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AARP: Designing A Strategy for
Organizational Transformations
By Mike Lee
   UIE Web App Masters Tour 2011
   Philadelphia, Seattle, Minneapolis




                                        v.9
The Ship To Steer…
AARP.org Centralized Presence
                        Organic                  Paid
                        Marketing                Media
           Reciprocal
             Links
                                    Behavioral
                                    Targeting      Earned
                                                    Media

     Google Search
       Keywords


                                                            Print
                                                         Publications
     Events




                          AARP.org




                        Drive traffic in
AARP.org Distributed Presence


         Collaborator / Partner                 Facebook, Twitter
               Web Sites                     and on other social networks




                                                          Influential Blogs


     Mobile Devices
     and Platforms

                                                Central source of
                                  AARP.org      AARP content,
                                                tools and services



                        Push Content Out                                      6
Mobile
                 Duct tape & spit

     Source   Web
                      API
         TV+Radio
Source



                      XML

         Print

Source




                            Channel Integration Is Messy
AARP Mobile Web Adoption Rate

 • 2,050% jump in mobile consumption between Q1 2009 & Q1 2011
     • Solid growth, despite low mobile optimization on AARP.org in
       2009-2010
 • Apple devices account for 66%
 • Android devices account for 23% and gaining ground




                                                                      8
Repurposing The Events Platform




                                  9
Digital Facsimiles   10
Web Content Adaptation… Not Pursued   11
Text-to-Give Campaign




Jack Phillips for America
GOTV Campaign




  SMS Use Tactical So Far                           12
Learnings Pre-iPhone / iPad

•Be not the center of your universe
•Media channel integration: many, many
small wins at pace
•Tech platforms often too extensive
•Vendor product capability is not strategy
•External market trend may not apply



                                             13
GBN’s Innovation Modes
                                        Outside

          Co-Development                     Do It Yourself
          With partners
                             Flagship
                             App
               Development                         Crowdsourced
               Development
                 Business
                Business




Experts                                                                        Everyone



                                      Employee
                                       Employee               Discounts
                                    Involvement
                                     Involvement              App
            Niche App
                                             Corporate-Wide
          Traditional R&D
                                             Innovation

                                        Inside                                        14
                                                   OVO Consulting, 2009; Ertel/GBN, 2006
“Dogfooding” Mobile
                      15
Being Unabashed About Devices
                                16
Small Mobile Team + Vendor   17
Mobile “Start-up” In Product Mgt.   18
Sketching Mobile UX   19
Web site components:
                          •Feed of latest WCMS
                          articles (JSON)
                          •Popular articles
                          •Member login and card


Onboard the app:                                   APIs:
•Site channels in topic                            •Latest videos from
button                                             Brightcove CMS
•Save clippings                                    •Twitter
•Dial call center                                  •Facebook
•Flurry tracking code                              • Bit.ly




                 Parts Of A Flagship App                           20
Arriving At A Content Strategy   21
Link out to mobile
                        trivia quiz to drive
                        traffic to main site.




The Article Drilldown                    22
                                              22
Pressing the rightmost button on the
    video controls sends the video stream
    to your Apple TV.




The TV Drilldown                            23
                                                 23
Log in …




           for digital
           member
           card
                         24
Adapted Web Join/Renew Forms   25
                                    25
Launched
On iOS
10/1/2010
How Design Strategy Can
Transcend Organizational Change

•   Design process visible
•   Tools=rules
•   Trusted vendors
•   Conferring of authority
•   Top-down prioritization



                                  27
On Android
             28
Deploying Strategically On Amazon   29
Amazon Test Drive   30
Mobile
Landing Page
Needs New
IA Work

               31
http://m.aarp.org   32
http://m.aarp.org   33
34
Catching Up On Documentation   35
2010 Inventory
& Analysis

74 web site tools
with 20 more
coming




  Existing Web Tools Not Mobile Ready   36
Release Timeline Q1 – Q3 2011


                      45-Day Cycles




                                      37
Niche or
                                                 Niche or
                                               Franchise
                                                Franchise
                                                  App?
                                                  App?




