New Expectations From Older Users
Joseph F. Coughlin, PhD.  - January, 2007

New Expectations From Older Users:

Five Lessons for Product Design & Innovation in an Aging Marketplace By Joseph F. Coughlin AgeLab 2007-01

Abstract: 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. Today, the buyers (if not lead adopters) of the most high-tech, high-priced, and high-design are likely to be over 50 and not somewhere between their teens and twenties. 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.

Full article available here.