2017

Design
on Aging:
Independent
Living
This discovery book was created to help entrepreneurs
and innovators in the aging space design for older
adults at high risk of isolation, provide insights to help
hone value propositions, consider opportunity spaces
for growth, and plan a prototype for their own ideas.
About Project Catalyst
Project Catalyst fills a gap in the market by putting the 50-plus
consumer at the center of innovation. By conducting consumer
research on new and emerging products with this demographic,
we help inform developers about how their products and services are
working to improve the lives of Americans as they age. Founding
partners include AARP, Robert Wood Johnson Foundation, MedStar
Health, Pfizer and UnitedHealthcare.

Design on Aging: Independent Living 3

“I don’t know how I would have
made it through the loss of
my leg without the kindness
of people I met on Twitter.”

Patricia
One morning, Patricia wakes up to painful tingling and the inability
to control her legs. Her medical team moves to amputate immedi-
ately. Alone in a hospital recovery room, Patricia learns how to live
without a leg. She watches other patients do the same, but they’re
surrounded by friends and family. Patricia leaves the hospital with
a standard wheelchair and pain medication. Months later, stuck
inside her home alone, the pain pills begin to take over her mind
and her life. But she discovers something she finds deeply inspir-
ing: race horses. By following the feats of these amazing animals, she
has something to focus on, something that makes her feel “here”
again. She follows them on social media and strikes up online
friendships with their owners. These strangers start to check up
on one another. The owners of a horse named Lavaman tell her,
“Patricia, once you get better, we’ll bring you to the races to meet
Lavaman.” That day, Patricia decides to quit the pain pills, and find
a way to move her body out of the house, out of her small suburb,
and into a whole new world.

Design on Aging: Independent Living 5

Mobility
Mobility tools and services
give older adults a sense
of independence, resilience,
and confidence that they
have the personal power to
live in a way that is fulfilling
to them.
Design on Aging:
Independent Living

About Our Research

Design Insights + Principles

Mindsets

Design Prototyping

Design Strategy

Design on Aging: Independent Living 7

About Our
Research
 People
(Desirable)

Business Technical
(Viable) (Feasible)

Innovation

Design Thinking

The design thinking process is human-­centered. It starts with the

people you’re designing for and ends with new solutions that are
tailored to suit their needs. It’s about developing empathy, gener-
ating tons of ideas, building lots of prototypes, sharing what you’ve
made with the people you’re designing for, and eventually putting
your innovative new solution out into the world.

Design on Aging: Independent Living 9

 About Our Research

Generate in the extremes,

validate with the mainstream
Designing with data
The extremes are the best place to find generative inspiration for
new design solutions, which later can be validated at scale with
your core users. Identifying and presenting concepts to individ-
uals who are extremely familiar or extremely unfamiliar with the
challenge you are designing for can highlight issues that the target
user is unable to articulate. When looking for inspiration, think
about finding people who reflect the edge cases, such as those
who have come up with unique workarounds for the challenges
you are trying to solve.

After getting inspiration for new design solutions from people at

the extremes, it is important to validate these solutions at scale
with your core users. The insights shared in this book are inspired
by interviews with 22 extreme users and a survey that validated
the insights with 1,146 U.S. adults aged 50+ at high risk of isolation.

10 PROJECT CATALYST
The fabric of design research

Open-minded curiosity

Design research for aging is about getting outside of your own

perspective and becoming informed and inspired by the world
around you. It is dedicated to understanding the lives and voices
of older adults. We invite you to explore the hopes, desires, and
aspirations of those you’re designing for by talking with them directly.

Design research for aging...

