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From sock hop to Snapchat : How generational differences affect product design #UTwebinar @UserTesting Guthrie Weinschenk Chief Operating Officer The Team W

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Page 1: From sock hop to Snapchat: How generational differences affect product design

From sock hop to Snapchat:How generational differences affect product design

#UTwebinar@UserTesting

Guthrie WeinschenkChief Operating Officer

The Team W

Page 2: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Story: Driving back from Houston Decided to make a roadtrip, so I went on facebook, made a map, then went city to city, and on my way, called got couches, met up for dinner Talking to someone older, and I asked, how did you do this before cellphones? How did anyone ever do things? Or meet anyone ever And I was told people would call (but not long distance), and then go sit around and wait for someone Point is, I couldn’t even imagine a universe where this was possible without a cell phone, but it happened all the time. Roadtrips happened all the time That’s because I’m in the generation I’m in, and my experiences and expectations are different that different generations
Page 3: From sock hop to Snapchat: How generational differences affect product design

Question 1: Do you know what a sockhop is?

Page 4: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
I recently told a 22 year old I was giving this talk. He had never heard of a sockhop before.
Page 5: From sock hop to Snapchat: How generational differences affect product design

Question 2: Do you know what Snapchat is?

Page 6: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
I recently told my father about snapchat and he had never heard of it.
Page 7: From sock hop to Snapchat: How generational differences affect product design

People have different mental models about how stuff works.

BIG MEME:

Presenter
Presentation Notes
A mental model is “lefty loosy, righty tighty” We spend time designing for differences. People using a smartphone have different expectations than computer users. A lot of effort goes into meeting those expectations. Are you spending enough time and energy on other factors like generational differences?
Page 8: From sock hop to Snapchat: How generational differences affect product design

YOU may not be your target audience.

BIG MEME:

Presenter
Presentation Notes
What you think “feels” natural you assume everyone else feels is natural, and that’s not true Dangerous to just design what you think feels right
Page 9: From sock hop to Snapchat: How generational differences affect product design

Our Theory:1. At puberty brains start “pruning” neuron connections2. Therefore, after puberty anything you learn tends to

attach to what you already know3. This anchors the mental models of a generation to

what technology they had between 0-12 years old4. This results in different expectations about technology

between generations (or age cohorts)

Presenter
Presentation Notes
So not that you can’t form new connections, but it’s not as easy Things are not “hard wired”, but when you learn, you are attaching to what you already know This is why it’s also hard to learn a foreign language after puberty, but easy to relearn if you learned any while you were young
Page 10: From sock hop to Snapchat: How generational differences affect product design

Some Interesting Research:1. Technology generation and Age in using layered user interfaces, Mili

Docampo Rama, PhD, Institute for Gerontechnology, Eindhoven University of Technology in the Netherlands (differences in age performance)

2. Adolescent brain development, Sarah-Jayne Blakemore, Royal Society Research Fellow and Professor of Cognitive Neuroscience at UCL, (grey matter pruning)

https://thinkneuroscience.wordpress.com/2014/01/22/adolescent-brain-development/

Presenter
Presentation Notes
The generation of birth cohorts that grew up with electro-mechanical user interfaces of consumer devices, displays different behaviour than later birth cohorts when handling software style user interfaces with one, two, or three menu layers Technology generation and Age in using layered user interfaces Mili Docampo Rama* PhD, Huib de Ridder** PhD, Herman Bouma*** PhD Sarah-Jayne Blakemore, Royal Society Research Fellow and Professor of Cognitive Neuroscience at UCL One of the main findings is that grey matter, which contains brain cell bodies and connections between cells in the prefrontal cortex, increases in volume during childhood, peaks in early adolescence and then starts to decrease in adolescence, and this decline continues throughout the twenties. So, the prefrontal cortex loses grey matter during adolescence. It has been proposed that this decline in grey matter volume partly reflects an important neurodevelopmental process: the loss of connections between brain cells (synapses) during development. This process, which is known as synaptic pruning, partly depends on the environment in that connections that are used are strengthened; connections that aren’t used are lost – they are pruned away. Synaptic pruning fine tunes brain tissue according partly to the environment. You can think of it as a bit like pruning a rose bush. You prune the weaker branches in order for the remaining branches to grow stronger. This is happening throughout adolescence in several cortical regions, including the prefrontal cortex.
https://thinkneuroscience.wordpress.com/2014/01/22/adolescent-brain-development/
Page 11: From sock hop to Snapchat: How generational differences affect product design

