Doro.
Giving Doro's phone range a design language people actually want to use.
Swedish brand Doro invited WMP to help create a new range of products with a consistent design language. Doro's mission is to connect seniors with the right products and services, and WMP helped deliver on that by designing an entirely new, consistent collection of phones, from initial user research through to product design, photography and film.
Sectors
Expertise
Solutions
Background.
A fragmented product range without a recognisable Doro DNA.
Doro's market spans a very broad spectrum of users, each with their own specific needs, which had left the range feeling fragmented and inconsistent.
Doro's market covers a very broad spectrum of users, each with their own specific needs and requirements. In the past, this had led to a fragmented product line-up without a recognisable Doro DNA. Our first task was to uncover the consistent difficulties and frustrations that seniors experience on the journey from choosing a phone through to routine use.
The Solution.
A design language built on real user insight, not assumptions.
Understanding what seniors actually need.
Seniors want to access apps and communication tools and stay connected with friends and family, just like everyone else. They want to do this with products that don't patronise them: products that are easy to use, elegant, contemporary and in tune with their daily needs. Our designers conducted in-depth interviews with the target market, observing them as they compared competitor products, and used tools like reduced dexterity gloves and visual impairment simulation glasses to empathise with the physical difficulties that come with age. These insights gave us a grounded platform for ideation.
Exploring concept directions across a family of archetypes.
We used a number of archetypes to represent the phones Doro would be likely to develop in future, allowing us to explore a range of design themes. We sought physical attributes that could address user needs while being distinctive and unique to Doro.
Landing on simple, soft forms across the whole range.
We developed physical attributes that could be applied consistently across all future Doro phone developments: simple, soft forms that are inviting to touch and convey ease of use. Care was taken to separate important buttons, such as the power and assistance keys, onto separate surfaces to avoid accidental presses. Our research told us users were bored of all-black smartphones with subtle interaction points that felt intimidating, so we specified higher colours alongside a distinctive copper central band that tested positively and helps Doro stand out in a crowded market. Feature phone keys are high-contrast to aid legibility.
Bringing the range to life through photography, CGI and film.
We worked with Doro and its manufacturing partners through to mass production, keeping a close eye on cost while minimising design and usability compromises. Our thorough understanding of the products and market put us in a strong position to support Doro with marketing and sales materials, including lifestyle product photography, animations and film designed to connect with the target market. To demonstrate Doro Response, the feature that lets a phone owner alert family, friends or an alarm centre at the press of a button, we scripted and filmed a senior on a fishing trip who has a fall and activates the service. His call escalates from unavailable family members to an alarm receiving centre, who contact the emergency services on his behalf: a piece of film built to give families real reassurance that their loved ones are in safe hands.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
The impact.
A growing range that's landing well, backed by a company built on scale.
All of the products released to date have been very well received in the market, and the range roll-out continues. Doro has sold close to 30 million senior phones worldwide, more than 2.5 million a year, through a network of over 300 operators, distributors, retailers and specialists.
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Senior phones sold
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Phones a year
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Operators and retailers
