U.S. Army

Helping the Army obtain contracts with a mobile-first redesign that engages, educates and converts users to leads with the submission of a digital form.

Design Sprints

Usability Testing

Hi Fidelity Wireframes

Interactive Prototypes

Responsive Design

Design System Documentation

Design System Implementation

OVERVIEW

It has become increasingly difficult for the U.S. Army to obtain contracts.

The Army Enterprise Marketing Office's goal is to make youth aware of the Army as an attractive full-time or part-time career choice, and obtain Army contracts.

OVERVIEW

It has become increasingly difficult for the U.S. Army to obtain contracts

The Army Enterprise Marketing Office's (AEMO’s) goal is to make youth aware of the Army as an attractive full-time or part-time career choice, and obtain Army contracts.

CREATE

We created a mobile-first website that engages, educates, and converts 17-21 year olds from prospects to leads.

The website provides educational content and helps prospects see themselves as a soldier through interactive digital experiences.

Step 1

Made the content more relatable, digestible, and searchable for our audience.

Established a design system and writing guidelines to ensure brand consistency and streamline the process of updating the site.

Step 2

Assessed content for 90+ pages, crafted a branded story, and enhanced it with imagery and micro-interactions to engage the user.

Participated in 16 weeks of design sprints to turn the new design system into a new website.

ITERATE

We tested key messaging, content placement, and interactions to make sure all our decisions were backed by data.

Put the design in front of real users -- prospects, influencers, and recruiters -- to make sure the product works for our target audiences.

Step 1

Converted flat designs into interactive prototypes so test participants could interact with what-felt-like the real product.

Prototyped 40+ pages to use as testing stimuli during in-depth interviews.

Step 2

Identified pain points and opportunity areas based on participants feedback.

Facilitated Figjam workshops during which our team affinity mapped user feedback and identified key insights for future improvements.

Step 3

Updated the designs based on data.

Addressed user feedback that was actionable in our timeline, and created a roadmap for future site improvements.

RESONATE

In May 2024, we launched a website that is more relatable, digestible, and searchable for 17-21 year olds.

GoArmy.com won the 2024 U.S. Search Awards
“BEST USE OF SEARCH - THIRD SECTOR / NOT FOR PROFIT”
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