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Alyssa Maac

Sweet 60

Sweet 60 is a multimedia project consisting of a website and video feature documentaries. We would like to impart senior citizens the programs, privileges, and ideas that their life’s a gift that’s worth celebrating.

Client

Capstone Thesis Project

Category

UI Design, Creative Direction, Graphic Design

Delivered

2019

Research

Our topic is about the opportunities for senior citizens. We made our research. We read related studies. We interviewed different senior citizens and also representatives from some offices. In our research, we found that the Philippines’ population has a small ratio of seniors compared to the younger people. There are existing laws from in and outside our country to protect their rights. There are a also lot of groups and companies who give help. However, the problem is the implementation and system. Only the upper-class seniors receive the benefits. They are more aware of their privileges. To combat this, we created a project that informs the children of these seniors (who are now adults) to tell them about their benefits and privileges.

Branding

Our main idea revolved around a celebration for senior citizens. Teenagers have a big ceremony when they reach 16. We want to develop the concept. We should celebrate those who would reach their 60s. After the idea, we created our target audience then a user persona. To convey our message, we used three fun retro colors, each with their meaning. We used the cake as an inspiration for the logo. The logo forms the top of a cake. The word “Sweet” is the icing, while the number “60” is a candle. It brings a significant meaning.

Website

Since most of the seniors we interviewed did not use computers, we directed our project to their adult children instead. We want them to inform seniors that there are programs and privileges that will help them. With the help of offices, we listed their “benefits” in one of the web pages including the process, requirements, and qualifications. They can also download and print a copy. Our website has six main pages: home, programs, video, news, benefits, and about. Most of our content came from organizations and offices. We asked for their programs and activities. We also went to events involving senior citizens to write it into a piece of news. The newspapers influenced the layout of our website. We would bring good news.

Documentaries

To encourage them, we also documented the lives of four senior citizens who continued doing great things after 60. From attending events, we were able to meet four distinctive seniors that we featured in our documentary. Their stories were fascinating. We produced six videos: one trailer, one main documentary, and four solo videos for each senior. Our “trailer” was placed on the homepage to hopefully lead users to the other four documentaries in the “video” page. Each feature of the senior tells about their life before and after reaching 60. The main video combines all of their stories. We hope that users who would watch these will be motivated.

Our four senior interviewees were very distinct. Ms. Chit shared her story on how she became a vice-president of their organization and helped her co-seniors make a livelihood. Her actions won her awards. Second, Ms. Joy has always been a career woman. She continued to be active by serving in the office for seniors in the government. She hosts events and gives useful advice to others. Third, we found Mr. Wilson playing piano in a “Grandparent’s Day” celebration. He didn’t graduate from college but he was able to learn physics, mathematics, and science using just the internet. He believes that knowledge is free and that people should keep on learning. He was able to publish a book to share his skills in music. Finally, Mr. Alan did acting when he was young. But, he left it for the academe. Now, he was able to return to his passion for theater.

Marketing Strategy

In our last term, we tested our project if it meets the initial goals. The outcomes of the user testing and market testing guided our revisions. We did a couple of changes in the layout. The pages were renamed and changed in order. We also added content on news and programs. The benefits page was also confusing so we redesigned it. Part of this development was to present it to potential our market. We reached out to offices and organizations and got their feedback. Our project improved.
 
We developed a marketing plan to promote our product. We did an evaluation and listed our competitors, using some marketing techniques such as the S.W.O.T. and the 4Ps. This project points to middle and upper-class adults since they have access to the internet. They can help the other seniors especially those indigent. We have an online and offline marketing strategy. For offline marketing, we plan to insert some “golden tickets” coupons to publications for a gift to seniors. We would also encourage them to attend events. More attendance, more prizes. For online marketing, we would utilize social media. We also need to have more partner offices and organizations. They can help us to support more senior citizens. One of the future ideas is also to sell products made by the elderly. We made some sample vouchers, tickets, and event poster designs. We plan to start small then eventually expand.