“Designing products and services for young people”

@jewl

Julia ShaletProduct Doctor

Founder of the Digital Youth Project

Real World Case Studies from Innovative Digital Businesses

“…I wouldn’t have got an A in my Business Studies A Level if I had not had the experience at the conference

understanding how the syllabus relates to real life…”

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…and it saves you money

Key Digital Product Youth Insights

1. Young people are practical

they want useful products

that say what they do on the tin,

they are not just about entertainment

Here, I have a mobile –

come steal it!

I would rather play a game

designed by a professional

It is better playing games on large

screens

How un-cool would we

look?

Practical

“…everyone I know will use this…”

Useful

“…’Live Talkback’ sounds more like an answer-phone service rather than live voting…”

Says what it does on the tin

2. Young people expect certain features to be there

Hygiene factors for the youth market

Key Digital Product Youth Insights

“…really amazing app, but it only focuses on urban genres like hip-hop… can you put in a guitar?...”

Choice

“…Will you be doing a mobile version?...Would you be able to buy the videos

so you can watch them on your iPod?...”

Multi-platform Access

“…I like the idea how it’s quite the same layout as iTunes, so people will be familiar with it…”

Don’t reinvent the wheel

“…I don’t want to fiddle about with pins and card numbers…”

Make it easy to use

“…I will dive straight in, if I need help, I may eventually go to the instructions (which need to be concise)

and I may look on You Tube for them…”

I want to be given the chance to work it out

I expect Social functions

“…I like Flook as I can have further discussion about the photos taken, otherwise I may as well go to Facebook”

“…A basic phone is one that has voice, text and a camera…”

Cameras

3. Young people will help you develop your proposition

feature definition product roadmaps

other uses for functionality competitor analysis

marketing plans

Key Digital Product Youth Insights

Feature Suggestions

“…Can I search by mood?...”

Define usage scenarios

“…I really like the idea of music videos in a playlist and being able to play them at a party…”

“…useful for finding ‘lost’ friends at music festivals…”

Find other uses for functionality

“…We already have the ability to move music around with USBs, and Spotify already lets you put your music on your iPhone or iPod. How are you going to

take on iTunes?!...”

Competitor-Aware

“…You’ve got harsh competition - like Nike & Adidas…”

4. The wrong tone can alienate

Young people can easily be

put off by the way that you address them

Key Digital Product Youth Insights

Language

“…this is something for my kid brother, not for me…please talk to me in a different way...”

Use language that is 3 years older than you think appropriate for your target age group

Trying to be older

Family members of all ages will engage with younger relations on immersive and social sites

Cross generational experiences

“…How does the music get in there?... Is the most popular local radio tunes or do they pay to be there?…”

Be honest to satisfy curiosity & gain trust

5. Young People will spend money on digital experiences

and may be more financially clued up than you think

Key Digital Product Youth Insights

“…How do you make your money?…”

Financially aware

“…I can already play games for free online, especially in Facebook so why would I pay?...

I only browse the free stuff in the App Store…”

Is there a free option?

“…I would pay for more tracks to sing to and I expect them to be cheaper than an i-tunes download...”

I do pay for stuff!

“…How do you think Tynchy Stryder got to the top of the download charts?Have any of you even heard his stuff?...”

“…I started using Blackberry BBM because the Instant Messaging was free...”

I would do it if it saved me money

Summary of Insights

1. Young people are practical

2. Young people expect certain features to be there

3. Young people will help develop your proposition

4. The wrong tone can alienate

5. Young People do spend money on digital experiences

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Young people are encouraging about innovation and more willing to take risks. They will inspire you and you will help them with real world experiences.

Explain, listen, ask

open questions

and reasons for

their opinions.

Great feedback does not just come from “clever kids”. Often, the most disruptive and under-

achieving have the most creative and honest input.

Avoid generalising about the youth

market. Some just call and text. They don’t all want an iPhone and they

don’t all use BBM.

How to work with young people

Brixton Village Case Study

Content, social media marketing & good old

fashioned physical marketing

Searchable project documentation

PR & online coverage through film, photography, articles & interviews.

A real life test-bed & the opportunity for real life

“CV worthy” achievement

?Where can your

Business, Project, Product, Proposition, Event

benefit by engaging end users?

Can you create amazing learning

experiences for young people?