Designing Websites for Older Users

One of my favorite sayings is, “Design for older eyes shouldn’t be old design.” I find this phrase to be especially pertinent when tackling website projects. Whether it be building a new site from the ground up or refreshing an existing site, my top priority is to ensure that design complements and enhances the user […]

Posted on June 20, 2017

Designing Websites for Older Users

By Robinson Smith
Posted on June 20th 2017

One of my favorite sayings is, “Design for older eyes shouldn’t be old design.” I find this phrase to be especially pertinent when tackling website projects. Whether it be building a new site from the ground up or refreshing an existing site, my top priority is to ensure that design complements and enhances the user experience. All too often, designers are looking to incorporate new innovations (some would say “gimmicks”) into their websites, all the while forgetting about how the end user will interact with them. While the latest plugin may allow you to add extra or flashier animation, it also runs the risk of confusing the user. Through our focus groups and user testing, we’ve seen this again and again, and it’s a problem that older users are especially prone to.

Avoiding these issues starts before the visual design process is even considered. The architecture and user flow should be the first considerations one thinks of before things like colors and themes are discussed. Understanding how potential users navigate your site will impact the rest of the design. Put yourself in the shoes of a 65-year-old that is exploring life at retirement communities — what is he or she most interested in, and how can you draw him or her into your sales funnel? Having a clearly defined “road map” that leads the user to the exact information he or she wants, along with a prompt to provide an email and phone number, is the foundation of a quality website that helps generate leads for sales staff.

Just as when you’re driving on a highway, you’re going to need some signage to help direct your website traffic along. This takes the form of the navigation on your website and how it’s displayed. The goal is to get the user to the desired information as quickly as you can, before he or she loses interest in the product that you’re offering. A good rule of thumb is that key information should be no more than two clicks away from the landing page, with only one click being optimal. If someone lands on your site looking for memory care, he or she shouldn’t have to click through information on nursing or assisted living. Creativity in menu design and user flow can make the difference between a site generating lots of leads and one that leaves potential residents lost on the internet.

Now that we’ve put all of this thought into the structure of the site, we can contemplate the look and feel. Often, this process is done in conjunction with a refresh in brand and market positioning, giving us a great opportunity to create a website that feels modern and fresh while still supplying the basic information that users are looking for. At this stage, I like to concentrate on two factors — contrast and readability. Remember: Older eyes can still appreciate modern design, but they have to be able to see it. Using high-contrast colors will make the site easier to read and navigate, producing longer visits, which in turn generates more leads. Readability goes hand in hand with this concept as I look for fonts that are easy to discern and large enough for users to read. Additionally, I may look to add a feature that lets the user make the text on the site even larger or change the contrast. By providing these features, we make our sites more user-friendly, helping to set us apart from the competition.

After all of this has been thought out, the real fun begins, as I can turn my creative mind loose and look for new and inventive ways to convey the community and brand visually. Working with our writers, art directors and account management teams, I look at the entire website holistically, bringing together a website that represents the vision of the client and the needs of the user in one experience. Whether a brand is trying to convey an active lifestyle, security and compassion or a unique living situation, it’s my goal to tie all of the creative assets together so that vision is carried through the photos, text, videos and interactive experience.

Just because the users of the websites I design tend to be older doesn’t mean that I get a pass and can use dated design. Quite the opposite, actually! Every day I’m challenged to create designs that incorporate the latest in digital innovation while ensuring that the user experience remains as seamless as possible. Agencies can easily become blinded by the desire to innovate something totally revolutionary. In my eyes, the most revolutionary designs are those that users may not even recognize, as they are too busy imagining themselves already making a life for themselves at the community the website represents.

Is your community prepared to communicate in a crisis?

Let’s face it — no one wants to think about something catastrophic happening at their community. Fires, floods and earthquakes are all very real possibilities that communities must prepare for. In modern times, we’ve also added situations, such as active shooters, elopements and bomb threats to the canon of issues communities should be prepared to […]

Posted on June 15, 2017

Is your community prepared to communicate in a crisis?

