"The font is a little bigger, and then a little bigger, the LOGO is also bigger", such an enlarged triple can be said to be the last thing designers want to hear when doing design, but who will think of this A-party mantra, a slur. Recently, WeChat launched the "Care Model", Alipay, Taobao launched the "Elder Mode", and Weibo also launched the "Weibo Big Character Version" App... With the further deepening of the degree of aging, the consumer market is also quietly changing, and a large elderly group is forming a new consumption pattern. The consumption model suitable for the elderly has become one of the important research directions of major consumer platforms, and the related supporting: design interface and service experience are also changing.
Major apps have been optimized to meet the needs of the elderly. What optimizations have they made? What is the root cause of this phenomenon? Let's take a look.
Switching to the major App elder mode we can find that different from the ordinary version, the elder mode has been enlarged in font and icon design, and the interface is more concise and clear, hiding a lot of non-essential functions that are not commonly used. The layout is also more in line with the characteristics of the elderly machine, which is more convenient for the elderly group to operate.
Alipay normal mode compared with the elder model
In addition to the visual level to achieve greater font, icon, contrast, function also for the elderly to make optimization, for example, Taobao in the home page entrance, set up "gold coin money", "fruit", "specialty" and "consumer fun" and other 4 favorite interactive functions of the elderly group, the purpose of this is to make the product more easily perceived, easier to be understood, and easier to be used. Secondly, the content of version optimization also includes recommended products that are more suitable for the elderly, and some products that the elderly pay attention to will be more easily recommended, so as to create a product experience that is more suitable for the elderly group.
Taobao announced the launch of the elder model
Switch to Elder mode
In addition, the elder mode specially launched the intelligent voice assistant "Tao Xiaobao", a clearer and more concise main page, which has achieved barrier-free design and solved the problem of poor vision and typing inconvenience for the elderly.
Secondly, the website and mobile App after the completion of the transformation of the version, no longer have advertising plug-ins, especially the payment operation will not have any induced keys, so that all kinds of special groups can use conveniently and safely.
The introduction of the three-child birth policy reflects the intensification of China's population aging, according to the seventh national census data, China's population aged 60 and above reached 260 million, and the scale is still growing. The process of population aging, along with the rapid progress of the digital age, increasingly presents two completely different social states.
One is the online blind elderly group, because of various objective inadaptability factors and subjective exclusion, the digital life is gradually drifting away and is abandoned by the times. As all the processes and lives around them become automated and online, letting them run into walls everywhere, "a health code that can't be opened at once, a gas bill that can't be paid at a time, and a medical number that can't be hung up" may make them feel embarrassed all the time.
The other is the Elderly group of Internet addicts, who are interested in connecting with digitalization and are willing to approach the Internet and communicate more conveniently with young people and children. Online shopping has become the focus of the three major lives of such elderly people, along with square dancing and walking babies. According to the "2021 China Mobile Internet Spring Report" released by QuestMobile, the monthly active users of China's mobile Internet increased by 15.71 million compared with last year this spring, of which 61% came from middle-aged and elderly groups over the age of 41, especially those over the age of 46. The rapid development of e-commerce, as well as the change of the consumption concept of the elderly group, they have become one of the main users of Internet products. Then, how to make the elderly who are on the edge of the digital society or outside the digital society better integrate into the Internet through the service role of digital products, and actively cope with the aging of the population, has become a problem that all sectors of society pay close attention to, and it is also of great practical significance to promote the digital transformation of society.
However, with the increase of age, the elderly in vision, hearing, reaction speed, attention and other aspects of different degrees of physiological deterioration, the elderly face the difficulties encountered by intelligent information technology, seemingly ordinary and small things in daily life, in fact, it is related to the vital interests of hundreds of millions of elderly people, which has also become one of the important responsibilities that today's society and many science and technology enterprises need to bear. In order to cope with these physiological characteristics of aging, major apps have actively responded to the call of the Ministry of Industry and Information Technology of the People's Republic of China's "Special Action on Age-appropriate and Barrier-free Transformation of Internet Applications" and launched the "Elderly Mode" or "Care Mode" to make it more convenient and efficient for the elderly to obtain information and services.
The design uses a small force to let more people feel the power of society's care for the elderly group and further enrich the lives of the elderly. High-quality old age life is no longer worry-free, but reflected in all aspects, so that they have more opportunities to enjoy digital life, so that the Internet truly enriches the spiritual life of the elderly, so that they are happy in their old age and are not abandoned by the times.
Therefore, it is particularly important to deepen the aging market, the elderly are not only the wealth of a family, but also the wealth of a society, to create products and services that match it, and to provide designs that are more in line with the needs of the elderly. With design to make more people more convenient for the elderly group to live, this sense of social responsibility is far more meaningful than design itself.
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