AARP Website - 2010 Refresh

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AARP Relaunch

Website Redesign

We brought in an outside agency Razorfish to research the digital wants and needs of the 50+ population. The collaboration led a digital strategy roadmap, IA deliverables and final design, which was taken over by the internal team over the course of the engagement. By end of 2010 AARP.org's 3 million unique monthly visitors increased to 5.8 million.

Among other things, the content grew from 5 channels to 13 through partnerships with Frommers, ADAM, Cookstr.com, Arkadium, Illumen, and Destination RX, Happy Neuron, Kiplingers Personal Finance, Newscom (AARP en Espanol), and Healthline.

Beyond the collaboration, the internal design team was responsible for the new style guide and creation of all new content modules in the system. The work included support for migration of some 20,000 articles and expansion of content to over 50,000 pages in the CMS, which needed to stay within the new style guide.