Holding a Millennial Focus Group

Discussing Content and What Makes an Ideal Search Tool

Posted on January 12th, 2017

One of the largest issues as a UXer is finding solutions for a wide range of demographics. Our website is geared for hand surgeons ranging in age from 35 to 80. Millennials will be using the site differently from Baby Boomers and that means finding a solution for both groups. The millennial focus group was tasked with discussing what they would use the site for and how they would use it. The motif of the focus group was "Give the people what they want and when they want it."

The best solution for this is developing small bite size pieces of content that are easy to find and digest.

The main issues discussed had were with content and marketing. They expressed their displeasure in receiving promotional emails that had nothing to do with their focus. They also discussed how they want the educational content they need 30 minutes prior to surgery and in bite size, 5-minute chunks on their phone.

The best solution for this is developing small bite size pieces of content that are easy to find and digest. The process will include taking our current content, which is comprised of long in-depth surgical videos and compressing them into new smaller videos. Which brings up the issue of how to make this accessible to the millennial group but restrict from the more experienced baby boomers. The next step in this process is providing individualized content based on membership type when a user logs in. This must be built out over time and more data will be need to be collected to give our users the best experience possible.

Although this project is certainly far from being completed. A few takeaways are:

  • Always consider all user types when designing new solutions
  • Use focus groups to discuss topics, these are nothing like usability tests, and you should never "test" groups. Group thought is much different from individual thought and results can be skewed
  • As the web matures it is imperative to make an experience as individualized as possible. People want what they want when they want it!