AARP: Gen X Academy
Role: Product Strategist
Poised to overtake Baby Boomers in a few years, Gen X represents a vast potential new member base. However, they have proven a challenging group, with low rates of acquisition and renewal.
The Challenge: Create a premium membership offering targeted to 45 - 55 year olds, in pursuit of gaining one million new members over the next two years.
1.0 Research & Insights
We began the journey by understanding Gen X behavior and needs through a series of user interviews and secondary research. We generated a list of guiding insights and developed a perspective on what programs would be attractive to Gen X.
2.0 Notions
Our insights fueled a series of 6 notions that we tested with Gen X users. The objective was to validate and prioritize these notions, and generate new ideas, to inform the development of our final concept.
3.0 Final Concept
Our Final Concept is an evolution of the winning notions. It is driven by the vision of how might AARP become the trusted resource for life's most complicated moments?
3.1 Concept Expression
Drawing inspiration from MasterClass, we designed School of Life while prioritization intuitive navigation, efficient progress tracking, and incentivizing illustrations.
4.0 Commercial Opportunity
We modeled the total addressable market and expected number of new Gen X members for School of Life.
