AARP Design
Role
UX, Visual, and Print Design
Client
AARP (Shift7 Digital, formerly Siteworx)
Year
2016-2018, on-site in Washington D.C.
I worked on-site at AARP for two years as a jack-of-all-trades designer across three lines of business — Editorial, Travel, and Member Benefits — handling everything from homepage redesign concepts to CMS component updates, and even posters for print. Below, you can see samples of the types of projects and works during my tenure.
Member Benefits Redesign
The Member Benefits team needed a page that was radically simple: minimal, benefits-forward, and easy to search or filter. I designed a toggle between browsing by category and searching by keyword, with a mega-dropdown for categories that reused the same iconography shown on the landing page — building a consistent visual language for benefits across the whole experience.
Tapping any benefit opens an offer modal, letting a user redeem or dismiss without ever leaving the landing page — I proposed this pattern specifically so browsing momentum wouldn't break every time someone wanted a closer look.
Member benefits landing page.
Member benefits mega dropdown.
Tapping any benefit opens an offer modal, letting a user redeem or dismiss without ever leaving the landing page — I proposed this pattern specifically so browsing momentum wouldn't break every time someone wanted a closer look.
Member benefits modal.
Travel Redesign Concept
AARP's Travel section had long operated as its own business unit with its own goals — which over time created visual drift from the rest of the site. I proposed a concept that pulled Travel back into a cohesive experience with the core AARP site, while preserving what the business unit cared about most: strategic partner placements, ads, and the Expedia booking widget, which drove a significant share of the section's traffic.
Destinations landing page responsive concept.
Single destination page responsive concept.
Travel homepage responsive mockup.
Travel article responsive mockup.
Digital Summit Posters
Each year, AARP's marketing team commissioned poster concepts for their internal Digital Summit, themed around a customer-experience focus — "Moments that Matter" in 2017, "Customer Obsession" in 2018.
My 2017 "Moments that Matter" poster was selected as one of two shown at the event, printed and displayed on-site.
AARP 2017 Digital Summit poster.
AARP 2018 Digital Summit poster concepts.