AARP

One of the largest membership organizations in the country, AARP sought a cohesive and customized CMS and mobile experience simple enough for all users to access and utilize. Siteworx responded with a unified, tailored solution that included a single source for content and tools to be leveraged across all digital properties and websites of both AARP and its partners. The new environment lets content authors ensure compatibility for all browsers and devices, optimize before posting, and customize experiences for user groups.

AARP gained the ability to better manage its online brand, deploy updates and provide a unified user experience regardless of device or browser. 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. What’s more, AARP’s mobile traffic has grown more than 1000% in the past year.

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AARP is a non-profit, nonpartisan organization that helps people 50+ have independence, choice and control in ways that are beneficial and affordable to them and society as a whole.

AARP engaged Siteworx for web content management (WCM) and mobile strategy consulting, WCM development, mobile user experience and front-end development. The non-profit organization was looking to have a single log-in for authenticated users, to better track user behaviors across all platforms, and to improve their agility in experimenting with, and deploying innovative digital business models.

Using a create-once, publish-everywhere model, Siteworx provided AARP a single source for content and tools that could be leveraged across all AARP digital properties, including other collaborator and partner websites. Siteworx created the publishing 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.

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. This included optimization for PCs, tablets, smartphones (iOS, Android) and other devices.

RESULTS

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 the Engaging Customers Category in its 2011 Max Awards.

  • Helping Content Authors Optimize Across Browsers and Devices

    With mobile adoption exploding across all ages and demographics, AARP’s content authors recognize the importance of making sure that the content they publish is portable and easily accessible regardless of the device their members choose. But optimizing the experience for multiple devices was no easy task, given the limitations of their legacy content authoring environment. With the Adobe CQ5 preview tool, content authors can now customize the experience for a specific browser or device to ensure an optimized user experience.

  • A Model for Improving Member Service – 2011 Adobe Max Award Finalist

    The AARP mobile experience has achieved widespread recognition as a model for how to improve member service by using robust content authoring and publishing technologies. In fact, the implementation was recognized in 2011 as a finalist in the Engaging Customers Category by the Adobe Max Awards, an annual competition that recognizes the best use of Adobe software for creating digital experiences.