If "Generation Y" has always been immersed in the digital world, parents and grandparents are also more and more present. For the economic actors of the child/family sector, the Web has become "the communication channel for all generations" and is at the heart of brands' strategies. However, making your website a tool that involves your target audience is not easy.
Families, children or teenagers: each age has different expectations.
Showcase site, commercial site, interactive or event site, the objectives are not the same. But the activity is not the only thing to take into account. On the Internet as elsewhere, each generation looks for different applications and contents:
- Children want to play through animations adapted to their age that they can enjoy with their parents: games, coloring, interactive content...
- Teens are more digitally empowered and spend most of their web browsing time communicating, watching videos and listening to music. They expect more socialization and innovative entertainment.
- Parents are more interested in practicality and targeted information. For them, the credibility of the content and the comfort of navigation will prevail.
Everything must be thought out so that each Internet user - according to his profile - gets the information he came for, all in visual and graphic universes that correspond to him.
With this in mind, Com' des Enfants designed a website for families for Sodexo (the leader in school catering): endirect.sodexo.fr. To meet parents' need for information and convenience, the site offers general news or news related to each school restaurant, as well as online payment via a personalized parent account. Kids can enjoy a dedicated, fun space with short texts, colorful illustrations and educational games.
A study & a strategic bias before each recommendation
Com' des Enfants defines the strategic stakes of websites aimed at Internet users from 0 to 100 years old. The recommended specifications always take into account a thorough market study beforehand. Also, within the framework of a project targeting silver surfers, our preliminary marketing analysis revealed that few sites meet the requirements of senior "Web fans" in terms of navigation and ergonomics. This is why we imagined the design of this senior-friendly site from A to Z: matrix, tree structure, ergonomics, navigation...
www.vivonsbienvivonsmieux.fr
On a target as delicate as the family, digital communication must be reinvented to be as close as possible to Internet users, to involve them in order to build loyalty, and to transform their Web browsing into a truly innovative and original experience.
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