Redefining Design: Adapting to a Post-Pandemic World
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As we navigate the ongoing effects of the pandemic, it's essential to remain flexible and avoid clinging to outdated pre-COVID ideas in product design.
The pandemic has unexpectedly accelerated our reliance on digital platforms for social interaction, entertainment, work, and particularly healthcare.
A McKinsey report highlighted that only 11% of consumers engaged in telehealth services in 2019. By May of this year, nearly half of all in-person appointments transitioned to virtual consultations. Clinicians reported treating 50 to 175 times more patients through telehealth than before the pandemic.
Moreover, online social interactions have surged. Many older adults have begun using video calls to connect with family during lockdowns, often finding it to be a rewarding experience. Some seniors are also exploring additional technologies to enhance their lives during these challenging times.
> According to a Harris Poll conducted from late March to early May, over 46% of U.S. adults reported increased use of social media since the pandemic began. > > This included 51% of all respondents, with 60% of those aged 18 to 34, 64% of those 35 to 49, and 34% of individuals aged 65 and older.
Seniors have begun using smartphones and websites for various activities such as socializing, bill payments, grocery orders, and even entertainment through platforms like TikTok. However, adapting to new technology can be daunting, as many products have been designed with specific age groups in mind.
> "What I see today horrifies me. The world is designed against the elderly." — Don Norman
The significance of design is increasingly visible as older adults utilize apps for family connections and medical appointments—something that seemed unlikely just six months ago.
Embracing the New Reality
> "War is the locomotive of history." — Leon Trotsky
Trotsky's assertion illustrates how significant social changes can occur rapidly during conflicts. The COVID-19 pandemic has similarly prompted swift transformations across nearly all aspects of life.
Products that were originally tailored to specific demographics are now being utilized by a diverse range of age groups, each with varying levels of digital proficiency.
While many tech professionals claim to "change the world" and "enhance lives," poor design continues to exclude large segments of the population from technological benefits.
> "When UX doesn’t consider ALL users, shouldn’t it be known as 'SOME User Experience' or… SUX?" — Billy Gregory, Senior Accessibility Engineer
Many digital offerings fail to accommodate evolving needs. Design choices that frustrate younger users can create significant barriers for older individuals. Although many seniors experience anxiety when using technology, successful designs can lead to a sense of joy and achievement.
> "The number of active, healthy oldsters is large—and increasing. We are not a niche market, but businesses should take note: We are good customers often with more free time and discretionary income than younger people." — Don Norman
Over the past two decades, companies have introduced innovative products and services, but the pace of change in consumer behavior and economic conditions has outstripped business adaptability. The pandemic has led to a broader acceptance of digital products across age demographics, and usage patterns have shifted dramatically.
> "Now we are in this unique place where basically companies have to catch up." — Michael Biltz, managing director at Accenture
The New Normal: Adapting to Change
The pandemic has transformed daily life, prompting designers to consider how to adapt swiftly to evolving user behaviors and expectations.
Human-centered design aims to create solutions that are not only innovative but also easily adaptable. In light of the pandemic, people have discovered various ways to connect, whether through digital conferencing apps like Zoom or entertainment platforms like Instagram and Netflix.
You may have encountered a project by Luli Kibuti that reimagines popular digital brands through a nostalgic lens, creating a retro-futuristic experience.
Despite its viral success, it's crucial to recognize that these products are often more complex than their 1980s counterparts.
> "Today’s devices lack discoverability: There is no way to discover what operations are possible just by looking at the screen. Do you swipe left or right, up or down, with one finger, two, or even as many as five?" — Don Norman
When distinct elements collide, predicting outcomes becomes increasingly challenging. This unpredictability necessitates a heightened awareness from organizations regarding their surroundings and the broader world. Designing solely for specific demographics limits potential user adoption, which is detrimental to both users and business growth.
> "What kind of design philosophy requires millions of its users to have to pretend they are disabled in order to be able to use the product?" — Don Norman and Bruce Tognazzini
Revising Our Assumptions
The swift uptake of technology during the pandemic has challenged long-standing beliefs about digital product usage across generations.
In healthcare, for instance, it was widely assumed that older adults would either be unable or unwilling to engage with digital tools for accessing care. However, data from the U.S. Department of Health and Human Services illustrates a significant shift: telehealth visits among Medicare recipients soared from 0.1% in February 2020 to 43.5% by April.
This upheaval prompts a reevaluation of two prevalent misconceptions regarding elderly users: 1. Older adults will not embrace technology during their lifetimes. 2. Products aimed at older generations need only be functional.
The first assumption has been debunked by the evident acceptance of telehealth by seniors during the pandemic. The second assumption has resulted in a lack of aesthetic consideration in many products designed for older individuals.
> "When products are developed for the elderly, they tend to be ugly and an unwanted signal of fragility." — Don Norman
Reassessing our assumptions and prioritizing inclusive design enables us to create products that serve all demographics without bias. It's important to recognize that inclusive design does not compromise aesthetics.
> "Designs that make it easier for elderly people often are of equal value for younger people. In fact, for everyone. Help the elderly, and the results will help many more, including yourself, someday." — Don Norman
Inclusive Design: A Universal Approach
The accelerated adoption of technology by various generations during the pandemic underscores the necessity for rapid redesigns in our products.
As an industry, we owe it to our users to normalize this pace of change. By embracing inclusive design, we must acknowledge that thoughtful design benefits everyone, not just the disabled or elderly.
This was originally published at UX Booth on December 1st, 2020.