Immersion Active Launches 'Carol's Web: A Digital Boomer's Experience'
Immersion Active, the only Internet marketing agency in the U.S. focused on baby boomers and seniors, made 'Carol's Web: A Digital Boomer's Experience' open to the public June 1.
'Carol's Web' is a flash-based interactive program that simulates a typical online transaction through the eyes of an aging adult, and can be accessed at http://www.immersionactive.com/carolsweb.
(PRWEB) June 7, 2007 -- Immersion Active, the only Internet marketing agency for the mature markets in the U.S., made 'Carol's Web: A Digital Boomer's Experience" open to the public June 1.
'Carol's Web' is a flash-based interactive program that simulates a typical online transaction through the eyes of an adult aged 50-plus. It presents a fictional baby boomer persona, Carol, navigating a travel website, trying to find information, and then following the call of online advertising. This scenario enables the user to experience the common frustrations and pitfalls mature consumers experience online.
"Carol's Web conveys the importance of truly understanding a 50-plus user," David Weigelt, Immersion Active marketing strategist and partner, said. "A common misconception is that older adults aren't online, but in fact, they are the Web's largest and fastest-growing constituency. They also happen to be the most under served audience online which this program does well to illustrate."
One distinct feature of 'Carol's Web' is the ability to toggle physiological issues on and off during the first section of the program. Those featured are presbyopia (farsightedness), eyesight deterioration, declining motor skills, and colorblindness --- all of which adults inevitably experience as they age
"It was very important for us to stress that these are things that all humans experience as they age," Jonathan Boehman, Immersion Active creative director and partner, said. "The more notable affects of aging begin statistically at age 42, so we're not strictly addressing what senior citizens may be facing. It's much broader than that."
The other three sections of the program address usability, messaging, and trust factors that the baby boomer generation often face online.
Each page that Carol encounters features three to four issues, such as illegible text and confusing navigation elements, that users must fix before they can proceed. Once they choose to "fix the problem", an explanation is provided. Throughout the program, Carol provides commentary on her frustration and then relief once the page has been improved.
'Carol's Web' was featured at JWT's Boomers 2.0: Beyond the Numbers Boomer Marketing Summit March 26-27 in Las Vegas. Conference attendees could partake in the demo at will, and Weigelt and Boehman agreed that it was a huge success.
"The overall message definitely resonated with attendees," Weigelt said of its exhibition. "By experiencing such a range of frustrations resulting from a typical online transaction, people were able to see what factors are likely contributing to their success (or lack of it) in converting 50-plus consumers."
'Carol's Web' was developed by Immersion Active and can be launched through its website: http://www.immersionactive.com/carolsweb.
About Immersion Active:
Specialized in interactive marketing for the mature markets, Immersion Active helps companies leverage the Internet to connect with baby boomers, seniors, and other distinct segments of adults aged 50-plus. Clients range from AARP to the Baltimore Ravens. Immersion Active has received over 80 regional, national, and international awards for its work in interactive design and marketing.
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