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.

Screen Shot 2021 03 09 at 5 11 08 PM


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.

Slide 10


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.

Slide 11



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.

Meta Image 1200x627

Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

Read More
  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems
Black BoxBlack BoxBlack Box


  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List
Untitled design

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work


Says a Lot —


News — 

CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

News — 

Amazon Ads Debuts First Small Business-Targeted Campaign