Presentation of paper for the Human Computer Interface International 2013 Conference, Las Vegas, NV. Describes an exploratory usability study of 3 websites designed for older travelers, and outlines the difficulties 9 study participants had trying to complete tasks on the websites.
A Usability Study of Websites for Older Travelers, HCII 2013, Las Vegas NV
1. A Usability Study of
Websites for Older Travelers
Kate Finn and Jeff Johnson,
Wiser Usability, Inc.
{kfinn, jjohnson}@wiserusability.com
2. Why? Given:
WCAG, ADA, 508, Age-friendly guidelines
Older Adults (50+):
Increasing #s, % of population
Increasing #s, % are online
Reduced vision, hearing, cognition, motor skills
Disproportionately affected by poor design
Control a very large % of discretionary income
HCII 2013Finn & Johnson 2
We wanted to see if even senior-
focused websites are age-friendly.
3. Why? Given:
Older Adults (50+):
Increasing #s, % of population
Increasing #s, % are online
Reduced vision, hearing, cognition, motor skills
Disproportionately affected by poor design
Control a very large % of discretionary income
WCAG, ADA, 508, Age-friendly guidelines
HCII 2013Finn & Johnson 3
We wanted to see if even senior-
focused websites are age-friendly.
4. What? Online Leisure Tour and
Travel Websites for Older Adults
HCII 2013Finn & Johnson 4
Leisure travel very popular for 45+
Account for 50% of foreign leisure travel
Account for over 50% leisure travel
spending
Many plan entire trips online
6. How: Exploratory Study
3 well-known, reputable travel sites,
specializing in tours for older adults
9 participants: all F, ages 55-80, wide range
of web competence and travel experience
Captured video of screen, cursor, voice
(think out loud)
3 Ps per site: find destination info, search for
trip details, and book trip
HCII 2013Finn & Johnson 6
7. Results: Sites following common
age-friendly usability guidelines
Guideline GCT GET RS
Avoid small font size; provide an obvious
way to re-size text -- -- --
Make the difference between links and
non-links obvious; indicate link state -- -- --
Indicate the user’s navigation path
(e.g., with “breadcrumbs”) -- -- --
Make it easy to return to the Home page -- ? ✔
Minimize the need for scrolling,
especially horizontally -- ✔ --
Minimize page clutter; use sufficient
white space -- -- --
Finn & Johnson 7HCII 2013
8. Results: Further Observations
Other Usability Issues
Confusing terminology
Changes not obvious
Too much information
Menus difficult to operate
Interesting Behaviors
Scoping errors
Getting lost in web site
Tenacity vs. giving up
HCII 2013Finn & Johnson 8
9. Results: Further Observations
Other Usability Issues
Confusing terminology
Changes not obvious
Too much information
Menus difficult to operate
Interesting Behaviors
Scoping errors
Getting lost in web site
Tenacity vs. giving up
HCII 2013Finn & Johnson 9
10. Results: Further Observations
Other Usability Issues
Confusing terminology
Inadequate indication of links
Too much information
Menus difficult to operate
Interesting Behaviors
Scoping errors
Getting lost in web site
Tenacity vs. giving up
HCII 2013Finn & Johnson 10
11. Results: Further Observations
Other Usability Issues
Confusing terminology
Changes not obvious
Too much information
Menus difficult to operate
Interesting Behaviors
Scoping errors
Getting lost in web site
Attitudes
HCII 2013Finn & Johnson 11
12. Implications
Older adults are not included in the
design process, and experience great
frustration
Senior-focused businesses and website
designers don’t observe user-centered
or age-friendly design
Senior-focused businesses and website
designers are not sufficiently motivated
to include age-friendly considerations
HCII 2013Finn & Johnson 12
13. Implications
Older adults are not included in the
design process, and experience great
frustration
Senior-focused businesses and website
designers don’t observe user-centered
or age-friendly design
Senior-focused businesses and website
designers are not sufficiently motivated
to include age-friendly considerations
HCII 2013Finn & Johnson 13
14. Implications
Older adults are not included in the
design process, and experience great
frustration
Senior-focused businesses and website
designers don’t observe user-centered
or age-friendly design
Perhaps they are just not sufficiently
motivated to include age-friendly
considerations
HCII 2013Finn & Johnson 14
15. Results: Further Observations
Other Usability Issues
Confusing terminology
Inadequate indication of links
Too much information
Menus difficult to operate
Interesting Behaviors
Scoping errors
Getting lost in web site
Tenacity vs. giving up
HCII 2013Finn & Johnson 15
16. Thank you!
Kate Finn and Jeff Johnson,
Wiser Usability, Inc.
{kfinn, jjohnson}@wiserusability.com
Hinweis der Redaktion
Familiar with global populationUS: 83% of 50-64; 56% of 65+Since higher rate of sensory/cognitive issues, disproportionately affected poor designControl large proportion of discretionary income, presumably companies want their businessGiven all this and…Age-friendly design guidelines – 10 years…
We wanted to see if even senior-focusedcommercial websites are age-friendly.
focus on travel websitesbecause - leisure travel is very popular with those 45+, - 50% of all foreign trips, - more than 50% of all leisure travel spending- Many plan entire trips online
As an Exploratory Study: Usability test on those 3 companies: reputable, focus on older travelers, pro’ly-designed websitesOnly W willing and available, so notgender-balanced75% W do all their own travel research, only 10% M, M think W would rather do itVoila to recordEach site: 3 Ps, Search for trips to specific destinations, get trip details, try to book
Analyzed data. Compiled list of usability issues. A few A-F guidelines.Basic usability for any age user, not just OAs;But OAs: more frequent and severe problems usability issuesonly 1 P knew how to re-size text; only 1 P knew to click on banner to go home; Explicit Home Buttons: GET and RS, but GET Booking WizardScrolling: GET good, but RS: 200 countries listed 4 at a time!
Many, many other problemsDid anyone ever conduct usability tests?Talk to travel agents to see if the sites meant to be that bad, if it was part of the marketing plan (if people could not complete tasks online, they would call to talk to an operator, who would pressure them into adding on excursions, upgrading accommodations, etc.)No clear answer
Terminology – specialized,non-standard, undefined (hosted, guided, escorted tours)Changes: When people changed something like the date, they often didn’t notice that price or availability changedMany cases of: Overwhelming amount of info, cluttered, not much white spaceMenus, small space around, small font, tremors; egpull-right, nested, or accordion proved to be a problem
Youngest P, computer skills teacher, really struggling with menus on RS
- Scoping errors: relation of page parts or pages to each other; hierarchy, memory”Eg: walking tours menu, France search (really due to unclear navigation, too many options)No concept of location, didn’t use cues (breadcrumbs, hilited menus, page titles); couldn’t tell when revisitingAttitudes: Literature: Blaming self, temerity, giving up vs: anger at site, and tenacity (even trying same wrong thing over and over)
Striking frustrationSeveral Ps:sites too difficult, wd call 1-800 number, or refuse to travel with this company. 1 P: no way!Wonder: Any users shown these sites before releaseInclusion of O-A in design and testing could greatly improve their UE
Other questions raised:Do companies/designers even know about A-F guidelines or User-Centered design?Somehow think none of this applies to them?
Market research indicating lost business due to user frustration?Not sufficiently motivated to adopt A-F practices?