Overview
It has become increasingly difficult and expensive 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.
Goal
Design and build a mobile-first site, responsive on any device, that can engage, educate & convert users to leads with the submission of a digital form.
My Contributions
Usability Testing
Hi Fidelity Wireframes
Prototypes
Responsive Design
Design System Documentation
Design System Implementation
We established a new IA and design system to serve as the foundation for the next generation of GoArmy.com.
With that groundwork, we were able to assess content for each of the 90+ pages, ensure they each tell a branded story, and enhance them with imagery and micro-interactions to engage the user.
Iterate
We performed multiple rounds of Usability and A/B Testing, for which I created high-fidelity prototypes to be our stimuli.
Usability Tests
30+
Participants
360+
After each test, we analyzed findings in workshops structured around affinity mapping in Figjam. Insights from those findings informed revisions and recommendations for future design decisions.
Resonate
The Next Gen GoArmy.com launched in May, 2024 to engage, educate & convert 17-21 year olds on the website by providing relevant information and helping prospects see themselves as a soldier through content and digital experiences. Performance stats will be available soon.