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
EXD | App | Platform | Brand | Product design | Campaign & comms
Background
Retention is a significant challenge for the Royal Navy, and after pouring years of investment into each individual's training, it’s also a rather expensive one. Through meticulous user research, we identified the pain points throughout naval careers, with many pointing to the archaic, legacy day-to-day processes of a 470-year-old organisation as a primary source of frustration.
The Navy needed to step up and start serving its personnel better by modernising and digitising many of its services for a digital-first audience.
Approach
The transformation needed was monumental. Changing the infrastructure and daily routines of an 80,000-strong organisation is no small feat. So, we tackled MyNavy as an iterative product, establishing a long-term, north-star vision and developing services one step at a time.
Every new function underwent a meticulous process of research, service design, and user experience design to ensure it met the needs and expectations of personnel, all while reshaping the underlying Naval processes.
So far, we have launched an online uniform store, travel and accommodation booking, an online learning portal, holiday booking, and base ‘hubs’ for access to clubs, sports, and facilities. All these services were previously disconnected and manual processes, wasting time and money and frustrating personnel.
By consolidating these services into a single app, we created a data profile for each individual. This not only sped up and automated processes but also continually learned from and personalised their experience.
Results
The app is already making waves across the service, with 72% of personnel using it regularly and 8,000 daily visits. The product has now been white-labeled for use by all RAF personnel and is even being considered by other governmental organisations around the world.