Online Dating for Seniors Team : Wrinkled kisses

Junyoung, Diba, Paolo, Shlomo, Stelios

Online Dating for Seniors | Design Analysis, Spring, 2010

This is Susan

Online Dating for Seniors | Design Analysis, Spring, 2010

She is a senior (72)

Online Dating for Seniors | Design Analysis, Spring, 2010

She is considering dating again

Online Dating for Seniors | Design Analysis, Spring, 2010

She is one of the many American
seniors who are single

Online Dating for Seniors | Design Analysis, Spring, 2010

She is among the growing population who is now divorced

Divorced Rate
Percent% Divorced rate
12

10
10.8%
8

0
1940 1950 1960 1970 1980 1990 2000
Year

Online Dating for Seniors | Design Analysis, Spring, 2010

Susan is also of a population likely that live longer

Life expectancy
80

77.5

75

70

65

60
1940 1950 1960 1970 1980 1990 2000

Online Dating for Seniors | Design Analysis, Spring, 2010

Only a few of Susan’s friends are comfortable with using internet

% of people on-line
100%

90%

80%

70%

68%
60%
%
50% 55% 57%

40%

30%

20% 26%
17%
10%
55-59 60-64 65-69 70-75 76+
Age

Online Dating for Seniors | Design Analysis, Spring, 2010

The dating pool is larger but it is hard for them to connect

Online Dating for Seniors | Design Analysis, Spring, 2010

Susan doesn’t view dating the way
that younger people do.

Online Dating for Seniors | Design Analysis, Spring, 2010

Kelly (31) Coming from
An era of divorse explosion
Neuclear family
Better educational Op-
portunities
Affluent Society
Dating Values Relationship / Technology literacy View of the future
Partner intent
More active for more years Looking for “good” time/ Technology savvy “Things will work out”
partner from same age
Started in an era of more group Absolutely necessary More dependent in peers,
liberated relationships likes being part of a pack
Marriage not in the im- Adapts swiftly to change
Dating as a process of mediate radar screen Archetypical family not a
self affirmation, prefers The newer the better, priority
driver’s seat Sexual drive sronger/ fashionably following
“who knows about the trends
Less stressed in finding future”
dates(more people avaial-
able Frequently opportunistic,
have fun and “who knows”
Online Dating for Seniors | Design Analysis, Spring, 2010
Kelly (31) Coming from Dating Values Relationship / Technology literacy View of the future
Partner intent

An era of divorse
More active for more years Looking for “good” time/ Technology savvy “Things will work
partner from same age
explosion Started in an era of more group Absolutely necessary out”
liberated relationships
More dependent in peers,
Neuclear family
Dating as a process of
Sexual drive Adapts swiftly to likes being part of a pack
Better educational self affirmation, prefers stronger change
Opportunities driver’s seat Archetypical family not a
Frequently opportunistic, The newer the better, priority
have fun and “who knows” fashionably following
Affluent Society Less stressed trends
in finding dates
(more people
avaialable)

Online Dating for Seniors | Design Analysis, Spring, 2010

Kelly (31) Coming from Dating Values Relationship / Technology literacy View of the future
Partner intent

An era of divorse explosion
Neuclear family
Better educational Op-
portunities
Affluent Society
More active for more years Looking for “good” time/
partner from same age
Started in an era of more group
liberated relationships
Marriage not in the im-
Dating as a process of mediate radar screen
self affirmation, prefers
driver’s seat Sexual drive sronger/
“who knows about the
Less stressed in finding future”
dates(more people avaial-
able Frequently opportunistic,
have fun and “who knows”
Technology savvy
Absolutely necessary
Adapts swiftly to change
The newer the better,
fashionably following
trends
“Things will work out”
More dependent in peers,
likes being part of a pack
Archetypical family not a
priority

Susan (71)
Raised in an era of low
divorce rates
Extended families/high
value
Lower educational
opportunities for women
Societal volatility
Dating related to a Long term relationship Low tech everyday routine Enjoy life now
relationship(more formal)
Marriage always in the Necessary “evil”? Need of dependency, but
Started in an era of more radar screen more self-conscious
parental control Slow adoption of change
Sexual drive Family value strong but
A process of self- (camouflaged”) More significant as not realistic
integration(finding my a means to preserve
other half) Less opportunistic memories
liked the co-drives seat Enjoy good life and sincere Indifferent to tends
(less initiative) communication