Uncovers latent needs

Focuses on all stakeholders, from aging individuals to caretakers
Happens in natural contexts
Promotes dynamic conversations
Generates actionable interpretations

Design on Aging: Independent Living 11

Design Insights
+ Principles
Learning about what matters
to older adults
Identifying key user needs

Insights are the result of what we’ve heard during our research.
Our process takes us from inspiration to ideas and from stories
to themes. By condensing and prioritizing what we’ve learned,
we establish a new perspective on opportunities for innovation.
Insights were inspired by interviews with more than 20 older adults
as well as caregivers, then validated at scale through two surveys.
More than 1,150 adults at high risk of isolation and age 60 and older
took our surveys, as did 100 caretakers across the United States.

Design Principles
Using the rich insights we learned in the field, we developed
principles for design. These principles should serve as a checklist
to help fine-tune ideas. They are human-centered guidelines for
designing impactful products, services, and experiences.

Design on Aging: Independent Living 13

 Design Insights

Overarching insights

Marketing to “seniors” goes unanswered

We don’t identify with being “seniors” and resent messaging that

lumps several generations into one group of “old people.” We do,
however, respond to marketing and products that reinforce our
identities as people who are strong, healthy, independent, busy,
and not easily scammed.

“You need to disguise an emergency button

as something else. People don’t think of
themselves as somebody who needs an
emergency button, even if they really do.”
—Michael, 61

Decline is more terrifying than death

We’re more comfortable with thinking about our legacy and the
way we’d like to die than about the many uncertainties associated
with physical, mental, and social decline. We need products and
services that tactfully help us address critical decisions early
on, and plans that will keep us feeling empowered and in control.
Even when facing decline, we value solutions that point towards
an upward trajectory.

80% of older adults at high risk of isolation say it’s

more emotionally difficult to talk about their plans
for losing the ability to take care of themselves
than plans for their funeral service.

14 PROJECT CATALYST
Healthy aging is grounded in years of practice
improvising solutions

We know that even the best-laid plans might fall through, and
many of us want to be flexible about housing arrangements. However,
we do not always have the social support, resources, or attitude
to improvise well. Those of us who “age well” have been coming up
with work-arounds for difficult situations our whole lives.

7% have a long-term insurance plan that will help

cover the costs of home health care or housing.

60% have no social network outside of the home to

help them improvise solutions.

73% describe themselves as uncomfortable with

living in the moment without a plan.

Technology and caregiving services are for operational

tasks, loved ones are for emotional support

When it is accessible and affordable, we prefer that trusted service

providers or technologies help us with logistically and physically-
demanding household tasks. We need solutions that free up family
members for the moments of closeness and intimate support that
we crave so much.

“I’d like my daughter to paint my nails and

sing to me, not change my diaper.”
—Patty, 68

Design on Aging: Independent Living 15

 Design Insights

Insights on independent living

When designing mobility solutions for aging adults,

it’s impactful to consider:

The best mobility tools not only transport, they

suggest possibilities

Ideal mobility tools bring delight to us by providing opportunities

for connections and exploration, not simply fixing limitations.
We get most excited about mobility tools that help us project our
unique identities or feed our aspirations for desired lifestyles.

“I was the first burlesque dancer to perform on-stage in a

wheelchair. For my grand show, I customized my wheelchair
with these blue stones to match my dress. I look down at my
wheel and they remind me of that day.”
—Holiday, 67

16 PROJECT CATALYST
People want to amplify the senses that they have left

As we lose certain physical abilities or experience decline of some

of our five senses, we want to feel as alive as possible by focusing
on and celebrating those we have left. From having sex to listening
to music, we enjoy activities that we can do easily at home to stim-
ulate our senses and keep us in touch with our physical selves.

“As I grow older, I look forward to walking along the beach.

Having great sex. Eating a sumptuous meal. Attending a music
concert with the performance of a maestro.”
—Survey respondent

Older adults value strong guidance in adapting their

homes before a crisis hits
Crises often sneak up on us before we’ve had the chance to plan
for them. Even at age 70, 80, or 90, many of us still haven’t consid-
ered where we want to live as we get older, articulated our hopes
and intentions to others, or made steps toward this plan. We need
guidance in finding and implementing solutions that strengthen
our abilities, instead of simply retrofiting our deficiencies.