“Greatest”over 90

“Silent”70 to 89

“Baby Boomers”

50 to 69

“Gen X”35 to 50

“Millennial” (Gen 1.0)20 to 34

“Gen Z” (Gen 2.0)

5 to 19

“Gen 3.0” 0 to 4

Here are the US Generations:

Presenter
Presentation Notes
Generations are also know as “age cohorts”
Page 12: From sock hop to Snapchat: How generational differences affect product design

Which Generation Are You In?

Page 13: From sock hop to Snapchat: How generational differences affect product design

“Greatest”over 90

Presenter
Presentation Notes
Technically starts in 1910
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Presenter
Presentation Notes
In 1920, only 35% of American homes had electricity. This is a kerosene lamp.
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Presenter
Presentation Notes
CRANK phonographs, no power needed.
Page 16: From sock hop to Snapchat: How generational differences affect product design

“Silent”70 to 89

Presenter
Presentation Notes
Generation starts in 1927-1947
Page 17: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Generation starts in 1927-1947
Page 18: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Generation starts in 1927-1947
Page 19: From sock hop to Snapchat: How generational differences affect product design

“Baby Boomers”50 to 69

Page 20: From sock hop to Snapchat: How generational differences affect product design
Page 21: From sock hop to Snapchat: How generational differences affect product design
Page 22: From sock hop to Snapchat: How generational differences affect product design
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Presenter
Presentation Notes
radio
Page 24: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Transtor radio (batteries!)
Page 25: From sock hop to Snapchat: How generational differences affect product design
Page 26: From sock hop to Snapchat: How generational differences affect product design
Page 27: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Smaller portable
Page 28: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
For the very rich
Page 29: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Tapes got small, businessmen used Dictaphones to take notes They didn’t type themselves, because secretaries took dictation, so the secretary would type it up later
Page 30: From sock hop to Snapchat: How generational differences affect product design
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Page 33: From sock hop to Snapchat: How generational differences affect product design
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Presenter
Presentation Notes
Polaroid, amazing because it came out right away
Page 35: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Movies at home! (rare)
Page 36: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Mimiograph or Ditto machines, make copies
Page 37: From sock hop to Snapchat: How generational differences affect product design

“Gen X”35 to 50

Page 38: From sock hop to Snapchat: How generational differences affect product design
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Page 41: From sock hop to Snapchat: How generational differences affect product design
Page 42: From sock hop to Snapchat: How generational differences affect product design
Page 43: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Very big deal, the walkman
Page 44: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Electric typewriters
Page 45: From sock hop to Snapchat: How generational differences affect product design
Page 46: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Very early computers
Page 47: From sock hop to Snapchat: How generational differences affect product design
Page 48: From sock hop to Snapchat: How generational differences affect product design
Page 49: From sock hop to Snapchat: How generational differences affect product design
Page 50: From sock hop to Snapchat: How generational differences affect product design
Page 51: From sock hop to Snapchat: How generational differences affect product design
Page 52: From sock hop to Snapchat: How generational differences affect product design

