McCarthy Stone – Creating a distinctive brand platform to engage and inspire modern retirees
Bringing personality, energy, and relevance to retirement living through a bold digital campaign designed to connect with a new generation of homeowners.
The Challenge
As the UK’s leading retirement living developer, McCarthy Stone needed to evolve its brand to better connect with a modern, more active audience. Traditional perceptions of retirement living were limiting engagement and reducing appeal among prospective homeowners.
Outdated perceptions of retirement living impacting brand appeal
Difficulty engaging a more active, digitally-savvy audience
Lack of differentiation in a competitive later-living market
What We Delivered
We started the project by carrying out in depth workshop sessions with all key stakeholders from both organisations. Because of the pandemic and lockdown rules, all discovery meetings were carried out remotely using Zoom & Miro boards. During the meetings, we captured exactly what the app needed to do, the user journeys, future ideas as well as discussing the look and feel.
Once wireframes were completed, our creative team created a modern, friendly and fresh design for each page of the app using the existing design language from the company website and brand guidelines.
The app included functionality such as user log in, my profile, ID upload and verification, auto matching volunteers to developments based on select criteria and managing volunteering opportunities with homeowners.
Subhash Sreedharan
I just wanted to say how impressed we are with the human tech agency. You should be proud. The team has been exceptional and have impressed us with their professionalism and focus last week at the kick off. I look forward to working with them and looking forward to a quality delivery from your team
Result
Within the first three months of launching Rockstars, over 600 tasks between homeowners and volunteers were completed. As a newly launched platform, we’re excited to see new volunteers using the app and will share more engagement results soon.
Charlie Heaford
We have been involved in many similar projects and this has been one of the smoothest experiences we have had. We are very excited to have launched this app! A HUGE thank you from me for all your hard work, you’ve certainly made my job that bit easier by how responsive and open you’ve all been with me.
How We Work
A proven process that delivers results, from discovery to continuous improvement.
Thinking about a similar project?
We map your user journeys, design for clarity and ease, and connect your digital experience to your operational workflows, so users, teams, and partners get an experience that works first time.
