AARP LEAPx. Case study by Workhorse

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Strategy & Voice

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Brand Strategy

#brand-strategyFebruary 2019 kickoff · methodology applied through October 2019

Four principles held every phase of the program together: Story, meaning a shared picture of the future everyone could point at; Simple, meaning start with the simplest components; Small, meaning releases that ship fast and get tested sooner; and Build Fast and Test, which put the weight on validation instead of integration. Those principles set the pace, which was two-week sprints, a single-region beta, then a national rollout.

document · The founding proposal, laying out the five-phase plan, the $225k+ budget across Phases 1 through 4, the Story/Simple/Small/Build-Fast-and-Test method, and how the Stream II findings folded in.Workhorse x AARP LEAPx Design Proposal
document · Agenda for the February 26, 2019 kickoff meeting, where the scope was agreed.AARP Kickoff Agenda

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Systems

1 discipline

Design Systems

#design-systemsPhase 4 · September to October 2019

The Phase 4 deliverable. A refined design system + design-system guidelines packaged for CVENT (AARP's event-registration partner) and AARP's internal development team to implement at national scale. The icon families and the AARPx Material master carried over into it.

system · The Phase 4 deliverable, a refined design system handed to CVENT and AARP's internal developers for the national rollout.AARPx Design System
document · The implementation manual written for the CVENT and AARP development teams.Design System Guidelines
document · The Phase 4 wrap-up, covering what the Phase 3 single-region beta taught us.Summary of Findings

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Digital Product

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Web Design

#web-designFebruary to July 2019

The AARPx Centralized Web Presence. A homepage, a Customer-Experience-in-Action narrative page, and a Consumer-Commitment page. All three were designed against the AARP visual style and set up to be moved into the CVENT and AARP content-management systems during the Phase 4 handoff.

website · A Phase 1 and 2 deliverable, handed over as layered Photoshop masters plus flattened exports, set up for the CVENT-led build in Phases 3 and 4.AARPx Centralized Web Presence

App Design

#app-designPhase 2 · May to July 2019

The Volunteer Experience flow. A nine-step ecosystem mapping four signature AARP volunteer programs (Tax-Aide, Driver Safety, Experience Corps, State Office) into a single Roles Finder funnel keyed off Causes and Activities. Landing → program detail → explore causes → explore activities → role finder → checkout → finish.

system · A four-program funnel feeding one Roles Finder, covering Tax-Aide, Driver Safety, Experience Corps and State Office, with roles sorted by cause and by activity.Volunteer Experience flow · 9 screens
production · An updated app icon and a new Get Member Support screen for AARP's internal direct-member-support program.Frontline app design

App Design

#app-design2019

Frontline, AARP's internal direct-member-support program, already had a brand of its own, documented in the Frontline Brand and Events Pocket Guide that AARP supplied. Workhorse carried that system into the app with an updated icon and a redesigned Get Member Support screen.

production · An icon refresh for AARP's internal staff app, built on the Frontline brand system that already existed.Frontline app icon update
production · A redesign of the screen where Frontline staff request member support.Get Member Support screen update
document · Client-supplied. The Frontline brand existed before our engagement; we extended it into the app and did not rebuild it.Frontline Brand and Events Pocket Guide
document · Supplied by AARP as reference, and used as input for the app-side update.Frontline Feedback Quick Reference Guides

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Marketing & Social

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Campaign Creative

#campaign-creativePhase 1 · February to April 2019

The AARPx CX Campaign. Five customer-experience standards turned into a campaign: portraits, personas, copywriting done with AARP's writers, the master AARP visual style, and two families of icons. The most visible piece is Ethel's Email, a set of portraits paired with pull quotes from the campaign's anchor persona.

document · The five customer-experience standards the AARPx campaign was built on.5 Standards · CX framework
campaign · Solo portraits and versions carrying a pull quote, featuring the campaign's anchor persona.Ethel's Email · portrait pull-quote series
system · AARPx Material + AARPx Material-Icons. The visual vocabulary that carried into the website and the volunteer-experience build.AARP Visual Style master
document · Client-supplied. AARPx's pre-existing customer-persona library. The customer-experience work was tuned against these. Workhorse did not write the personas.AARP Consumer Personas