By Wayne Langley
Posted on June 15th 2017

Let’s face it — no one wants to think about something catastrophic happening at their community. Fires, floods and earthquakes are all very real possibilities that communities must prepare for. In modern times, we’ve also added situations, such as active shooters, elopements and bomb threats to the canon of issues communities should be prepared to handle. With this in mind, many organizations provide extensive training to employees who would have to respond to these events in hopes that they can keep residents safe and minimize physical damage to property and systems. However, there is another more serious type of damage that communities might face — a damaged reputation from poor communication.

To be clear, at absolutely no time should any organization try to preserve its reputation at the cost of others’ safety. That’s not what I’m talking about at all! Rather, I’m focusing on the story that comes out after one of these events occurs. In the world of public relations, this is referred to as crisis communication. Being able to keep cool and relay important information in the face of adversity is a skill that most people don’t inherently have, even in the best of times. Now, imagine yourself in a highly stressful situation where you are being asked tough questions and accused of malfeasance. At that moment, how you react to reporters and interested parities can either set minds at ease or exacerbate a problem to new heights.

Most communities don’t have the luxury of having an on-site, dedicated communications person. Usually, communications is handled at a corporate level or is defaulted to an employee in an adjacent field, such as marketing or human resources. These individuals are rarely prepared to handle an emerging situation, and corporate’s ability to respond may lag for a variety of reasons. News agencies today aren’t going to sit idly by while they wait for your PR director show up and take control of the situation. They are going to start fleshing out a story wherever they can find it, probably embellishing along the way in hopes of making the situation more interesting for viewers and readers. It’s in those critical moments, immediately after an event occurs, that you need to take control of the story.

To accomplish this, we recommend that every community have the following three items in place:

Resident, employee and family emergency alert system — Technology today makes this very easy. If there is an incident at your community at any time, you should have a system in place to immediately and efficiently contact current residents and their family members. The communications that go out on these broadcasts should be prepared in advance (as much as possible) and speak to the safety of those involved. In an emergency, the first concern loved ones have is for the physical well-being of their family members. Addressing those types of questions is your top priority.
Contact information for leadership — Communities should have a list of contact information for key officials that will be more able to handle difficult questions. This can help redirect reporters to individuals that they can talk to and alleviate the stress being put on staff that might be asked to comment on an issue.
Training for staff — Your staff should know and understand your policies about who can and can’t make statements on behalf of the organization. Employees generally know they shouldn’t try to act as representatives, but they may be asked by a reporter about what they saw or experienced personally. Until a situation is under control, employees shouldn’t respond to these questions at all. Therefore, providing a bit of training and information before an issue arises can help to mitigate any comments that might be made later on.

Every community owes it to its residents to have plans in place for a myriad number of emergencies — and most already have done this. However, it’s important that they take these exercises a step further and imagine the role that timely communications will play in incident response. Maintenance and security might be prepared for the next calamity, but is your executive director ready? How about sales & marketing? Now is the time to address these issues, before an incident occurs.

Smart Home Starter Packs

Smart homes are all the rage these days, with many nearly constructed dwellings having built-in smart technology, such as connected thermostats, locks and lighting. For individuals or communities looking to retrofit existing structures with this technology, the price tag can be pretty high. However, there are ways to add these amenities to existing structures without […]

Posted on June 6, 2017

Smart Home Starter Packs

By Wayne Langley
Posted on June 6th 2017

Smart homes are all the rage these days, with many nearly constructed dwellings having built-in smart technology, such as connected thermostats, locks and lighting. For individuals or communities looking to retrofit existing structures with this technology, the price tag can be pretty high. However, there are ways to add these amenities to existing structures without breaking the bank. For less than $850 per home, an existing unit can be upgraded with smart technology. Here’s how.

Amazon Echo Show with an additional Echo Dot — $270

The Amazon Echo was an amazing device, but Amazon really upped its game with the Echo Show. This new piece of technology incorporates a screen, along with voice command capabilities.

The Echo serves as the hub for smart home technology, syncing seamlessly with key devices in your home. By using voice commands, the unit will turn lights on and off, change the temperature, provide reminders and much more.

We also recommend the addition of an Echo Dot, which will expand the systems capabilities by adding a satellite station. The Echo Show unit should be placed in a common area, such as a living room or kitchen. The Echo Dot is a smaller, voice-only-activated device that is perfect for the bedroom. The Dot can perform nearly all of the functions of the larger unit, but in a size more suitable for the bedside table.

