Building a better shop window for a leading senior brand

Age Co

How we added significant value to the commercial wing of UK's largest charity for older people with a better branded online experience.


Age Co is the commercial wing of Age UK, the UK’s largest charity for older people. The brand was launched in 2018 to make a clear distinction between the charity and its business activities, which are largely in insurance, financial services, and products designed to aid mobility and independence for elderly people.


Equator were appointed as digital agency in 2021. By this point the brand had been around for three years, but an initial soft launch had produced limited awareness. A higher profile relaunch was already at the planning stage.

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Our task

The brief was largely to build a better digital shop window for Age Co’s products and services. We would have to align with the relaunch plans, carry out research, and design a better branded online experience.

Starting out

We began with a full Discovery stage, which consisted of unpicking analytics and data, running a high-level review of the UX, and examining core journeys, funnels, content and toolsets. The process uncovered some potential roadblocks, which we shared in a stakeholder workshop before agreeing the next steps.

Deep diving

The next stage covered in-depth review of the site content, as well as analysis of navigation interaction, path structure and purchase funnel fluency. We looked at the latent behaviour of users, interaction, potential friction, and regression versus progression.

A thorough review

A qualitative review of the UX applied heuristics to site features and functionality, navigation, site search, feedback, forms and error handling, content and help pages, performance and accessibility. We also performed a search performance audit, and a review of deep-link quality.

The results

Our analysis produced a roadmap of actions that would deliver a greatly improved user experience for Age Co, as well as a more effective retail site. We provided:

Full guidelines

Clear guidance on where categories and products should sit

A ‘super nav’

Unifying the navigation and enabling users to easily return to parent sites, with domain and sub-domain jumps flagged and explained.

Brand Guidelines

Communicating a strong visual identity, brand and value proposition

A ‘Keep/Cut’ list

A thorough review of content giving recommendations for the most effective use of links and content


Our review highlighted opportunities for new content and features that would help meet user needs better.



For Age Co, we parachuted in to a project where plans for a relaunch were already well underway. Our work added significant value and functionality to existing structures, branding and design. If you’d like us to make a contribution to your project - whatever stage it’s at - give us a call to discuss.