Giorgio Tandera

This project focused on revitalizing ALOUD's brand and marketing efforts to increase visibility, engagement, and attendance. Our strategy included creating a new cohesive brand identity, executing a social media takeover to increase real-time engagement, and designing targeted content strategies for Instagram and email. Our work aimed to connect with younger audiences while retaining the older, established donor base, ultimately making ALOUD a more accessible and engaging platform for the community.

ALOUD's previous branding and marketing strategies were not engaging enough to attract younger demographics, and social media efforts lacked real-time engagement. There was also a lack of cohesive, inclusive messaging that resonated with the community. Attendance at events was lower than expected, and the organization struggled with social media visibility.

Insights gathered from stakeholder feedback, surveys, and social media analytics showed that ALOUD's messaging was unclear, and social media engagement was underutilized. We learned that Instagram Stories were a key engagement tool, and that authentic storytelling through visuals and behind-the-scenes content increased connection with the audience.

We proposed and executed a social media takeover for an ALOUD event, increasing engagement through real-time Instagram Stories, behind-the-scenes content, and event highlights. We also developed a new cohesive rebranding strategy that focuses on inclusivity and cultural relevance, aiming to connect with both younger and older audiences.

Wheelie is a service design project created to empower older adults who rely on caregivers for transportation. Through a combination of voice-first technology, flexible scheduling, and user-centered interaction, Wheelie enables elderly users to plan and navigate their daily trips independently—without the stress of rigid timetables or complex apps. The project emerged from a design brief by BMW Designworks, challenging us to rethink autonomous mobility for accessibility. Field research, interviews, and usability testing led us to develop features like AI-guided booking, real-time itinerary updates, and a “standby mode” that relieves scheduling anxiety. Our final solution blends physical and digital touchpoints—offering seniors a dignified, intuitive way to complete errands, visit loved ones, or simply enjoy a solo trip. Wheelie+ is more than a ride service—it’s a step toward independence, confidence, and connection for aging users.

Many seniors lose their ability to drive long before they lose their desire for independence. Our fieldwork showed this often leads to isolation, stress, and a deep reliance on caregivers. Seniors shared how transportation needs—whether it’s to run errands, attend therapy, or simply visit the park—become a source of anxiety and guilt. Current solutions like Uber or Waymo don’t address the emotional stress and scheduling burdens seniors face. We spoke to seniors and caregivers who expressed frustration with needing rigid pickup times, feeling rushed or confused by unfamiliar app interfaces, and depending on family members who are already juggling work or parenting. One user told us, “If you’re looked after by family, you have to compromise.” Others feared burdening their loved ones or felt uncertain navigating modern ride-share apps. Wheelie was designed to restore choice, dignity, and flexibility—addressing both the logistical and emotional challenges of senior mobility.

Our design process began with empathy-driven field simulations, where we used blindfolds and noise-canceling headphones to simulate accessibility challenges in autonomous vehicles. This revealed key barriers like poor wayfinding, lack of multisensory feedback, and emotional vulnerability. Initially focused on blind and deaf users, we later pivoted toward elderly individuals who depend on caregivers for mobility—a group with overlapping needs and even less tech familiarity. We conducted interviews with seniors and caregivers, then built journey maps, empathy maps, and a user persona—Jamal—to uncover pain points like anxiety around pickup times, loss of independence, and discomfort using unfamiliar interfaces. We developed wireframes and mid-fidelity prototypes featuring voice-first interactions, multi-stop trip planning, and a unique “standby/snooze” mode to eliminate timing stress. Our competitive analysis of Uber, Waymo, GoGoGrandparent, and Cruise revealed a gap: none offered flexible, emotionally aware UX tailored for seniors. Feedback from BMW Designworks and user testing validated our direction and sharpened the clarity, comfort, and accessibility of Wheelie’s experience.

Wheelie is a voice-first mobility assistant designed to help elderly individuals book, manage, and complete trips independently. It’s not just about transportation—it’s about restoring autonomy through thoughtful design. The service allows users to: Book trips with voice commands instead of navigating complex menus Plan multi-stop errands using a flexible itinerary system Activate a standby mode, removing the anxiety of having to choose a specific exit time Share their itinerary with caregivers for peace of mind Choose to connect with AI or a live representative for assistance The UI was built with seniors in mind—large buttons, minimal text, and helpful reminders to guide them through the journey. We also implemented a proactive voice AI that confirms upcoming rides, provides reassurance, and offers to save frequently used trips. User testing showed that seniors felt empowered and excited. BMW stakeholders praised the way our design blends accessibility with emotional intelligence.