AKQA
AARP Now
A mobile product vision that clarified purpose, sharpened member value, and set the direction for AARP's next-generation app.
AARP knew their mobile experience was falling behind. Members struggled to navigate core features, and the value of membership wasn't coming through. They asked for a reimagined mobile product that could drive stronger engagement and communicate clearer purpose.
I joined the team to help refine the concept and build a vision that could rise above internal constraints. The initial pitch raised a wave of questions from AARP's leadership, signaling that the product needed stronger positioning and a clearer reason to exist. I worked closely with the team to reexamine user needs, sharpen the narrative around member value, and evolve the concept into something more focused and intentional.
We spent the following weeks in steady contact with client stakeholders, iterating on flow, feature priority, and the core proposition. The result was a product vision that gave the client renewed confidence and energy, providing a clear guide for the MVP now in production. It showed AARP a version of the app that matched the expectations of modern members and clarified why the mobile experience mattered.