Understanding Ageing

Do you find it difficult to visualise the reality of the opportunities highlighted in research?


Although 83, Betty still feels 25. Living alone in a bungalow in South East London, her community has changed greatly over the years. Open doors and well known faces have become closed doors, and isolation. Only recently when she asked some skateboarders politely to not to bang against her wall, they just called her an ‘old bag’; it left her feeling very depressed.


Whilst life has thrown many challenges at Betty over the years, with a heart atack, chronic wounds and other ailments, she does not complain. Even after a two year wait for a walk-in bath she tells us that public services cannot be what they used to be.


When it comes to technology, she fears that it will replace people. ‘There is enough isolation already’ she says, ‘It should only be used to help get faces in front of faces. That’s what people need as you become older’.


Problem: When understanding complex demographics such as ageing, we find that customer segmentation is too limiting. We say people are best understood as individual stories, not generic personas. Use cases built off real narrative are much more valuable in getting to the truth of the matter.


Cure: In combining depth ‘rich’ immersive data – stories of life, with expert key opinion leader voices from across the globe, and a service design strategy – we were able to create a platform that grounded opportunities at both the individual and societal level.


Result: Our visual model was loved by the client. Part nod to Grayson Perry’s ‘Vanity of Small Differences’, and part Bayeux Tapestry, it positioned older adult life in a visual narrative that inspired both Innovate UK and the Design Council to a suite of design briefs for national innovation.


If you want to find out more about how stories like Betty’s can define your consumer landscape, contact ANATOMY.