AARP TRAVEL
AARP Travel
STRATEGY, RESEARCH, USER EXPERIENCE, DESIGN
AARP is a member based organization whose  mission is "empowering people to choose how they live as they age." According to the organization, as of 2018, it had more than 38 million members.
CHALLENGE
The newly launched AARP Travel site wasn't converting. The site was getting traffic, but visitors were bouncing from the homepage because they were not scrolling past a large hero image blocking content that obstructed calls to action. 
They needed to...
  • Reduce Bounce Rates
  • Increase Engagement
  • Increase Conversions
  •  Expand the Navigation
  •  Integrate Partner Content
  •  Add Group Travel
  •  Further Develop the Product to Increase Subscribers
  •  Create a Mobile-friendly Version
OUR SOLUTION
Working with the AARP Travel team, we developed new travel concepts to include pin boards where users could plan and dream about travel destinations, a bucket list where users could track and share travel-related adventures, and group travel to include how users could share group travel experiences on AARP and social sites. We also redesigned the user experience across several areas of the existing Travel site.
Our work included...
  •  A Redesigned Travel Homepage: Revealing more features
  •  New Card Designs: For easy to read mobile-friendly content  
  •  Bounce Pages: To compel registration & reduce abandonment
  •  Copy Designed to Convert: By speaking directly to the main personas
  •  Responsive Site: For a user-friendly experience on any device
  •  Interactive Maps: Allowing visitors to find trips by clicking the map
  • Pin Boards: to enable the collection of dream destinations
  • Group Travel: For families & friends to plan travel together
  •  Trip Finder Updates: To help users book a trip based on results
  •  Adding Filters: So users could narrow destination results
The new experience focuses on removing barriers to travel planning by allowing users to create AARP Travel pin boards as they dream about where they want to travel. The revised UX introduces new card patterns, increases usage of interactive maps, and takes into consideration the integration of partner functionality, content, and complex group travel interactions across multiple web touch points. 
OUTCOME
Overall, more than 100 responsive wireframes were developed for desktop and handheld devices. The designs were completed iteratively using ongoing usability studies and were well received by test participants. The new user experience reduced bounce-rates, increased user engagement, joins, and renewals. 
Need Something Like This?
City Destination Guide 
Mobile Wireframes
Trip Pin Board
Trip Calendar Integrated with Interactive Map
Additional Screens
Select any screen to view full-size.
Destination Guides Search
Trip Itinerary
Trip Finder Results Page
Trip Slideshow
Put design thinking and user testing at the forefront of your next project.
Where We Are Located
Raleigh, NC & Washington, DC
Copyright 2019, Predictive UX, LLC
Put design thinking and user testing at the forefront of your next project.
Where We Are Located
Raleigh, NC & Washington, DC
Copyright 2019, Predictive UX, LLC