80% of older adults at high risk of isolation want to

stay in their homes as they age.

5% have made plans to adapt their homes for aging.

Design on Aging: Independent Living 17

 Design Insights

People want tools they own, not tools that own them
The more we lose control over parts of our body or mind, the
more we want to feel full control over our assistive tools. We fear
what might happen if they malfunction or the power goes out.
The most popular tools feel like an extension of our bodies. They
are simple to use, reliable, and often appear low tech. They fit
naturally into our lives, rather than us having to adapt to them.

“I am an expert on high tech, but much of

what I see working well is low tech. The
most helpful tool in my home is this stool.
I use it in the kitchen, so that I can sit here
and chop and cook.”
—Elna, 77

Home is a haven, but the outdoors is an outlet

As we begin to lose our friends and grow suspicious of strangers,
we look for ways to engage safely with the world. Nature provides
stability and peace when life feels uncertain. It allows us to feel
part of something bigger without having to make new social
connections. Some of us want to explore like never before. Travel
reinvigorates our sense of being a part of the world.

Survey respondents want to spend less time doing in-home activities, like
reading, listening to music, gardening, and watching TV.

47% 22%
want to spend more time want to spend more time in nature
exploring. and doing outdoor activities.

18 PROJECT CATALYST
Design principles

Focus on people’s happiness

and aspirations rather than
assuming decline

Acknowledge that people feel

younger than their age

Support the individuality of

older adults

Provide analog mental models

to high tech solutions

Design on Aging: Independent Living 19

User Mindsets
Understanding and designing
from the older adult’s point of view
Meet the four user mindsets
We identified user mindsets using a hybrid approach, cross-validating
learnings from in-depth, in-context interviews with a large-scale
survey. We chose four ambassadors to represent the mindsets:

Defiant Social Butterfly Organized Indulger

Introspective Homebody Guarded Stability Seeker

Design on Aging: Independent Living 21

 User Mindsets

Defiant Social Organized

Butterfly Indulger

Aspires to Aspires to
Grow and evolve through Reward a life of discipline
new challenges and sacrifice with a little fun
and adventure
I want to feel
Understood I want to feel
In control
I find purpose through
Building a professional identity I find purpose through
and leading community groups Taking care of others

SOCIAL MODEL SOCIAL MODEL

Reliance on friends Reliance on friends + family

22 PROJECT CATALYST
 Introspective Guarded Stability
Homebody Seeker

Aspires to Aspires to
Enjoy memories and reflective Enjoy simple pleasures
activities at home with close loved ones

I want to feel I want to feel

At peace Safe

I find purpose through I find purpose through

Pursuing my passions solo or Putting my skills to use for
by joining group activities my loved ones

SOCIAL MODEL SOCIAL MODEL

Reliance on self Reliance on close family

Design on Aging: Independent Living 23

 User Mindsets

Defiant Social Butterfly Organized Indulger

I love exploring new places I love exploring new places

71% 55%

I’m controlling rather than passive I’m controlling rather than passive

64% 76%

Life should be fun rather than Life should be fun rather than
taken seriously taken seriously

100% 100%

I make decisions based on data and I make decisions based on data and
proof rather than intuition proof rather than intuition

61% 69%

I prefer things that have stood the I prefer things that have stood the
test of time test of time

52% 56%

I feel like I am growing older I feel like I am growing older

44% 51%

24 PROJECT CATALYST
Introspective Homebody Guarded Stability Seeker

I love exploring new places I love exploring new places

39% 32%

I’m controlling rather than passive I’m controlling rather than passive

0% 40%

Life should be fun rather than Life should be fun rather than
taken seriously taken seriously

100% 0%

I make decisions based on data and I make decisions based on data and
proof rather than intuition proof rather than intuition

69% 78%

I prefer things that have stood the I prefer things that have stood the
test of time test of time

100% 88%

I feel like I am growing older I feel like I am growing older

51% 78%

Design on Aging: Independent Living 25

 User Mindsets

Guarded Stability
Seeker

LOW

Openness to Introspective
new offerings Homebody

26 PROJECT CATALYST
Risk of loneliness
HIGH

HIGH

Defiant Social
Butterfly

Organized
Indulger

LOW

Design on Aging: Independent Living 27

 Defiant Social Butterfly

What does Michael care about?