Less people in the group

dating

Online Dating for Seniors | Design Analysis, Spring, 2010

kelly (31) Coming from Dating Values Relationship / Technology literacy View of the future
Partner intent

An era of divorse explosion
Neuclear family
Better educational Op-
portunities
Affluent Society
More active for more years Looking for “good” time/
partner from same age
Started in an era of more group
liberated relationships
Marriage not in the im-
Dating as a process of mediate radar screen
self affirmation, prefers
driver’s seat Sexual drive sronger/
“who knows about the
Less stressed in finding future”
dates(more people avaial-
able Frequently opportunistic,
have fun and “who knows”
Technology savvy
Absolutely necessary
Adapts swiftly to change
The newer the better,
fashionably following
trends
“Things will work out”
More dependent in peers,
likes being part of a pack
Archetypical family not a
priority

Susan (71)
Raised in an era
of low divorce
rates
Extended families/high
value
Lower educational
opportunities for women
Societal volatility
Dating related to a Long term relationship Low tech everyday routine Enjoy life now
realtionship(more formal)
Marriage always in the Necessary “evil”?
Started in an era of more radar screen Need of depen-
parental control
Slow adoption of dency, but more
Less opportunistic
A process of self- change selfconcious
integration(finding my Enjoy good life and sincere
other half) communication Family value strong but
More significant as
not realistic
a means to preserve
Believes man Connect through memories
should take commonactivities Indifferent to tends
initiative
Less people in the group
daitng

Online Dating for Seniors | Design Analysis, Spring, 2010

Despite appearances, even senior dating websites
do not really consider Susan’s lifestyle

Online Dating for Seniors | Design Analysis, Spring, 2010

 Uncomfortable with Lives in an Belongs to a large
Has memory trouble strange/unfamiliar independent living Polish community
neighborhoods facility

About Susan...
Retired for many Very religious
Cannot drive Has a fixed income years. Has a lot of member of church
free time group

Has some vision Had five Talks on the phone Very sentimental
impairment grandchildren who a lot Likes to reminisce
are dear to her

Online Dating for Seniors | Design Analysis, Spring, 2010

 Uncomfortable with Lives in an Belongs to a large
Has memory trouble strange/unfamiliar independent living Polish community
neighborhoods facility

Handicaps Living arrangements Social

Retired for many Very religious

Cannot drive Has a fixed income years. Has a lot of member of church
free time group

Has some vision Had five Talks on the phone Very sentimental
impairment grandchildren who Valued
a lot connection Likes to reminisce
are dear to her

Online Dating for Seniors | Design Analysis, Spring, 2010

 Uncomfortable with Lives in an Belongs to a large
Has memory trouble strange/unfamiliar independent living Polish community
neighborhoods facility

Do not Do not
consider leverage

Do not Retired for many Very religious

Cannot drive Has a fixed income years. Has a lot of member of church
accommodate free time group

Has some vision Had five Talks on the phone Very sentimental
impairment grandchildren who Do not
a lot care about Likes to reminisce
are dear to her

Online Dating for Seniors | Design Analysis, Spring, 2010

What if these help to define
the site features

Online Dating for Seniors | Design Analysis, Spring, 2010

Internet / Dating

Online Dating for Seniors | Design Analysis, Spring, 2010

 Technology +

High
video Chatting
close account
blogging
Q&A
Paypal
Email
payment Upload Image

grooming finding website chatting

committing to relationshaip
qualifying flirting getting a phone number
Talking on the phone writing Profile Love letter
being introduced kissing
being set up

Dating - checking out Online service chat

going out to dinner
speed date asking on a date Dating +
small talk forum one night stand
online chat talking to stranger
detail searching

evaluating person

instant Messaging
24/7 service

flirting

magazine

Initial browsing
Technology -
Online Dating for Seniors | Design Analysis, Spring, 2010
 Technology

High
video Chatting
close account
blogging
Q&A
Paypal
Email
payment Upload Image

grooming finding website chatting

committing to relationshaip
qualifying flirting getting a phone number
Talking on the phone writing Profile Love letter
being introduced kissing
being set up