 In-app customization or personalization
                                           +       +        +
 Module
 Module       Module
              Module         Module
                             Module             Spinoff
                                                 Spinoff
   11           22             33              App From
                                               App From
                                               Module?
                                                Module?




Flagship App Or Über App?                                   38
Elements Of Our Mobile
Implementation Strategy (Today)

•   Develop consumer niche modules/apps
•   Keep opportunistic stance
•   Platform focus in-house
•   Platform agnostic out
•   Build before buy



                                          39
Seniors Mostly See Barriers

     Perceived Benefit or Barrier                          % Agree
Cost too much to buy                                           74%
Not be something I need                                        72%
Cost too much to maintain                                      70%
Invade my privacy too much                                     64%
Be something I could rely on                                   46%
Not be available to me                                         46%
Give my family/friends peace of mind                           45%

Be hard to learn how to use                                    44%
Make me lose ability to do things myself                       43%

Save me time                                                   43%

                  Barriers                          Benefits
                                                                                                               40

“Mobile Technology, Health and Caregiving Among People 50 and Older,” AARP, Jan. 7, 2011. Shows top 10 of 17
41
Why Mobile At AARP?
       The mHealth Gap for Older Americans


                                                          Incidence of
                                                        Chronic Illness
High
        Those who need
        mobile technology the
        most use it the least.

        • 4/5 of 50+ suffer at least one                                  mHealth
         chronic illness
        • Half of 65-74 have 2-4 chronic                                   Gap
         conditions

                                           Engagement                     Isolation



                                                                Use of
Low                                                     Mobile Devices

                                               Age

                                                                                      42
Mobile



 Apple iPhone /    7” Android   6” Kindle 3                        7” Sony Dash       10” Apple iPad
 iPod Touch        Tablets      eReader                            Internet Media     Tablet
                                                                   Device



                                                                   “Lean Back”
“Lean Forward”




    Standard 17” Laptop                       12” litl webbook –                    22” Vizio Via
                                              Hybrid digital                        Connected TV
                                              picture frame,
                                              netbook


   Thinking Ahead To Other Devices (And Platforms)                                                     43
The bottom of our pyramid?   44
Twitter: curiouslee

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User Interface Engineering (UIE) Web App Masters Tour 2011