Based on the photos and quotes below, guess some of his values
and needs.

M I C H A E L O N T RU S T E D RE L AT I O N S H IP S

“I am an HIV survivor. I learned that you need to pick your

people ahead of time. It cannot be strangers. Many retired
people like me live in this building. We look out for each other.”

28 PROJECT CATALYST
M I C H A E L O N C O M M U N I T Y A N D M O B IL I T Y

“The scariest thing as I age is to not be able to get out on my

own. But I take it for granted that I have my community.”

M I C H A E L O N P E RS O N A L I Z AT I O N

“I call it sensory restoration. Every time you lose a sensation

with age you need something loud to pull back, like doing art,
or customizing this hat for Gay Pride. That’s how I survived.”

Design on Aging: Independent Living 29

 MICHAEL

“I’m excited about the possibilities

of reinventing myself over and
over again as I age. I am hoping
and praying that I will be able
to stay in the mix and be a part
of the here and now for as long
as I live.”
30 PROJECT CATALYST
 Defiant
Social
Butterfly

Constant exploration is my state of being.

I’m all about having new and novel experiences to keep things
interesting. There’s so much out there to take part in. You can’t do
it all, of course, but I try! A good week is one with lots of activities—
which is pretty much how I spend most weeks. I like being the ring
leader and turning my friends onto all sorts of unusual escapades.
They like to call me “the ambassador.”

I believe it’s very important to keep your hands and mind active
as you age. Creative expression is such a great outlet. It’s critical
for me to be able to express who I am and never stifle any aspects
of my personality. It makes me feel alive. As does doing things for
the community, whether I’m teaching a class, putting together an
event, caring for a neighbor, or brightening someone’s day.

I know that aging is a part of life, but I’m not going to just sit in a
rocking chair and watch it happen to me. Now isn’t the time to wither
away. I prefer to continually reinvent myself.

When it comes to mobility...

I love to personalize and customize my gear in ways that reflect who
I am. It makes for great conversation starters, too, which I love.
I also get a kick out of trying new things and learning about the latest
and greatest gizmos. Unlike a lot of my friends, I’m interested in new
technology and welcome it, if it can help connect me to the things
that bring me joy.

Design on Aging: Independent Living 31

 Organized Indulger

What does Beatrice care about?

Based on the photos and quotes below, guess some of her values
and needs.

BE AT RI C E ON MOBIL I T Y AT H O ME

“With my artificial knee, it is more difficult to get around, but I

can count on the help of my kids.”

32 PROJECT CATALYST
BE AT RI C E ON ORG A NI Z E D A DVE N T URE S

“We should enjoy life. You want to eat a whole cake? Just eat the
whole cake. I have been traveling a lot. I took my whole family on
a cruise last year. Everything was planned because I always
plan stuff for the family!”

BE AT RI C E ON FA MILY

“I made this painting of my daughter for her birthday

[...] I drive. I don’t like to be stuck somewhere with
somebody else, unless it is my daughter.”

Design on Aging: Independent Living 33

 BEATRICE

“I raised three kids. I worked

hard with my husband on the
family business. And now I just
want to travel. I took my family
members on a cruise last year
and planned every detail for
them. When it comes to planning,
my family comes to me...”

34 PROJECT CATALYST
 Organized
Indulger

I’m a good planner, so I can usually handle

things on my own.
I’ve always lived by the book—now is my time to enjoy. I’m excited
about this time in my life because I feel like I can finally get out there
and travel with my family and friends. I’ve been oriented toward doing
for others most of my life: being a good partner, raising my family.

