Product design / UX & UI design
Design an interactive responsive website for navigating change
As the Lead Visual Designer for the McClennan Group I was responsible for all creative design for the Life Reimagined product. I also worked closely with the Product Manager on product design, requirements and user experience and well creating technical requirements and direction for the development team.
CLIENT
AARP
TIMELINE
4 years
ROLE
Lead Visual Designer / Sr. Web Developer
CHALLENGE
How might we help users reimagine their life
Whether it’s by choice or a result of external forces, we all have experienced moments where we’re faced with the choice of “what’s next?”. AARP created Life Reimagined to help users navigate these moments in a meaningful way.
We were tasked to design and launch a comprehensive platform of tools and expert guidance for these moments through one-on-one coaching, self-guided activities and quizzes, and curated content in the well-being, relationships and work categories.
We were tasked to design and launch a comprehensive platform of tools and expert guidance for these moments through one-on-one coaching, self-guided activities and quizzes, and curated content in the well-being, relationships and work categories.
Life Reimagined’s LifeMap activity guided users to create a personal Purpose Statement
Working with subject matter experts, we created a game where users selected their talents, passions, values, where they wanted to make an impact and their goals. The result was a Purpose Statement which summarized a person’s strengths, passions and goals to help them guide their decisions.
Activities and quizzes controlled by a custom CMS
We created activities and quizzes designed from our thought leader’s teachings to help users navigate their challenges through interactions that helped them learn by doing. We created a custom CMS for content managers to build and manage this content.
Subscription plans and coaching landing page
For users that needed more personal guidance, we offered tiered subscription packages for one-on-one sessions with our life coaches. We did A/B testing on our paywall configurations and e-mail marketing to increase conversion.
User survey infographic and report sample pages
To better understand our users, Life Reimagined collaborated with Luntz Global LLC, who wrote the Life Budget survey. It was fielded by Global Marketing Research and the infographic and report was designed by me. Contact me if you are interested in the full report.
LEARNINGS
What challenges are users facing and what motivates them
Knowing that most people face challenges related to life transitions was a huge jumping off point, but actually helping them successfully re-imagine their life was an inspiring challenge. A key learning was that people’s emotional motivations often go beyond just achieving goals; they’re deeply tied to personal values and lifestyle priorities. The positive response to the LifeMap Purpose Statement underscored the impact of clear, relatable visuals, and guided us to prioritize elements that would visually guide users through their progress and help them envision the outcomes.
I worked closely with marketing to design landing pages and emails and learned the importance of aligning design with business goals. Collaboration helped us ensure that every landing page and email wasn’t just visually appealing but also optimized to achieve marketing objectives, from lead generation to user engagement.
I worked closely with marketing to design landing pages and emails and learned the importance of aligning design with business goals. Collaboration helped us ensure that every landing page and email wasn’t just visually appealing but also optimized to achieve marketing objectives, from lead generation to user engagement.
