
up
digitally…
Online banking
grand children Taxes
mails
Travel
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 relaxing
and may not take
effort

They use the internet
to learn
more
about existing interests
gardening
cooking
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.

FEEDBACK
PROTOTYPES
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 learnings
Development prototype

Truken van de Foor

Concept
A platform where you can find practical tips
and tricks that have proven
their value over time.

ScoreConcept: 9/10
ScorePrototype: 7,5/10
Quite positive feedback,
people think it’s a nice-to-have,
visually attractive and
a 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 this
content in their
everyday flow of
Facebook and mails.

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

Insights user experience

• Watch out with health tips (experiencedas “dangerous”).
• Tips should be practical andimmediatelyapplicable.
• 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 chaptersis useful for more difficult tips.

• No storytelling needed: tips should be described very practical,no
superfluous information.
• Photos should be very clear,no extra filtersor new information.
• The source isn’t relevant, they don’t need celebritiesof storytellers.
• A feedback option canbe interesting, but a ‘thumbs up’ or ‘thumbs down’
button will probably be good enough.

Innovative and interactive
videoformats 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: 7/10
Score 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.

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 campaignabout 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: 9/10
Score 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.

Vlaanderen
Vakantieland
is 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 afterwardsfor a location, seems a good
structure.
• Curatedlists of trips are positively evaluated.
• Silver Surfers like longform video that are split in different shorter chapters
• You can give more info with eachchapter: for exemple location, website,
prices…
• Celebritiesaren’t necessary online.

MUST
DO’S
VI
8 areas of concern
for the Silver Surfers

1. Think about elderly in user tests
Interview 60+ before the launch of new productsabout the usability of your service or
format.
2. Welcome button
Users don’t always get how your website works, abutton where you can find a video that
gives an explanation, could be a resolution to this.
3. A better FAQ
Frequently asked questions can resolve the most typical problems. This page should be
elaborate and up-to-date, good practice: http://www.bbc.co.uk/faqs
4. Community management
It’s important to follow up the questions you get fromthe existing communities
(Facebook, Twitter, mail, site…). Users can help to find and resolve problems in an early
stage.

5. The ”I have news” button
A button where users can share your local or breaking news
6. News explained
Difficult wordscan be explained with pop-ups.
7. Consistent look and feel for URLs
During a radio or television program a lot of URLs are mentioned. If they always look the
same on the website, people will find them more easily.

QUESTIONS
?
VII

Silver Surfers - VRT Start-up

Recommended

Recommended

More Related Content

What's hot

What's hot (13)

Viewers also liked

Viewers also liked (20)

Similar to Silver Surfers - VRT Start-up

Similar to Silver Surfers - VRT Start-up (20)

Recently uploaded

Recently uploaded (20)

Silver Surfers - VRT Start-up