Assisting new candidates in finding a path towards a fulfilling career in the Australian Defence Force
Service
CX and Branding
Year
2022
Client
Defence Force Recruitment
Industry
Government
Overview
Over time the ADF Careers website has become a reflection of three defence forces competing for candidate share, tactically using the website to represent their individual business silos, and reactively implementing changes without putting key user needs first. This has led to content duplication, convoluted navigation and way finding, resulting in reduced applicant conversion.
Deliverables
Design System
Website Redesign and Build
Master Brand Refresh
Content Strategy
UX Design
UI Design
Timeline
18 months
The solution
Our goal is to create a connected, candidate-centric website that inspires prospects to discover roles and apply, simplifying the information, navigation and way-finding experience, making it easier for users to take the next step towards fulfilling careers in the Navy, Army or Air Force.
We assembled a multidisciplinary team to redesign the entire website experience from the ground up backed with insights from audience research and usability testing. We developed a master brand digital ecosystem to ensure that all products had a consistent interactive language and experience.
atomic design 2.0 system
We created a comprehensive design system using the Atomic 2.0 methodology. A team of specialists in UX, UI and Development worked together to establish the framework. The main challenge was to develop a scalable ecosystem that not only supported the needs of the new website, but also met the requirements of other existing and future platforms, such as web, app and digital media.
Inspiring candidates
We use e-commerce strategies to craft a compelling storyline around the product. In order to promote exploration and enrich the user experience, we have created various methods of storytelling. We have incorporated flexibility into the components to enable innovative ways of conveying the narrative.
Organising content
After receiving feedback that the website contained an overwhelming amount of content, we conducted testing and discovered that many users were struggling to navigate it. As a result, we designed new components that allowed users to access the desired content more quickly and easily. These changes also helped users to maintain a sense of orientation while browsing the website.
Career finding
We revamped the career search experience by introducing an enhanced filtering system. This helped users to identify the job roles that best match their skills and interests. Additionally, we restructured the career details to provide meaningful steps that guide users towards creating a successful application.
Accelerate applications
We have developed a range of resources, such as questionnaires and tools, to help users make well-informed decisions during the application process. These resources provide users with easy access to information on eligibility criteria, requirements, and the ability to compare different job roles. Our goal is to empower users to make confident decisions.
Showcase diversity
We prioritized diversity and acceptance as a key factors in all of our content. It was important for users to see a representation of people like them in order to feel confident in applying for a role. To better cater to the needs of diverse groups, we revamped specific pages on our website, with a focus on improving the experience for women in defence, Indigenous & Torres Strait Islanders, and other underrepresented groups.
Service support
The previous website was divided into four service-specific microsites, which made it difficult for users to navigate and resulted in a lot of duplicate content. In line with our new Master brand strategies, we created dedicated spaces on the website for each of the Navy, Army and Airforce services to showcase their unique content.
The results
We have successfully completed 12 months of design sprints, completely redesigning the entire experience with a candidate-centric approach. Our prototypes and UI Designs have been through multiple rounds of usability testing to ensure our new website is progressive and truly candidate-centric.
Deliverables
Design System
Website Redesign and Build
Master Brand Refresh
Content Strategy
UX Design
UI Design
Timeline
18 months
More work
