AARP, one of the largest and most influential member organizations in the U.S., with 39 million people and growing, approached Behavior Design to create its new cutting-edge web site and online publication.
As a champion for social change, helping people navigate ageless realities, AARP wanted to deliver a market-leading online presence for its existing and future members. Realizing the need to develop a visual design that aligns with the changing needs of its audiences, AARP hired Behavior Design to incorporate web-based information and tools to reflect this change. The re-branding was aimed at infusing a youthful energy into its position as the ultimate user-advocate. The organization also desired to take full advantage of Web 2.0 and deliver a well-rounded and energetic user-centered website.
Behavior, in harmony with AARP's business objectives, began the project with a complete overhaul of the site's look and feel. As a result of moving toward a more elegant aesthetic, the new site conveys a fresh and engaging tone. The enhanced image was further complimented by a reorganization of the site's valuable content.
In an effort to expand its contextual relevance the content was restructured to improve the pathways through which information is accessed. By increasing content accessibility Behavior was able to better the way in which people interact with the information presented on AARP's site. For example, when a user is searching for information on retirement, the page concept is fed links to other relevant content, enabling the individual to further explore retirement plus related topics such as financial planning. To expand on this exchange of information Behavior added a segment dedicated to building community.
Within the community framework each member can customize their user profile by posting photos, video, and journals that can then be tagged with key words to promote accessibility within the network. Members can invite friends, send/receive messages, and join (or create) special interests groups where likeminded members can meet and cultivate community. The social networking element of the new AARP website not only works to extend their brand it builds community and value for their members.
Ralph Lucci, Behavior Design partner says, "The goal was to embrace and extend AARP's vast reach by anchoring a destination balanced between serious news and social-networking recreation. The strategies and solution increase the relevance, usability, and stickiness of the site for existing key audiences while introducing and increasing AARP's broader appeal towards new ones. Various tools are available for neophytes and the astute alike, to peruse, promote and propagate all aspects of citizenry and community."