Royal Navy
Transforming how the Royal Navy serves its personnel throughout their careers.
My Navy is a new platform that digitises many of the day-to-day services and tools personnel need. It empowers individuals throughout their careers; giving them more time, freedom and choice.
Creative Director – Great State
App | Platform | Brand | Product design | Campaign & comms
Background
Retention is a big issue for the Royal Navy, and after years of investment in an individual’s training, it’s also a costly one. Through user-research we built an understanding of the pain points throughout naval careers; many citing the archaic, legacy day-to-day processes of a 470-year-old organisation as a primary cause of discontent.
The navy needed to start serving its personnel better. Modernising and digitising many of its services for a digital-first audience.
Approach
The scale of transformation required was huge. Altering the infrastructure and daily habits of an 80,000-person organisation isn’t easy. So we approached MyNavy as an iterative product – setting a long-term, north-star vision and developing services one at a time.
Each new function went through a rigorous research, service design and XD process to ensure they met the needs and expectations of personnel, whilst reshaping the Naval processes behind them.
So far, we have launched: an online uniform store, travel and accommodation booking, an online learning portal, holiday booking and base ‘hubs’ to allow access to clubs, sports and facilities. All of which (incredibly) were previously disconnected, manual processes wasting time, money and frustrating personnel.
By aggregating many of the services into a single app, we could create a data profile for each individual. This not only sped up and automated processes, but continually learned and personalised their experience.
Results
The app is already making waves across the service. 72% of personnel are using it regularly, with 8000 daily visits. The product has now been white-labeled for use by all RAF personnel and is being considered by other governmental organisations around the world.