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Client
AARP
AARP is a tremendous resource for many facets of life – including helping people as they take care of a loved one. These days, more older adults are hoping to live in their own home or with family rather than other living options. This affects everyone, across all ages, gender, socio-economic status or race. To meet the ever growing needs for over 40 million caregivers in the US, AARP elevated Family Caregiving to a primary channel status on their website to help make their wealth of content easy to find, explore, and engage.
Challenge
Through their research, AARP discovered that many people do not call themselves “caregivers,” they’re doing what’s right; they’re caring for their loved one the way families ought to. They found that family caregivers also include younger people than their core membership.
The informative content was difficult to find and consume, and for people who may be going through stressful circumstances adjusting to an ailing health condition or aging loved ones, making information easy to find was a top priority.
Project Approach and Results
In collaboration with AARP and Medullan, we led the user experience strategy and design for the new digital experience. We worked with AARP’s product team in providing strategies for personalizing content for specific needs and geographical location, helping caregivers find services and member benefits. We helped develop strategy for the product roadmap and how to build features using an agile development process.
A new information architecture was created based on insights from user testing. The channel highlights a wide breadth of content including articles, guides, news, features, advocacy efforts, tools, services, storytelling, community forums, eLearning, and events. The latest news, featured articles, upcoming events and advocacy efforts are prominently positioned and are refreshed frequently and are joined with evergreen core content, guides, tools, and resources.
The new Family Caregiving channel helps by providing the relevant information and support for caregivers during the various levels and stages of care they provide for their loved ones.
