Doro.
Creating a design language committed to visual simplicity.
The Doro design language is guided by a commitment to visual simplicity, making products feel clear, approachable and less intimidating for tech-shy seniors. Following the success of the Leva Feature Phone range, WMP helped Doro extend this design language to the Aurora Smartphones, delivering a more intuitive experience that builds confidence through clarity.
Sector
Expertise
Solutions
Background.
A brand ready to bring its design language to a new category: smartphones.
Having established a consistent design language with Leva, Doro needed it to work for a full touchscreen smartphone.
The Doro design language is guided by a commitment to visual simplicity: when products appear clear and uncomplicated, they feel more approachable, especially for tech-shy seniors who might otherwise be hesitant to engage with mainstream smartphones. Following the success of the Leva Feature Phone range, Doro asked WMP to help expand their portfolio with the development of the Aurora Smartphones, applying the same design language to deliver a more intuitive smartphone experience that builds confidence through clarity.
The Solution.
A holistic approach, from hardware to packaging.
Designing a smartphone range that feels both familiar and empowering to use
WMP supported Doro from consumer insight and concept exploration through to design for manufacture and packaging design. Building on continuous rounds of user testing ensured commercial success. Our work encompassed a holistic experience that combines physical hardware and accessories alongside an intuitive user interface that give seniors greater confidence and independence from the moment they unbox their phone.
Thoughtfully designed for accessibility, sustainability and practicality.
A tactile secure button on the back of the handset provides reassurance and immediate access to help in times of need: with a single long press, the phone automatically alerts the designated responders group and shares the user's GPS location, so assistance can be provided quickly and confidently. The phones also use Doro ClearSound, a specially tuned audio profile that optimises key speech frequencies, making voices clearer and easier to understand during calls, while forward-facing speakers deliver loud, directional sound for clear video calls and hands-free use.
Familiar, yet empowering: a stepping stone to full smartphone use.
The range offers a stepping stone between a traditional feature phone and a smartphone, designed to feel familiar yet empowering. The flip-down tactile keypad, with large, clearly defined physical buttons, keeps the experience reassuringly simple and makes everyday communication effortless, while the robust construction ensures lasting reliability. A long press of the Home button activates Gemini, letting seniors complete everyday tasks through voice interaction, with a subtle illuminated ring around the button glowing to indicate when it's time to speak.
Sustainable materials chosen for durability.
Compact in size, the bar and flip form factors provide versatility, and a tool-free, removable rear case allows for straightforward replacement of the battery and key components, extending the product's lifespan and reducing waste. Each phone is made from post-consumer recycled plastic, with a textured housing that improves grip, minimises drops and resists everyday wear.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
A simplified interface that bridges physical and digital.
Mainstream smartphones can feel intimidating for seniors who are less familiar with technology, and the Aurora range bridges this gap. Physical call and home buttons, alongside a customisable home screen, let the interface be tailored to each user's visual and cognitive needs, and the simplified user interface includes built-in tutorials and remote support to help seniors feel confident and connected from the moment they start using the device.
A wider ecosystem of protective accessories.
The Doro Aurora charging cradle keeps the phone powered, visible and ready to use, with a refined, home-friendly design that fits naturally into any décor and a dimmable night light that makes it easy to locate in the dark. The cradle positions the phone at an ideal viewing angle for hands-free video calls, helping seniors stay comfortably connected with family and friends. The range also extends to stylish phone cases that combine aesthetics with practicality, with a lanyard available for extra protection and convenience.
The impact.
An award-winning family that's already winning over users.
Both the Aurora A30 and Aurora A20 won iF Design Awards in 2026, recognising the success of in-depth user research and iterative development in addressing the challenges seniors face in a tech-driven society.
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iF Design Awards 2026 Aurora A30
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iF Design Awards 2026 Aurora A20
