Wiltshire Farm Foods provide frozen ready meals, largely to an elderly customer base. Their existing website had become outdated and had never been designed for the scale of the range they now offered. We were tasked with designing a new site which would handle the new demands of the site and present the meals in a more appetising way, yet keep the interface clear and accessible for the older audience.
I created a clean interface which reflected the appearance of the printed brochure to reassure the visitors through familiar design styles. We combined large type and imagery together with clear calls to action to simplify the franchise-based store process wherever possible and create a reassuringly predictable user experience.
Clarity and accessibility were key factors when designing for an elderly audience.