  • 1. AARP: Designing A Strategy for Organizational Transformations By Mike Lee UIE Web App Masters Tour 2011 Philadelphia, Seattle, Minneapolis v.9
  • 2. The Ship To Steer…
  • 3.
  • 4.
  • 5. AARP.org Centralized Presence Organic Paid Marketing Media Reciprocal Links Behavioral Targeting Earned Media Google Search Keywords Print Publications Events AARP.org Drive traffic in
  • 6. AARP.org Distributed Presence Collaborator / Partner Facebook, Twitter Web Sites and on other social networks Influential Blogs Mobile Devices and Platforms Central source of AARP.org AARP content, tools and services Push Content Out 6
  • 7. Mobile Duct tape & spit Source Web API TV+Radio Source XML Print Source Channel Integration Is Messy
  • 8. AARP Mobile Web Adoption Rate • 2,050% jump in mobile consumption between Q1 2009 & Q1 2011 • Solid growth, despite low mobile optimization on AARP.org in 2009-2010 • Apple devices account for 66% • Android devices account for 23% and gaining ground 8
  • 11. Web Content Adaptation… Not Pursued 11
  • 12. Text-to-Give Campaign Jack Phillips for America GOTV Campaign SMS Use Tactical So Far 12
  • 13. Learnings Pre-iPhone / iPad •Be not the center of your universe •Media channel integration: many, many small wins at pace •Tech platforms often too extensive •Vendor product capability is not strategy •External market trend may not apply 13
  • 14. GBN’s Innovation Modes Outside Co-Development Do It Yourself With partners Flagship App Development Crowdsourced Development Business Business Experts Everyone Employee Employee Discounts Involvement Involvement App Niche App Corporate-Wide Traditional R&D Innovation Inside 14 OVO Consulting, 2009; Ertel/GBN, 2006
  • 16. Being Unabashed About Devices 16
  • 17. Small Mobile Team + Vendor 17
  • 18. Mobile “Start-up” In Product Mgt. 18
  • 20. Web site components: •Feed of latest WCMS articles (JSON) •Popular articles •Member login and card Onboard the app: APIs: •Site channels in topic •Latest videos from button Brightcove CMS •Save clippings •Twitter •Dial call center •Facebook •Flurry tracking code • Bit.ly Parts Of A Flagship App 20
  • 21. Arriving At A Content Strategy 21
  • 22. Link out to mobile trivia quiz to drive traffic to main site. The Article Drilldown 22 22
  • 23. Pressing the rightmost button on the video controls sends the video stream to your Apple TV. The TV Drilldown 23 23
  • 24. Log in … for digital member card 24
  • 25. Adapted Web Join/Renew Forms 25 25
  • 27. How Design Strategy Can Transcend Organizational Change • Design process visible • Tools=rules • Trusted vendors • Conferring of authority • Top-down prioritization 27
  • 34. 34
  • 35. Catching Up On Documentation 35
  • 36. 2010 Inventory & Analysis 74 web site tools with 20 more coming Existing Web Tools Not Mobile Ready 36
  • 37. Release Timeline Q1 – Q3 2011 45-Day Cycles 37
  • 38. Niche or Niche or Franchise Franchise App? App? In-app customization or personalization + + + Module Module Module Module Module Module Spinoff Spinoff 11 22 33 App From App From Module? Module? Flagship App Or Über App? 38
  • 39. Elements Of Our Mobile Implementation Strategy (Today) • Develop consumer niche modules/apps • Keep opportunistic stance • Platform focus in-house • Platform agnostic out • Build before buy 39
  • 40. Seniors Mostly See Barriers Perceived Benefit or Barrier % Agree Cost too much to buy 74% Not be something I need 72% Cost too much to maintain 70% Invade my privacy too much 64% Be something I could rely on 46% Not be available to me 46% Give my family/friends peace of mind 45% Be hard to learn how to use 44% Make me lose ability to do things myself 43% Save me time 43% Barriers Benefits 40 “Mobile Technology, Health and Caregiving Among People 50 and Older,” AARP, Jan. 7, 2011. Shows top 10 of 17
  • 41. 41
  • 42. Why Mobile At AARP? The mHealth Gap for Older Americans Incidence of Chronic Illness High Those who need mobile technology the most use it the least. • 4/5 of 50+ suffer at least one mHealth chronic illness • Half of 65-74 have 2-4 chronic Gap conditions Engagement Isolation Use of Low Mobile Devices Age 42
  • 43. Mobile Apple iPhone / 7” Android 6” Kindle 3 7” Sony Dash 10” Apple iPad iPod Touch Tablets eReader Internet Media Tablet Device “Lean Back” “Lean Forward” Standard 17” Laptop 12” litl webbook – 22” Vizio Via Hybrid digital Connected TV picture frame, netbook Thinking Ahead To Other Devices (And Platforms) 43
  • 44. The bottom of our pyramid? 44

