espread generational changes to Internet use.
Lego’s shopping website shows considerable respect for kids and parents alike. Products are arranged in clear categories, the overall styling is clean and consistent, and visitors can zoom in on products to see exactly what they will be buying. Kids can browse and navigate freely, while focusing on the product rather than being distracted by intrusive advertising and gimmicks. When they find the product they want, the child can easily draw their parent’s attention to the splendid item they’re about to pay for.
Stick To Plain Talk
Research-based guidelines by Usability.gov state that adults like plain speaking as much as kids. Consequently, there is little to be gained from excluding kids from any website by making the language, layout, navigation or typography any more complex than is necessary. At the most basic level, over-elaborate language and dense text risk turning a website into a picture gallery, because the text, the wider message and the sale are lost when a child disengages from most of the content. The approach is simply not necessary because more able or sophisticated readers are happy to read concise language and seek further details as required.
Mr. Men is a website aimed at pre-schoolers and their parents. The straightforward design, with its white space, bright colors, concise text and blocky buttons, draws visitors in. The big buttons filter visitors to age-relevant sections of the website. The website features images of all of the characters, activities for pre-schoolers and shopping options. The shopping is outsourced to stores such as Amazon; as a result, Amazon gets most of the cash, but the owner needs to do very little to maintain the website.
Parents and children look for safe, reputable, secure websites where content is actively moderated and support is on hand. Parents in particular will appreciate a certain amount of hand-holding in the form of accessible tutorials and walkthroughs. One of the most successful websites in recent years to build trust also happens to be one of the most controversial.
The various Sims games and websites (such as the Sims 3 website displayed below) cover a wide range of teenage and adult themes. The characters of players can get blind drunk, stay up all night, have kids way too early and do a good deal more. Electronic Arts gets around parental concerns by using its website to convince parents to trust the company. It does so with a well-rounded and integrated set of support services. The clear interface, familiar features from the games, forums, contact details, concise documentation and abundance of video tutorials all contribute to portraying the games as safe, consequence-free sandbox worlds. From there, it’s not a stretch for many parents to think that letting their kids look after a couple of virtual toddlers is not such a bad idea.
One critical part of the hand-holding process for any website is the sign-up process, which Debra Gelman discusses in detail over on A List Apart. The article is recommended reading, because sign-ups are critical to the success of most websites and should be trustworthy and convenient to use.
Web designers might also wish to read through the Byron Report, which investigates the concerns of UK adults regarding children’s websites. The report’s attention on the opinions of adults seems worthy, given that they are the ones completing sales and paying for purchases.
According to Jacob Nielsen’s research on teenagers, interactive website features (such as forums, mini-games, polls, ranking systems, competitions and 3-D interfaces) are valued by kids if they build a sense of community and foster participation. Bolting such features on will not likely prove effective, because kids will soon see the gaps and re-evaluate the website, despite any initial interest.
Stardoll integrates a range of interactive features and community support very well, offering a glitzy, glamorous look at fashion for tween and teenage girls. Any number of other websites allow you to dress up avatars and chat about yo