AARP is a nonprofit, nonpartisan organization with a membership that helps people 50+ have independence, choice and control in ways that are beneficial and affordable to them and society as a whole. AARP wanted to better serve its members with a unified content strategy across its Web and mobile properties, regardless of the member’s browser or mobile device type.
The association was looking to have a single log-in for authenticated users, better track user behaviors across all platforms, and improve their agility in experimenting with and deploying innovative, new digital business models. AARP engaged Siteworx for CMS and mobile strategy consulting, CMS development, mobile user experience and front-end development.
Using a COPE (Create Once, Publish Everywhere) model, Siteworx provided AARP a single source for content and tools that could be leveraged across all AARP digital properties, as well as other collaborator and partner websites. Siteworx created this COPE environment in Adobe CQ5, allowing AARP’s authors to create content compatible for all browsers and devices. Authors can preview the content within a CQ preview tool for a specific browser or device and then customize the experience for that particular user group to ensure an optimized user experience. Content authors can customize the experience for a specific browser or device to ensure an optimized user experience.
The Siteworx process was aimed at giving AARP the ability to better manage their online brand, deploy updates through a single source, and provide a unified user experience across all platforms regardless of how the end-user is accessing the website. This included optimization for PCs, iPhones, iPads, Androids and other devices.
In the past year, AARP’s mobile traffic has grown over 1000% since their users are able to effectively and efficiently access AARP’s content through their mobile devices. The upgrades have enabled AARP to offer customized, timely and anytime/anywhere communications that offer branded products, services, news, information, advocacy and advice through multiple online and mobile channels.
AARP’s mobile site was also recognized by Adobe as a finalist in its 2011 Max Awards.