55°N 12°E

client

Ældre Sagen

deliverables

Strategy, UX, Design, App/Web development

Embracing the power of continuous learning

Ældre Sagen is Denmark's largest organization dedicated to supporting the older generation. Their mission is to empower seniors to live lives full of activities, meaningful experiences, and strong social connections. Ældre Sagen has been one of Adapt’s longest-standing partners, collaborating closely since 2016. The success of this partnership stems from a shared commitment to continuous learning and growth. Together, Adapt and Ældre Sagen have focused on maintaining and enhancing their app, Tilbud.

Close-up view of a smartphone screen showing the top corner, featuring the time '19:41' and various app icons including 'Ældre Sagen Tilbud' with a red background, 'Calendar,' 'Camera,' and 'Clock,' displayed on a sleek metal frame with a minimalist design. Perfect for illustrating modern mobile interface design and app arrangement.
Close-up of an elderly man with round glasses and a warm smile, engaging in a conversation with another person whose hands and partial face are visible. The man is dressed in a blazer, exuding a sense of wisdom and friendliness in a cozy, light-filled environment. Ideal for showcasing themes of senior care, companionship, or meaningful conversations.

Addressing the problem head on

An app is only as successful as the effort invested in its development. For Ældre Sagen, the most effective approach has been to consistently integrate feedback from users. This ongoing process has enabled Ældre Sagen to implement a range of features focused on customer feedback and discovery. This feedback is gathered directly from customers through Ældre Sagen customer service, app-store comments, usability tests, and as of lately, in-app surveys. 

This constant feedback loop has empowered the dynamic partnership between Ældre Sagen and Adapt, as it has given cause for innovation. When a problem, concern, or general idea for optimization comes along, we work to address the need immediately. This feedback process has allowed the app to evolve into a highly effective tool that consistently serves all its members.

Minimalistic interface showcasing three call-to-action cards on a beige background. The cards are labeled in Danish: 'Skaff et medlem og få en gave' with a gift icon, 'Brugerundersøgelse' with a survey icon, and 'Spil, vind og støt i lotteriet' with a trophy icon. Each card includes a short description and a red arrow button, promoting engagement in member recruitment, user surveys, and lottery participation. Ideal for illustrating a clean and user-friendly design for promotional or informational purposes
Gift card icon

Enabling continued improvements using customer feedback.

The latest challenge we had was to redesign the front page to better engage users with new offers. Through workshops—where ideas and new features were discussed—one key insight emerged: keep it simple and prioritize what already works well. From there, a strategy for the front page was developed which retained all the features valued by users, along with some enhancements. These included a carousel with new offers, a list of saved offers, and a short cut to the message page. By doing so the app now has a more inspiring and intuitive navigation. 

The decision not to pursue a complete rebranding was intentional, as the strategy for the app focused on listening to customer feedback and building upon what was already working. While these changes may seem modest, thoughtful adjustments over the years has shaped the app into what it is today. As of the end of 2024, it boasts an impressive 665.000 downloads.

A smartphone displaying the Ældre Sagen app's landing page, resting on a soft gray comforter. The screen shows a clean and inviting app interface, with accessible buttons and a welcoming design tailored for all users.
An elderly couple sits closely together on a wooden bench, their backs turned to the viewer, gazing out at the calm ocean. The serene scene is bathed in soft, natural light, evoking a sense of peace and togetherness.

Previously, the app displayed all available offers within a 20km radius. This feature was not beneficial for users in metropolitan cities. A dynamic distance list was created, addressing some concerns raised during user interviews. A simple new feature now allows users to adjust the distance for viewing potential offers.

A dynamic gif showcasing the feture that showcases offers in the area. This is a gif of the map of Odense showcasing how the users can select their available offers based on distance

The UX Journey

Just as business goals and technological advancements evolve, so do user expectations and needs. To create truly impactful apps, it’s essential to design with everyone in mind, ensuring that the experience is inclusive and accessible to all. Elements, which initially wow users—those “nice-to-have” features—eventually become standard expectations. What excites you today will likely be demanded by everyone tomorrow. When developing the app, the strategy has always been to embrace accessibility and inclusivity. By doing so, we ensure to not only meet diverse needs but also future-proof the app.

Our goal is to establish a baseline that serves everyone. This is where Adapt comes in, implementing standards and creating unique features for the app.
Bettina Wagner, Senior Projektleder Marketing, Ældre Sagen
A minimalistic image highlighting the filter feature in the Ældre Sagen Tilbuds App. The screen displays options to filter offers by newest, category, season, and location, showcasing the app's user-friendly and organized interface.
A scenic image with a backdrop of a grassy field and golden wheat under a clear blue sky. In the foreground, a  close-up screenshot of a smartphone screen displaying a location permission request. The request, written in Danish, asks the user if they would like to allow the app to access their current location. The message explains that by granting permission, the app will be able to display relevant offers and information based on the user's location. Two buttons are presented: 'Det er fint' (That's fine), encouraging the user to grant permission, and 'Ikke nu' (Not now), allowing the user to decline the request and continue using the app without location-based features.

Native app solution for enhanced user experience

Ældre Sagen is built as a Native App solution, delivering high performance and optimized functionality. By leveraging native app technology, the app offers an intuitive user experience, with seamless interactions and a consistent design across the platform. This approach enhances the app’s overall performance, providing users with faster load times and more reliable functionality. Additionally, the native app offers greater control and flexibility, featuring tools like an interactive map for precise navigation and location-based services.

Tech Stack

Swift
IOS
App Front End
Kotlin
Android
App Front End

Key numbers 2025

Appstore Score
Awareness
4,5
Total Downloads
Numbers
665.000
Views in app 2023
Numbers
30 mio
Rosenborg Slot in Copenhagen stands majestically under a bright blue sky, surrounded by lush green trees with vibrant leaves. The well-manicured green grass in the foreground adds to the picturesque scene, while a few tourists can be seen admiring the historic castle, capturing its timeless charm.
A screenshot of a smartphone screen displaying a travel app. The app features three travel offers: a special deal for a Greenland trip from Billund Airport, a discount on entrance to Jægerspris Slot, and a 25% discount on meals at Nybro Kro in Lyngby. The app's interface includes a heart icon to save offers and a "Gem" button."

The Journey continues

The ongoing collaboration with Ældre Sagen has fostered the development of a dynamic app that continues to evolve and improve. The app has allowed usage of a design which enables user-centric solutions that prioritize accessibility and benefits everyone - regardless of age or ability.

The work we do is far from finished and will remain an ongoing process of involving users. We stay closely connected to their needs, ensuring we base our decisions on insights rather than assumptions or gut feelings. Engaging with users helps challenge biases, such as the notion that older adults are hesitant about digital products—this is often far from the truth. And this isn’t just something we assume; it’s something we know from experience. 

I believe in innovating and improving the user experience based on real insights, as it leads to better solutions for both the business and the audience. This app is a great example of that approach, with its steadily growing user base demonstrating its success.
Cathrine Guiu Tavs, Senior UX Designer, Adapt
"A picturesque coastal scene featuring a tall, red and white striped lighthouse standing proudly on a windswept grassy hilltop. The lighthouse has a small, square window near the top, likely offering a breathtaking view of the surrounding sea. The sky is filled with dramatic, fluffy clouds adding depth and texture to the scene."

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