Delvinia Insights Experience Design Considerations

Delvinia INSIGHTS
Experience Design Considerations

Report Produced in July 2009

© 2009 Delvinia Interactive Corp. All rights reserved.

Our Commitment to Insight

Delvinia is committed to continuously
uncovering data-driven insights
that will help us better understand,
and ultimately design superior Digital
Customer Experiences for Canadians.


Background

Delvinia has developed proprietary tools to access data-driven
insights: AskingCanadians™, our online consumer research
panel, and our Insight Engine, a database of digital and other
consumer insights. By leveraging these tools we are able to track
key attitudes and behaviours of consumers across Canada that
inform our interactive strategy and design solutions.

In order to give you a taste of our insight capabilities, we’ve
compared and contrasted the self-reported behaviours of 4
consumer groups in the Canadian marketplace:

Those who Don Tapscott* termed the “Net-Generation” (NGen)
aged 18-30, Gen X aged 31-44, Boomers aged 45-65, and 65+.

*Author of Grown Up Digital


Methodology
 Results are based on 11,559 regionally and
demographically representative* AskingCanadians™
panelists surveyed, 50/50 gender split, broken down
as follows:
 1,112 18-30 year olds (NGen)
 3,432 31-44 year olds (Gen X)
 6,222 45-65 year olds (Boomers)
 793 65+
 Data was collected from October 2008 – March 2009.
 This deck will review these groups in terms of their:
− Online Accessibility Issues
− Website Preferences
*Representative of Canada, based on Stats Can figures


Summary of Findings


Summary of Findings
 There are factors impairing Canadians’ use of computers – impaired vision and
headaches being the two most common. It will become increasingly
important for website designs to take these factors into consideration.
 Of those website features designed to create easier user experiences,
Canadians of all ages consider auto-fill forms (56%) and descriptive links (52%)
to be Very Important, followed by adjustable font size (39%), adjustable font
colour (30%), adjustable background colour (25%), and lastly customer service
via phone (21%).
 Canadians’ opinions of the importance of downloadable transcripts/ videos/
songs differ with age, with 50% more NGeners vs. 65+ declaring this feature
Very Important.
 In terms of additional website preferences, the percentage of Canadians
declaring the features surveyed to be Very Important are as follows: direct
homepage link (75%), bigger easily accessible links (41%), properly tagged
images (39%), neutral use of gender (27%), black/dark font only for text (24%),
and consistent font style throughout the site (23%).
 Properly tagged images received a wide variety of opinions, perhaps
indicating a lack of understanding of the benefit of this feature; while neutral
use of gender was significantly more important for women vs. men of all ages.


Detailed Findings

Accessibility


Accessibility Summary
 Impaired vision and headaches are the two factors that most impact
Canadians’ use of computers. While vision is an issue for over 50% of
Canadians overall, headaches are primarily suffered by younger
generations, with over 34% of those 44 and younger declaring them
an issue.
 In terms of website features designed to create easier user
experiences, auto-fill forms & descriptive links are considered most
important by all age groups.
 Interestingly, having the option of customer service via phone is
considered the least important feature by all age groups, followed by
adjustable background colour.
 Downloadable transcripts, videos & songs are considered significantly
more important by younger Canadians, with 50% more NGeners
declaring this a Very Important feature (46%) vs. Canadians 65+ (23%).
 Adjustable font size and colour is considered at least Somewhat
Important by more than half of all age groups, all of whom agree that
adjustable size trumps adjustable colour.


Factors Impairing Computer Use

Impaired vision is an issue for a significant portion of all age groups, particularly
Boomers. Meanwhile, it appears that headaches plague Canadians 44 and
under, with over 20% of NGeners declaring this a factor that affects their
computer use.

Adjustable Font Size & Colour

Canadians feel that the ability to adjust font size is more important than
adjusting font colour, although over 50% of all age groups feel both size and
colour are at least Somewhat Important. Of all groups, Boomers are most likely
to consider font adjustment Very Important.


Background Colour & Forms

Adjustable background colour is even less important than adjustable font
colour, and the majority of Canadians 65+ consider it Not Important at all.
On the other hand, about 75% of Canadians of all ages consider auto-fill
forms to be Very/Somewhat Important.


Transcripts & Links

Downloadable transcripts, videos & songs are considered more important for
younger Canadians, while 58% of Canadians 65+ consider these features
unimportant. Meanwhile, the majority of all age groups consider descriptive
links to be a Very/Somewhat Important feature of a website.


Customer Service via Phone

Interestingly, the majority of Canadians of all age groups do not consider it
important for a site to offer customer service via telephone.


Detailed Findings

Website Preferences


Site Preference Summary
 Both male & female Canadians of all ages consider a direct
homepage link to be the most important feature of all website
preferences surveyed.
 The majority of Canadians consider bigger, easily accessible links to
be important – this is particularly true of Boomers and Canadians 65+.
 Font colour and style consistency is significantly less important for
Canadians, with only about one quarter of respondents declaring this
feature to be Very Important.
 The neutral use of gender is more important for females vs. males of
all ages – but particularly for female NGeners, 20% more of whom
consider this to be important vs. their male counterparts.
 The importance of properly tagged images garnered a wider range
of responses, with 42% of NGen males considering this Not Important
and 65% of males 65+ considering it Very Important. Canadians may
not understand the benefits of this feature.


Direct Homepage Link

The great majority of both males and females of all age groups consider
having a direct homepage link to be Very Important – more so than any other
site preference surveyed.


