With more older adults embracing technology, Helen Mott, Head of Central Government at Netcompany, elucidates how the industry can enhance digital inclusion and adopt best practices
Over the past decade, we have seen how new technology is constantly reshaping how we live, communicate, and access services. Digital services can offer significant benefits to everyone, and areas like healthcare, social connectivity and convenience can be particularly beneficial for older generations.
For instance, telemedicine allows people to access healthcare professionals from the comfort of their homes, reducing the need for frequent trips to clinics, which can be challenging for those with mobility issues. Additionally, online banking and e-commerce platforms provide ease of access to essential services, ensuring that older people can manage their finances, shop for groceries, or pay bills without leaving their homes.
But the digital landscape we face today is starkly different from the one we faced a decade ago when the government first set out its digital strategy. As we keep up with an evolving digital landscape, it is crucial that we also assess the continued barriers to digital inclusion. We must ask ourselves: “Could we be doing more?”
Ageism and technology
The use of smartphones by people aged 55 and above grows each year. In 2016, 42% of this age group used smartphones, and in 2018, that number was 50%. In 2021, the figure of smartphone users aged 55 or older rose to 83%. Whether this is out of choice or necessity, the assumption that older adults don’t want to be online or can’t access online services diminishes.
Unlike the private sector, the government can’t pick and choose who their users are based on which demographic is easiest to serve. They must work for everyone, which means they have to address all needs that could present as a barrier to access.
To get this right, user research is critical for understanding the wants and needs of the people who will eventually be using the services. For the government, focus groups should be proportional to the demographics it serves, and in the UK, an ageing population means older generations should have a prominent voice.
Debunking jargon and the importance of plain English
A service with poor user experience is stressful to use and often unnavigable. Many aspects feed into this, but perhaps one of the most significant is the style of language. There will always be complex services and terminology involved with government services, particularly around things like tax and pensions, but this principle should be applied consistently across all services.
Using plain English, such as recommended in the government style guide, and introducing and explaining key terms help users understand and better navigate services. Similarly, accessibility requirements, such as being able to change the size of the text without distorting the page, are critical.
People often access government services at a difficult time in their lives, and having to navigate a poorly designed service or decipher confusing language when they are already feeling stressed can compound problems. Instead, services should be built with a trauma-informed approach in mind. For example, the Ministry of Justice introduced a feature that allows users to quickly exit a page when accessing legal aid support for domestic abuse. Meanwhile, in Denmark, their digital post service includes an option for proxy access so a designated user can also access the service for someone else in case they don’t feel confident doing it on their own.
Adopting best practice
As important as it is to have services that are accessible and easy to use, none of it would matter if users don’t want to or know how to make use of them. Particularly when the government decides to move a service online or offer a digital alternative, awareness campaigns should be launched in a medium they will see. A largely digital campaign may not be the most effective way of reaching older adults, for example, and letters, leaflets or newspaper advertisements might have a greater impact. This allows people to understand the service and its benefits and begin to build a sense of trust in it long before they start using it.
Collaboration with community organisations like Age UK is another effective way of boosting the adoption of new services among older adults and ensuring that service design meets their specific needs. For example, they can organise digital literacy workshops in community centres, libraries, or online. These sessions can focus on helping older adults navigate the new services, such as using online platforms for healthcare, benefits, or pension management, and build confidence in interacting with services online.
Putting trust in the future of digital services
Even as the UK population ages and confidence and use of digital technology grows, the issue of digital inclusion won’t go away. It is the very nature of technology to be ever-changing. Recent developments with generative AI are already having huge impacts on the way we work in areas like the creative industries and education. The way people interact with government services will also change, creating a new digital literacy gap where parts of the population need help to feel safe using them and trust they are getting the right outcome.
Building trust at every stage of a service is essential, and organisations need to explain how an outcome or answer has been reached, whether through automated processes or generative AI. Trust is the prevailing factor, however you think about designing or implementing services, and the government must stay committed to an ongoing process of adaptation and education, ensuring that no one is left behind.
