Oto
How might we redesign Oto's UI to appeal to our senior users?
What we worked on
Brand Identity UI Design Brand Strategy
Highlight
No metrics here, just love from the users
Background
Oto, the leading tinnitus management app, serves a primarily 60+ audience who use the app at night. To align with our new premium positioning and the introduction of coaching, I led a full UI and UX redesign. We created a sleek, dark mode interface with real-life imagery that resonated with our users. The redesign was met with enthusiastic feedback, with users praising the app's refreshed and delightful look.
Challenges
In tackling the redesign, we first conducted market research to pinpoint the visual identity that best resonated with our 60+ target demographic. Drawing from the Oto rebrand, we began crafting the initial screens, focusing on simplicity and clarity. With a small team and myself as the sole designer, we consciously avoided time-consuming illustrations, which also proved less impactful with our audience. Instead, we streamlined the UI to reduce clutter, enhancing the overall user experience while aligning with our premium positioning.
Outcome
The redesign had a significant impact, particularly in addressing the emotional journey of tinnitus sufferers. By incorporating calming visuals, we received a very positive response from users who felt more understood and supported. The adjusted dark mode UI provided a more comfortable experience during the app's peak usage times of 8pm onwards. Additionally, this refined UI seamlessly supported the launch of our premium offering in the following quarter, further solidifying Oto's position as the leading tinnitus management solution.