When it came time to retire, I was really looking forward to it, but
then I got bored after about six months. So I started to do a lot of
traveling. I took my whole family on a cruise. I’m always planning
things like that.

What can I say, I like to run a tight ship. Order and organization are
two of my strong suits. I’m a fan of feeling a sense of control, but
I’m also comfortable relying on experts. I trust my doctors to know
what’s best for me. I guess a lot of people aren’t always compliant,
but if it’s going to give me a better quality of life, why object? Then
again, I’ve always been a rule follower.

When it comes to mobility...

I know I can count on my family helping me to make decisions; also
I like to be prepared and have a plan B in place. For example, if I
know I’m going to need to do a lot of walking, I’ll bring a collapsible
stool with me that doubles as a cane, so if I need to rest for a minute,
I know I can sit down and take a breather.

Design on Aging: Independent Living 35

 Introspective Homebody

What does Carol care about?

Based on the photos and quotes below, guess some of Carol’s
values and needs.

C A ROL ’S L IF E RE VOL E S A RO UND T IME A LONE AT H O ME

“In the heart of the city, overlooking busy streets, my stained

glass art window expands my tiny abode, as its galactic beauty
provides privacy and a mental journey.”

36 PROJECT CATALYST
C A ROL F IND S P E AC E OF MIND IN H O ME MOBIL I T Y

“My cane is a vital safety tool to help me maintain balance and

avoid falling around the home.”

C A ROL ’S S E N T IME N TA L I T Y

“The pillow holds my memories of Mom’s love and vibrancy; the

pennywhistle holds expression of my soul. I can remember and
make my own music.”

Design on Aging: Independent Living 37

 CAROL

“There are a lot of exciting

things about growing older:
working in the yard, decorating
the house, reading, and
indulging in memories of great
friends. I can go to my grave
with peace of mind...”
38 PROJECT CATALYST
 Introspective
Homebody

I value time alone, but that doesn’t mean

I’m lonely.
I’m most at peace when I’m enjoying simple pleasures and
reflective moments at home. I take comfort in memories of those
who enriched my life over the years.

My definition of a great adventure isn’t traveling abroad or thrill-

seeking. I’m most content when I’m reading, gardening, or listening to
music. These things help me keep in touch with my emotions.

I’m happy to live vicariously and explore the world through others’
experiences and stories. I enjoy quiet and solitude. It’s not that I’m
a recluse. I do enjoy one-on-one visits with friends, especially in
my home.

I’m reluctant about technology until I really see it work. I’m not one
who needs the best new gadget. I’ve made it this far without it, though
I did finally get a smartphone a few months ago.

I’ve always been independent. I’m most comfortable doing things

for myself. I wouldn’t say no to receiving help, but I also wouldn’t
ask for it, for fear of putting anyone out. I know eventually, I’ll need
to lean on others. I’m not crazy about the idea, though.

When it comes to mobility...

My desire is to stay in my home as long as possible. I’m open to new
technology, but only if someone can walk me through how it works.

Design on Aging: Independent Living 39

 Guarded Stability Seeker

What does Gabriel care about?

Based on the photos and quotes, guess some of his values
and needs.

G A BRIE L ON N AT URE A ND T HE O U T D O OR S

“Having nature outside of my front door makes me feel at peace.

It expands my view of the world—it’s personal freedom, but I
don’t need to go all that far.”

40 PROJECT CATALYST
G A BRIE L ON H O U S IN G

“We moved into a disabled-friendly apartment after I hit my

head. I didn’t even realize the sink was designed for wheelchair
access, but I guess it could help in the future.”

G A BRIE L ON MOBIL I T Y C ON VE R S AT I ONS

“Once a year, they come to me and see if there’s a quick fix to

make things easier. They just installed a shower bar and it
helps out.”

