August 30, 2013
The environment(s) that we build or live in are vital to enhancing our quality of life and our life experiences. Environments can encourage, or discourage, people of all ages to lead an active, engaged life. When it comes to creating compelling environments for your older consumer, think about how to design and build them so they are inclusive of all people and their abilities.
One place to start is with a visioning process. Bring together your staff, consumers, vendors and key partners to share their thoughts on your current or proposed settings, and what they feel will make the environment more compelling. Many times it can be the little things that make a difference. From the colors you choose, to ease of use, and creativity to inclusiveness, how you incorporate details matters.
Another strategic approach is to hire a group of older adults to visit your current place of business and those of your competitors. Ask them to write down what they liked and what they did not. Did the lighting make it easy to see? How were the bathrooms and locker rooms? Did the front desk, fitness areas, café, and so on enhance the experience or detract from it, and why? What would they change to make the environment more engaging? Once you have gained this market intelligence, create a large storyboard where recommendations, pictures and more can be placed in full view of your staff. (A meeting room or office area is the best location.) Start the process of improvement, and don’t stop until you have addressed everything on the board. Then ask the same group to walk through your location again. What are their reactions now? This simple method can help you create a compelling, inclusive, and ageless environment for your business.
A thought to ponder: Environments provide experiences, good and bad, and good experiences create memories that bring consumers back. How will you make your environment(s) compelling?