A usability study of websites for older travelers

Abstract

Older people (aged 45+) are the fastest growing segment of the population, make up a significant percentage of overseas travelers, and often book their travel online. Despite these trends, several studies indicate users' frustration with online travel sites. This could indicate that travel companies are not factoring their customers' web usability needs into the design of their websites. Focusing on three travel websites explicitly target mature travelers, we conducted an exploratory study to assess their usability for older adults. The travel websites, all of which were professionally designed, represent popular travel agencies. Nine study participants, aged 55-80, completed usability sessions (three per site). After giving their impressions of the website's Home page, participants were asked to perform a series of information-seeking and trip-finding tasks using the website. Their voices were audio-recorded and their activity on the website was recorded using screen-capture software. All three mature traveler websites presented problems for the test participants. Common problems included: text too small and not easily enlargeable, difficulty returning to Home page, confusing terminology, hard-to-operate menus, poor marking of links, changes too subtle to notice, hard-to-navigate search results, and cluttered page layouts. Participants exhibited several noteworthy behaviors, including: misunderstanding the scope of information and controls, not knowing where in the site they were, functional fixedness, change blindness, and a preference for talking to someone on the telephone rather than using the site to get information or book a trip. The usability problems found in the three travel websites are well-known in the web-design community and are addressed in published guidelines for designing for seniors and for usability in general. Many web designers ignore usability and accessibility design guidelines, but it is somewhat surprising that companies that target older adults would fail to follow such guidelines. The HCI community must expand its efforts to educate web designers. © 2013 Springer-Verlag Berlin Heidelberg.