Except for the AARP, a non-profit advocacy group with 40 million members over 50, Babyboomers are woefully underserved in the online content and lifestyle market. thinkspace was tasked with strategic user and market research and concept ideation to develop a brand new online content destination, geared specifically to this generation. We dug deep, listened and learned that Babyboomers felt much younger, were much more socially connected and technology savvy then ever before understood. We gave babyboomers.com a new user centric content direction and Boomers what they wanted most: A voice.
OUR CHALLENGES
Except for AARP, a non-for-profit advocacy group with 40 million members over 50, Baby Boomers are woefully underserved in the online content & lifestyle market. Thinkspace / Cellmobs was tasked to develop a brand new online content destination, geared specifically for this generation.
The solution had to be:
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Fully responsive to support desktop, tablet and phone screens.
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Provide custom editorial tools to quickly aggregate and curate content with a maximum of automation at a minimum of staff resources.
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Be delivered in just under 9 weeks at a budget considerably below that of competitive bids.
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Support feeds, polls and product integrations without the need for engineering.
OUR THINKING
Our research uncovered that Baby Boomers feel a lot younger than they are. They demanded to lead a more extraordinary life by connecting with people, culture and ideas that really matter to them. For these new readers, there are no rocking chairs in their future - they prefer pilates, hiking, volunteering, wine clubs, book clubs, university classes, telecommuting, yoga, golf, tennis, senior dating & plenty of social activities. They wanted a stylish new resource, designed to open their minds, challenge their friends, and feel good.
THE RESULT
Cellmobs was able to deliver:
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A seamless migration of several thousand articles and over 50,000 user profiles and their comments.
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The fully scalable system on time and budget.
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Over 80 custom content feeds.
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A fully functioning content authoring backend that allowed the
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editorial team to rapidly post content 5 times faster.
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Over 5,000 new articles at launch.
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With multiple, dynamic and flexible page layout templates for
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seamless product integration, polls, surveys, image galleries and recommendation engine.