Washington DC, 2018 - Word Count helped AARP’s Family Caregiving website develop content and platform strategies, as well as create and implement an online measurement framework to track content performance and platform success.

These efforts guided decisions that truly met the needs of first-time, early caregivers, providing them with information, online tools, and touchpoints with agencies and other resources that help clients care for their loved ones.

Market Scan and Analysis

Word Count began by conducting a competitive analysis of similar family caregiving websites and content platforms to understand what gaps existed in the online caregiving landscape. This understanding informed fresh, new content, platform and partnership strategies for AARP.

User Validation

Word Count used rapid, iterative testing of content and platform features to quickly test different interactive features and pathing through online content. This quantitative and qualitative testing provided insights into user needs and behavior that informed future platform and editorial decisions. As a result, AARP could optimize the platform roadmap and the editorial calendar for content.

Platform Performance

This project also saw Word Count work with AARP stakeholders to develop a measurement framework based on online user behavior and online transactions. The framework measured soft goals, such as building caregiver expertise, that weren't tied to one specific conversion on the website. This ensured the platform empowered caregivers with the legal and healthcare knowledge they needed and to find support from local community resources.