Design on Aging: Independent Living 41

 GABRIEL

“I am a private person—I look for

safety, and a nice environment
a few steps out of the front door.
My wife brings the life into my
life, and my grandchild gives
me purpose.”

42 PROJECT CATALYST
 Guarded
Stability
Seeker

I’ve built an emotional fortress that makes

me feel safe and secure.
I think people may perceive me as selective or rude, but I’m just
a quiet, pensive, private person. I may not be the type to initiate
conversation, but if you do, I’m happy to engage for a little bit.

I don’t follow my intuition—I’m more of a rational facts-and-figures

kind of guy. There’s no one I love being with more than my wife.
She brings so much to my life. She’s my connection to the world.
We’re active in our church. It provides an important foundation
of community that I can tap into on a regular basis.

Having our granddaughter over is one of life’s great joys. It not only
melts my heart, it gives me a purpose, a job to do.

I’m aware that people prey on people my age. I’m cautious about
not getting taken advantage of by scams. You have to be a little
suspicious of things when you’re an older person.

When it comes to mobility...

I’m looking for things that are functional and utility-based. I’m much
more comfortable with things that are tried-and-true than I am
with the next new thing. I’m a data-driven kind of guy, so show me
the facts if you want to get my attention.

Design on Aging: Independent Living 43

 User Mindsets

How to design for the four mindsets

Defiant Social Butterfly Organized Indulger

Allow creative customization Offer them creative products

of mobility tools so that they and experiences that are
can project their identity designed for their specific
mobility constraints
Build on the need for adven-
ture and social connections Design well-structured travel
as an entry point to attract experiences and adventures
them to mobility solutions that allow them to take
calculated risks
Design for reciprocity as they
are receiving help from others Empower them to act as
to reinforce their identity as caregivers, focusing on
independent individuals companionship or emotional
support
Provide sophisticated mobil-
ity solutions that limit their Partner with medical providers
reliance on other people and to provide trusted mobility
augment physical resilience solutions

44 PROJECT CATALYST
Introspective Homebody Guarded Stability Seeker

Minimize the effort to get out Lead with safety when

of their home and plan travel. offering mobility solutions
Come to their doorstep.
Build on their desire to stay
Offer them trusted services connected to nature and
to customize their homes engage them in outdoor
for aging activities when providing
mobility tools
Provide tools and experiences
that help them practice ask- Lead with proven, trusted
ing others for help products and services to cus-
tomize their homes for aging
Offer them opportunities to
stay active and build physical Offer them data and proof
resilience within their homes on the effectiveness of
mobility solutions

Design on Aging: Independent Living 45

Prototyping
Making ideas tangible

Brainstorming creative solutions

Rapid prototyping is an incredibly effective way to make ideas
tangible, learn through making, and quickly get feedback from the
people you are designing for. Prototypes are only meant to convey
an idea—not to be perfect. You can quickly move through a variety
of iterations and build on what you’ve learned.

Answering questions
Prototypes can come in many forms, such as sketches, storyboards,
role-playing, models, mock-ups, etc. The goal is to make something
tangible that conveys the idea you want to test. There is no need
to make it perfect. A prototype needs to be just good enough to
get the idea across.

Design on Aging: Independent Living 47

 Prototyping

Experiment 1: Personalizing the

mobility experience

To evaluate the desires and needs in the market for

mobility tool customization, we asked how people
representing our mindsets feel about a personalized
experience.

We told them
“Imagine a place where you can customize tools to help you stay
active, from walking sticks to wheelchairs. An assistant at a store
would help you understand different ways to personalize your
tools for different settings—like urban and nature exploration—
with different colors and looks, and ways to make them smarter for
your lifestyle. You would be able to see and try a variety of tools.”