Editor's Notes

  1. Steering the big ship. 53-year-old org based in DC with 53 regional/states offices. Serves the U.S., but has international activities.
  2. The one-minute elevator pitch about how AARP, AARP Services, Foundation function and the vast array of things it does.
  3. Betty White campaign launched yesterday on all our media channels. Look for the viral video of her doing phone sex with a Motorola retrobrick phone from the early 80s. AARP.org has evolved beyond just the web site of record. It’s the digital face of the org and a platform from which we integrate with digital services from the outside.
  4. Centralized site structure hard won over several years of reigning in outboard microsites.
  5. Rise of mobile and social, network effects compelling AARP to establish beachheads on dominant digital platforms.
  6. Print, Broadcast, Web, Mobile as paced at AARP. Largest circulation magazine to 22MM households 6x YR cut by three age branges and 100 regiions. Prints 7 out of 8 weeks. Broadcast group partners with My Retirement TV, Jane Pauley, syndicates to cable and 130 radio stations from studios at HQ. Web site 6MM uniques a month, 2MM+ registered accounts, 200K actives commty users. Mobile launched as platform only 7 months ago.
  7. Traffic to web site from mobile devices increasing dramatically. Site not optimized and traffic is not managed.
  8. Business units dabbling in mobile in recent years. National Event annually with 25,000 members; celebs like Tony Bennet, Elton John. L.A. t his year Kiosk vendor used by events group.
  9. Like every other magazine publisher, we are dealing with the rebirth of magazines on multi-touch tablets. Vendors like Woodwing and Adobe out there. We’re using Texterity here.
  10. Many consumer brands have been using carrier-class mobile adaptation services that scrape a web site as is and convert to mobile thru 5000 profiles. This approach will be viable for some time to come, especially in developing countries. Brightcove moving into this space as of today.
  11. Touch on tactical forays into SMS by eAdvocacy (GOTV) and Foundation (Haiti). Phone number capture and opt-in problematic for AARP to scale. Member concerns about phone charges. Roll out for member services will require several large biz units to pool efforts. On smartphone apps, will mimic this function with notifications. Jack Phillips for America http://blog.aarp.org/2010/10/27/were_having_a_lot_of/ Haiti http://foundation.aarp.org/HaitiRelief/
  12. Flagship with Bottle Rocket Apps. Discounts App working with AARP subsidiary. Niche app concepting with consultancies. Crowdsourced would be holy grail.
  13. Boss carrying around iPad from first week on sale during all the team meetings in the runup to relaunch of AARP.org. Soon, CIO, the board, C-suite. IT supporting iOS.
  14. Commonality in how the mobile guys and gals carry a minimum of three phones. NGS, NPR, Gannett, Intiut, CTO Coupons.com.
  15. Kicking off flagship app with small teams and accomplished vendor.
  16. Situated in Product Management. Launched mobile sprint in parallel to main. Operationalized after launch.
  17. Bottle Rocket schtick with sketching Uis. Actually had no formal wireframes in the rush to the launch of the flagship.
  18. WAS NOT READY: Site TOS, stock photo license, some existing site feeds were broken, Omniture tracking too complex to implement at start, gathering app store assets, working with media relations
  19. Custom CMS process traverses down the pages and selects content according to these rules: Fixed number of most recent articles. X - Exclude content not appropriate or ready for mobile. Made use of existing five picture thumbnail sizes. Append Trivia Quiz and ads.
  20. Tricky, fragile roundtrip from phone to authenticate with our web-based join renew tunnel.
  21. Join/Renew web forms mobilized for the iOS apps.
  22. Launched at last year’s Member Event in Orlando. Presented on stage to an audience of 12,000 members on last day of 3-day. Covered by Ed Baig in USA Today.
  23. Currently requires users to download Amazon Appstore App and auth into Amazon account. Not integrated to Android OS—can’ t manage other apps; no Google single signon with apps.
  24. Amazon EC2 live test drive. DeviceAnywhere offers similar service.
  25. Need to shift UX to a “what phone do you have?”
  26. Mobile adaptation – MDOT – Streamlined presentation of all content based on device profile. Device specific promotions (apps). Spanish version coming.
  27. Mobile adaptation – MDOT – Streamlined presentation of all content based on device profile. Device specific promotions (apps). Spanish version.
  28. M.DOT wireframes from specification doc.
  29. What to do with legacy web tools on the site, some of which (caregiving) have value in mobile use case?
  30. 45-day maintenance and feature release cycle mindful of infrastructure changes like M.DOT launch.
  31. What we know about seniors and digital tech…PEW gadget study late 2010…Boomer women control the household. Want: Simplicity, Very clear value proposition; nav labels literal Low cost; not just money, but effort, my time is short, better things to spend it on. Pre-configured options, don’ t want to fiddle
  32. Adoption low in older generations, but increasing rapidly. Also: Nielsen data from Oct 2010 slices operating system usage by age.
  33. Note sandwich generation supporting their children and parents. Mandate to connect generations…grandparents and grandkids.
  34. NOT gadgets: smartphones and tablets (other devices) are an essential looking glass into cloud data.