Designing Senior-Friendly Websites in an Aging Society

• Index

• The importance of senior-friendliness on the web
• What should you keep in mind when creating a senior-friendly website?

Introduction

It’s been a long time since people started talking about the aging of society. In the past, it was commonly believed that the Internet and the Web were for young people, but that is no longer the case. How to incorporate senior users, which will steadily increase in the future, has become a major issue, and companies and societies in all genres around the world, not just those on the Web, have begun to seriously incorporate the “senior demographic” as a new “growth market.” Let me start by introducing one example of this current trend.

America: Attention on the “active aging market”

1. Senior Market Entry in the Tech Industry
   • Apple enhances heart rate, fall detection, and health apps on Apple Watch.
   • Amazon has developed Alexa-enabled care support tools (such as Care Hub) for the elderly.
   • Google Nest is also supporting smart homes for the elderly.
2. Personalized Finance & Insurance
   • The number of retirement asset management and pension simulation apps has increased dramatically (e.g., Fidelity, Betterment).
   • There is also an increase in banking services aimed at the elderly that focus on fraud prevention.
3. Retail and E-commerce
   • Walmart, CVS, and other retailers are strengthening their membership services that specialize in regular delivery of medications and healthcare products.
   • UX has been improved by increasing font size and integrating with face-to-face support.

Japan: Dealing with one of the world’s most rapidly aging societies

1. “Universal design” in local governments and companies
   • Railway companies such as JR East have significantly revised the UI of their ticket vending machines and ticket gates.
   • Financial institutions such as Mizuho Bank also maintain some branches where human staff are on hand.
   • Smartphone classes (Docomo, au, etc.) are available nationwide.
2. Re-employment business for the retired generation
   • Yamato Transport’s “Senior Delivery Person” system and part-time/volunteer re-employment programs are becoming more active.
   • There is also active support for senior entrepreneurs (Tokyo Metropolitan Government, private schools, etc.).
3. Expansion of travel, hobbies, and end-of-life planning markets
   • JTB and Club Tourism, among others, are strengthening their “hobby trips for people in their 60s and older” and “solo travel plans.”
   • The market for end-of-life and inheritance planning-related services (wills, digital end-of-life planning) is also expanding rapidly.

Global Trends: The idea that seniors don’t consume is no longer a thing of the past

1. The “Silver Economy” becomes a huge market
   • In the EU, the “silver economy” is predicted to be worth 6.4 trillion euros (approximately 1000 trillion yen) by 2030.
   • The WHO also promotes “active ageing” as an important pillar of social policy.
2. Combination of Seniors and Tech
   • Each country has subsidy policies to bridge the “digital divide (technology gap).”
   • UI/UX design for seniors, AI support products, telemedicine, VR fitness, and more are appearing one after another.

The importance of senior-friendliness on the web

Now, let’s get back to the main topic and consider the importance of making the web more senior-friendly.

• Internet use among seniors is on the rise
  • With the spread of smartphones and tablets, the rate of internet usage among seniors is increasing year by year.
  • We live in an age where banking, shopping, medical appointments, and government procedures can all be done online.
• A user base that cannot be ignored
  • Japan has the world’s highest aging rate, with approximately 36 million people aged 65 or older (approximately 30% of the total population).
• Accessibility support leads to improved overall usability
  • The large font, easy-to-read color scheme, and easy-to-understand navigation make it easy to use for people of all ages.
  • It can also be helpful for young people in environments where vision is temporarily impaired (outdoors, at night, etc.).
• Legal and social trends also support this
  • National and local government websites may also be required to comply with accessibility guidelines (such as WCAG).
  • Companies are also being asked to create designs that are easy for anyone to use from the perspective of CSR ^*1 and SDGs ^{*2 .}

What should you keep in mind when creating a senior-friendly website?

So, what specific measures should you take to actually make your website senior-friendly?

• Design: Create an easy-to-understand structure that is not confusing

  countermeasure	Reasons and points
  Navigation is clear	The global menu should be fixed at the top or left side, and the number of categories should be limited.
  Put important information in a prominent place	What the site can do is immediately clear at first glance
  Add breadcrumbs	Make it easier to find your location
  A UI that gives you confidence in your operations	The buttons have a clear, “pressable” look

• Design: Visibility and readability are our top priorities

  countermeasure	Recommendations and tips
  Font size is at least 16px	18 to 20px is ideal for seniors.
  High contrast color scheme	A clear contrast between the background and the text, such as white x black or dark blue x white
  The font is Gothic	Mincho and decorative fonts are difficult to read
  Plenty of space and space between lines	Not too cramped. Designed to let you breathe.
  Use pictograms and icons	Intuitive operation with text and icons

• Functions and movements: Ensure safe and smooth operation

  countermeasure	explanation
  Larger buttons and links	The touch size is at least 44px square so that it is easy to press with your finger.
  Keep movement and animation to a minimum	Animations are kept to a minimum to prevent dizziness and confusion.
  Supports enlargement and voice reading	Browser zoom and screen reader support required
  Keep forms simple	Reduce the number of input fields and make error messages more detailed.
  Operation guide available	It would be helpful to have a FAQ or how-to page.

Conclusion

When you look at it this way, there are many things we usually keep in mind from the perspective of UI/UX even without being too conscious of the aging population (how about you guys?). In the end, many excellent UI/UX principles are ultimately designed to be friendly to seniors. Furthermore, if your target demographic includes seniors, it’s important to be aware of the above points and make fine adjustments.