UX/UI DESIGN
ORYGEN
Redesigning digital engagement to connect with senior audience
1
Before and after:
A forest digital rebirth
A forest digital rebirth
Orygen is a young Madrid-based company that had a vision: to breathe new life into forgotten lands. Their mission was to connect landowners with businesses that plant forests for carbon offsetting. It was an innovative idea, but Orygen faced a daunting obstacle - a staggering 99.2% bounce rate on their funnel targeting landowners.
As Orygen reached out for help, it became clear that their colorful, interactive site was missing the mark with their primary audience - landowners aged 55 and above. The challenge was set: simplify the journey, build trust, and guide these users smoothly through the onboarding process.
As Orygen reached out for help, it became clear that their colorful, interactive site was missing the mark with their primary audience - landowners aged 55 and above. The challenge was set: simplify the journey, build trust, and guide these users smoothly through the onboarding process.
The starting point
Picture a website bustling with vibrant colors and interactive elements, but lacking clear direction. Users found themselves lost in a maze of inconsistent messaging and confusing buttons, ultimately abandoning their journey before it truly began.
Picture a website bustling with vibrant colors and interactive elements, but lacking clear direction. Users found themselves lost in a maze of inconsistent messaging and confusing buttons, ultimately abandoning their journey before it truly began.
Before
The destination: Bring the right message to the right people
Our aim was to create a warm, welcoming digital space where landowners could easily find their way, understand the process, and feel confident about their decisions. By keeping the message clear and simple, we built trust and reassured users that they had everything to gain, both personally and for the planet. With a clean design, easy-to-follow navigation, and nature-inspired visuals, we transformed Orygen’s site into a smooth, senior-friendly experience.
Our aim was to create a warm, welcoming digital space where landowners could easily find their way, understand the process, and feel confident about their decisions. By keeping the message clear and simple, we built trust and reassured users that they had everything to gain, both personally and for the planet. With a clean design, easy-to-follow navigation, and nature-inspired visuals, we transformed Orygen’s site into a smooth, senior-friendly experience.
- Enhance readability with large, clear typography easy for older users.
- Simplifying navigation and enhancing the mobile experience.
- Building a trustful message and creating a design that reflects Orygen's environmental goals and mission.
After
Completion of the onboarding journey
More users successfully navigated the onboarding process, thanks to the simplified steps and clearer instructions.
26.4% Bounce rate reduction
The bounce rate plummeted from 99.2% to 73%, signaling a significant increase in users engagement.
Positive feedback from the users
Post-launch interviews with users revealed they found the new site far easier to navigate, and they appreciated the personalized attention to their needs.
2
Research and insights:
Unearthing digital wisdom
Unearthing digital wisdom
To better understand the needs of users aged 55+, we interviewed them about their online habits and frustrations regarding sustainability websites. We also analyzed eco-focused platforms to see what works best in the niche, discovering that larger fonts, easy navigation, and clear calls to action are key. By conducting 16 usability tests and 5 in-depth interviews with Orygen's users, we uncovered their challenges and fine-tuned the experience with user-friendly design and meaningful, nature-inspired imagery.
These are the key insights:
These are the key insights:
- Low drive: Most landowners weren't actively seeking solutions; they stumbled upon Orygen by chance.
- Trust Issues: Words like "gift" and "trap" in the site's language planted seeds of skepticism rather than trust and the message along the site was confusing.
- Mismatch in Design: The playful design felt out of sync with the more conservative tastes of Orygen's older audience.
Affinity diagram
Empathy map
User persona
When the land crosses Pedro's mind he speaks to friends and even looks up solutions online but has yet to find something which is easy or achievable for him. One day he looks up Orygen after having heard their ad on the radio but as he neither trusts in nor understands the message of the website he closes the page frustrated to have reached another dead end on his search for a solution.
When the land crosses Pedro's mind he speaks to friends and even looks up solutions online but has yet to find something which is easy or achievable for him. One day he looks up Orygen after having heard their ad on the radio but as he neither trusts in nor understands the message of the website he closes the page frustrated to have reached another dead end on his search for a solution.
User Journey
However, it's important to keep in mind that what Orygen offers is not a necessity for these very specific users, and at a certain age, the fact that something is too complicated makes users not interested in the product. Thus, we had to come up with a way for users to get there and ensure they stay at least until they upload their land or get in touch with the company. But to do so, we first had to identify exactly what the problem was.
However, it's important to keep in mind that what Orygen offers is not a necessity for these very specific users, and at a certain age, the fact that something is too complicated makes users not interested in the product. Thus, we had to come up with a way for users to get there and ensure they stay at least until they upload their land or get in touch with the company. But to do so, we first had to identify exactly what the problem was.