Nest G3 thermostat — $250

Nest is the industry leader in smart home heating and cooling. This thermostat will sync wireless with the Echo unit, allowing you to raise or lower the temperature of your home with a simple voice command. The Nest also learns the patterns of your home, raising the temperature during key awake times and lowering it automatically when you’re sleeping or away. This automated learning helps to save money on costly heating and cooling bills, making it a no-brainer for inclusion.

Philips Hue starter pack with two additional bulbs — $110

Philips has developed a very sharp product with its Hue range of light bulbs and accessories. Each bulb fits into a regular, existing fixture, whether it be a table lamp or an overhead light. Once installed, the bulbs will sync with your in-home system so that you can order the lights on, off or dimmed with a simple voice command. If you want to get even fancier, you can upgrade your bulbs so that they can change color, providing hues from across the entire spectrum. One of the best features of these lights is that they can also be controlled from your smartphone, so if you’re coming home late, you can turn on all of the lights in the house before you even open the garage door!

Schlade Z-Wave Connect Century Deadbolt — $200

Have you ever settled into bed for the evening and wondered, “Did I lock the front door?” Of course you have! It’s at that moment that you have the conversation in your head about whether or not to get up from your cozy spot to go check. With the addition of this Schlade lock, however, you’ll never have to do that again. The lock connects to your Echo system, allowing you to open and close it with a voice command. It also offers the convenience of a keypad for an unlock code, in addition to the use of a regular key. Our favorite feature, however, is the built-in alarm system. It operates in three modes — alter, tamper and forced entry. This will allow you to know if someone happens to come through your door (such as a neighbor or maintenance worker) or if someone has tried to breach the lock through devious means. Oh, and it will send those alerts to your Echo and your smartphone, giving you around-the-clock notice of everything that is happening in the home.

So, there you have it. For a mere $830, any home can be upgraded to include the key features of modern smart homes. Plus, by offering the Amazon Echo as the key component of the system, homeowners can continue to add additional devices to the system. This makes a great marketing tool for retirement communities, as for just a small investment, they can advertise a modern (and expandable) product to potential residents.

Engaging with Your Board of Directors

Nonprofit life plan communities are incredibly focused on their mission and values. These qualities generally start with their board of directors in collaboration with senior leadership. However, the board isn’t at the community every day, working directly with those involved in carrying out the mission. The vision they so eloquently craft during their quarterly meetings […]

Posted on May 30, 2017

Engaging with Your Board of Directors

By Emily Theurer
Posted on May 30th 2017

Nonprofit life plan communities are incredibly focused on their mission and values. These qualities generally start with their board of directors in collaboration with senior leadership. However, the board isn’t at the community every day, working directly with those involved in carrying out the mission. The vision they so eloquently craft during their quarterly meetings may not meet the everyday needs of associates and residents. Getting your board of directors actively engaged in your community can create positive changes that can have a ripple effect throughout the entire organization. But how do you go about it?

We asked the leadership team at Saint John’s On The Lake, Milwaukee’s premier retirement community, how they engage their board of directors, which includes community and faith-based leaders that share a unified vision. Renee E. Anderson, president and CEO, offers some great suggestions!

Says Anderson, “Outside of the seven board of directors meetings per year, board members serve on one committee, which typically includes both leadership and residents. Board members are frequently seen enjoying life on campus — attending lectures, concerts, dining, using the gym and the pool or visiting family, friends or parishioners.”

Anderson’s statement provides some clear insights into how Saint John’s board is more than just a steering committee. Ensuring that your board feels comfortable visiting your community and utilizing its resources alongside residents and associates can have a significant effect. By being actively involved, they become visible members of the greater community, creating personal relationships with those they serve. Naturally, this will lead them to think about the impact their decisions have on those living there day to day.

Also, it should be noted that using board members on committees is critical. Where possible, these committee assignments should be directly related to a director’s personal and professional talents. It makes sense to have accountants on the finance committee and skilled trades professionals working with the facilities team, but don’t pigeonhole your directors so quickly! Give them an opportunity to express interests in the committee work to which they’d like to be assigned. If someone is crunching numbers all day professionally, he or she might be eager to serve on the resident relations committee, as it provides a new and interesting challenge that he or she might not otherwise face.