“Millennial” (Gen 1.0)20 to 34

Page 53: From sock hop to Snapchat: How generational differences affect product design
Page 54: From sock hop to Snapchat: How generational differences affect product design
Page 55: From sock hop to Snapchat: How generational differences affect product design
Page 56: From sock hop to Snapchat: How generational differences affect product design
Page 57: From sock hop to Snapchat: How generational differences affect product design
Page 58: From sock hop to Snapchat: How generational differences affect product design
Page 59: From sock hop to Snapchat: How generational differences affect product design
Page 60: From sock hop to Snapchat: How generational differences affect product design

“Gen Z” (Gen 2.0)

5 to 19

Page 61: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
This is their expectations
Page 62: From sock hop to Snapchat: How generational differences affect product design

“Gen 3.0” 0 to 4

Page 63: From sock hop to Snapchat: How generational differences affect product design

• 29% of babies under the age of 1 like to use multiple media devices at the same time

• 29 minutes is the average amount of time a 3 year old uses mobile apps per day

• 41 minutes is the average amount of TV a baby under 1 watches per day• 92% of babies under 1 have used a mobile media device• 28% of 2 year olds need no help using mobile media device and another

61% only sometimes need help

Exposure and Use of Mobile Media Devices by Young Children Hilda Kabali, 2015

Presenter
Presentation Notes
And these are not “rich” kids, the median household income was $28k/year
Page 64: From sock hop to Snapchat: How generational differences affect product design

Have you ever seen a child try to swipe or use a touchscreen on something that isn’t a touch screen?

Page 65: From sock hop to Snapchat: How generational differences affect product design
Page 66: From sock hop to Snapchat: How generational differences affect product design

Have you heard someone say they want to go to “the Facebook” or go look something up “on the internet” as if it was a physical space?

Page 67: From sock hop to Snapchat: How generational differences affect product design

This is because the mental models of what a technology is and how the world works are different from one generation to the next at a fundamental level.

Page 68: From sock hop to Snapchat: How generational differences affect product design

Quiz time! Lets Learn About The Different Generations

Presenter
Presentation Notes
You’ll need to jot some answers down
Page 69: From sock hop to Snapchat: How generational differences affect product design

The median age of a person in the US is over 45 years old

Myth Or Truth?

Page 70: From sock hop to Snapchat: How generational differences affect product design

5 20 25 32 47 69 92

Mean or Average: (5+20+25+32+47+69+92)/7=289/7 = 41

Median: Middle Number= 32

Median vs. Average

Page 71: From sock hop to Snapchat: How generational differences affect product design

The median age of a person in the US is over 45 years old

Myth Or Truth?

Page 72: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?The median age of a person in the US is over 45 years old…

Page 73: From sock hop to Snapchat: How generational differences affect product design

Median age is 37.3 years oldMyth Or Truth?

Page 74: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?There are more Americans over the age of 65 than under the age of 14

Page 75: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?There are more Americans over the age of 65 than under the age of 14…

Page 76: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?It’s not even close.

• 0-14 make up 20% of the population (~60 million) • 65+ make up 13% of the population (~40 million)

Page 77: From sock hop to Snapchat: How generational differences affect product design

Pick The Number?The median age of a person on the planet is ____ years old.

Page 78: From sock hop to Snapchat: How generational differences affect product design

Pick The Number?The median age of a person on the planet is 29.9 years old

Page 79: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
This is global
Page 80: From sock hop to Snapchat: How generational differences affect product design
Presenter
Presentation Notes
Differences in median age
Page 81: From sock hop to Snapchat: How generational differences affect product design
Page 82: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Baby boomers use Twitter less than younger people

Page 83: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Baby boomers use Twitter less than younger people

Page 84: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?The majority of “rich” people (over $200k/year) are Boomers

Page 85: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?The majority of “rich” people (over $200k/year) are Boomers…

Page 86: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Another 30% are Gen X’ers

http://www.nielsen.com/us/en/insights/reports/2012/introducing-boomers--marketing-s-most-valuable-generation.html

http://www.nielsen.com/us/en/insights/reports/2012/introducing-boomers--marketing-s-most-valuable-generation.html
Page 87: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials don’t have any money. Almost half of them are broke.

