National Council on Aging (NCOA)

A Personalized Digital Experience For America's Older Adults



The National Council on Aging (NCOA) is a mission-based organization focused on helping people aged 60+ meet the challenges of aging and improve their overall quality of life. They have historically targeted efforts towards non-profits, government programs and social services, but are increasing their focus on a direct-to-consumer relationship. NCOA partnered with Code and Theory to refresh the brand with a new logo and identity, rethink their strategy, and re-platform the site.

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The Experience

The new NCOA conveys both their approachability and expertise through an experience that is easily navigated by each of the organization’s key audiences (older adults, professionals, caregivers and advocates), and meets each of their unique needs. We conducted multiple rounds of user testing to ensure the new experience was valuable, accessible, and fostered a sense of authenticity and empowerment.

By clearly communicating NCOA’s impact as a champion for older adults on top of a more seamless donation experience, we're able to increase the number of individual donors contributing to and supporting the cause.

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Age Well Planner

A key part of the new experience includes Age Well Planner, a digital tool that empowers users by recommending personalized information and actionable next steps specific to each individual’s situation. Users answer short questionnaires as they browse content, enabling the experience to highlight only the most relevant resources, based on retirement status, financial concerns, location, and more.

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Together, we evolved into a modern content publishing platform with a new editorial and content strategy and a more efficient workflow for NCOA’s content creators. The new platform was built using a headless CMS, Kentico, allowing for more control over both the user-facing and editorial experiences, while also reducing the burden on NCOA’s internal engineering teams. We executed everything from web development, to content taxonomy and migration, to CMS training for NCOA employees.

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