48 PROJECT CATALYST
Their reactions

Defiant Social Butterfly

“I have a beautiful clear crystal cane I bought
just so that I could have my artist friend paint
it. I’m waiting to have enough money to ask
her to do that. So I’ve already thought about
that. Customizing stuff really helps make it
your own.”

Organized Indulger
“Being able to try the devices ahead of time is
a smart idea. I think the key is reliable and
dedicated customer support, not just a sales
gimmick.”

Introspective Homebody
“I would look into different canes for nature
exploration and in my house, but I don’t
want to stand out in a crowd. If there was a
consultant in a store or online who would be
easily accessible, I would contact them.”

Guarded Security Seeker

“I am not into decorating a wheelchair, for
instance, but might need an explanation how
to best use a device.”

Design on Aging: Independent Living 49

 Prototyping

Experiment: Iterating on the

reimagined mobility experience

After hearing the reactions to our store concept

and learning about the shortcomings of the current
mobility shopping experience, we moved up in fidelity
by creating a branded flyer to evolve the experience
and hone our messaging.

Reframing Our
Value Proposition
We reframed our offering
from mobility customization
to an intergenerational
shopping experience. Users
desire mobility tools that
don’t remind them of their
deficiencies, but rather
suggest possibilities. Our
concept is a mobility store
that is appealing to everyone,
and sells wheelchairs and
walking sticks next to skate-
boards and bikes.

50 PROJECT CATALYST
Guess which mindset responded to which message
To understand how our service would best speak to different
mindsets, we targeted our messaging towards each one. Overall
reactions from people representative of each mindset were
very positive. Guess the favorite statements of each mindset.
Connect each person to one statement.

A. Defiant Social Butterfly

B. Organized Indulger

C. Introspective Homebody

D = tried & true

C = at home
B = around the globe
A = the latest and greatest D. Guarded Stability Seeker

Design on Aging: Independent Living 51

 Prototyping

It’s time to start trying out ideas

in the real world.

Next steps

You can take this concept and build on it. Start with a live proto-
type—still low fidelity, but a real experience that can be tested out
with real people. For instance, create a branded micro-site for a
new, intergenerational mobility store. To gauge the value of service
ideas, showcase a few experiences of the shop, like the co-creation
of tools, online chat with an expert, and in-home consultations.

How?
Design a quick, templatized website that can evolve dynamically.
Illustrate details and benefits of the specific shop experiences.
Encourage people to get in touch, ask questions, and leave their
contact details for more information.

What questions does this answer?

How will people react to the actual experiences of this service?
Which mindsets are most likely to respond to your messaging?
What is the most effective way to achieve interest?
What are the most popular service ideas, and how can they be
further tailored?

52 PROJECT CATALYST
 How might we inspire trust among people who are new to
our service?
How might we ensure access for people with mobility
constraints?
How might we fuel older adults’ passions and sense of
purpose through this concept?

How will we evaluate the prototype?

INTERVIEW: Asking 5–10 users questions about this prototype can
help you learn more about what stood out to them, what they’d do
differently, and how to overcome barriers to participation. Interviews
are an opportunity to dig deeper and co-design with your users.
Pay attention to user responses to the concept. How are they react-
ing to the prototype? Can they imagine a recent situation where they
would have walked into this store or purchased something online?
What leaves them indifferent, or makes them excited or annoyed?
When are they chatty, at-home, or energized?

LARGE-SCALE FEEDBACK: Survey a sample of your ideal users to

get large-scale feedback (for instance, via the mock-up website or a
10–15 minutes survey that shows your illustrated concept to 100+
users). Inquire about the appeal of the features of the store and
the likelihood that someone will shop there or recommend it to
a friend. Collect data to help you describe the demographics of
your respondents and understand their mindsets. Record analytics
on people visiting the website, what questions they have, and
whether they leave their contact details for more information.

