Generational pivots: Redesigning tech for new age demographics can unlock unexpected value
Screen cap from a study by Aditi Khazanchi on VR for older adults
Redesigning existing and emerging technologies for a different age demographic can reveal new–and sometimes profound–value for users.
This week, I’m in the lab observing how older people interact with a service normally marketed to young adults.
This can be a surprisingly successful strategy for discovering new users to serve.
A delightful example of this from my Microsoft days was then-intern Aditi Khazanchi’s exploration of virtual reality for seniors. (This truly impressive project was largely overseen by Juliette Weiss; I was involved in advising on Aditi’s research.) Aditi found that–despite being marketed to gamers–VR may have significant benefits for mental health in older populations. In one poignant example, a research participant with macular degeneration shared that VR gave her “the clearest visual experience [she’d] had in over a year.”
This was just one of many opportunities Aditi uncovered (you can read her Medium article here).
Aditi’s work was not intended to establish a business case. But companies–such as wellness startup Rendever–have successfully commercialized “VR for seniors,” addressing crucial social needs for the ~9.5 million adults who live in long-term care facilities, and bringing moments of joy and connection.
This goes to show that pivoting (or expanding) your audience may not just mean looking for users in different roles or industries. In tech, we often have a blind spot when it comes to designing for users older or younger than ourselves. But broadening our perspective can reveal new opportunities for creating not just business value, but also meaningful changes in people’s lives.
Are you pivoting a business?
As a consultant, my focus is helping businesses pivot into new markets. If you’re considering a pivot, here are three ways I can help:
✅ Help you define your pivot strategy and process to identify compelling new markets
✅ Train your team on “pivot discovery” and customer matchmaking techniques
✅ Conduct research and analysis for you that you can directly incorporate into your strategy