Apply army project

Improving discovery and increasing applications under tight deadlines

This project focused on refreshing the Join Army website within a very tight timeframe, with the primary goal of increasing applications. The challenge was to improve clarity and confidence for prospective applicants while working at pace within a creative agency environment.

I was responsible for leading UX across the project, including defining a new information architecture, creating wireframes and prototypes, and validating design decisions through user testing with the target audience. Given the compressed timeline, prioritisation and clear decision making were critical to ensure effort was focused on changes most likely to impact conversion.

I worked closely with internal and external stakeholders to uncover user needs and functional requirements, and used an iterative approach to test and refine solutions quickly. As the project moved into later stages, I partnered closely with UI designers to ensure the final designs stayed true to the intended user experience while meeting visual and brand expectations.

The result was a clearer, more navigable experience that helped users understand their options and take the next step, contributing to a measurable increase in applications.