UX for online senior users — a great potential but forgotten market
UX project for digital marketing
May - Sep 2015
Digicap Solutions
Lifestyle Communities
Design Lead
Lifestyle Communities was leading the new trend of retiring with like-mind neighbours where you can be yourself and enjoy your after-employment time to the max. The target audience are 55+, generally considered as struggling with technology, and their current website wasn’t designed to meet their audience’s expectation and usability standards.
On the other hand, we were also fully engaged on the digital marketing strategy, helping the business to find the right approach to their audience via social channels as well as designing and providing necessary digital collateral like: Website, EDM template, Online Survey, Campaign Landing Pages, Banner Ads, Youtube Ad etc.
In summary, the project was a full User Experience design process delivered 20+ projects during our collaboration with Lifestyle Communities which resulted in the business growing, as well as greatly improving the users online engagement both on their website and social media.
Responsibilities
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Analysing business requirements
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Stakeholder interviews
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Conducting UX research (One on one interviews at the retirement village)
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Creating user contexts and journeys
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Drafting proposed IA for website and surveys
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Design key visual for all marketing collaterals
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Creating wireframes, low-fidelity prototype
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High-fidelity UI design
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Usability testing
The responsive website for senior users
Through research and surveys, we learned that the majority of senior users use tablet devices for online activities, followed by computer and lastly mobile devices. We also learned that seniors users were less likely to scroll down the page, spent more time to study the area above the fold and mostly had bad eyesight.
The website was designed to be tablet-first, the important content and call-to-actions were arranged to always be above the fold. Wherever, there's more tasks below the fold, we make sure to but devices (arrow, continuous text or imagery, etc.) to reinforce scrolling tendency. Text size changer was also designed to be a global element in the header.
Tools for staffs to communicate with their prospective customers
We design and set up customizable campaign template including landing page, banner ad in various sizes, responsive EDMs and social content.
Beside, we also recommend running regular survey as activity with incentive to update and improve Lifestyle Communities' customer database and insights.
These templates were designed and revised for every new campaign based on the previous user behavior learning.
