Going to the opera online: Older adults’ ideas for a positive user experience

Abstract

COVID-19 has prompted cultural organisations to leverage digitalisation in order to find new ways of bringing cultural experiences to users. However, there is limited understanding on the specific needs of older adults, a significant user segment of digital cultural services, particularly in the context of classical or high arts such as opera or ballet. This study seeks to address this gap by exploring older adults’ ideas for an ideal user experience (UX) journey in the context of watching a livestream of an opera or ballet performance at home. Findings emphasise the holistic nature of digital cultural experiences, particularly the social aspect of using cultural services at home. Digital cultural services should be built around fostering social interaction and a feeling of connectedness between users e.g. through live-reactions or ease of sharing the experience on social media. Potential barriers to entry should also be mitigated by clearer instructions, user-friendly UI, and availability of technical support.