Working closely with King’s research staff and their users, we tested and designed an easy and engaging user interface for over-50s.

What we did

  • User research
  • User experience design
  • Usability testing
  • Website design
  • Video art direction and editing

Run by the Institute of Psychiatry, Psychology and Neuroscience at King’s College London, the PROTECT Study aims to gather data and support innovative research to improve understanding of the ageing brain and why people develop dementia.

As part of PROTECT, the Train for the Brain study will investigate the impact exercise has on the brain in later years. Our role was to create a seamless, intuitive and engaging interface for the 5,000-plus user group which would also deliver usable data to researchers.


Through a series of initial research workshops and questionnaires testing the target audience’s digital literacy and preferences, we were equipped to define a clear user journey which would bring them aboard the study and also keep them engaged and participating.

In defining the user on-boarding process, we were able to quickly work out what the potential pain points were and how we could design around them.


Once the initial journey had been defined, we developed a prototype to test with a limited sample group. Particular care was paid to ensure navigation and help points were consistent throughout the different page types, and the next steps were always clearly signposted for users.

William Joseph have undoubtedly been key to the success of our unique and demanding project. Their commitment to understanding the specific needs of our users was second to none, and they continuously ensured we felt comfortable with processes previously unfamiliar to our team. 

Sarah Ritchie, Train for the Brain

Pattern design

When the initial templates had been validated with users we devised a visual style which was accessible, logical and clear. Particular attention was paid to accessibility standards with regard to text size, colour and contrast. A comprehensive suite of elements was designed that would be drawn from when creating the final interface page templates.

We also included gamification elements – such as badges and awards – to boost users’ sense of achievement, and encourage repeat engagement.

To aid the physical exercise aspect of the study, we art directed and produced over 60 short videos for users to follow along with.

Template design

Once we had created a set of consistent elements, we designed the final interface as a series of page templates.

The entire site was designed and built as a responsive platform, allowing users to access and engage with the study from any device.

William Joseph’s ability to assimilate complex information and produce such striking digital designs is unparalleled. No task was too much trouble, and their creativity and enthusiasm was contagious.

Sarah Ritchie, Train for the Brain