AARP

UnitedHealth Group and AARP were partnering to enhance their existing pilot website, which was focused on offering Medicare Advantage products to Medicare-eligible AARP members in Rhode Island. Their goal was to increase the amount of educational information, new tools, and resources with a more attractive look and feel. The updated site would leverage online brand standards of AARP and UnitedHealth Group, and would leverage copy and basic site structure of another UnitedHealth Group web property. The site was required to be completed in time for Medicare open enrollment.

The user experience strategy page10 created involved building a unique information structure and providing new tools and resources with a more appealing look and feel in order to meet both business and user needs. The new site was also integrated with existing portals as a way to increase the amount of educational information and resources users would have easy access to.

Page10 designed the website to leverage AARP and UnitedHealth Group brand standards and the basic site structure of another United Health Group website. Page10 also developed the copy for the website which gave the site a feel that supported the brand and strengthened users’ experience.

Page10 focused on increasing traffic to AARP’s website by providing SEO planning and consulting. By designing the site from the ground-up with SEO in mind, page10 was able to optimize the page content and structure in order to move the AARP site closer to the top of the search engine rankings.