Keeping the board engaged as business leaders is also important. Luci Klebar, director of sales for Saint John’s On The Lake, provides some insight into how leadership stays apprised of the issues that impact operations.

She says, “The Board meets quarterly and receives a financial update and leadership update. Additionally, a dashboard that identifies KPI on which the organization is working overall is provided. If there are variances to goal, brief reports are provided.”

Klebar highlights another tactic for an engaged board — consistency. By providing a standardized report that includes performance indicators and goals, directors stay focused on the most important items and are able to compare apples to apples between meetings. Optimizing communications in this way will also make for more efficient and productive meetings.

Every board of directors is different, and what engages one board might not be suitable for another. Knowing what individual passions have brought your board members to the team will provide you with critical insights into how they can become an integral part of the organization’s leadership. New board members look to those already serving, including senior management, to find their role. In short, give them something to do that they both enjoy and find meaning in, and your board will be better for it!

Encouraging Resident/Family Visitation

Anyone who has worked at a retirement community, for even a short length of time, has encountered a resident that never receives visitors. The situations may vary from case to case, with one resident having no children or family, while another has an extensive family network that happens to live far away. Regardless of the […]

Posted on May 23, 2017

Encouraging Resident/Family Visitation

By Wayne Langley
Posted on May 23rd 2017

Anyone who has worked at a retirement community, for even a short length of time, has encountered a resident that never receives visitors. The situations may vary from case to case, with one resident having no children or family, while another has an extensive family network that happens to live far away. Regardless of the reasons, lack of social interactions with the one’s you love will leave anyone in the doldrums. If this continues long enough, mental health issues could arise, leading to more severe repercussions. It’s important for residents to have visitors that actively engage with them. But, how do you encourage family and friends to come visit when, more often than not, the last place they want to spend their Saturday is hanging around a retirement community?

In 2010, the CDC conducted a survey at residential care facilities, asking participants how many times a resident received a visitor from outside the community. While visitation frequency varied among the group, 8 percent of those surveys received no outside visitors in 90 days. Extrapolating this, how many residents does your community have? That means, for every 100 residents, roughly eight of them have not had any outside contact in the last month. Now that’s a statistic to be concerned about.

As a community, it behooves senior living providers to make visitation not only easy, but also enjoyable for everyone. Taking a creative look at ways to engage residents, their families and friends will help encourage more frequent visitations and improved morale.

Some ideas include:

Mani/pedi day, where residents and their families can schedule a manicure with a professional at your community. Make sure to provide plenty of magazines and really go for the full salon experience!
Provide designated areas for dogs at your community. This way, families can bring their pets for a day with a resident.
Schedule a bus trip to a local restaurant and invite the family to have a meal with the resident outside of your community.
Plan a movie night, with a newer film that families may not have seen before. Bring in a popcorn machine and candy to really provide the full movie-viewing experience!
Families can bring unfolded laundry and visit while folding it. Yes, this sounds incredibly strange, but look at it from another angle. Many residents spent years being productive and contributing to their households. The ability to feel useful and needed again can be a big ego boost to someone who doesn’t see many visitors (but, make sure the resident is okay with this before coming with your duffel full of clothes!)
Organize a resident-family scavenger hunt. This provides time for meaningful interaction with the resident, as well an opportunity to explore the community.
Host a traveling zoo! Many local zoological societies have a traveling zoo that they can bring to your community. Residents and families alike will love this event!
Produce a trivia night, just like at the local pub! Many times, events are geared toward families with children. But what about having a pub trivia night? Offer adult beverages and hire a professional to host the game. This could encourage 20-somethings to visit and engage with their relatives when they might not otherwise!
Many communities have cooking classes or demonstrations already. Why not have one that is family-oriented, where children and grandchildren can assist the resident in making a delicious dish for all to share!
For those active residents, how about an on-site sports league with family and friends! Billiards, bowling, bocce and tennis make a great option. Pairing an active resident with a younger family member in a multi-week league will provide a great reason for ongoing interactions.

The key to all of these ideas is simple — by creating a little bit of enticement, you can encourage residents’ families to visit more frequently, having more meaningful interactions in the process. At the end of the day, this will not only make your community happier and more lively, but it will give you a unique niche in the marketplace that many other organizations aren’t yet exploring.

PRIME