Design on Aging: Independent Living 53

Design Strategy
Making your idea desirable

Evolving our strategies

Successful innovations hit the sweet spot between desirability
(will people like it?), feasibility (can we do it?), and viability (does
it make business sense?). The first step is to ensure that our ideas
meet real user needs. Sketch an idea inspired by the insights
described on pages 14–45 of this book.

Idea name

Idea description
In a few words, describe your idea in a language that anyone
can understand.

Design on Aging: Independent Living 55

 Desirability

Who is the consumer?

Which of the mindsets will your idea appeal to?

Using our identified mindsets, identify who this idea best suits.

Note: If you pick several mindsets, consider how each of them would
perceive your idea differently.

Defiant Social Butterfly Organized Indulger

Introspective Homebody Guarded Stability Seeker

56 PROJECT CATALYST
A.
Think about the mindset or mindsets you selected. Why would these
users would gravitate toward your idea? What problem is it helping to
overcome? What desire is it tapping into? If you selected more than one
mindset, which is more likely to find your idea appealing and why?

Note: If your idea applies to several mindsets, how would each of them
perceive your idea differently?

Design on Aging: Independent Living 57

 Desirability

B.
Think about the mindset that will find your idea most appealing.
Describe a concrete, realistic situation in which a person represen-
tative of that mindset would benefit from this idea. You can find
inspiration in the stories shared on pages 28–43.

58 PROJECT CATALYST
 Desirability

Consider the journey

Sketch the user journey
Imagine how one of the users you are designing for would experience
your idea, step by step. Here are sample questions that can help
you think about the user journey:

How will this person find out about your idea?

Where would this person go to try it out or learn more?
How would this person feel the first time they tried it?
How would the experience change (if at all) with continued use?
What would this person say to other people about it?
How would this idea influence friends and family members?

Design on Aging: Independent Living 59

60 PROJECT CATALYST
Sketch an experiment
Making your ideas tangible is an effective way to get valuable
feedback from users that can help you make your idea stronger.
Come up with a quick experiment to test your product or service
and think about two or three metrics to help you measure the
impact of your idea. Look at pages 46–53 for inspiration.

Design on Aging: Independent Living 61

 Desirability

Sketch an ad
Create a bus stop ad for your idea. Think of a headline and images
that can best communicate it. The ad does not have to be beautiful—
just try to sell the value and benefits of your idea to one or more
specific mindsets.

62 PROJECT CATALYST
Next steps for your experiment

A. What?
Describe your experiment. Consider what experience you’re
creating and why.

B. How?
What do you need for your experiment?

Design on Aging: Independent Living 63

 C. What needs do we want to address?
Why do consumers want or need this idea? What problem is this
idea helping to overcome, and what desire is it tapping into?

D. How will we evaluate this idea?

How will this idea impact the quality of our users’ lives? What
qualitative and quantitative metrics can help you understand whether
this idea is impactful, and how to make it better?

64 PROJECT CATALYST
 Viability

Bringing your idea to life

What business need does it address?

List all the ways your idea helps address current or future
business needs.

Will it help my business acquire new customers?

Will it help retain existing customers or take a greater share?
Will it help build the brand?
Will it help improve my business’ efficiency by improving processes?
Will it help drive up revenue or drive down costs?

Design on Aging: Independent Living 65

 Feasibility

What are the primary ways a partner could benefit

from this idea?
Look at the list of suggestions below and then try to prioritize them:

1. Money
Does this idea bring in revenue from the outset?

2. Customer value
Does this idea build on brand values by creating a better
customer experience?

3. Learning
Does this idea allow a business to experiment and learn some-
thing new about their customers or business opportunities?

4. Building internal capabilities

Does this idea help a business become more skillful, adaptive,
flexible, etc.?

66 PROJECT CATALYST
Thank you for joining our community of entrepreneurs and
innovators who are creating solutions for older adults. As
you learn, prototype, and launch, please share inspiration
and experiments with us on Instagram or other social media
channels using #DesignOnAging. We’d love to learn about
your work.

Design on Aging: Independent Living 67