On the Adobe Stock photo site, a single sentence tells Gen X what they need to know: “Find the perfect stock asset for your next creative project.” No fluff, clear benefits. That’s all Generation X and the Oregon Trail generation need. This sophisticated, well-educated crowd is drawn to sincerity and truth. Weary of empty promises, they want to know what you can offer them clearly and succinctly.

Often called the forgotten middle child, Gen X’s cynical, pragmatic outlook on the world impacts how they discover, learn, shop, buy, and advocate for products. The best way to reach this crowd is through clear, straightforward content and design that solves key pain points. It’s quite simple: design for the basics — no surprise, no delight. This is no design.

In today’s age of dazzling graphics and high-end video, it might sound strange to advocate for a fairly boring user experience, but this is just what a task-driven generation needs. And if you’ve ever tried to connect to hotel WiFi or renew your driver’s license online, you get the benefit of straightforward simplicity — a raw design that provides exactly what you need in the simplest, most logical way possible.

Embrace Simplicity

This doesn’t mean this group wants a minimal amount of information on a page, though. After acknowledging the core benefits, this generation wants the details. All the details. Logical and risk-averse, they want to read everything, compare everything, and deep dive before making a decision. More than any other generation, Gen X and Oregon Trail like to know as much as possible about what they’re purchasing. They hate flowery messaging and want to see the research and the data so that they can make informed decisions.

Provide Detailed Information

When designing for this generation, don’t shy away from providing details and charts, comparison tables, and long-form articles, but don’t show it all right away. For example, companies like Apple, who design for multiple generations, including Gen X, show a minimum number of details and then hide the rest on another page called Tech Specs. In this way, they’re satisfying the need for more information without overwhelming the user initially.

Building Long-Term Relationships

Companies interested in building long-term relationships with their customers should definitely invest in designing for this group. Because once they’ve found a product or service they like, they stay loyal to the brand.

In conclusion, designing for Gen X means focusing on straightforward simplicity, providing clear benefits up front, and offering in-depth details for those who seek them. By understanding and catering to their need for sincerity, truth, and comprehensive information, businesses can effectively connect with this often overlooked but influential generation.