Seniority

Seniority is a platform that enables seniors to successfully obtain life insurance, no matter their current age or medical conditions. I worked with this seed stage startup primarily on user research, wireframes for full site, and a design system to create structure prior to the MVP.

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UNDERSTANDING THE PROBLEM

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Seniority was preparing to enter a very traditional market and wanted to take a more modern approach by implementing high-level design and deep research. It is necessary to dive deep into usability and accessibility for this type of target audience.

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COMPETITOR ANALYSIS

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The focus of this competitive analysis was to review design styles, copy, and service offerings. This is especially important when trying to create a product that is  versus trying to copy what's already being done. This is how you create a disruptive offering or technology.

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Competitor visuals were extremely generic or focused more on spokespersons than target users.

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Keywords from user interviews that described competitor sites were:
traditional, bland, sterile, generic

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USER INTERVIEWS + PERSONAS

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After conducting a large user survey amongst seniors over the age of 60, a total of three primary user personas that encompassed the core of user's lifestyles and goals were created.

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BRAND IDENTITY + DESIGN SYSTEM

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Instead of a classic serif font like most insurance companies, Seniority features sans serif typography to bring a sense of modernity and warmth. This is present in both the wordmark logo and the Poppins font used as the primary throughout the interface.

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This feeling is paired with warm colors to create a bright and welcoming experience, versus a cold and sterile one that blues and grays tend to bring to this industry.

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The brand colors were mixed in with the design system palette to create a cohesive look from print to digital. The primary and accent colors are also accessibility tested.

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