Service&Experience Design
Individual work
/2023
/2023
Client: Illimity Bank
Intro.
This project was the extender of my previous project Illimity Sense.
Closing the Digital Gap for Italy's Seniors In an interconnected world, the elderly are often left behind by rapid digital advancements.
Italy, with a rapidly aging population, highlights the need for accessible and inclusive digital solutions.
Golden Bridge aimed at empowering seniors to navigate digital banking confidently and inclusively.
Research.
The Aging World & Italy’s Silver Economy Potential
a.Aging Population: By 2030, 1 in 6* people globally will be over 60, with Italy among the fastest-aging countries in Europe.
*Data via WHO
https://www.who.int/news-room/fact-sheets/detail/ageing-and-health
b.Economic Influence: Italian seniors contribute significantly to the economy, presenting a unique opportunity to innovate for an engaged "Silver Economy."
＊ According to the Pew Research Center,8 in 10 continued their education beyond high school, and 82% use their smartphone every day.
c.Tech Adoption: Contrary to stereotypes, Italian seniors are increasingly tech-savvy, with high internet use for communication, financial management, and wellness.
Evaluating the Digital Landscape for Seniors.
To assess existing solutions, I analyzed key competitors, focusing on:
UX/UI: Many digital platforms lack a senior-friendly design, with overly complex or youthful interfaces.
Accessibility & Inclusivity: Gaps in providing clear, supportive resources for seniors.
Support & Education: Limited customer assistance and educational resources beyond investments.
Understanding Seniors' Digital Behavior and Challenges
Physical Barriers: Seniors face declining vision, reduced motor skills, and hearing impairments.
Mental Barriers: Digital services can feel isolating or frustrating, leading to “digital shame.”
User Behavior: Many seniors are open to technology if it’s accessible, with a preference for intuitive, simple tools.
Insights and Oppotunities.
02.Older people aren’t afraid to try new technology when they see a clear benefit.
03.At a basic level, older customers just want the same as younger customers: an intuitive, easy-to-use and simple-to-understand way of managing their money
05.HNWIs and Affluent Seniors in Italy are more open to digital services
06.Senior use digital service for social and communicate more
07.Children are the first choice when seniors face problems, but the way they teach them is very difficult
How Might We
Empower seniors to embrace digital banking confidently, rejuvenating their mindset and enabling them to experience the wonders of digitalization?
Solution.
Let’s Build a Digital Bridge for All Generations！
GoldenBridge
A Senior-Centered Digital Banking Service
Education and Seamless Help
With a simple tap on the NFC card, seniors unlock clear, animated tutorials—no typing or searching required. Learning happens naturally, right from the phone.
If extra help is needed, trusted family members can offer real-time guidance through voice, video, or screen-sharing—no confusion, no pressure.
Support is always there, but control stays with the user. It’s a smooth blend of independence and connection.
Feauture 2: Clear UI
The app’s clean design puts clarity first.
From bold icons to a soft, readable color palette, everything is made to reduce friction and foster ease.
Smart memory cues gently remind users where they left off, turning unfamiliar tasks into second nature.
It’s not just senior-friendly.
It’s dignity-friendly.
onboarding
Interface
Feature 3 Tailored Events
Personalised events by combining customers' activities with their consumption and daily habits.
Golden Bridge promotes social connections by allowing users to see if their contacts are also interested in the same events. This feature fosters a sense of community and encourages seniors to engage with like-minded individuals, making their digital experience even more enjoyable and fulfilling.
System Map
By scanning the NFC cards with their phone, users access short animated tutorials that guide them through key banking tasks.
Family members can be added as trusted helpers to provide support remotely when needed, without taking control away from the user.
Together, the app and toolkit help seniors learn by doing, at their own pace, in a way that feels intuitive and safe. Over time, they gain not just practical skills, but also confidence and a stronger sense of independence and connection.