U.S. Airforce

 

Changing
recruitment

The United States Air Force (USAF) is the aerial and space warfare service branch of the United States Armed Forces. It is one of the five branches of the United States Armed Forces, and one of the seven American uniformed services.

This redesign of the Airforce.com platform redefines the modern career searching process. Users can discover Air Force careers that fit who they are based on a customizable narrative.

The U.S. Air Force was facing a problem all too familiar to organizations that have a lot of information online: how can we ensure that a user finds what they’re looking for?Gone are the days when users would spend hours sorting through web pages hoping to discover a nugget of relevant information. The personalization and customization of an experience has become commonplace, replacing generic user experiences and conventional advertising and search techniques.

As algorithms become increasing complex, so too does the data. This means web teams have the ability to capture more user data than ever before, ultimately helping designers create more targeted and anticipatory experiences. That’s where we came in. Together, with creative agency GSD&M, the creative production company was tasked with redesigning the U.S. Air Force’s website to create a smarter, richer experience that helped potential recruits find the information they were looking for while meeting the Air Force’s deliverables.

Agency
MediaMonks

Date
March 2015

Redefining the Form

MediaMonks created a basic anonymous form in order to give the user a more personal experience. The form asks users to make selections based on pre-programmed responses that are intended to guide users in specific directions, yet are open enough to create a variety of paths.

 U.S. Air Force Is Changing Recruiting Through design and UX

Using simulations to inform UX

Using computer simulations, MediaMonks began to map out potential user paths and behaviors, helping them to determine where the users would go and what they would do once they got there. It was great for mapping, but challenges emerged.

Involve users

At one point, the team made the decision to involve the user by creating an optional form that would fast track the user to career options and information that better suited their interests. Knowing that users were unlikely to create their own profile, the team decided to take a more emotional approach.

Redefining the Form

MediaMonks created a basic anonymous form in order to give the user a more personal experience. The form asks users to make selections based on pre-programmed responses that are intended to guide users in specific directions, yet are open enough to create a variety of paths.

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