Page 88: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials don’t have any money. Almost half of them are broke…

Page 89: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?It only takes a net worth of $10,000 to be richer than half of everyone under the age of 35http://blogs.wsj.com/economics/2014/09/04/it-only-takes-10400-to-be-richer-than-most-millennials/

http://blogs.wsj.com/economics/2014/09/04/it-only-takes-10400-to-be-richer-than-most-millennials/
Page 90: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials are so scatterbrained and bored with life most of them just look at their phone for no reason at all. They just stare at it not doing anything

Page 91: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials are so scatterbrained and bored with life most of them just look at their phone for no reason at all. They just stare at it not doing anything…

Page 92: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?76% of cell owners ages 18 to 29 look at their phone at least occasionally in public for no particular reason.http://www.pewinternet.org/2015/08/26/chapter-2-phone-use-in-public-areas/

Page 93: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Half of Millennials still live with their parents

Page 94: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Half of Millennials still live with their parents…

Page 95: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?26% of Millennials still live with their parents (the same percentage as in 2007)http://www.pewsocialtrends.org/2015/07/29/more-millennials-living-with-family-despite-improved-job-market

Page 96: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Half of independent Millennials (not living in dorms or w/parents) live with a roommate who is not a spouse or partner

Page 97: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Half of independent Millennials (not living in dorms or w/parents) live with a roommate who is not a spouse or partner…

Page 98: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?48% of independent millennials live in a household where there is an extra adult who is not the spouse or partner http://www.pewsocialtrends.org/2015/07/29/more-millennials-living-with-family-despite-improved-job-market

Presenter
Presentation Notes
The idea of the “American dream” is changing.
http://www.pewsocialtrends.org/2015/07/29/more-millennials-living-with-family-despite-improved-job-market
Page 99: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Baby boomers use LinkedIn less than Gen Xers

Page 100: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Baby boomers use LinkedIn less than Gen Xers http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

Presenter
Presentation Notes
It is the only platform where those ages 30-64 are more likely to be users than those ages 18-29.
Page 101: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More than 80% of Internet Gen 2.0 (13-17) is registered on Facebook

Page 102: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More than 80% of Internet Gen 2.0 (13-17) is registered on Facebook…

Page 103: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?71% of Gen 2.0 use Facebookhttp://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

Page 104: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials are more liberal than older generations

Page 105: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials are more liberal than older generations…

Page 106: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials lean liberal/democratic by 16 points (51/35). Younger Millennials who turned 18 during the Obama Presidency are an extra 18 points more liberal than even older Millennials http://www.people-press.org/2015/04/30/a-different-look-at-generations-and-

partisanship/

Page 107: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Gen-X’rs are more politically conservative than Boomers

Page 108: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Gen-X’rs are more politically conservative than Boomers…

Page 109: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Boomers lean democratic by 6 points (47/41), X’ers lean democratic by 11 points (49/38)

The reason is late X’ers; X’ers who turned 18 under the Clinton Presidency are 15 points more democratic than older X’ers who turned 18 under Reagan/Bush.

Political cycles seem to run every 10-15 years, and do not align with generational cycles (25 years)

http://www.people-press.org/2015/04/30/a-different-look-at-generations-and-partisanship/

Page 110: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?2016 is the first US presidential election in which all Millennials will be old enough to vote

Page 111: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?2016 is the first US presidential election in which all Millennials will be old enough to vote

Page 112: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More than 3/4ths of all Gen X’ers never (or almost never) turn their phones off

Page 113: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More than 3/4ths of all Gen X’ers never (or almost never) turn their phones off…

Page 114: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Following younger generations, 77% of Gen X’ers turn their phones off rarely or neverhttp://www.pewinternet.org/2015/08/26/chapter-1-always-on-connectivity/

http://www.pewinternet.org/2015/08/26/chapter-1-always-on-connectivity/
Page 115: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials read, on average, fewer books than previous generations (includes e-books)

