Third Act is a newly formed project anchored by Bill McKibben (co-founder, 350.org) and Vanessa Arcara (350.org, Slow Food). It was founded as an effort to take the fastest-growing population on earth — people over the age of 60 — and move them towards progressive political involvement, especially around the ideas of climate justice, racial justice, and migration & refugee rights.
After the wonderful folks at Collins designed the brand identity for Third Act, we were approached to build out the digital experience. A unique project, as the 60+ audience is an often overlooked audience segment in digital design. Current websites often feature illegible text, too much movement, small link targets and other features that make it unfriendly to older users.
We used the research done and guidelines by the Nielsen Norman Group to design and develop an optimized user experience for the intended audience. This project is currently ongoing and is expected to launch in the fall of 2021.
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