User Experience design for the 55+ market

Users want things simple but companies tend towards complex, a perennial battle in UX

Brand Strategy – Digital – Messaging – UX / IA

AARP’s new UX/IA targeting the 55+ age bracket tidily won the war in favor of keeping it simple.

What comes next? Testing and persona development to define quantifiable usability traits to direct a digital experience.


Navigation design to simplify user experience online for AARP Member Advantages.