Bigger, Easily Accessible Links

Not surprisingly, older Canadians consider bigger, easily accessible links to be
more important than younger Canadians. NGen and Boomers do not show
significant gender differences. However, 5% more Gen X females vs. males
consider this to be a Very Important feature, while 5% more 65+ females
vs. males declare this to be Not Important.


Only Black or Dark Font for Text

Neither males nor females of any age group feel strongly about the use of only
black or dark coloured fonts for text. In fact, over 50% of both genders declare
this feature to be Not Important.


Consistent Use of Font Style

Similar to their feelings about font colour, only about half of Canadians consider
the use of a consistent font style to be Very or Somewhat Important. The only
generation revealing a real gender difference is NGen, with 8% more males
declaring this to be a Very Important feature.


Neutral Use Of Gender

Females of all generations consider the neutral use of gender to be more
important than their male counterparts. Interestingly, this gender difference is
most pronounced for members of the Net Generation, with 20% more female vs.
male NGeners declaring this to be Very or Somewhat Important.


Properly Tagged Images

Canadians seem to have varied opinions about this particular feature, which
may in fact indicate a lack of understanding of the purpose and benefits
of tagged images.


About Delvinia


About Delvinia
Delvinia has two key areas of business:
Interactive Design & Online Data
Collection.

Our Interactive Design group leverages
data-driven insights to provide strategic
interactive design and digital marketing
solutions for many of Canada’s top
corporations.

Our Online Data Collection group
services the Market Research
community using our online consumer
research panels, AskingCanadians™
and Qu’en Pensez-Vous™.


Latest News
Delvinia Launches New Projects, Grows the Client Roster and
Adds Talent:
July 28, 2009 – Toronto
A busy spring has turned to a bustling summer at Delvinia with its recent redesign and launch of Manulife’s CoverMe.com website.
It’s also been busy working with some new clients and adding some new talent to their growing team.

Manulife’s website (www.coverme.com) has just re-launched with a cleaner user friendly experience that has been years in the
making. Delvinia and Manulife have been working together for more than three years and throughout that period they continually
added functionality and optimization to the site, with great success and measureable results.

As sophisticated companies continue to invest in optimizing the user experience to raise customer satisfaction and engagement
through their on-line assets, the digital space continues to gain prominence within the marketing sphere. In fact, Delvinia too, has
been busy with new clients on its roster including The Weather Network (www.theweathernetwork.com), Canada’s top news and
information website, The Richard Ivey School of Business, (www.ivey.uwo.ca) one of Canada’s leading business schools, among
others.

To help ensure Delvinia maintains its service philosophy it has broadened the team by hiring Andrew Kinnear. Kinnear joins the
interactive team at Delvinia as an Account Director. Prior to joining Delvinia, Kinnear was associated with the interactive agency
Tribal DDB where he developed advanced interactive marketing programs for an international client roster. He brings years of
critical eCRM thinking and digital experience to his new position.

http://www.delvinia.com/news


Latest News
Delvinia delivers customer insight in half the time with SAS

Delvinia Interactive helps its Fortune Global 500 clientele understand their online customers better by delivering insights about the
online digital customer experience. The firm wanted to increase its competitive advantage by using SAS® to develop an Insight
Engine that allows the firm to analyze more data than before, in half the time.

Delvinia knew its future lies in applying data-driven insights to its client solutions. The challenge was finding a cost-effective way to
implement data analysis into the firm’s established methodology. After investing $1 million on a yearlong project to develop the
new concept in-house, Delvinia found the obvious solution was choosing SAS Analytics (data mining and reporting) to drive its
business analytics.

The result was the Delvinia Insight Engine – a data warehouse comprised of information from the quarterly profiling surveys sent
to the firm’s online panelists asking specific questions about their digital habits (How many hours a week do you spend online?);
life stage (Are you planning a home renovation project this year?); attitudes (Do you feel technology makes it easier to stay
connected with family and work?); and data from outside sources such as the Bureau of Broadcast Measurement (BBM), as well
as projected census data.

“In building the Insight Engine from scratch, we wanted to pick the right software without compromise and after all our analysis it
became clear that SAS was the only analytics solution we would have confidence in. With SAS, we have this data warehouse
asset that we’re able to mine and use to help us move that much further down the path of understanding.”

http://www.sas.com/success/Delvinia.html


Insight-Driven Interactive Solutions
Following are examples of the work we’ve done using our
data-driven insight approach:

RBC Better Student Life Princess Margaret
(NGen Program) Hospital Foundation
www.rbcp2p.com www.5kyourway.ca

Canadian Opera Company Town of Markham
www.coc.ca www.markham.ca/greenprint

Manulife Coverme Scotiabank BE
www.coverme.com www.scotiabankbe.com


Leveraging our Panel
 Here are just some of the issues we’re monitoring through our
panel of 130K Canadians, along with ANY question you may
have for your target audience:

 Mobile phone usage
 Online activities, habits & purchases
 Online search behaviour
 Technology ownership
 Attitudes towards technology
 Attitudes towards online advertising
 Employment information
 Travel behaviour
 Loyalty program memberships


For more information on how you can leverage Delvinia’s
Insight capabilities and our AskingCanadians™ online
consumer research panel, contact:
Adam Froman Steve Mast
President & CEO Vice President, Managing Director
T. 416.364.1455 x222 T. 416.364.1455 x223
E. afroman@delvinia.com E. smast@delvinia.com

Julianne Smola
Director of Strategic Development
T. 416.364.1455 x244
E. jsmola@delvinia.com

Visit delvinia.com today!


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