Lindsey Created
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  -    -    -    -  Seniority


Created identity and research for a platform that enables seniors to successfully obtain life insurance, no matter their current age or medical conditions. Completed wireframes for full site and initial app explorations as well as designed multiple landing page headers to engage stakeholders and future users.


My Role:

User Experience Research, Brand Identity Design, Brand Strategy, User Experience Design, User Interface Design


Problem Statement:

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 for this type of target audience.


Project Goals:

  • Update an existing logo design to better fit the new direction of the platform
  • Create a strong brand identity
  • Research technology use among seniors
  • Create key elements for investor pitch deck

Research Pieces:

  • Competitor Research
  • Customer Personas
  • Customer Journey
  • Information Architecture
  • Prototype Testing

Core Customer Needs:

  • Easy to obtain insurance
  • Simple user flow
  • Competitive offerings


The Result:

A fresh brand that appeals to modern start-up investors, while being clear and functional for non-tech savvy and elderly users or their families