ld 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 your creations online with friends; Stardoll stands out by offering plenty of options for styling avatars and for its friendly and well-integrated community. The interactive community gives it a leg up on websites that offer only interactivity or only a static community.
A recent report (PDF) from PlayScience proposes that the blend of interactive content and community features found on websites such as Stardoll is particularly effective on websites aimed at girls. The research depicts boys as being more focused on games, while girls switch between many different social and interactive activities.
Kids consider their virtual goods and reputation as meaningful possessions, which is the reason they spend money on advancements, awards, objects and other persistent virtual items. With global sales of virtual goods already running at $7 billion annually, many online businesses would likely benefit from design features that attract and retain customers and that promote repeat purchases.
At present there tends to be a divide between website-specific award and ranking schemes on the one hand and aggregated personal content on social networks on the other. A kid’s badges, high scores, avatars and items are generally specific to a website, while their photos, chats, links and music live on a social networking platform.
Websites looking to capture that all-important loyalty that leads to subscriptions and sales of virtual goods might want to take account of how to build and sustain loyalty. If the economics of the website call for a proprietary approach, then beefing up the internal model is probably necessary. If fuller integration is commercially viable, then standalone systems like CubePoints demonstrate the type of coherent schemes that could be put in place. For example, even a standard WordPress subscription website can bring together a reward scheme and social networking functionality with the quick addition of a
CubePoints plug-in and a forum plug-in.
There are many ways to present kids with choices through thoughtful