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.
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.
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.
Competitor visuals were extremely generic or focused more on spokespersons than target users.
Keywords from user interviews that described competitor sites were:
traditional, bland, sterile, generic
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.
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.
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.
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.