Helping Big Tech employees empathize with older adults
How can teams across engineering, operations, and product understand what it’s like to be 40 years older? Show, don’t tell.
Helping Amazon Health employees connect with older customers
Amazon Health wants to make it easier and more affordable to get and stay healthy. To help new employees understand the unique challenges faced by some of our customers, I designed an immersive activity focused on one of the fastest-growing segments of the U.S. population—older adults.
Company
Amazon Health
Role
Learning Experience Design
Year
2024
Focusing on the aging population
I chose to focus on older adults for two reasons. First, the U.S. population is aging and the impact on healthcare is profound. Second, this group is often overlooked in product decisions, despite being heavily affected by them. By addressing the needs of older adults, we can create products and services that benefit all users, regardless of age or ability.
Simulating the aging process
To help participants experience the effects of aging, we used simple household items. Reading glasses simulated age-related vision changes, earplugs mimicked hearing loss, and gloves recreated the loss of touch that many older adults face.
Performing an everyday task
Once geared up, participants were asked to complete a common task that millions of Americans do weekly: sorting their medication. They were given dummy pills, a pill organizer, and 10 minutes to complete the task.
Discussion
After the activity, we asked participants what they noticed and how they felt. Everyone were frustrated. Most didn’t finish. They shared personal stories, connecting the activity to what they’d witnessed with their parents, grandparents, and friends. Some worried about their future selves. “Is this what I’m going to have to do?” One person wondered.
“I’m exhausted.”
“Now I know what my mom goes through.”
“I do not want to do this when I’m older.”
Participant reactions
Connecting it to the business
With older adults now top of mind, we shifted the discussion to our products and services. How are they helping older adults? How could they be improved? How can we advocate for older adults—and for ourselves in the future—during product development?
Between One Medical and Amazon Pharmacy, we were already doing a lot right: services like PillPack that pre-sort medications, same-day delivery for homebound patients, and virtual visits with One Medical. Even small improvements, like the ability to save easy-open cap preferences for those with arthritis, were making a difference.
Impact
The age-sensitivity training became an integral part of the orientation for new employees at Amazon Health Services, ensuring that every team member starts by considering the needs of our most vulnerable customers. By embedding this training into our onboarding process, we’ve made it a priority to think about older adults, even when they aren't physically present in discussions. As a result, the program has consistently received positive feedback from participants, reinforcing its value and impact.
“Without Becca’s insight and passion, this wouldn’t have been possible. It’s often rated one of the best activities of our 2-day immersive training.”
Dan Schabot, Training Coordinator, Amazon Health Services