delvinia insights experience design considerations

© 2009 Delvinia Interactive Corp. All rights reserved.

Delvinia INSIGHTSExperience Design Considerations

Report Produced in July 2009


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.


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+.

Background

*Author of Grown Up Digital


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

Methodology

*Representative of Canada, based on Stats Can figures


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.

Summary of Findings


Accessibility

Detailed Findings


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.

Accessibility Summary


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.


Website Preferences

Detailed Findings


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.

Site Preference Summary


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 DelviniaDelvinia 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

July 28, 2009 – TorontoA 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 engagementthrough 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

Delvinia Launches New Projects, Grows the Client Roster and Adds Talent:

http://www.coverme.com/�

http://www.theweathernetwork.com/�

http://www.ivey.uwo.ca/�

http://www.delvinia.com/news�


Latest News

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 InsightEngine 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 thenew 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 sentto 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 stayconnected 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

Delvinia delivers customer insight in half the time with SAS

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


Insight-Driven Interactive Solutions

RBC Better Student Life (NGen Program)www.rbcp2p.com

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

Canadian Opera Companywww.coc.ca

Manulife Covermewww.coverme.com

Princess Margaret Hospital Foundationwww.5kyourway.ca

Scotiabank BEwww.scotiabankbe.com

Town of Markhamwww.markham.ca/greenprint


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 FromanPresident & CEOT. 416.364.1455 x222E. [email protected]

Julianne SmolaDirector of Strategic DevelopmentT. 416.364.1455 x244E. [email protected]

Visit delvinia.com today!

Steve MastVice President, Managing DirectorT. 416.364.1455 x223E. [email protected]

delvinia insights experience design considerations

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