User-Centered Design & Innovating to a Higher Standard: Exciting and Delighting the Older Consumer
Innovative product design is increasingly crucial as the generally educated and wealthier boomer consumer rises to the fore of the marketplace with a lifetime of technology experience and rising expectations in tow. Although the current emphasis on invention is important, it misses the mark and leads to products that partially or ineffectively respond to the needs and desires of the older user. Design should be considered a strategic tool that allows those involved in the product development process to successfully and competitively tailor the product to the user population. The first step is to learn from those who are expected to be the ultimate users of a product. The following is an examination of consumer-centered design lessons for effective product innovation and development in an aging marketplace. While some have argued that there will be less passion to innovate in aging economies, because older consumers will be less interested in adopting new products, the MIT AgeLab’s work with industry around the world suggests the opposite. MIT AgeLab research indicates that the new expectations of aging baby boomers in Australia, Europe, North America, and the Dan Kai of Japan, are more likely to challenge technology developers and product designers. They will have to work harder to excite and delight the older consumer and find new ways to acquire, not to mention keep, loyalties. Instead of being staid buyers, the aging baby boomer’s needs and demands are the forefront of a new consumer pull on product development and innovation. The coming wave of older adults are more educated, more demanding, and have experienced more technology throughout their lives than any previous generation. Lifetime experience of rapid technological change now powers new expectations for the capacity of innovation to improve how we live, care, travel, work, learn, and play throughout a longer lifespan. A survey conducted by the Rehabilitation Institute of Chicago, indicated that...