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Home User Interface / User Experience Design Mike Lee – AARP: Designing a Strategy for Organizational Transformations

Mike Lee – AARP: Designing a Strategy for Organizational Transformations

May 24, 2011 By Jonathan Jeter Leave a Comment

UIE Web App Master’s Tour – Seattle, Washington – May 24, 2011

AARP has been around over 53 years.

AARP has 38 million members.

AARP.org 6 million UVs per month. Over 1 billion page views per year.

Betty White is the new spokesperson for AARP.

Focus all traffic in to AARP.org, but then syndicate content to partner sites, blogs, social networks and mobile devices and platforms.

AARP is mostly printed based. AARP magazine goes to 54 million subscribers. 300 versions of the magazine sent out 6 times a year.

TV+Radio syndicated television and radio shows

Web – Major Web Site

Mobile – not quite there yet

Print group creates xml feed to export to web.

AARP Mobile Web Adoption Rate

Since 2009, mobile traffic to the site has increased 2050%. Apple devices 66%, Android 23% and growing.

Even though feature phone usage is declining, they still have to design for those phones, as well.

Were relying on third-parties to create mobile apps on different platforms to view the magazine.

Considered Web Content adaptation, but decided against it.

With a Get Out the Vote SMS campaign, AARP collected about 43,000 phone numbers from their 38 million members (.01% conversion)

Global Business Network’s Innovation Modes.

Used bottle rocket as their app developer.

Parts of a Flagship App

  • Web site components:
    • Feed of latest WCMS articles (JSON)
    • Popular articles
    • Member login and card
  • Onboard the app:
    • Site channels in topic button
    • save clippings
    • dial call center
    • flurry tracking code
  • APIs:
    • Latest videos from Brightcove CMS
    • Twitter
    • Facebook
    • Bit.ly

Arriving at a Content Strategy

more than 50% of the traffic to aarp.org participates in casual games on the site.

Displays member card

 

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Filed Under: User Interface / User Experience Design Tagged With: AARP magazine, AARP Mobile Web, aarp.org participates, Adoption Rate, app developer, Apple devices, Application programming interface, Archos TV+ Portable Video Player (PVP), articles member login, Betty White, bottle rocket, card mike lee, casual games, CMS Twitter Facebook, code apis, Content Strategy, different platforms, feature phone usage, Flagship App Web, Global Business Network, Innovation Modes, Latest videos, latest wcms articles, Major Web Site, Mike Lee, mobile apps, mobile device, mobile devices, mobile traffic, mobile web, new spokesperson, Organizational Transformations, page views, partner sites, phone numbers, Print group, radio shows web, Site channels, site components, Social network, social networks, Social Security, Technology Internet, topic button, UI, UIE, UIE Web App, UX, Vote SMS campaign, Web Adoption Rate, web app, Web App Master, Web App Master's Tour, Web content, Web Content adaptation, web site, Web site components, world wide web, xml feed

About Jonathan Jeter

Jonathan Jeter has been creating websites since 1997. He is currently Director of Technology Services and Digital Development at TracyLocke, a shopper marketing agency. You can follow him @mywebthoughts, on LinkedIn or connect on Google+.

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