Page 116: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?Millennials read fewer books than previous generations (includes e-books)…

Page 117: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?While the mean is slightly less, millennials read on average the same number of books per year as older generations (e-book adoption is higher)

http://www.pewinternet.org/2014/01/16/a-snapshot-of-reading-in-america-in-2013

Presenter
Presentation Notes
Amazon has said that Kindle owners purchase 3.3 times as many books as they did before the purchase of the Kindle
Page 118: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More than half of Internet Gen 2.0’rs (13-17) use Instagram

Page 119: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More than half of Internet Gen 2.0’rs (13-17) use Instagram…

Page 120: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?52% of Internet Gen 2.0’rs (13-17) use Instagramhttp://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
Page 121: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More Internet Gen 2.0’rs (under 17) use Snapchat than Twitter

Page 122: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More Internet Gen 2.0’rs (under 17) use Snapchat than Twitter…

Page 123: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?41% of Internet Gen 2.0’rs (under 17) use Snapchat, only 33% use Twitterhttp://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

Presenter
Presentation Notes
And this is probably growing quickly
Page 124: From sock hop to Snapchat: How generational differences affect product design

More than 25% of all video game players are over 50

Myth Or Truth?

Page 125: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?More than 25% of all video game players are over 50…

Page 126: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?There are the same number of people over 50 who play games as there are people ages 18-35, or under 18. The Entertainment Association http://www.theesa.com/wp-content/uploads/2015/04/ESA-Essential-Facts-2015.pdf

Page 127: From sock hop to Snapchat: How generational differences affect product design

By 2025 40% of all consumers will be Gen 2.0’ers

Myth Or Truth?

Page 128: From sock hop to Snapchat: How generational differences affect product design

Myth Or Truth?By 2025 40% of all consumers will be Gen 2.0’ers

Page 129: From sock hop to Snapchat: How generational differences affect product design

TAKE AWAYMEMES

Presenter
Presentation Notes
We spend time designing for differences. People using a smartphone have different expectations than computer users. A lot of effort goes into meeting those expectations. And age is another big differentiator, but we don’t talk about it much.
Page 130: From sock hop to Snapchat: How generational differences affect product design

There are differences in expectations between generations in their behavior with technology.

BIG MEME:

Presenter
Presentation Notes
We spend time designing for differences. People using a smartphone have different expectations than computer users. A lot of effort goes into meeting those expectations. And age is another big differentiator, but we don’t talk about it much.
Page 131: From sock hop to Snapchat: How generational differences affect product design

If you want to be successful you need to understand these differences in expectations.

BIG MEME:

Presenter
Presentation Notes
We spend time designing for differences. People using a smartphone have different expectations than computer users. A lot of effort goes into meeting those expectations. And age is another big differentiator, but we don’t talk about it much.
Page 132: From sock hop to Snapchat: How generational differences affect product design

YOU may not be your target audience.

BIG MEME:

Presenter
Presentation Notes
What you think “feels” natural you assume everyone else feels is natural, and that’s not true You may not be your target audience Test with your target audience, and understand people are different.
Page 133: From sock hop to Snapchat: How generational differences affect product design

“Every generation laughs at the old fashions, but follows religiously the new.”

― Henry David Thoreau

Page 134: From sock hop to Snapchat: How generational differences affect product design

Remember This Used To Be Cool.

Page 135: From sock hop to Snapchat: How generational differences affect product design

courses.theteamw.com

Page 136: From sock hop to Snapchat: How generational differences affect product design

humantech.theteamw.com

Page 137: From sock hop to Snapchat: How generational differences affect product design

Questions?

Learn more about The Team W at TheTeamW.com

Questions about UserTesting? Email [email protected]

#UTwebinar#UTwebinar

http://www.theteamw.com/
mailto:[email protected]
Page 138: From sock hop to Snapchat: How generational differences affect product design

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