Many landowners inherit unused land but don’t have the motivation or know-how to take care of it. Pedro was in the same boat, so nothing was getting done.
3
Design process
Crafting the senior-friendly experience
We believed that by customizing Orygen's messaging and design for landowners, we could bridge the gap and boost their engagement. Our vision took shape with larger, easy-to-read fonts, intuitive navigation, and nature-inspired imagery that transported users into the heart of the woods. With earthy browns and vibrant greens, we crafted a digital space that felt both refreshing and inviting, making it easier for users to connect and engage with confidence.
Prototypes were then developed to test with older users. Based on feedback, we refined the layout so every pixel was placed with purpose, introducing larger font sizes, more straightforward navigation, and every button a clear call to action, inviting users to plant, donate, or spread the word.
It was also important to ensure that the design was WCAG 2.0 compliant, incorporating alt-text for images, keyboard navigation, and high-contrast design elements. These changes significantly improved the site's usability for the target audience.
We believed that by customizing Orygen's messaging and design for landowners, we could bridge the gap and boost their engagement. Our vision took shape with larger, easy-to-read fonts, intuitive navigation, and nature-inspired imagery that transported users into the heart of the woods. With earthy browns and vibrant greens, we crafted a digital space that felt both refreshing and inviting, making it easier for users to connect and engage with confidence.
Prototypes were then developed to test with older users. Based on feedback, we refined the layout so every pixel was placed with purpose, introducing larger font sizes, more straightforward navigation, and every button a clear call to action, inviting users to plant, donate, or spread the word.
It was also important to ensure that the design was WCAG 2.0 compliant, incorporating alt-text for images, keyboard navigation, and high-contrast design elements. These changes significantly improved the site's usability for the target audience.
- Large, clear typography for easy readability.
- Minimalist, accessible navigation menus with clearly labeled options.
- Visual storytelling through compelling images and short, impactful messages to keep users emotionally connected.
Tailoring the message
Tailoring the message to each user was a fundamental aspect of improving engagement. The landing page now includes content and visuals specific to landowners. For example, landowners may be interested in property management information, so this information can be presented using simple and clear vocabulary that builds trust and reassures the user that this isn’t a fraud.
We decided to make the call-to-action buttons more precise and compelling, making it easier to guide users to actions that align with their goals. We also focused on reorganizing the site’s information architecture to simplify navigation and seamlessly guide users through the platform, minimizing confusion and helping landowners find the information or services they’re looking for more efficiently.
Tailoring the message to each user was a fundamental aspect of improving engagement. The landing page now includes content and visuals specific to landowners. For example, landowners may be interested in property management information, so this information can be presented using simple and clear vocabulary that builds trust and reassures the user that this isn’t a fraud.
We decided to make the call-to-action buttons more precise and compelling, making it easier to guide users to actions that align with their goals. We also focused on reorganizing the site’s information architecture to simplify navigation and seamlessly guide users through the platform, minimizing confusion and helping landowners find the information or services they’re looking for more efficiently.
Key Strategies:
- Splitting the user pathsWe simplified the site by separating the messaging for landowners and businesses. This allowed us to focus each user journey on their specific needs, reducing confusion and making the onboarding process more direct.01
- Simplifying the onboarding flowThe original onboarding process had too many steps, causing friction. We reduced the number of screens from 7 to 6 and user actions from 9 to 7, ensuring that landowners could onboard their land more quickly and without confusion.02
- Accessibility focusWe followed NNGroup guidelines to enhance legibility, simplify navigation, and make the site accessible. We improved color contrast, simplified forms, and adjusted button sizes to make the site user-friendly for the 55+ demographic.03
4
Final design solution
Clean layouts with large images provided a sense of space and clarity, drawing user attention to key information without overwhelming them. Clear, prominent CTAs made it easy for clients to engage with the company, and visitors could now understand Solaris’ services in under two minutes—a drastic improvement from the cluttered, outdated experience they had before.
Mobile prototype
Desktop prototype
5
Results:
Clarity and happy users
Clarity and happy users
Orygen’s new site doesn’t just look better— it performs better. By focusing on the needs of the target audience and reducing friction in the user journey, we transformed a confusing, high-bounce platform into one that truly serves its users and drives results.
Completion of the onboarding journey
More users successfully navigated the onboarding process, thanks to the simplified steps and clearer instructions.
26.4% Bounce rate reduction
The bounce rate plummeted from 99.2% to 73%, signaling a significant increase in users engagement.
Positive feedback from the users
Post-launch interviews with users revealed they found the new site far easier to navigate, and they appreciated the personalized attention to their needs.
Understand your crowd. Create designs and content that speak directly to their needs. Clear navigation and easy communication go a long way in building trust, especially with hesitant users.
Adriana
Copyright © 2024 Adriana Biarnes. All rights reserved.