Dating checking out Online service chat speed date asking on a date
small talk going out to dinner one night stand
forum
online chat talking to stranger
detail searching

evaluating person

24/7 service instant Messaging

flirting
magazine

Initial browsing

Online Dating for Seniors | Design Analysis, Spring, 2010

 Technology +

Email

kissing
Dating - Dating +

Technology -
Online Dating for Seniors | Design Analysis, Spring, 2010
 Technology +
Current top 10 dating sites
PrimeSingles.net DatingForSeniors.com
ExecutiveSeniorDating.com
FiftyAlready.com AgeMatch.com
SeniorMatch.com
SilverSingles.com

12MeetSenior.com SeniorDateFinder.com

SeniorFriendFinder.com

Dating - Dating +

Technology -

Online Dating for Seniors | Design Analysis, Spring, 2010

 Technology +
Mac Daddy
Single Surfer
“The internet is my new
“I understand windows, I only
single’s bar”
wish I understood women“

Dating - Dating +
Lonely Technophobe Analog Lover

“I haven’t been kissed since “I like the old fashioned way”

last time I saw a computer
(1972)”

Technology -
Online Dating for Seniors | Design Analysis, Spring, 2010
 Technology +

Jack

Dating - Dating +
Susan

Technology -
Online Dating for Seniors | Design Analysis, Spring, 2010
comfort with tech

comfort with dating

Online Dating for Seniors | Design Analysis, Spring, 2010

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Barriers to comfort with dating

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Online Dating for Seniors | Design Analysis, Spring, 2010
Barriers to comfort
with technology

Physical and mental disabilities

Can’t buy equipment

Web is not set up for seniors

Sensitivity of privacy

Computer illiteracy

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Fear of trying new things
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Barriers to comfort with dating

Online Dating for Seniors | Design Analysis, Spring, 2010

step3
What if we could break
down the process?
step2
step1

step1 step2 step3

Online Dating for Seniors | Design Analysis, Spring, 2010

 Current dating websites

PrimeSingles.net DatingForSeniors.com
ExecutiveSeniorDating.com
FiftyAlready.com AgeMatch.com
SeniorMatch.com
SilverSingles.com

12MeetSenior.com SeniorDateFinder.com

SeniorFriendFinder.com

What if sites worked

the other way around?

Online Dating for Seniors | Design Analysis, Spring, 2010

 Current experience map

People Object environment Messages Services

Too idealised, Mainstream screen/ Highly automated Find a date “theme” Singularly oriente
personas, model-like keypad/mouse and impersonal, around the dating
Attraction looking, too perfect overpopulated with game
hard selling messages

Lengthy and unclear Mainstream screen/ Lengthy, highly Lifetime “experience” Highly streamlined,
in direction, looks like keypad/mouse structured, form and over presented too
Entry sites r interested in fomat unfamiliar early
capturing user data

Email and photo Mainstream In dating site, too Strictly date Mostly around
intensive, highly streamlined matching profiles,
screen/ keypad/ related
Engagement dependent features remote communication
mouse

Impersonal Mainstream screen/ Difficult to navigate the Even after exiting more Not user service
and completely keypad/mouse solution through the hard selling messages oriented
exit unassisted site reappear

Limited and Faceless, Mainstream screen/ Limited extension Limited f none Very limited if any
same loop as when in keypad/mouse related proactive
only thorugh dating
extension entry communication
site

Online Dating for Seniors | Design Analysis, Spring, 2010

 Experience map (ideal for Susan)

People Object environment Messages Services

Closer to an average Combination of more More “inviting” Get back to enjoiying More around
real persona physical elements/ life sharing
Attraction bigger in size friendlier
physical interface
experiences

Simple and more Simpler screen shots, Simpler, more Will help u with Less confusing,
transparent less overload direct and gradually gradually introducing
getting back in the
Entry collecting info
process

Letter format, Phone, interface

Less complex, closer More extended (more Would like to extend
telephone better adopted to to her more imminent activities related) the virtual towards
Engagement visually impaired friends and famiily more “real life” 1-1
individuals envieronments communication

Someone to talk to Phone call One step exit Respect for privacy Simple, respect my
privacy
exit

More content relateing Maybe TV, phone Outside site Limited and targeted One stop shop for
to her interests environmnet, social to her interests outside keeping update
extension groups dating

Online Dating for Seniors | Design Analysis, Spring, 2010

 Technology +

Dating - Dating +

Technology -
Online Dating for Seniors | Design Analysis, Spring, 2010