Gen Z has an intolerance for poor digital experiences.
With over 10,000 pages of text-heavy content that were hard to navigate and harder to digest, the Royal Navy’s website was turning away its target audience. Recruitment of Gen Z is at the top of the organisation’s priorities, so a complete overhaul of the digital user experience was urgently needed.
In-depth user research guided us to the solution: a simpler site, with smaller sets of experiences for a digitally native audience with consistent needs but ever-changing expectations.
We brought the functionality, creativity, and usability that Gen Z craves to the Royal Navy, giving users a personalised and streamlined experience. We crafted individualised journeys and catered to diverse audience needs, including families, veterans, and media.
We never lost sight of our target audience: revitalising the recruitment journey with a personalised job finder, social media-style content, and an innovative AI chatbot to assist them along the way.
By delivering an exceptional user experience born from user insight, we transformed the Royal Navy’s website into one that captured Gen Z’s hearts and minds, driving a 20% increase in expressions of interest, and strengthening the organisation’s future recruitment efforts.
Digital Design / User Interface: Gold